London | 12-13 October, 2016

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Agenda

eMetrics Summit London
etc.venues, 155 Bishopsgate, 28-29 October, 2015


See all Session Descriptions

Day 1 - Wednesday - 28 October, 2015

Session descriptions day 1

8.00 am

Registration

9.15 am
Room: Bishopsgate 2

Welcome & Opening

Speakers:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

9.30 am
Room: Bishopsgate 2

Keynote:

Einstein Was Wrong: Everything That Can be Counted Counts

The data we can collect for customer acquisition and life time value enhancement runs the spectrum from generic (postal code, age, gender) through behavioral (clickthroughs, pageviews, apps use) to the highly subjective (opinions, attitudes, motivations). The combination of these datasets moves us closer to getting the right message to the right person at the right time on the right device at the right frequency. Jim offers a marketing data taxonomy as the last step before handing the process over to machine learning algorithms to determine which attributes are useful at any given moment for a given purpose.
Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

Speaker:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

10.30 am

Coffee Break

10.55 am
Room: Bishopsgate 2

eMetrics Strategy:

Digital Analytics as a Driver: Integrating with Agile Optimisation

Many businesses feel the right place for digital analytics is in a service centre. Dan posits this approach actually degrades the true abilities of analysts and the value they bring to the table. Speaking from personal experience, Dan offers better procedures and structures to bring customer-focused analytics to the forefront of driving business change, and how to integrate analytics in an increasingly agile digital organisation.
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

Dan Grainger, Lead Online Conversion Analyst, TUI (@dangrainger)

Room: Bishopsgate 1

eMetrics Tactics:

Transforming Tag Management from a Project into a Process

Many organisations suffer from plug-and-play analytics, where a tagging system is deployed into the website but not into the organisation. Too often, implementation is treated as a one-off project, after which complacency sets in. This leads to bad decisions made with bad data. Since no governance model is implemented, the platform usually gets the blame. In this talk, Simo inspires you to think of implementation as a process. Using and optimising a tag management solution like Google Tag Manager fits perfectly into an agile project, supporting any number of systems that feed from and into the data layer. Data collection is easily overlooked in the race to insights and business growth. But if you screw up data collection, the insights you can derive won't be very valuable.
Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

Speaker:

Simo Ahava, Senior Data Advocate, Reaktor (@SimoAhava)

11.40 am

Session Change for eMetrics Summit and Combo Pass Holders

11.45 am
Room: Bishopsgate 2

eMetrics Strategy:

Migrate! A peek into SEO process, metrics and logic through a domain migration case study

SEO non-SEOs can be daunting, obscure and misunderstood. Dave will be exposing the logic, processes, and metrics professional SEOs use via a common project every digital professional will encounter during their career; a domain migration.
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

Dave Sottimano, Lead Strategist, Define Media Group (@dsottimano)

Room: Bishopsgate 1

eMetrics Tactics:

Vistaprint Case Study: From Last Click Attribution to Touchpoint Incrementality

Is there a deterministic way of deciding where your marketing spend is more efficient? Shall we let the data speak? Sergio walks through the journey they've made at Vistaprint, trying to assess the efficiency of their marketing spend, and assessing each touchpoint including the influence of offline channels like TV. Learn how Vistaprint combines those insights with in-house developed Marketing Mix Models and test-based assumptions to come up with a true efficiency measure to guide their spend decisions.
Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

Speaker:

Sergio Romero, Director of External Marketing & Performance Analytics, Vistaprint

12.30 pm

Lunch Break

1.40 pm
Room: Bishopsgate 2

Keynote:

Ninja and Pirates and Jedi - Oh My! Driving Cultural Change Within a Complex Organization

What frustrates an analytics ninja even more than inconsistent data? Watching their hard-earned (p)raise being given to someone else who is better at self-promotion. But that should really be expected, because by definition, the perfect ninja is invisible! Dave shares the critical skills needed to advance your own career quickly, and develop the abilities of your team members to do the same. Discover the secrets of how the adidas analytics team transformed from being data-providers to catalytic change agents. Learn how to change your marketing-based corporate culture into an evidence-based decision-making powerhouse. Most importantly, Dave provides evidence that we really can change from being the data nerds sitting in the corner, to being the coolest kids in the lunch room.
Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

Speaker:

Dave Rhee, Global Marketing Analytics, adidas Group

2.40 pm

Session Change for eMetrics Summit and Combo Pass Holders

2.45 pm
Room: Bishopsgate 2

Roundtable:

Nobody Knows the Trouble I've Seen

Since 2002, the eMetrics Summit has been a safe place to discuss and share common problems. Each of us struggles with getting all the people, process and technology pieces working together. Some are just starting out and some have years of experience, but all of us learn from each other. Often rated the best part of the eMetrics Summit, these Roundtables let us share problems with like-minded professionals. This is your path to answers, a little empathy and a lot of camaraderie. These are your people - they understand your situation.
Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

3.30 pm

Coffee Break

3.55 pm
Room: Bishopsgate 2

eMetrics Strategy:

Get Your Facts Straight – Campaign Tracking: Invest in Doing it Right

One of the main sources of bad data in Google Analytics is incomplete or outright wrong setup of campaign tracking. Inconsistent channels, mislabeled campaigns and faulty attribution often poison the quality of data, making it unreliable or completely wrong. Learn why you should not (that’s right “not”!) be using UTM campaign parameters to track internal/onsite campaigns. Steen offers some solutions along with the 7 rules which will help you ensure that your campaign tracking is correct every time and that your data is both reliable, consistent and actionable – from this day on.
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speakers:

Steen Rasmussen, Senior Partner and Scandinavian Online Optimisation Specialist, IIH Nordic (@strasm)

Henrik Stenmann, Senior Partner & Scandinavian Online Marketing Specialist, IIH Nordic (@HStenmann)

Room: Bishopsgate 1

eMetrics Tactics:

How to Measure Apps with Barclaycard

We're creating more and more apps for phones and tablets... But how do we measure their performance without tags? What are an app’s KPIs? How are people using it? Where, how often and what could we do to improve it? And how do we get the user data to sync up with our single customer view? Adrian explains how asking the gnarliest questions of our apps, gives some rather unexpected answers about our customers.
Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

Speaker:

Emily Hutchings, Insight and Optimisation Manager, Mezzo Labs

4.40 pm

Session Change for eMetrics Summit and Combo Pass Holders

4.45 pm
Room: Bishopsgate 2

eMetrics Strategy:

Attribution – You Don’t Know What You Don’t Know

Marketing Attribution is going to take over the conversation in businesses the world over – as it is the true understanding of consumer behavior. The reason for its delay in rise to widespread use…the analytics community!! In this session Russell covers why attribution is not just for enterprise clients and what you can do today as well as why analytics providers are slowing the growth of the community and how this will affect all of us moving forward. Russell also covers some of the advanced functionality to give you a better idea where we could be in 12 months – and what we can all do to make sure that the focus remains on having a better understanding of the consumer through data led insight.
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

Russell McAthy, CEO, CUBED Attribution (@therustybear)

Room: Bishopsgate 1

eMetrics Tactics:

Analytics for Publishers

Having worked with Euromoney and Hearst Magazines, two companies managing over 100 websites each, Peter shares his secrets on analytics for publishers. Understanding of the key users of analytics information within a publisher is key and Peter describes the necessary tracking, key performance reporting and information these users need. Plus a few bonus ideas.
Speaker:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

5.45 pm

Networking Reception in the Exhibit Hall

7.00 pm

End of First Conference Day

7.00 pm

Dinner with strangers

Dinner with strangers:
meet your fellow attendees.
See the registration desk for more information


Day 2 - Thursday - 29 October, 2015

Session descriptions day 2

8.30 am

Registration

9.30 am
Room: Bishopsgate 2

Featured Session

Maximum Marketing Impact with a Negligible Budget

Starting with 900 PPC campaigns, 30+ domains, and over 300 views in Google Analytics, Barbara manages SEO/PPC and Digital Analytics for this multinational hospitality organization. The tips and tricks she's learned over the years as her work load continues to expand have proven valuable to previous eMetrics audiences and we're delighted to have her back. Dubbed the Queen of Segmentation, Barbara also offers up the broad view of satisfying business needs with web behavior analytics and voice of customer data.
Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

Speaker:

Barbara Pezzi, Director Analytics & Search Optimization, Fairmont Raffles Hotels International (@barbarapezzotta)

10.30 am

Coffee Break

10.55 am
Room: Bishopsgate 2

eMetrics Strategy:

From Boots to Bytes: Schuh’s Approach to Data and Analytics

Schuh is a retailer with numbers running through its veins for both physical retail and ecommerce. Stu provides some practical case studies of how their digital analytics helps them make better business decisions every day. Starting with a Mobile First imperative and a retail chain of 115, Stu delves into their 360° view of the customer to explain why they are having such trouble with Northern Males. As a retailer rather than a data scientist, Stu is delighted to field questions like, "Have you thought of doing (this or that) with your data?"
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

Stuart McMillan, Deputy Head of Ecommerce, Schuh Limited (@mcmillanstu)

Room: Bishopsgate 1

eMetrics Tactics:

Measuring the Business Impact of Your YouTube Videos – and Beyond

Videos have increasingly become a business media for companies around the globe. But how do you objectively the business impact they have? Vincent proposes a methodology to evaluate the impact of your video and measure their ROI. But he doesn't stop at videos; Vincent shows how this methodology can be expanded to become a Content performance framework.
Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

Speaker:

Vincent Kermorgant, Senior Web Analyst, IF Insurances Finland (@vincentkerm)

11.40 am

Session Change for eMetrics Summit and Combo Pass Holders

11.45 am
Room: Bishopsgate 2

Keynote:

The AB Testing Hype Cycle : Escaping the Trough of Useless Testing

Many companies have bought, installed and run tests with AB or Multivariate testing software but most of them are burning rubber doughnuts in the carpark of User Experience instead of going places. Testing should drive learning, change, insight and lift revenue! How can companies get from the Trough of Testing Disillusionment to the Plateau of Productive Innovation? How can companies avoid wasting their time and money in the stupid part of the AB testing hype cycle and move as quickly as possible towards the mature end of the curve? Craig shares the hallmarks of companies that have made it and highlights the practical shortcuts to get away from senseless testing!
Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

Speaker:

Craig Sullivan, CEO, Optimal Visit (@OptimiseOrDie)

12.30 pm

Lunch Break

1.40 pm
Room: Bishopsgate 2

eMetrics Strategy:

Man vs. Machine in Marketing

Ludovic will share the story of online sports store ActivInstinct's efforts to improve revenue and margins with machine-learning to dynamically select content for customers. Based on a range of variables such as seasonality, inventory and product performance they provided visitors with the best combination of product and pricing, and predicted the products most likely to be purchased. Machine learning tests were pitted against manually-ordered product pages in a six months campaign Learn how this carefully controlled test has paved the way to a full role out. The results were impressive but the methodology is enlightening - and applicable to any online endeavour.
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

Ludovic Moulard, Ecommerce Lead, Fifty Five

Room: Bishopsgate 1

eMetrics Tactics:

How to Tell a Compelling Story with Data

Averages are lies and acronyms are for losers. Dashboards on auto pilot? Ain’t nobody got time for that. You can’t be an analyst if you don’t analyze your sources, so let’s start adding real value to our analytics. Jeff provides a framework for how to turn facts into insights for your organization. Don’t let the computers take your job – learn how to turn the data we collect into organizational wisdom.
Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

Speaker:

Jeff Sauer, Digital Marketing Consultant (@jeffalytics)

2.40 pm

Session Change for eMetrics Summit and Combo Pass Holders

2.45 pm
Room: Bishopsgate 2

eMetrics Strategy:

Attribution, But for Content

Which of your content is successfully nudging customers along the consideration cycle; e.g. lifestyle content to product content, over multiple visits? Andrew clarifies how the impact of different types of content can be revealed through clickstream data by applying clear purpose classifications. The result is an easy-to-digest view for stakeholders of how different content types work to drive demand for products over the long term. Learn the importance of the business process for classifying content, how to maintain/enforce it and overcoming some of the challenges involved.
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

Andrew Hood, Managing Director, Lynchpin

Room: Bishopsgate 1

eMetrics Tactics:

Picture This: Getting Data Visualisation to Work

How do you make a data presentation more communicative and more insightful? People can easily get lost when overwhelmed by busy dashboards and charts that try to explain too much at once. Sean explains how to ensure that you present the right data to the right person at the right time. Learn the magic of context, trend lines, sparklines, targets, colour palette, and the imperative that all of the above be used sparingly. Above all, Sean stresses the importance of storytelling: using a plain English description of the insight derived from the data. But worry not, he will share several clues about elevating the aesthetic of your data masterpiece to a state of elegance. For the adventurous (and if your audience is sufficiently data savvy), Sean describes best practices for making dashboards interactive.
Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

Speaker:

Sean Burton, Founder & Managing Director, Analyt (@analytdata)

3.30 pm

Coffee Break

3.55 pm
Room: Bishopsgate 2

Keynote:

How Analytics Help Content Creators

As a publisher/journalist, Joe informs a newsroom about what data means for them and how they should approach it. Rather than a data specialist/analyst, Joe is an enabler who shares the Telegraph's practical application of data in the hands of non-data-miners. He helps you understand how digital analysis of any kind of content can be actionable by content creators, drive healthy competition between them and connect them to who is actually consuming and interacting with their digital content.
Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

Speaker:

Joe Jenkins, Mobile Editor, Telegraph Media Group (@Joe__Jenks)

4.40 pm

Session Change for eMetrics Summit and Combo Pass Holders

4.45 pm
Room: Bishopsgate 2

Keynote:

The State of the Analytics Nation

The State of the Analytics Nation is the new traditional closing talk of eMetrics. The words of wisdom in 2015 are being provided by one of the DAA’s Most Influential Industry Contributors, Stéphane Hamel. He was lucky enough to have great mentors and this session is his chance to pay it forward. Stéphane shares hard learned lessons, tips to grow your digital analytics maturity and career, and thoughts about the state of our industry - spiced up with his unique perspective, some controversial views, and certainly a couple of crazy ideas. Do not leave this conference early…
Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit (@peter_oneill)

Speaker:

Stéphane Hamel, Digital Analytics Thought Leader, Consultant (@SHamel67)

5.30 pm

End of Conference


Workshops – Friday, 30 October 2015

9.00 am
4.30 pm
9.00 am
4.30 pm

Workshop:

The Best and the Worst of Predictive Analytics: Predictive Modelling Methods and Common Data Mining Mistakes

Instructor:

Dr. John Elder, CEO and Founder, Elder Research, Inc.

9.00 am
4.30 pm

Workshop:

Persuasive Psychology Class – Optimize Your Website

Instructor:

Ton Wesseling, CEO, Testing.Agency

Bart Schutz, Chief Persuasion Officer, Online Dialogue

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