London | 12-13 October, 2016

Agenda

eMetrics Summit London
etc.venues, 200 Aldersgate, 12-13 October, 2016


Workshops – Tuesday – 11 October, 2016

9.00 am

How to Avoid the Pitfalls of Moderated User Testing

Leader:

Karl Gilis, Co-founder, AGConsult (@AGConsult)

Els Aerts, Co-founder and Managing Partner, AGConsult

4.30 pm

End of Workshops


See all Session Descriptions

Day 1 - Wednesday - 12 October, 2016

Session descriptions day 1

8.00 am

Registration

9.15 am
Room: Creative 3

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: Creative 3

Keynote

Mentoring the Machine

If all the data you wanted were available, clean and normalized, and you had the most powerful tools imaginable - how do you go about asking the most valuable questions? Discover what the analyst brings to the table regardless of whether you are poring over spreadsheets or working with tomorrow's AI systems. Think a robot is going to take your job? Jim explains how to accommodate the algorithm and collaborate with the computer. Machine learning needs to learn from somebody - why not you?
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: Creative 3

eMetrics Strategy

Turning a Reporting Into an Action System

Practically and tactically, what can you do today that actually has an impact on the business bottom line? Matt describes how he uses analytics data on a daily basis to advance from a basic reporting system into an Action System. Matt breaks it down into easy-to-follow, concrete steps. Sure, he'll show a few indelicate product examples and yes, he'll include a look at Lovehoney's efforts in personalization and building their own DPM, but mostly Matt sticks to real-world, hands-on, pragmatic, procedural arrows you can add to your quiver. You'd expect nothing less from the largest online sex toy retailer in the UK at the forefront of developments in sexual wellbeing and ecommerce.
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

Matthew Curry, Head of Ecommerce, LH Group (@mattycurry)

Room: Creative 2

eMetrics Tactics

Digital Analytics Implementation Strategy in a Large Company

Sky UK has adopted a sophisticated strategy for analytics implementation due to their vastly different business areas and KPIs. Andrew's passion for entrepreneurship, automated reports and personalisation, has kept him engaged at Sky IDS and he shares his progress keeping a Global Documentation reference, aligning priorities against limited resources, moving the business to a more self-serve model and creating a consistent user interface feel across multiple devices and platforms.
Moderator:

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

Speaker:

Andrew Gerhardt, Implementation Principal, Sky IDS

11.40 am

Session Change for eMetrics Summit and Combo Pass Holders

11.45 am
Room: Creative 3

eMetrics Strategy

Opportunities and Threats for Digital Analysts Today - An eMetrics Veteran shares his Perspective

A lot has changed since Neil attended his first eMetrics in Santa Barbara in 2003, or has it? Many years and many eMetrics in many countries later, Neil looks at where we've come as an industry over the past decade or more. More importantly though, what still needs to be done? As the world turns digital is the digital analytics industry thinking strategically enough? Neil shares some of his thoughts about the opportunities and threats for digital analysts today.
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

Neil Mason, Digital Transformation Lead, Accenture (@nmason)

Room: Creative 2

eMetrics Tactics

Digital Analytics in the Cloud

Many analysts are already using tools that are cloud based, but how can the cloud also be helping you put it into action? This talk will look at the why and how with practical examples of using cloud tech during your analysis: using powerful cloud based computing power to expand your data horizons; web services to encourage automation of tasks; and utilising machine learning APIs into your workflow.
Moderator:

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

Speaker:

Mark Edmondson, Data Insight Developer, IIH Nordic

12.30 pm

Lunch Break

1.40 pm
Room: Creative 3

Keynote

Financial Times Chief Data Officer Fireside Chat

What can you learn from a 128 year old company? Quite a bit as it turns out. Turning a profit from online journalism requires a steady hand and a deep regard for data science, data intelligence and customer insight. It also takes person who has gone from Data Analyst to CDO in seven years. Tom shares his experience, his wisdom and submits to a cross-examination by hands-on analytics expert Peter O'Neill and industry observer Jim Sterne.
Moderators:

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

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

Tom Betts, CDO, Financial Times (@tombetts )

2.40 pm

Session Change for eMetrics Summit and Combo Pass Holders

2.45 pm
Room: Creative 3

Let's get talking - Attendee Roundtable Discussion

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.
Moderators:

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

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

3.30 pm

Coffee Break

3.55 pm
Room: Creative 3

eMetrics Strategy

Is Your Site Performance Driving You Crazy?

Big data and advanced analytics are great for levering raw data for a cohort analysis but sometimes you need a quick diagnosis. Sometimes you need to uncover why a certain KPI has changed. Patricia draws on over 15 years of digital analytics, online marketing and consulting experience to highlight case studies where detective work revealed answers to: How do we get more consumers to convert? Why has traffic dropped? Why have we seen a spike or decline in a specific KPI?
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

Margaret Wagner, SVP, European Growth Director, Merkle Inc.

Room: Creative 2

eMetrics Tactics

Most. Advanced. GTM Deployment. Ever.

Phil recently completed a sophisticated Google Analytics Tag Management project and shares lessons learned. Migrating from GA Classic to Universal on 6 CMS platforms and 600 GA classic events is one thing, but facing a fine if the project is not complete within 3months ads a touch of spice. Phil cleaned up two years of in-house changes, consolidated 74 tags used to trigger the GA pageview rather into 1 All Pages rule as well as 20 tags into one tag and one lookup table. Phil provides insights harvested for Technical (Advanced Implementers) as well as Tactical (project managers and business people). QA automation, mistakes to avoid and clues for how to make process, knowledge, experience, regular communication, perfectionism and 10hr days for 3months work for you.
Moderator:

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

Speaker:

Phil Pearce, Digital Analytics, SEO & PPC Consultant

4.40 pm

Session Change for eMetrics Summit and Combo Pass Holders

4.45 pm
Room: Creative 3

Keynote

Triple Threat: Tech, Data, & Content combine to transform The Economist - from Rag to Riches

Novel perspectives have always driven The Economist to disrupt opinion from the inside out. Steve describes how a customer-first, technology, data, and content-led vision transformed circulation marketing at The Economist, and empowered them to innovate a new acquisition platform. Utilizing tens of thousands of variations of the content they produce, they seek to auto-optimize personalized messaging to microsegments across multiple channels... at scale. Steve tells how winning the Cannes "Smart Data In Real Time" Gold Lion is nice, but getting martech a seat at the head of the table - and a larger budget and a larger staff - were the real reward.
Moderator:

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

Speaker:

Steve Lok, Head of Marketing Technology & Operations, The Economist

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 - 13 October, 2016

Session descriptions day 2

8.30 am

Registration

9.30 am
Room: Creative 3

Featured Session

Digital Analytics - Thrills and Chills

Stéphane knows why your analytics efforts are going nowhere. After years of investigating and measuring the digitally maturity of hundreds of organizations, Stéphane reveals the state of our industry and shares thought provoking anecdotes. The strengths and weaknesses of a wide variety of firms are explored, spiced up with useful tips and some crazy tools to assist you in your work.
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

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

10.30 am

Coffee Break

10.55 am
Room: Creative 3

eMetrics Strategy

Website Optimization Process

Martin and the team at The Next Web went from running 1 test a month to 20. But how did they increase the number of tests with so many and what did they had to do to get there? In this session Martijn will talk about the struggles the team went through, how they decide what to test and what the next step of their Website optimisation process looks like. A deep dive in high velocity testing!
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

Martijn Scheijbeler, Lead Growth, SEO & Analytics, The Next Web (@MartijnSch)

Room: Creative 2

eMetrics Tactics

Attribution: Keeping Marketing Spend Under Control

With so many channels and forms of communication at our fingertips it is often difficult to know who, and how much, should take the merit of a your conversions. Add affiliates and 3rd parties to the mix and you can start getting ready for battle. Jordi provides some simple hacks you can apply to ensure your data stays as clean, honest and actionable as possible and to make it easier to keep that budget in check.Who knew tag management could be so helpful?
Moderator:

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

Speaker:

Jordi Roura i Rabat, Technical Digital Analyst, Schibsted Classified Media

11.40 am

Session Change for eMetrics Summit and Combo Pass Holders

11.45 am
Room: Creative 3

eMetrics Strategy

Creating an Effective Digital Service through Insight Driven Design

Time and resource for any service is always in short supply. With greater reliance on "digital by default" the pressure for a "digital" service to achieve success makes it even more important to build an effective and efficient service. In this session LJMU Digital Services will show how they use qual and quant data in tandem to generate insights that play a vital role in their daily UX processes. Dominic will share LJMU Digital Services core blueprint and their journey in becoming insight driven. A journey that has enabled them to not just positively impact on organisational objectives but to create better experiences for their users.
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

Dominic Hurst, Leading Digital Services, Liverpool John Moores University (@dh_analytics)

Room: Creative 2

eMetrics Tactics

Google Analytics Shortcuts to Optimising Cross Device Experiences

Craig & Pieter are going to explain where the Google Analytics data model is reliable, for optimising in a multi-device world. For optimisers, mining device experiences requires tweaking to work around these limitation. Using a new model overlaid atop the GA collection model, we'll show where the reliable data lies and how to split the device and browser mixtures for optimisation purposes. Using reports, device models and standard GA metrics, see exactly how to split your conversion data or other key metrics for the right groups of mobile, tablet, desktop, and browsers. You'll be able to identify outliers, poor performers and 'gold standards' that you can use to triage and fix device issues. They will also explain 'Grid Optimisation' which uses data cubes and dimensions to automate the process of optimising your site. With a complete 'how to' document, example results from projects and downloadable Google Analytics templates, get everything you need to identify easy wins in key device experiences, that are leaking large amounts of revenue or causing friction.
Moderator:

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

Speakers:

Craig Sullivan, CEO, Optimal Visit (@OptimiseOrDie)

Pieter Baecke, Co-founder & CRO consultant, ProfitGrid

12.30 pm

Lunch Break

1.40 pm
Room: Creative 3

Keynote

Accelerating Your Career

Matthew launched, built up and sold the UK's first digital analytics consultancy. He now works at a very senior level and shares his 30,000 foot perspective on what is most important, how he moved from measuring conversion rates and doing an A/B testing to managing teams of analysts, and how you can follow in his footsteps. Find out what Matthew wishes he had known ten years ago and learn how to have impact at a senior level.
Moderator:

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

Speaker:

Matthew Tod, Director, D4t4 Solutions Plc

2.40 pm

Session Change for eMetrics Summit and Combo Pass Holders

2.45 pm
Room: Creative 3

eMetrics Strategy

Breaking Down The Barriers To The Use Of Digital Analytics

Speaker:

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

Room: Creative 2

eMetrics Tactics

How to Analyse and Monitor the Health of your Customer Base

Cohort analysis. It's not a measurement technique reserved only to SaaS companies. Whether your organisation is a charity, a retailer, a service company, whether your activity is b2b or b2c, you have a pool of customers you have a relationship with. Continuously measuring the dynamics of that pool of customers and responding swiftly to changes is a critical building block of growing a sustainable organisation. In this session we will look at cohort analysis (with several useful twists) and other analytical tools designed to measure the actives and churned within your customer base, identify response triggers, migration to next lifecycle milestones, set baselines for budgeting and generally make measurement sharper and more insightful. The goal is to provide you with a few generic analytical tools and techniques that can be applied in any industry, primarily geared at helping you to help your organisation to retain and to grow your customer base.
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

Carmen Mardiros, Senior Digital Analytics Manager, navabi GmbH (@carmenmardiros)

3.30 pm

Coffee Break

3.55 pm
Room: Creative 3

eMetrics Strategy

Email Marketing: Metrics for the Customer Age

Today’s customer is savvier, harder to engage and more empowered than ever before making customer focus an overwhelming priority for every marketer. Advances in marketing technology mean savvy marketers are able to deliver truly personalised content to their customers, but how do we measure success in the Customer age? In his presentation Dela argues that customer driven marketing requires marketers to use customer-centric measurement and shows how using the right KPI’s can deliver significant improvements in results.
Moderator:

Jim Sterne, Founder, eMetrics Summit (@jimsterne)

Speaker:

Dela Quist, CEO, Alchemy Worx (@DelaQuist)

Room: Creative 2

eMetrics Tactics

Getting Closer To Content With Advanced Analytics

Web analytics obsesses about conversion rates, tweaks to signup funnels, and increases in revenue. But how is this relevant if you run a content website that isn't selling anything? In this informative presentation, Damion looks at how a series of customizations in Google Analytics can blow the lid off your content analysis and, he promises, you’ll never look at a pageview in the same way again. With full disclosure of implementation and analysis techniques, this talk is pitched at an advanced / applied science audience.
Moderator:

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

Speaker:

Damion Brown, Principal Consultant, Data Runs Deep

4.40 pm

Session Change for eMetrics Summit and Combo Pass Holders

4.45 pm
Room: Creative 3

Closing Keynote

Lessons from history: What can British Photo Reconnaissance in WW2 teach about how to organise digital analytics today?

During WW2 the British military developed an amazing capability for collection and analysis of photographic reconnaissance. The insights obtained made a huge impact on the war. Hundreds of analysts were recruited, trained and organised. The way photographic intelligence was organised and operated can teach us a lot about how to organise and operate analytics in the modern world. This presentation will tell the story of photographic intelligence in WW2 – illustrated with some examples of the triumphs, and a few failures, of photographic reconnaissance – and draw out the analogies with our own work.
Moderator:

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

Speaker:

John Woods, Director, Sharp Ahead

5.30 pm

End of Conference

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