My Twenty Picks for eMetrics and SMX Toronto 2010

April 4th, 2010

smx and emetrics toronto 2010Its countdown! Three more days and I’ll be in traveling from Vancouver to Toronto to learn some best practices and tips on web analytics, social media, SEO and more.

From April 7- 9th, I will be attending tracks from both eMetrics and Search Marketing Expo (SMX Toronto). I am very excited to be going.  This will be my first time to eMetrics Toronto but my fourth time for SMX (previously, I attended SMX West and SMX Advance Seattle).

It took me a while to decide on my favorite tracks because there are so many. Keep tuned though, I have plans to compile my favorite key take-aways, if you cannot attend yourself.

Here are my twenty picks:

Wednesday April 7


How Measures Fan Equity Online (eMetrics) – Theresa Locklear, Senior Director, Web Analytics & Digital, National Hockey League (NHL)

The NHL supports 30 team club websites in addition to the main web site. The analytics team, lead by Theresa Locklear, uses various tools and integrated data sources to measure fan engagement, loyalty, satisfaction and revenue generated from all the websites. Learn how the NHL uses these key measures to make business, marketing and web site development decisions.


Customer Insights and the Qualitative Quantitative Mix (eMetrics) – Moderated by Christopher Berry (Syncapse) Panel: Marko Hurst (MDH Studios), Jim Novo (WAA Education Manager), Breanna Wigle ( Stephane Hamel (, Lisa Lloyd (Microsoft and CMA Council Member)

Word of mouth is likely the oldest form of advertising and one that has been nearly impossible to target and measure, but that was then and this is now, let’s fast forward to 2010.

In addition to web analytics and third party audience measurement data there is increasing availability of consumer feedback sites, social networks, blogs as well as on site tools all providing a wealth of information that organizations can use for product and service improvement. But with these opportunities comes new challenges as success is a measure of more than just numbers and percentages. Panelists will discuss the challenges and opportunities behind the qualitative and quantitative mix available to marketers today. Co-sponsored by the Canadian Marketing Association (CMA) and Syncapse.

Thursday April 8


Social & Search: Rock Both Worlds with Data— Avinash Kaushik, Analytics Evangelist, Google and best-selling author of Web Analytics 2.0 and Web Analytics An Hour a Day

You should do search because it is the thing to do. You should do social because… come on it is social! Heard that? Here’s the truth, you should do either or both because your data says that it is a path to creating happy customers and a happy company bottom-line. In this session Avinash shares specific strategies you can use to truly measure what impact your search and social strategies are having. How to avoid the cute, how to focus on the truly important, and how to use qualitative and quantitative approaches to change your business practices. Be prepared to leave with ideas you can action.


“Test the Test” session for Web Analyst Certification Exam – The Web Analytics Association (WAA) will be field testing its new Web Analyst Certification Exam questions in. Volunteers are pre-registered for this session (now closed). This is an opportunity to provide feedback on the new certification program that will be available to web analysts internationally in May. Participation in this session will ensure the quality of the certification exams and use of effective test questions.


Leveraging Customer Data for the Customer Instead of About the Customer (eMetrics) — Theresa Kushner (Cisco)

Cisco Systems has been at the center of the Internet since its inception and has been relentlessly customer focused from the start. Theresa has been at the center of Cisco’s data collection, integration and capitalization for the past four years. Having learned indispensable lessons as Director of Marketing Data at IBM and author of “Managing Your Business Data: From Chaos to Confidence,” Theresa brings a unique perspective to managing the amalgamation of more data than imaginable. Her holistic customer view takes advantage of the best from data warehousing, customer behavioral analysis and predictive modeling. Come learn where Cisco has been and where they are going.


Where Optimization Should Start and Measuring its Effectiveness (eMetrics) - Khalid Saleh (Co-Founder Invesp)

As there are hundreds of trees in a forest, there are multiple places on your website to increase conversion rates. But taking the wrong path through the woods can leave you lost, just as optimizing the wrong section of your website leaves you with few revenue gains. Join top conversion rate optimization architect Khalid Saleh as he shares processes used to significantly gain sales for retailers like Home Gallery and Move beyond simple analysis of bounce and exit rates and discover analytics insights to measure the effectiveness of category and product pages. Diagnose site-wide issues that have the highest impact on your conversion rate.


Search Friendly Design and Development (SMX) - Moderator: Jeff Quipp (Search Engine People) Speaker: Shari Thurow (Omni Marketing Interactive)

“I’m not designing my site for search engines,” is a common designer objection to SEO suggestions. But when search engines collectively have more users than either Internet Explorer or Firefox, you can’t afford to ignore how they interact with your site. Search engines are like the third major browser, and if your site breaks for them, it breaks for all those potential visitors. Learn more about creating search engine friendly sites that can be attractive to both search engines and human visitors at the same time.


Organizing for Analytics (eMetrics) - John Lovett (Web Analytics Demystified)

Millions of businesses around the globe are improving digital experiences with analytics thus it’s truly a crime against humanity if you’re not using Web analytics! Yet, simply having Web analytics on your digital pages is not enough. Many companies struggle because they are not structured to support data collection, analysis and insight generation. Those that do produce good insights often fail to communicate their brilliance. Successful companies typically share common characteristics in how they organize around analytics. Industry veteran John Lovett shares details on the crux issues of staffing, building efficient organizational structures and communicating information from Web analytics.


7 Deadly Sins of Landing Page Design (eMetrics) – Tim Ash (CEO and Founder, SiteTuners and author Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversion)

Your baby is ugly and your landing pages have severe and fundamental problems that are affecting your online marketing ROI. Learn how to avoid the most common landing page problems in this fast-paced and entertaining session. Live landing-page mini critiques taken from the audience will be done during the session time-permitting.


Managing a Metrics-Driven Web Team (eMetrics) – John Blackmore (IBM), Brian O’Grady (Search Warrant)

Collaborative analytics cultures Cognos is among the fastest-growing software segments for IBM. In 2006, as a $900 million independent company, we started with a small team of writers, designers, and Web professionals delivering fewer than 5% of the company’s marketing-driven pipeline. Today, Web organic delivers 30% of the marketing-driven pipeline, supporting our doubling in people, and tripling in budget. Learn the guiding principles used to unite the team to common purpose the Eureka moments driving success, the core measures the team focused on, and the inner workings of a successful metrics-driven Web organization.


Sharing Insights Across the Organization (eMetrics) - Alioscha Leon (Microsoft Canada), Andrea Bertone (

Do you feel like you are the only person at your company that actually reads your reports? If so, you’re not alone! Learn to get the attention of everyone in your organization to not only look at your reports, but to use them in their day to day decision making. We’ll review how to select, format, deliver and evangelize your data to make it useful for each department in your company. Trust me; you’ll be a rock star of data!


Predictive Analytics and Digital Marketing  (eMetrics) – Moderated by Patrick Turgeon ( Panel): Paul Tyndall (Senior Manager, Predictive Modeling, Client & Insight, RBC), Alison Burnham (Principal Consultant, Inflection Point), Jean-Paul Isson (VP Global BI & Predictive Analytics, Monster Worldwide), Ned Kumar (Senior Strategic Marketing Fellow, FedEx)

Friday April 9


What’s Next In Search: The Crystal Ball Panel (SMX) - Gillian Muessig, Panel: Jeff Lancaster (Outrider), Rob Garner (iCrossing), Larry Bailin (Single Throw)

You’ve survived the economic meltdown, and now the search landscape is consolidating and transforming with seismic changes on both the paid and organic sides of the equation.

Will Google’s “caffeine” update radically alter the way you approach SEO? Will the partnership between Yahoo and Microsoft open up a new, viable alternative for search advertisers? Will privacy advocates succeed in enacting legislation that limits targeting options? This is a no-holds-barred, no-subject-taboo romp through the hot-button issues with some of the sharpest minds in search marketing.


Mobile Marketing, Apps and Analytics (eMetrics) - Moderated by Sionne Roberts, General Manager, Visability (Division of IT World Canada) Panel: Jonathan Dunn (Digital Cement), Dale Fallon (The Score), Bradley Cressman (Sympatico Mobile)


Defining SEO and PPC Measures for Success (SMX) – Moderator: Marco Bailetti (Sapient) Panel: David Reske (Nowspeed Inc), Mikel Chertudi (Omniture), Evan LaPointe (Search Discovery)

SEO and PPC campaigns offer unmatched opportunities for measurement, testing and refining. However, to fully take advantage of these opportunities we need to define the metrics, points of conversion, content consumption or actions completed that indicate success. In this session advanced SEM professionals will discuss how Success Metrics or Key Performance Indicators (KPI) are determined and show examples of how KPI are used both real time and historically to measure the efficiency of a campaign, the success of SEO, or the real time results of an integrated marketing program.


Mobile Search: Apps and Opportunities (SMX) - Part one. Sionne Roberts (General Manager, Visability – A division of IT World Canada) Panel: Alex Langshur (PublicInsite), Warren Raisch (Digitaria), Marcus Anderson (Broadplay)

Away from your computer, but need to search for something? There’s a smart phone app for that! The App Store has given rise to a new digital ecosystem, says the New York Times (Dec 2009), with more than 100,000 apps for the iPhone, 20,000 and growing for Google’s Android and at least 2,000 for Blackberry. This session looks at popular search apps on different devices, how they gather data and opportunities they offer to search marketers.


Mobile Paid Search Ads: Real Opportunities (SMX) - Part two. Sionne Roberts (General Manager, Visability – A division of IT World Canada) Panel: Alex Langshur (PublicInsite), Warren Raisch (Digitaria), Marcus Anderson (Broadplay)

Haven’t done mobile search ads yet? You’re missing out on a growing market! Mobile ad spend will surpass $6.5 billion in 2012, according to eMarketer. Google CEO Eric Schmidt has said that “mobile will be a larger business than the PC-web” – likely a primary reason Google recently spent $750 million to acquire mobile advertising network AdMob.


Deciphering the Attribution Puzzle (eMetrics) - Moderated by June Li Panel: Mark D. Walker (Reliant Energy), Michael O’Sullivan (Microsoft), Andy Fisher (Razorfish)

In this two-part session, Mark Walker will start by describing how Reliant Energy, a Fortune 500 organization providing retail electricity in Texas, is sharply focused on promotional spend allocation. Mark oversees the distribution of advertising funds across television, online display and search. He will explain his attribution model using two years of customer data to optimize their media spend on a weekly basis. How do impressions on TV correlate to banner ad impressions? How do both impact search activity? Mark divulges some of the pitfalls and successes they’ve experienced attracting and growing their flock of 1.9M customers. In Part II of this session our panel of experts will engage with each other and the audience in a candid discussion as to whether we truly can calculate how much each promotional effort contributes to a conversion; and whether there is real value in crediting each ad, search term and landing page.


Quantifying the Impact of Word-of-Mouth in Customer Acquisition and Retention (eMetrics) - Christopher Berry (VP Measurement Science, Syncapse and WAA Research Committee Project Lead)

Word-of-Mouth (WOM) isn’t new, but our ability to spread, influence and measure it effectively and accurately is a relatively recent development. This presentation will describe, using real data from the WAA’s Peer Review Research Journals Project (and possibly from Syncapse Corp case study data), how to quantify the impact of WOM in customer acquisition and retention. Attendees can expect to take away at least three action items that they can apply at their organizations.


Next Generation Agency: Search, Social, Viral, Mobile and Analytics (SMX) – Moderator: Jeff Quipp (Search Engine People) Panel: Warren Raisch (Digitaria), Ross Jenkins (Rapp Worldwide), Paul Kraemer (Digital Cement)

Search engine marketing as a profession came to be as a result of the Internet and people’s propensity to use search engines as a tool to navigate, find information, and establish communities and connect. Today, we literally live with devices and tools that not only inform us; they connect us anytime, anyplace, twenty-four hours a day. The Internet, email, social networks, mobile and gaming have all made their way into our daily lives; concurrently the lines that divide TV and the Internet are blurring mounting another wave in the digital frontier. New business opportunities abound complete with new winners and losers. Panelists explore this second wave and what it means for the next generation agency.

Rock on!

Keep tuned…I have plans to compile my favorite key take-aways, if you cannot attend yourself.

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4 Responses to “My Twenty Picks for eMetrics and SMX Toronto 2010”

  1. Tweets that mention My Twenty Picks for eMetrics and SMX Toronto 2010 | Seed The Web -- on April 4, 2010 11:48 pm

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  2. Jeff Lancaster - Outrider on April 6, 2010 12:20 pm

    Hope to see you there…

  3. Angelica Holiday on May 12, 2010 8:45 am

    Wow, that is quite a marathon or rather gauntlet of topics. How did it go? What was your take on the Next Generation Agency: Search, Social, Viral, Mobile and Analytics session? My company, Holiday Worldwide is a thought leader in this business model. Thanks for your feedback.

  4. admin on May 16, 2010 4:53 pm

    You can check out my notes on my top take aways here:

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