Shane Atchison
Co-Founder and CEO, ZAAZ

Shane is a recognized thought-leader with more than eight years of experience in the Web analytics industry working with hundreds of leading companies day in and day out to help them realize the full potential of the Internet. He is also the co-author of a new book called Actionable Web Analytics.

Jason Burby
Chief Analytics & Optimization Officer, ZAAZ

Jason specializes in helping companies use actionable Web analytics to improve business results through performance methodologies, scorecards and tools. He is a regular contributor to leading marketing publications, a columnist for ClickZ.com and a co-author of ActionableWeb Analytics.

Avinash Kaushik
Web Analytics Expert and Author, “Occam’s Razor” blog

Avinash is an Independent Consultant with a focus on speaking and consulting engagements that help organizations unlock the power of Web research and Web analytics to create truly data driven organizations and gain a strategic competitive advantage. He is also the author of the recently published book Web Analytics: An Hour a Day.

Brent Hieggelke
V.P. Strategic Marketing, Omniture

Brent is an award-winning marketer with more than 20 years of experience in marketing strategy, branding, positioning and demand generation. He is an evangelist who has helped pioneer and lead the Web analytics industry, and is the marketing co-chair for the Web Analytics Association.

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Session Abstracts

Five Secrets to Building A Marketing ROI Organization
Shane Atchison & Jason Burby
Does your business need an analytics intervention?

Every marketing organization will need to be data-driven, but it takes a proven, actionable strategy to get there. In this interactive session, Shane will outline the critical success strategies for leveraging the new online media, interacting with your agency and other key partners and working with your own management team. You’ll leave knowing how to achieve this mandate in your team and your company.

Critical Success Strategies:

• Identify Business Goals and Key Performance Indicators (KPIs)
• Build for Performance Driven Design
• Segmenting Users
• The Data Driven RFP – Align your agency with your success metrics
• Start Small, Empower the Team, Managing Up

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Analytics Evolves: Automated Optimization and On-site Behavioral Targeting
Brent Hieggelke

The buzz around On-site Behavioral Targeting is exploding. Savvy marketing executives are fascinated at the possibilities of automating a more relevant customer experience and measurably increasing engagement,all leveraging the same analytics data you are already collecting. Brent will discuss the evolution of this new solution, how it works and why it's so timely, covering:

• How organizations mistakenly decide what critical content to feature today.
• Why now is the right time for 1-to-1 visitor targeting.
• How the mechanics of real-time content targeting works.
• How concurrent control groups enable fully transparent uplift metrics.
• What data goes into a visitor profile and how predictive are the variables.
• What does an implementation road map look like?

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Six Insights that Transform Web Analytics into Performance Marketing
Avinash Kaushik
Do you find yourself paralyzed by mountains of data?

In this thought-provoking session, Avinash will unveil a new way to thinking about Web Analytics—starting with the customer experience and mapping that to business outcomes. The session will highlight new ways in which you can create customer-centric web experiences and benefit from analysis of ecosystem data, not just your own. You will be inspired to think differently and empowered with proven ways to organize, equip, and motivate.

Avinash will be covering this “Trinity” framework for successful Web Analytics. The framework will include real life examples on how to optimize:

• Outcomes Analysis (focus on the bottom line – e-commerce or otherwise)
• Behavior Analysis (traditional web analytics done right)
• Experience Analysis (understanding the “Why” behind customer behavior)

He’ll also distill the six insights that will transform your business into a performance marketing machine. You will learn:

• What to do about poor data quality and other data limitations
• Why it’s important to analyze versus merely report
• What are the critical success metrics for your business
• How predictive analytics can change your top and bottom-line growth
• How to correctly structure your analytics organization and implement a proven, data-driven marketing process

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Making it Happen: Creating Your Action Plan
Workshop Team
Walk Away with a Personal Roadmap for a Performance Marketing Organization

This session will open with the experts sharing 5 practical tips of moving to performance ROI if they were in your shoes. The day’s strategies, insights and key takeaways will then be summarized and outlined in the form of an actionable blueprint that can be used for implementing and measuring your success for achieving Actionable Marketing ROI.

Key to being able to take ownership of your online marketing results and have an action plan is a relentless focus on business goals, Key Performance Indicators, and an action plan. You will answer some important questions to help you make this happen, including:

• Do you have agreed upon success metrics for your web channel?
• Can most people in your organization identify the overall success metrics in the same way?
• Have you monetized your key site behaviors?
• Do you prioritize online projects and initiatives based on potential financial impact?
• Do you evaluate all online projects post-launch to determine their impact on your business?
• Your Action Plan will address all of these and more.