Summit 2007 | Salt Lake City | Agenda

View Abstracts for Sessions below the Agenda.

Breakout Abstracts

Increase Results Using Industry Best Practices

Vertical Industry Trends, Metrics, and Best Practices that will Optimize Your Business: Retail Sites
Presented by Josh Dahmer and Alex Hill

This session will focus on advanced optimization and analysis topics for retail sites. It will reveal the hot new web analytics trends in this industry, and what you can do right now to gain great insight into how your visitors are using your site. Key topics include: measuring conversion by profit margin rather than just gross revenue, remarketing to increase conversion, browser-shopper-buyer analysis, and the key to discovering how visitors find products on your site.

Vertical Industry Trends, Metrics, and Best Practices that will Optimize Your Business: Travel & Hospitality Sites
Presented By David Kirschner

In this session, hear from industry leaders and learn from Omniture Best Practices and Implementation Consultants about key trends that impact Travel and Hospitality Web sites, universal key performance indicators (KPIs) you should be measuring, and see how customers are leveraging SiteCatalyst to improve their Web sites and even their offline processes.

Vertical Industry Trends, Metrics, and Best Practices that will Optimize Your Business: Media Sites
Presented By Bibhash Das and Mark Stringham

With the ongoing need to optimize acquisition and retention strategies, it becomes more and more important to determine the value of visitors to media sites. In this session, we'll cover the who, what, where and why of your traffic. We will also offer in-depth strategies on how to gain insight into your visitors. Come learn how to integrate visitor profiles into your analytics, understand content affinity and realize the impact of Web 2.0 initiatives.

Vertical Industry Trends, Metrics, and Best Practices that will Optimize Your Business: Finance Sites
Presented By Adam Greco and Don Bennion

In today’s highly competitive marketplace, Financial Services companies are relying more and more on their Website and other online marketing tools to find and retain customers. As an increasing number of business functions move online, optimizing this channel and measuring its effectiveness has become critical to the success of the business. In this session, we will discuss some of the common challenges facing Financial Services companies and provide actionable best practice solutions for solving these challenges.

Vertical Industry Trends, Metrics, and Best Practices that will Optimize Your Business: B2B Sites (Auto, High Tech, Manufacturing, Pharmaceutical)
Presented by Brent Dykes and Caleb Silvey

Gain new insights into how SiteCatalyst and other tools can be used to measure and improve the success of your lead generation efforts. Learn how measuring micro-conversions can help optimize campaign and content creation efforts. Discover how SiteCatalyst can strengthen your customer and partner relationships by streamlining service and support content. Leveraging the information gained through this session, you will be prepared to take your online performance to new heights in 2007.

Increase Results Using Industry Best Practices

SiteCatalyst: Web Analytics Fundamentals: Hit the Ground Running
Presented By Matt Belkin

This session is a must if you’re new to Web analytics. Learn the fundamental building blocks of a successful Web analytics program and what you need to hit-the-ground-running with your Omniture solution. Learn that the business optimization process begins with measuring metrics and KPIs and ends with increasing ROI and driving innovation. Understand if you have the organizational readiness and critical success factors for a successful Omniture deployment.

SiteCatalyst: Hitting the Mark—Measuring and Optimizing Campaign & Advertising Effectiveness
Presented By Nathan Walker and Doug Keyes, Omniture
Customer: Customer Home Décor Products

In this session, you will learn how to close-the-loop in campaigns using Omniture’s SiteCatalyst. We will discuss how campaigns are created, tracked and measured against the conversion events that are most important to you and your business. Learn how to classify and group campaign data in ways that will enable you to truly measure the results of your marketing investments.

SiteCatalyst: Eessential Power Strategies
Presented By Doug Moore

Enhance your investment in Omniture by exploring essential strategies for getting the most out of SiteCatalyst. This session will focus on new ways to view, interpret and take action on your online campaign and testing data. Among the strategies to be discussed are 1) flexibly creating custom reporting metrics using derived mathematical equations; 2) properly classifying and reporting on campaign (meta) performance data using Omniture’s SAINT tool; 3) learning how to effectively implement A/B testing methodologies.

SearchCenter: Using the Power of Analytics in Search Marketing
Presented By Tiffany Feltenberger, Omniture
Customer: Baby Universe

Are you utilizing the most effective form of analysis for your search marketing campaigns? In this session you’ll learn how to increase return on ad-spend and your overall campaign effectiveness. Find out how to divide your campaigns and devise actionable, effective marketing strategies within your different market segments.

Discover 2.0: Precision Targeting through Visual Multi Dimensional Analysis
Presented By Shawn Jones and Bob Hart, Omniture
Customer: Overstock.com

Learn how Discover 2.0’s unlimited real-time segmentation, advanced 3-D business visualizations, and massively paralleled computing infrastructure will take you to a new dimension of customer analytics. Specifically, learn how to quickly identify new high-value visitor segments, create targeted remarketing campaigns, visualize complex non-linear pathing, and uncover hidden business opportunities.

SiteCatalyst: 360° Marketing - Closed Loop Multi-channel Marketing Measurement
Presented by Mikel Chertudi and Chad Sollis

Learn how to tie your multi-channel marketing metrics with CRM or SFA (i.e. Salesforce.com) using Omniture Data Sources and custom variables to enable closed-loop marketing for accurate ROI measurement. This session is specific to businesses measuring and correlating your online metrics with other offline and “complex sale” metrics such as leads, opportunities, closed sales, renewals, and up/cross sells. What does this mean? You’ll know where to spend your marketing budget (which trade shows, keywords, email vendors, websites, etc.) from an ROI perspective by using metrics at deep into “complex sales’ pipeline” such as ROI, cost per customer and sales per customer, instead of the elementary and often misleading metrics of cost per lead.

We’ll also cover how to most effectively measure multi-channel campaign performance across online and offline channels including email, newsletters, banners, paid & natural search, tradeshows, print, and direct mail. By using Omniture’s classification (or your own) system SAINT, we’ll show you how to properly implement meta data into your campaign to “slice and dice” performance at any level – you’ll also walk away with best-practice campaign classification templates and ideas to more accurately track your own marketing performance

SearchCenter: Advanced Strategies for Optimizing Paid Search Marketing
Presented by Christopher Knoch
Customer: SEMPO–Gord Hotchkiss

Web analytics and SEM optimization come together through the native integration between SiteCatalyst and SearchCenter. Learn how to base your search marketing investment on true ROI conversion metrics versus general visitor activity. Attendees will walk away with ideas on how to build the ideal business rules to automate SEM campaigns.

Monetization: From Behavior to Action to ROI
Presented By Ron Brien, Omniture
Customer: Shane Atchison and Jason Burby

As a follow-up to the opening session keynote, ZAAZ proven process to monetize, prioritize and optimize site performance. Yyou will walk away with a new outlook on visitor behavior and opportunities on your site from the experts who have done this with dozens of global brands such as Ford and Microsoft. This is a session about how to use insight gained from SiteCatalyst to truly impact your business.

Marketing Integration Work Shops

Increase Closed Loop Remarketing ROI with Email Integration
Presented by James Hodges
Partner: Responsys

Leveraging online behavior to drive relevancy and immediacy in email campaigns is quickly becoming one of the most powerful
email tactics to date. During this session attendees will learn industry trends, and gain real-world examples and insight
into the world of email remarketing. Attendees will also learn that by integrating email marketing with Web analytics through Omniture Genesis, marketers can:

• Perform sophisticated remarketing to customer segments such as users who abandon shopping carts and forms, view products and more
• Measure closed-loop ROI by automatic tagging and measurement of results
• Measure how email communications influence site behavior vs. other forms of marketing spend.

Increase Online Advertising Performance with Ad Serving Integration
Presented by Aaron Watson and Alan Winters

As today’s online marketers race to improve their return on advertising spend in a competitive online world, they are continually seeking ways to more easily use sophisticated ad serving technologies, streamline processes, and enhance measurement. Learn that by integrating ad serving with Web analytics through Omniture Genesis marketers can:

• Understand the full value of creative and offers at the campaign, ad, site and placement level
• Measure the value of latent conversion using view-through metrics
• Target ads to behavior indicating interest in a particular product or service

Welcome to Automated Uplift: On-site Behavioral Targeting from Omniture
Presented by Paul Phillips

On-site Behavioral Targeting was ranked by Forrester in a recent survey with marketing executives as the #1 area of planned Web marketing technology investment for 2007. As an Omniture customer, your site is already tagged for the opportunity to achieve significant conversion and revenue uplift. In this session, we will discuss how on-site behavioral targeting is automating on-site optimization. Join us and learn specific strategies, best practices and case studies on how the Omniture Touch Clarity solution is helping leading companies consistently achieve 40-200% uplift in online conversion rates, revenue and profitability.

Enrich Your Customer Understanding With User Feedback Integration
Presented by David Kirschner
Customer: Sprint

Many of your customers have an opinion and are eager to share it with you. In this session, you will hear from industry experts on how best to integrate consumer feedback into a meaningful and actionable data set. Learn that by integrating user surveys with Web analytics through Omniture Genesis marketers can:

• Enrich customer profile information for a more complete voice of customer
• Analyze the relationship between attitudinal and behavioral data
• Include visitor ratings and comments within Web analytics reporting

Integrate Offline, Online and Multi-channel Data:
Presented by Bret Gunderson, Omniture
Customer: Sun Microsystems

Learn how to use our Data Sources to relate offline data to an online activity. Find out how coupons can be used to track car sales, how tracking numbers can be used to drive customer loyalty, and how order numbers can be used to track products returns.

Improve Site Navigation and Optimize Search Terms with Site Search Integration
Presented By Dan Roden and Brian Olesen, Omniture
Customer: Home Depot

Forrester Research indicates that consumers use site search functionality more than any other function on a Web site. Across the enterprise, search solutions help people find, analyze, and understand information in ways never before possible. Users locate information quickly and easily, and discover new products and content that was previously hidden. Learn that by integrating site search with Web analytics through Omniture Genesis, marketers can:

• Enhance search algorithms using behavioral data based on pre-defined “success” events
• Improve site navigation and optimize search terms with behavioral data
• Measure site search as it relates to overall marketing activities within one interface

Integrating Organic and Paid Search Strategy to Drive Results on a Global Scale
Presented By Tim Lott and Jim Phillips
Partner: SEMDirector

Global enterprises have unique needs, constraints, and opportunities when it comes to leveraging Web analytics data. Data and key performance indicators alone are not enough. This session will discuss how some of the world’s leading enterprises are leveraging Omniture SiteCatalyst and SearchCenter to drive business decisions and online marketing strategies. Marketers can apply lessons learned from large enterprises to navigate through their own organizations, and implement search marketing processes, and data organization strategies to improve the performance of both paid and organic search marketing.

Harness the New Technology of Web 2.0

Enhance Your Customer's Experience through Rich Internet Applications
Presented by Stephen Hammond, Omniture
Customer: Scripps Network

Are you using the latest strategies to measure and optimize Flash and AJAXx applications? This session combines Omniture best practice strategies for implementation, analysis, and testing, with real-world examples from two of the Internet’s leading interactive companies, Scripps Networks and Nike. We will discuss lessons learned, share examples and provide an actionable framework you can use to improve the value of your Rich Internet Applications.

Convert Your Customer's Search Results into Profits with Dynamic Site Search
Presented by Caleb Silvey, Omniture
Customer: Home Depot

Forrester Research indicates that consumers use site search more than any other function on a Web site. In this session, gain insight from detailed examples that illustrate the best ways to maximize site search to drive actionable business value and increase your bottom line.

Take Customer Engagement to the Next Level with Visitor Interaction Profiling
Presented by James Hodges and Brian Jensen, Omniture
Customer: The Generation Network

In today’s competitive environment, understanding the online customer is key to business success. At this session, Omniture experts will demonstrate the importance of creating visitor interaction profiles with both anonymous and opt-in data. Learn how to leverage interaction profiles to drive relevance online and within various marketing campaigns for an enhanced customer experience.

Connect with Your Audience through Social Networking & Blogs
Presented By Marianne Llewellyn, Omniture
Customer: Bazaarvoice

Social networking and blogs are methods for increasing visitor engagement. During this session you will learn about leveraging a powerful marketing tool that can help you attract, and more importantly, hold the attention of your target customer. Learn how to tie results of these emerging interaction channels to business value.