Are you new to Omniture SiteCatalyst? Interested in learning the product basics that every Web analyst must master? Or perhaps you’d like to refresh your perspective on how SiteCatalyst can optimise your online business?

This session will present the key essentials to maximise your investment in SiteCatalyst including:

• Reviewing the fundamentals of SiteCatalyst
• Promoting a better understanding of the reporting and analysis to drive business success
• Getting the most out of calculated metrics
• Managing dashboards to maximise the insight across your company
• Other key features and benefits for optimising your business

Have you ever had your reports being ignored, misunderstood or not acted upon? People don’t like raw data. They like clear, understandable and attractive information!

The best decisions are founded on relevant information. A common challenge for web analysts is to make the voice of the data heard, believed and understood. And that is the reason why so many dashboards and reports are circulating in your company. But is this continuous distribution of information sufficiently contributing your online goals?

This session offers a guide to grasp the power of Omniture web intelligence and reveals how Omniture customers have succeeded in communicating insights in a clear, effective and fun way.

In this session online marketers and executives will learn to:

• Turn stakeholders into information addicts.
• Transform your data into actionable information.

While marketers may agree that attribution models are critical to measuring the success of their campaign, most marketers do not agree on a common definition for these models. Attribution models require a unique set of criteria for each customer based on their category, price point and buying cycle, to name a few. By first understanding how media spend is driving your business, you can determine where best to focus your attribution modeling effort. This session presents a common framework for attribution models and discusses how you can get started by applying that to your business today. The goal is to give you tools that allow you to create an attribution model for your business and generate an effective strategy to optimise your media buys. We’ll cover several attribution models that customers are using today and discuss the advantages and challenges of each.

You'll walk away with a better understanding of:

• How the visitor’s online behavior drives model assumptions
• How to leverage these assumptions to develop an attribution model
• How to apply attribution models to optimise your media buy

Many companies are drowning in data but thirsting for useful information. For analysts, it’s easy to get dragged into responding to routine reporting requests. However, most of us know that the value from the Web analytics tools comes from analysis and optimisation—not just reporting. Over the years, the Omniture consulting team has analysed thousands of Web properties around the world and has developed valuable analysis tips and tricks in the process. Whether you’re an analytics ninja or just a reporting monkey, this session will highlight several proven analysis strategies that can augment your current analysis approach and make your work more strategic as a result.

The digital marketplace has given us communication opportunities we couldn’t fathom just years ago, yet businesses still struggle to create engaging customer experiences and improve conversion rates. But the savviest marketers have extended Web analytics across their customer’s lifecycle to create a comprehensive online strategy to address these challenges. In this session, you will see how the Omniture Suite is allowing marketers to transform that customer insight into action.

Dollar Thrifty, a global car rental franchise in 70 countries including 740 U.S. locations, will review how they have pioneered an integrated online and car rental franchise strategy. As they have transformed to a 50/50 physical rental reservation desk and online business, they have been able to significantly increase online reservations and actual car pickups. They will explain how the Omniture Suite has helped them build a segmentation strategy using Web site and email campaign data. The Omniture Suite has also enabled Dollar Thrifty to leverage insights into multiple customer touch points, including site targeting, direct mail and car rental franchises. This case study will provide a blueprint for building an overarching online strategy.

In this session, you will:

• Learn how to quickly discover and build a customer segmentation model across multiple channels
• Understand how to leverage online behavior to deliver engaging experiences across all channels
• See multichannel promotions that drive offline sales through online promotions

It’s no mystery that appropriately defined personas drive smarter, more succinct marketing campaigns. And it should come as no surprise that successful segmentation analysis translates into superior customer experience. Still, many marketers settle for mediocre ROI by casting their nets too broadly, and many merchandisers and site designers miss conversion opportunities due to vague assumptions about their site visitors.

Learn how organisations are employing simple best practices to target high-yield segments, what quick-win actions they take based on those segments, and where they enjoy repeat success through clearly articulated personas.

Become the hero of your marketing department by creating great solutions that bring value to your company and solve difficult analytics problems. This session will emphasize how to pull data from APIs, explore in-depth possibilities and review existing solutions that will help you meet your business objectives. If you are an analyst, decision maker, marketer and especially if you are a developer or are technically minded, you will absolutely want to attend.

You'll leave with:

• How to get started with the Omniture APIs
• Resources available to answer your basic or advanced questions
• New ways to solve business needs that will help you meet business objectives

A moderated round table discussion.

Session Moderator: John Sadowsky, a storytelling, leadership and marketing “guru”

This roundtable discussion will cover the effective use of storytelling in email, learning to tell stories that “catch” your audience and thus incite them to share with their friends via social networking sites. The most effective marketers are using user-generated content, stories submitted directly by their clients, in their emails. We show examples and explain how to use this powerful vehicle.

Storytelling “guru” John Sadowsky and the participants will discuss the best practices they see today, as well as trends for the future. Specific topics include:

• Learning to use our stories of identity in email, and in marketing in general
• How to use links between email and social marketing to spread our storie
• Why user generated content is so powerful, and how to encourage it
• Using email to build user communities

Customer Speakers:

• Jess Stephens – Group e-marketing manager, Filofax
• Emma Thompson – E-commerce Marketing Consultant, Mothercare & Early Learning Centre

The online display advertising market has evolved rapidly over the past year. Most interactive marketers are currently focused on targeting, retargeting and bid ad management. In addition, data aggregators, analytics providers, ad servers and real-time bid exchanges are rapidly emerging to influence this market. In this session, we will discuss how these market changes are affecting display advertising. The session will also cover how buying, targeting, ad serving and analytics converge to deliver advertisers a powerful set of tools to access and manage their display ad programs.

At the end of this session, you should know:

• Technologies and channels that are emerging in display marketing
• Tactics that marketers are using today to optimise display advertising programs
• How you can expect the market to evolve and start planning for that now

Competitive pressures in the paid search market continuously push the need for more efficient and effective campaigns. With that, marketers strive to find new methods to enhance SEM programs that increase performance and drive more traffic. This session will present 11 tips that can save time, improve efficiency and drive relevant traffic to your online business. Among the topics, we will discuss how to prevent cannibalization across keyword segments, how to understand the interaction between SEO and paid search and make those relationships work for you and how to eliminate guesswork by ensuring you have total visibility into the metrics that drive your business.

In this session, you will learn about:

• Eleven practical tips that you can use today to improve your search program
• Real examples that illustrate how to improve SEM performance
• Techniques to integrate contextual programs into your search campaigns

Over 70% of all clicks from search engines come from organic listings. It’s imperative that businesses understand how their site is generating organic traffic and the value it is delivering. Search marketers can use analytics to develop strong SEO strategies to maximise the impact of organic volume on their business. In this session, we’ll show you the different capabilities that measure organic traffic and how to leverage this information to define and build an SEO optimisation program. With these tactics, you can grow your volume by not giving away traffic to your competition.

In this session, you will discover:

• How measuring SEO can positively impact your business
• SEO best practices that you can use today
• Emerging trends in SEO and what you should do about them now

Recent Forrester Research predicts that the number of online shoppers across 17 Western European countries will grow from 141 million in 2009 to 190 million by 2014 and that the average spend per shopper will rise from €483 in 2009 to €601 in 2014. These are very exciting statistics, but as we all know not all shoppers make it through the checkout process. There are many reasons for shopping basket abandonment; busy consumers running out of time featuring top of the list. But abandoned does not necessarily mean unwanted.

At this workshop, hear Steve Lomax, Managing Director CheetahMail EMEA & UK/Ireland, discuss:

• how automated email messages, driven by web analytics, can encourage customers to complete their online purchases
• how leading UK and US brands have used remarketing techniques to secure record levels of transactions and hugely uplifted ROI
• how taking simple steps to re-engage with your customers can impact on your own bottom line

How to harness Omniture data to better understand your customers and engage them in a relevant and timely conversation over multiple channels. By attending this session, you’ll learn the following:

• How global travel company Hotels.com uses Omniture and ExactTarget to engage their prospects/customers with relevant and timely offers
• A framework for maturing from emails that are one-to many and blast driven, to one-to-one and behavioral/predictive in nature
• Ways to listen to and engage with individuals on social networks, then interact with them through the medium that they prefer

The integration between search and social marketing and analytics is becoming more and more important. In this session, Martin Dinham and Matt Whelan from Guava will discuss the value that website analytics can deliver from a search engine marketing viewpoint across both paid and natural search. In conjunction with their client Homebase, Guava will outline how:

• Omniture technology can enable effective leverage of paid search campaigns
• Omniture Site Catalyst enables Homebase internal teams as well as Guava to identify potential sources of high value traffic
• Designing and deploying strategies ensures that this traffic reaches the Homebase website
• Specific Search Engine Optimisation and Social Media Marketing techniques add value

According to an analyst report by Forrester, one-third of all site visitors use site search before they do anything else. Two-thirds of visitors use site search as a primary form of site navigation, and nearly half of users give up after their first try due to poor results. How often are you disappointed by “no results” when you search your favorite Web site? From products to blogs, FAQs to technical documentation—most businesses have vast amounts of diverse information on their Web sites. But if your customers aren’t finding it through a great search experience, it loses value. You may be compounding the problem if you’re not taking steps to bolster the relevance of your content by integrating search with your business analytics. This session will offer strategies on how to deliver a great search experience to every visitor to your site.

This session will present:

• Effective strategies for leveraging analytics-driven ranking for better marketing relevance
• How to build a better navigation experience on the site leveraging site search and analytics data
• Using a KPI-based approach to building a better search experience

For years, marketers have viewed landing pages in simple terms—receive interested visitors, pass them through to more meaningful or actionable pages, count the clicks, done. Today, online marketing technology has evolved so that landing pages can be optimised to do a lot more. Yet, as an Internet user, how often have you searched for a specific item only to end up on a generic landing page? With little more than three seconds to make an impression on the visitor, interactive marketers need to make sure that their landing pages create immediate engagement. This session will discuss strategies that empower marketers to optimise every element on a landing page and present ideas and best practices to improve content relevance. The session will also include a workshop where attendees will be invited to volunteer a landing page to be evaluated by an expert for potential opportunities for improvement.

Specifically, this session will present:

• Best practices for identifying visitor intentions and expectations upon arrival
• Practical strategies that will help optimise landing page experience
• How to leverage Omniture applications to improve conversion rates

With large volumes of anonymous online traffic, interactive marketers are constantly challenged to present specific content or an offer that’s relevant to individuals. Typically, marketers rely on broad user segments or personas, losing out on the opportunity to match offers to individual preferences. However, for certain high-value products and services, one-to-one targeting can yield optimal conversion results. This session will discuss how Omniture Test&Target can automate the personalisation of content and offers specifically to individuals—moving them through the conversion funnel and increasing return on advertising spend. Interactive marketers interested in 1:1 targeting cannot afford to miss this session.

This session will cover:

• How targeting and personalising content to individual online visitors works
• How to determine if your site is a good candidate for 1:1 targeting
• A customer case study of how automated behavioral targeting was successfully deployed

Sam Calvert will talk about how BT.com’s implementation of LivePerson real-time live chat have transformed online sales conversions and the customer experience on BT.com. Real-time live chat, new research based website design, streamlined and automated order journeys, fewer clicks to self-serve, are all combined to deliver a tailored customer experience and record levels of online sales.

Find out how proactive chat invitations are triggered by business rules, defined with the help of SiteCatalyst analytics, to consumers demonstrating a combination of hot-lead and abandonment behaviour and how this can turn your site from a passive showroom into a guided channel for visitors who need help. The results are increased conversion, uplift in average order values, reduced service costs and improved customer satisfaction.

In this session, you will:

• Learn how intelligently engaging visitors with chat can significantly increase online sales, average order values and reduce abandonment.
• Understand how third generation chat can deliver proven incremental uplift in conversion, reduced service costs and record levels of customer satisfaction at the lowest cost for any human assisted channel.
• Hear how BT won the 2010 LivePerson Pay for Performance Deployment Award, how LivePerson proves the value of chat and is willing to tie fees to performance.

Increasing conversion rates has been the web analytics mantra for the last decade and has been used to justify huge numbers of analytics deployments and technologies spend. But is it really the key metric to chase? After eight years working with web data and analytics for almost 200 companies, Matthew Tod has reached the conclusion that the conversion rate is a poor KPI, added to which, increasing focus on this metric at senior level can lead to poor decision making and ultimately harm business growth.

In his session Matthew:

• Sets the record straight on the benefit of conversion rates and demonstrates when it becomes a overvalued metric that can damage business profitability and growth
• Shows some of the alternative approaches that can enable better, more actionable, value-creating insight
• Helps marketing leaders determine strategies that best suit their organisational culture

Merchandisers are continually looking for ways to make better recommendations to visitors arriving at their sites. At the same time, customers do not want to miss out on the best buys or the most popular articles or novel items that are going to meet an impulse or need. Traditionally, recommendations have been largely manually determined by the merchandiser. There is a better way—using automated online recommendations based on key performance indicators (KPIs) to improve engagement, conversion rates and average order value (AOV). Omniture Recommendations has proven to help retailers, publishers and other online businesses substantially improve their conversion rates while offering their visitors a more relevant experience.

This session will provide:

• An overview of different types of online recommendations
• Insight into the types of data that drive the most effective recommendations
• Examples of KPI-driven, automated recommendations being used by customers today

As an ecommerce business, merchandising is critical to the success of your site. Yet, many merchandisers rely on intuition alone to promote their products. How do you determine the optimal merchandising mix based on data to drive profitability? Are you missing opportunities because you are not offering a personalized experience to your online shoppers? Omniture Merchandising and Omniture Test&Target provide online retailers with the opportunity to test and optimize merchandising strategies and to target merchandising effectively for their most important segments. Targeted merchandising based on geographic, demographic or other data will help optimize the experience for online shoppers according to their specific preferences.

In this session, you will learn how to:

• Effectively use business rules to address merchandising challenges
• Test and determine your most effective merchandising strategies
• Deliver targeted merchandising to your customers to achieve profitable conversions

You know they exist: the tips and tricks in SiteCatalyst that increase your competitive advantage in Web analytics. But how can you uncover them? This session will open the door to many of those powerful features, enabling you to take your SiteCatalyst strategies and implementation to the next level.

In this session, you will:

• Obtain power-user tips to ensure that you’re maximising conversion and optimising your business using SiteCatalyst immediately
• Learn from real-world examples and business questions that you’ve probably been asked—but may not have known how to answer
• Discuss new and innovative features and practices to address reporting challenges submitted by audience attendees

Too many online marketers measure the success of their campaigns based solely on clicks, without understanding what revenue was generated, even after that online visit. Today, marketers can tie in revenue data from financial systems and use it to optimise additional customer interactions that increase revenue.

Learn how a leader in the financial services industry is combining clicks, ad spend and revenue data from SiteCatalyst and their financial systems in Omniture Insight to maximise revenue. They are able to further improve return on ad spend by leveraging Test&Target to better target offers to their customers.

In this session, business intelligence analysts and data-driven marketers with significant offline customer interactions will learn how to:

• Improve online conversion with offline channel data
• Integrate data for several products across many marketing channels
• Build financial models using Omniture Insight to maximise return on ad spend

As you can imagine, here at Omniture, we are early adopters of our own technology. Omniture Marketing has implemented the complete Omniture Suite. In this session, you will see a demonstration of how the Omniture marketing team applies five tenets of  digital marketing to automate and measure our marketing campaigns. Also, get a sneak peek at one of Omniture’s most successful ongoing campaigns spanning both brand and demand marketing using the entire Omniture Suite. Though applicable to various business models, the best practices in this session will be especially useful to B2B marketers.

In this session, Omniture Marketing will cover the following five tenets of online marketing:

• Enable strategic marketing by aligning with sales goals and process
• Embrace the finance department by involving them in key metrics and assumptions
• Organise and center your marketing department to be audience driven
• Educate your customers; don’t “market” to them
• Automate everything possible—from programs to processes—with the Omniture Suite and gain the benefit of improved relevancy, increased conversion and optimised ad spend

Marketers can use behavioral information such as clicks, sessions and page views to make limited decisions. When data comes from customer interactions that occur across multiple channels, however, business decisions become more problematic. But when behavioral data is combined with psychographic, demographic and attitudinal data, the resulting intelligence can provide rich customer profiles that allow marketers to optimise their online campaigns effectively.

Learn how a leading financial services company is using Omniture Insight to access syndicated data from third-party providers and better target audiences with relevant offers through email, direct mail and other marketing channels. Additionally, they will describe the added benefit of eliminating potentially high-risk prospects from their target list by analysing the data from different sources.

In this session, online marketers will learn how to combine syndicated third-party sources with behavioral data to:

• Maximise remarketing across multiple channels
• Target marketing investment to appropriate prospects
• Reduce marketing expense by eliminating unintended segments

With the wealth of online experiences available to consumers, the challenge in keeping and growing your customer base can be tied directly to “engagement.” Audiences that are engaged will come back, buy more and click more.

This session will reveal the powerful role that engagement and micro-conversions have in influencing conversion. We will outline the core strategies to include in your online optimisation plan and reveal three key takeaways that you need to implement in the next six months to drive engagement with your different audiences.

Measuring the impact of online video on customer acquisition and conversion is a significant challenge for marketers today, and many have found it difficult to bridge the gap between a consumer’s interaction with a viral video and that consumer’s behavior on the marketer’s site. In addition, marketers have previously had to review information for each video-sharing site individually and often with a lag time of 30–90 days.

We will cover how the Omniture Suite helps you measure the performance of viral video campaigns in real time and how they impact consumer behavior and interaction with the brand. In this session, you will hear from our customers and learn how the Omniture Suite is helping them better monetise their content and better understand how consumers are interacting with their video.

In this session, you will:

• Hear how to create and measure online video campaigns with Adobe and Omniture
• Learn how to determine if your online videos are leading to higher conversion rates
• Understand how to measure playback, rewinds, forwards, abandonments and video virility
• Identify your most engaged audience segments

A recent analyst survey of online marketers revealed that very few companies have active tests running on their Web sites. Fewer still are running tests that can be directly tied to their company’s bottom line. The primary roadblock to implementing an effective testing program is not knowing how to test effectively or what to test. In the absence of this knowledge, testing either never gets started or one-off tests are deployed that often end up revealing little. In this session, testing experts will present how an iterative testing program can be pivotal to improve revenue-generating online conversions. Come learn how to build and refine effective, iterative testing methodologies that yield meaningful results.

This session will focus on:

• An overview of optimal times and places to conduct online testing
• Testing best practices to optimise revenue
• How online testing can help when your revenue-generating events occur offline

Join this newly announced session to learn how to incorporate Facebook as an integral part of your unified, multi-channel marketing mix – an approach increasingly used by marketers today for marketing planning, budgeting and execution. This session will reveal new ways for your company to better understand and optimize the impact and ROI of your Facebook investments.

It is estimated that 75% of Internet users are actively engaged with social media in some form. This gives marketers a unique opportunity to engage and acquire new potential customers—if they know where to look. Learn best practices for engaging social media users, driving them to your site and ultimately converting them into profitable customers.

In this session, we will discuss:

• Strategies for using social media to acquire new visitors
• Key metrics and measurement strategies to consider with your social media efforts
• Connecting off-site social media with on-site conversion

Enough talk about combining online and email behaviour to drive marketing campaigns. Now it's time to make it happen, and drive real results. Attend this session to learn how to improve email and cross-channel campaigns by leveraging integrated analytics, recommendations, testing and targeting. If you're looking for those few actions that you can take back to your office that will immediately produce results, then this is the session for you!

In this session, you will:

• Learn what we mean by cross-channel behaviour, and how to take advantage of the opportunities it provides
• Discover how a Cross-Channel Lifecycle Marketing approach can grow revenue, increase marketing efficiency and strengthen customer engagement
• Understand how simplifying the integration of email campaign and web site conversion data facilitates creativity to drive higher revenue
• Hear from your peers who are already realising significant value by leveraging web, social, email and mobile to deliver effective cross-channel campaigns

Flash allows you to create rich and engaging user experiences. Now, you can use Omniture to measure the engagement value of rich Internet applications (RIAs) and quantify the return on your RIA investment. In this session, we will outline and demonstrate quick wins for measuring RIAs and then take it a step further—showing how your RIAs can be automatically optimised for a user experience that drives ROI based on your business objectives.

Using several products within the Omniture Suite, we will highlight examples of how the combined value of analytics and experience optimisation drives increased conversion, greater customer success and a higher return on investment. This session will combine business strategy with technical details to give attendees the information needed to get started immediately.

In this session, you will:

• Learn how to create RIAs with Adobe Flash and optimise them with Omniture
• Understand the key metrics for measuring your RIAs
• Learn best practices for optimising your RIAs

Your online shoppers are looking for the perfect product at the best price – but like shopping in-store, they also expect an engaging experience. Even when shopping online, customers want to feel as though they have touched and examined products up close and personal. What role do visual merchandising capabilities such as zoom, alternative views, 360-degree spin, visual configurators and video play as shoppers evaluate your products online? When it comes to converting browsers to buyers, we know that it is important to deliver rich, interactive experiences with multiple product images and empower shoppers to visually configure products to suit their unique tastes. From the homepage to product pages and through checkout – rich media can dramatically improve merchandising and the experience you offer shoppers, ultimately improving conversions. Ensuring effective use of rich media is key: are you testing to determine when it is most effective? How does rich media work with and complement other aspects of your merchandising strategy?

In this session you will learn:

• Which kinds of rich media merchandising techniques are proven to have a positive impact on sales
• Best practices in using dynamic imaging, visual configurators and product videos in the conversion funnel
• How you can integrate rich merchandising with other conversion techniques to achieve optimal lift and customer experiences

Whether you market to 12,000 or 300,000,000 per year, the targeting challenges are the same. How do you use automation technology to send out dynamic, segmented and targeted messaging and pull qualified prospects back to your Web site? More importantly, how do you close the loop and to obtain a solid view on the ROI of the marketing activity? Was the campaign effective? Should the results be attributed to other marketing activities?

Learn how Omniture SiteCatalyst™ and Aprimo Marketing Studio On-Demand™ were leveraged to optimise, execute and analyse a global email strategy that resulted in increased efficiencies, return and scalability.

With smartphones expected to outship PCs in 2012 and over 200,000 mobile applications available on the various app stores, mobile marketing is an opportunity you can’t afford to ignore. In this session, learn how you can effectively measure, analyze, and optimize mobile sites and apps to create unique and engaging experiences and avoid mistakes made by 90% of all mobile marketers.

You'll learn:

• Key trends to watch in the mobile space
• The impact of apps on the mobile landscape
• The keys to creating uniquely engaging mobile experiences
• Cutting-edge solutions for measuring mobile site and app [dis]engagement