Agenda
Vertical Industries
Expert Examples and Omniture Quick Win Best Practices
Economic volatility highlights the need to improve ROI and control costs. Hear an in-depth case study of success from an Omniture customer and learn from Omniture Consulting subject matter experts in your industry how you can use Omniture tools to save money and improve your bottom line. By attending this session, you will:
- Get tactical tips you can use to enhance your own set-up and reporting processes to get more from your Omniture investment
- Learn distinct areas upon which to focus your analysis efforts in order to boost key conversion metrics
- Hear real-world examples of optimization programs that have worked with leaders in your industry
Marketing Principles
There are new rules for marketers and Omniture customers are certainly leading the way. The Marketing Principles track is designed to help you learn new approaches that break through barriers to help your organization become more data-driven, customer-centric and efficient.Lead the Change: 7 Keys to Creating a Data-Driven Organization
Marketing organizations today are striving to evolve into efficient, data-driven entities. Join us, as we explore case studies and lessons learned from customers who are implementing best practices for analytics governance. Your takeaways will include seven principles of analytics governance that will increase the success of your Web analytics and online marketing efforts..Leveraging Your Brand in Search Engine Marketing: Tips & Techniques From the Pros
Search is typically considered a direct response channel. According to Marketing Sherpa only 21% of search marketers are measuring and tracking brand metrics. This is a missed opportunity for marketers! This session will explain how to leverage your branding keywords in SEM to increase sales and revenue. Delta Airlines, one of the top brands in travel, will explain how they’ve improved their ticket sales in search by maximizing the performance of their brand keywords.Robbing Peter to Pay Paul? Learn the 7 Best Practices of Campaign ROI Attribution
As more and more dollars shift to the online marketing budget, marketers need better ways of reporting on campaign performance. Because there are multiple ways to evaluate a campaign, marketers struggle to optimally attribute ROI.
This session will discuss in-depth best practices for optimizing your campaign ROI attribution including:
- Standardizing tracking system across campaigns, channels and global business units
- Critiquing online attribution setting and type (first touch, last source, etc.)
- Comparing multiple views for complex sales
- Tracking acquisition, conversion and remarketing objectives separately
- Connecting offline advertising
- Distinguishing repeat vs. new customers (cross-sell and up-sell)
- Accounting for cookie deletion
Omniture on Omniture: Learn Best Practices From the Omniture Marketing Team
Come and learn from the experience of the Omniture marketing team about how we implement our own products to improve acquisition, conversion and cross-selling across the entire online marketing funnel.- Automate comprehensive campaign diagnostics
- Improve conversion by combining profile-based targeting with multivariate and A/B testing
- Streamline search marketing across product lines, key metrics and bidding strategies
- Speed the marketing team’s ability to create and manage site and landing pages
What Would You Do with a Couple of Extra Hours Today? Omniture Shortcuts that Increase Analyst Productivity
One of the great things about being an analyst is that the more you learn about your business the more you want to know. Learn the shortcuts from Omniture power users as they share the time-saving secrets for speeding your time to customer insight. In this session, you will improve your ability to:
- Match your organization’s true analytical needs
- Optimize communications with key data consumers
- Leverage your three best friends: bookmarks, dashboards and data blocks
Total Digital Visibility: Best Practices for Executing and Measuring Complete Campaign Experiences
Many marketers treat onsite and offsite optimization as two separate projects. Offsite media is optimized to generate traffic, while on-site elements are optimized to convert that traffic. This poorly integrated handoff from media to site can leave visitors frustrated, confused and less likely to purchase. Smart application of technology now allows unified monitoring and optimizing of all the components of a campaign on- and off-site, creating a smooth flow for the user and driving strong performance for the marketer. In this session, experts from ZAAZ and 24/7 Real Media will discuss practical ways to transition visitors seamlessly from campaign to site (and sometimes back again) in a targeted, programmatic and measurable fashion.Landing Page Optimization: How to Increase your Online Revenue Without Increasing Marketing Costs
Learn from one of the world’s leading online marketing experts a proven approach and sure-fire shortcuts to conversion lifts that can be quickly applied to virtually any landing page for any company. Explore the behavioral dynamics that are the foundation of optimizing every customer interaction.Left Brain vs. Right Brain: Getting Analytical and Creative Personalities on the Same Page
It takes a new kind of marketer to drive uplift in corporations today. Right-brained creativity and left-brained logic are both critical. Knowing when to conform to a process is just as important as knowing when to reinvent it. Cultivating these skills in your organization will give your company the competitive edge. Cultivating them in yourself will turn you into a rock star wherever your career takes you. In this session, you will learn how to more effectively recruit, develop, and enable data-driven marketers.Breaking Down the Silos: Optimize Your Online Marketing Organization and Budget
Are you trying to take your online marketing to the next level? Ready to optimize, test, segment, target, etc....only to find yourself constrained by lack of budget, organizational alignment and executive support? You’re not alone. Learn from experts who will provide blueprints for successfully organizing to optimize.Doing More With Less: How Marketing Automation Helps Deliver Quality Leads
In today’s difficult environment, every lead counts. Learn how reading a prospective customer’s digital body language maximizes the potential of your leads. From scoring to nurturing, companies are using marketing automation solutions to generate more revenue with less resources. Join us for an interactive panel discussion on how these marketing leaders have achieved great success with marketing automation.By attending this session you’ll have the opportunity to enter to win your copy of Digital Body Language: The Demand Generation Strategy by co-founder Steve Woods.
Marketing Channels
New points of customer interaction are emerging and you want to optimize your campaigns across all of them. This track will give you the essentials of how to use today’s most important marketing channels including: Search, Email, Video, Mobile and Social Media, and perform the multichannel analysis you need to identify customer trends.Mobilize Your Marketing: How the Small Screen Presents Big Opportunities for Mobile Analytics
Every second, there are four babies born and 30 mobile phones sold! This means marketers MUST understand the impact of mobile users across their online business as more customers take advantage of the growing capabilities of smart phones like the Apple iPhone, RIM Blackberry and the broad line of Nokia devices. This session will cover:- The recent trends in mobile usage
- Resolving challenges of mobile measurement
- How to determine which metrics matter
Video Killed the Radio Star: Key Strategies & Tactics for Measuring & Optimizing Video
Your customers are watching—are they engaged? The online video market is slated to reach more than $17 billion by 2012, with millions of your potential customers tuning in. This explosive growth means an extraordinary opportunity to effectively measure your audience engagement—including fast-forwards, rewinds, abandonments and identifying your most attentive audience segments. If you are deploying video or are considering it for your site, this is a session you won’t want to miss. Learn how easy video optimization can be, and deliver what your customers really want. This session will highlight the key fundamentals in measuring and optimizing video, such as:- How to identify the best performing content
- What engages visitors, and what doesn’t
- Which video milestones are tied to conversion success
MyFaceLinkSpaceBook: Boosting Conversion with Social Networks
Your customers are spending more and more time off your site while connecting with others across social networks like Facebook, MySpace, Twitter, and more. How can you influence your customers across these social networks to continue to engage your site, spend more money, and ultimately convert?The New PR: Synergies Between Social Media and SEO
Driving visitors to your sites from those last bastions of “free” media—natural search and social media—is a critical component to a complete media plan. Learn how to harness the powerful interplay between these two functions to boost your online visibility. In this session we will discuss:- Leveraging users to generate content
- Increasing links to your most important pages
- Monitoring the buzz on your brand keywords
Emerging Trends in Web 2.0: Measuring the Impact of RIA, Social Networking and Widgets
Can you justify the cost of Web 2.0 applications? Do you know what is working on your site, what needs improvement, and what needs to go? Web 2.0 applications such as Adobe Flash, Facebook apps, virtual worlds and widgets represent the evolution of Internet technologies from boring and static to fun and engaging experiences. Learn the best practice case studies for taking your Web 2.0 to the next level. This session will explain:- The new and emerging trends you need to pay attention to, including RIA, widgets and virtual worlds
- How to connect objective analysis and optimization with the creativity enabled by Web 2.0 technologies
- The key metrics to consider when deploying and measuring apps across your site
Makin’ Gold Records: Advanced Analytics That Will Turn Your SEO Team into Rock Stars
You know that keyword rankings alone should not define the success for your SEO campaign. Discover how to leverage your Web analytics to gather actionable data and effectively measure the ROI of your SEO campaign. Understand the reports, metrics and key performance indicators that can drive your SEO campaign to success. The best practices we will review include:- Utilizing multiple sources of data
- Identifying your most important metrics (KPIs)
- Setting up reporting that will generate actionable SEO insights
Closing the Gap: Reaping the Rewards of Bringing Your Site and Email Campaigns Closer Together
Using innovative testing and targeting techniques on the site and in your emails has delivered incredible results for companies who have made this leap. In this session, we will explore a series of actionable steps for integrating your campaigns and site content. Join experts from Responsys, Omniture, and two leading brands to see how you can get take your campaigns to a whole new level of success—starting now.SEM 201: How to Drive Offline Conversions with Paid Search
For multi-channel online marketers it can be difficult to determine how best to allocate a marketing budget. In this session, we will discuss the characteristics of each online marketing channel and how they work together. We will also discuss basic strategies for how to allocate budget when most of your sales do NOT occur on the Web.Macro-trends, Innovations and Plans in Search Engine Marketing: A Panel Discussion with the Top Search Engines
Come hear about the latest trends in search engine marketing directly from the “Big 3” search engines, and take advantage of the opportunity to speak directly to the search engines themselves. They will discuss:- Future product plans for each of their search engines
- Trends they’re seeing in the search market
- Tips for how to use certain features of their respective search engines
Integrated Marketing
Break down your marketing silos: brand to demand, click-to-conversion, engage-to-acquire, end-to-end relevance and closed-loop attribution are the new marketing processes you'll be using going forward to achieve step increases in marketing. The Integrated Marketing track is designed to help you implement them by integrating email and search marketing with analytics-driven testing and targeting.Ready, Set, Innovate: Using Omniture API’s to Create and Integrate Applications With the Omniture Platform
As the Omniture API’s expand to include a broader set of capabilities, customers have new opportunities to deepen integrations with existing applications and to create new ones. This session will cover:- Omniture Product API capabilities for SiteCatalyst, SearchCenter and Discover
- Omniture Platform API capabilities for DataWarehouse and Administration
Needles In Haystacks—How Target Finds Cross-channel Customer Insights with Discover OnPremise™
Many marketers struggle to advance their analytics past browse behavior. They need a more complete view of customer behavior, including emails opened, ads viewed, keywords searched, and products purchased. Marketers with strong visualization tools like Discover OnPremise find customer insights more quickly, and are more able to act on these insights. See how Target has moved beyond reporting and analytics to gain actionable insight by:- Uncovering trends and behaviors of site visitors that would not have been recognized
- Driving key decisions for weekly promotion planning, e-mail campaigns, and ad-buys
- Optimizing the overall media mix and online spend
Where Did My Campaign Dollars Go?
Integrating post-click behavioral data is essential for gaining a true understanding of online marketing performance. Acceleration and telecommunications company Embarq will discuss the roles of ad servers and Web analytics platforms in accurately measuring the returns of online advertising campaigns. Find out how you can:- Integrate analytics and campaign data to accurately measure ROI
- Implement best practices for campaign measurement and optimization
River of ROI: Driving Email Campaign Performance Through Targeted Remarketing
Multi-channel marketing measurement and optimization is the holy grail of marketing performance management. Find out how you can integrate online marketing applications to automate closed-loop marketing; for instance:
- Integrating data from multiple campaign sources
- Improving the accuracy of campaign ROI measurement
- Automating ROI measurement across online campaigns
- Optimizing multi-channel campaign ROI
Big Mouths = Big Money: Leveraging Ratings, Reviews and Opinions for Conversion Success
Fostering social engagement on commerce sites is no longer just about connecting customers. Products with customer reviews deliver higher average order value and convert at a better rate than those without. Attend this session to learn how to:- Tactics and tools for driving more customer review activity on your site
- Measuring the impact of customer ratings and reviews on conversion
- Optimizing merchandising and content promotion strategies based on visitor ratings and reviews
Improving Landing Page Performance in SEM: Reinforcing Marketing Messages with Test&Target™ and SearchCenter®
Most paid search programs focus on what happens before the click, such as quality score, click-through-rate, cost-per-click and related search engine metrics. But what about the landing page experience? A disjointed search to landing page experience will confuse your prospective customers and rack up costs without the desired conversion. In this session we will discuss tips and tricks with leading experts on how to reinforce your keyword and ad copy messaging on a landing page to maximize conversions from your hard working search budget.You Got Your Chocolate in My Peanut Butter! Leveraging the Integration of Omniture SiteCatalyst® and Omniture Test&Target™
Online options for consumers are ever-increasing. Demands on marketers to improve ROI are ever-increasing. You need the right tools to exceed your customer’s expectations and your organization’s goals. Come learn how the actionable, real-time analytic output from SiteCatalyst can work hand-in-glove with the conversion-driving features of Test&Target—enabling you to continually improve campaigns and content conversion performances. Specifically, this session will cover how this product combination provides:- Extended Test&Target reporting via the SiteCatalyst analytics engine
- Improved test and segment analysis
- More precise targeting
Divide and Convert: Using Omniture Test&Target for Advanced Onsite Behavioral Targeting
You have a diverse audience. Your success depends on your ability to continually present the right content and offers to the right people. In this session, we’ll discuss how effective targeting is where the rubber hits the road for gaining conversion uplift. Join Industry and Omniture experts as they present tactics to:- Increase relevance of your off-site marketing
- Increase content relevance using a range of on-site testing and targeting approaches
- Make sense of targeting options—what to use, and when
Online, Offline and Online Again: Cross-Channel Insights from USAA with Discover OnPremise
The value of cross-channel analytics is more than just knowing that a customer starts a process online, chats with a rep on the phone, and finally acquires the product offline. Configured optimally, it highlights opportunities when customer interactions are either positive or negative, and identifies which areas of the user experience are driving satisfaction vs. dissatisfaction. USAA is moving beyond traditional cost per contact and channel penetration metrics and thinking more in terms of member conversions. See how USAA’s better understanding of cross-channel interactions results in conversions with higher sales, customer satisfaction, retention, and quantifiable brand equity.Marketing's Twelfth Man...Leveraging The Real Value of The Fan through Top-Notch Analytics
ESPN, the leading multinational, multimedia sports entertainment company, has built a large following of fans through all of its content channels, including espn.com. The company sought to better leverage its sports fan data to improve the fan experience and increase fan engagement, gain better marketing insight, and improve online advertising effectiveness and revenue. ESPN engaged Quaero, a leading marketing services provider to help shape and deliver on that vision. In this session, learn how ESPN and Quaero:- Built an analytic database, combining both Omniture and offline fan data to serve as basis for profiling
- Leveraged the data to enable more targeted fan communication and advertising opportunities
- Used this insight to optimize site content and usability
- Developed a multichannel approach to all fan interactions
Power Users
"I didn’t know you could do that!" The Power User track is designed for the more experienced Omniture users who want to take a deeper dive into Omniture products to drive visitor acquisition and conversion: Omniture SiteCatalyst, SearchCenter, Discover, Test&Target, SiteSearch, Merchandising and Survey.Visualize Online Success: Using Omniture Discover® to Analyze and Segment Your Visitor Data
Diving deep into your customer data can reveal insights you may have never imagined. Join us in this session as we explore the ways in which Discover can uncover the insights you need to optimize your business. Omniture experts will uncover the key insights you need in optimizing your business with Discover. Learn the ways in which you can:- Analyze customer interactions to reveal what they really want, need and expect
- Identify new valuable segments and increase the value of existing segments with unlimited real-time segmentation
- Improve site design, navigation, content layout and customer conversion through multi-dimensional site analysis
Talk to Your Audience: Taking Segment-specific Action using Omniture Test&Target™
Do you know who your most valuable site visitors are? So now what? Identifying your key audiences is only half (or maybe less-than-half) of the battle. Learn how to take audience insight, validate it and take action to translate it into conversion lift. Reporting on audience segments may be easy, come find out how taking segment-specific action doesn’t have to be hard! This session will cover:- How to build behavioral, demographic and psychographic profiles and pipe them into Omniture Test&Target™
- How to test your targeted segments
- Using validated segments to present targeted, relevant content
Outsmart Your Competition: Advanced Tactics from Omniture’s Search Marketing Experts
This session will discuss advanced reporting, management and automated bid management techniques for paid search. You will learn about how keyword attribution works, and how to take advantage of it in your search engine marketing campaigns.-
Specific client examples will answer the following questions:
- Do broad keywords lead to sales on more specific, product or brand keywords?
- How can I measure how one keyword impacts another?
- What bid strategies should I use to capture sales across all keywords?
Flex Your Merchandising Muscle: Using Omniture Merchandising™ to Turn Shopper Interactions into Sales Opportunities
Retailers invest heavily to attract online shoppers, but are they merchandising with heft and in all the right places? Given that online is the strongest – and only growing – retail channel these days, businesses are leaving money on the table if they’re not using on-site merchandising to turn as many shoppers as possible into buyers and to achieve average order value (AOV) that provides a return on those acquisition investments. This session will cover:- Up-sell/cross-sell strategies and tricks like the ‘virtual end-cap’ that can help you sell more of the products you want to sell
- Making it easy for shoppers to find and select the perfect products and make quick purchase decisions
- Driving more revenue through merchandising that reflects real-time metrics like conversion rate and revenue
What Do You Recommend? How To Promote Relevant Choices that Lead to Customer Action
The time for online businesses to embrace recommendations as a key part of their marketing and merchandising strategies has arrived. Your customers want to get the most out of their online experience, and you’re ready to take the next step toward ensuring you’re offering the right product, to the right person, at the right time. You can no longer leave the recommendation of your products or services to chance nor to manual effort. Relevant, automated, data-driven, and easy to create, manage & test – a few of the characteristics you should be looking for in what Forrester believes should be one of your top online merchandising priorities this year. Attend this session to learn:- Why recommendations should be part of your online strategy in 2009
- How SiteCatalyst-driven insight recommendations produce better results
- Why integrated testing enables the marketer or merchandiser to deploy recommendations with punch and the power to lift
Engagement: Using the Right Metrics to Justify your Analytics Budget
Your budget is being scrutinized. YOU know you couldn’t do your job with a free tool, but your boss doesn’t. From elevator pitches to detailed analysis, we’ll cover what you need to know to use both “traditional” metrics as well as emerging metrics like engagement to justify your analytics budget and prove its value to your boss.Strategic Fundamentals of Omniture SiteCatalyst®
Is your team new to SiteCatalyst? Interested in learning how to take the right steps to get what you expect from Omniture? This session will present the key topics to maximize your marketing investment in SiteCatalyst including:- Reviewing the key fundamentals of SiteCatalyst
- Better understanding of the reporting & analysis to drive business success
- Getting the most out of calculated metrics
- Managing dashboards to maximize the insight across your company
- Other key features and benefits for optimizing your business
Power Strategies for Maximizing Omniture SiteCatalyst: Top Tips You Cannot Live Without
This is the must-attend session to learn about the power fundamentals of SiteCatalyst which will enable you to be more successful in your Web analysis or marketing role. Don’t miss this session that will allow you to:- Learn from real-world examples of advanced uses of SiteCatalyst
- Watch SiteCatalyst experts tackle reporting challenges submitted from audience attendees
- Uncover the power-user tips and tricks on how to answer real-world Web analytics questions with SiteCatalyst
No Crystal Ball? Using Omniture Test&Target™ to Reveal Valuable Customer Insights
Guess work and arbitrary decisions have no place in effective marketing. Attend this session for the essentials on effective testing that will infuse into your online marketing valuable insights drawn directly from your customers’ observed behavior. We’ll specifically cover:- How to build and refine effective, iterative testing methodologies
- How and when to leverage multivariate and A/B tests
”And the Survey Says…” Driving Site Wide Conversion Through the Voice of Your Customers
Trying to get inside your customer’s heads? Want to know exactly what they’re thinking- what they’re trying to accomplish, and what would motivate them to become your most loyal and valuable customers? Why not ask them?Introducing Omniture Survey, and your ability to measure customer sentiment, ready with all the bells and whistles of your custom Omniture implementation. Learn key best practices for combing qualitative and quantitative data to get the pulse of your customer.