SUMMIT GUIDE - eMetrics Summit

SUMMIT GUIDEDIAMOND SPONSOR LIFETIME SPONSOR CONFERENCE PRODUCERwww.emetrics.org

Welcome. I’m so gladyou could make it.Dear Marketing Optimizers:You are the marketing leader.Being here at the eMetrics Marketing Optimization Summit is proof. You understandthat raising revenues, lowering costs and increasing customer satisfaction is a matter ofoptimizing customer acquisition, conversion and retention.Welcome to Canada’s fourth eMetrics Marketing Optimization Summit. Get readyto start working. This is not a sit back, relax and enjoy the flight kind of conference.The value of this Summit is in your hands. It’s your responsibility to demand betterexplanations from the speakers. It’s up to you to ask for clarification, a specific exampleand a few words about how their great ideas might work in your situation.This is your Summit.You’ll learn where you need to focus your business attention. You’ll learn how tooptimize the return on your online marketing dollar. You’ll learn best practices, worstweaknesses and surest paths to success.CONTENTSSummit Information....................3Pre-Conference Workshops........4Full-Day Workshops...................5Agenda at a Glance..................6Marketing Labs..........................9Summit Sessions......................10Sponsors/Exhibitors.................19Keynote Speakers....................22Advisory Board.......................24Speakers.................................25Like you, I’ve come to learn and I look forward to learning from you. Wishing you anoptimal eMetrics Marketing Optimization Summit.Sincerely,Jim SterneFounder eMetrics Marketing Optimization SummitFounder & Chairman, Web Analytics AssociationWelcome. We are so glad you could make it.We know this will be one of those conferences that you come away from having madea big gain in your knowledge – either from the sessions, the people you met during thenetworking or from talking to vendors. A conference where at the end you feel a littletired, but excited to go back and start applying the things you’ve learned. And whenothers at work ask you about it, you’ll be able to say it was an eye-opening experience,a good use of your time and a worthwhile investment.We’ve thought long and hard about the themes, tracks and sessions of this conferencewith one goal in mind: to create an optimal conference experience. We’ve gatheredsome of the best thinkers and practitioners in the business, built in lots of space forformal and informal learning opportunities, and invited leading vendors.Jim is absolutely correct when he says: don’t sit back and relax. There are no dumbquestions (if you’re thinking about it, chances are half the room is too). So ask them.Follow up. Introduce yourself and network like crazy. You’ll be rewarded.Enjoy the Summit,Andrea Hadley,Partner and Conference Director,eMetrics CanadaWeb Analytics Association providesquality education, develops standardsand best practices, conducts researchand advocates for issues thatadvance the industry.Get to know our 1700+ membersand help lead the industry.Join Now atWebAnalyticsAssociation.orgOr call our MembershipCoordinator directly at1-800-349-1070 or 1-782-876-8933P.S. The Voice of the Customer is critical to oursuccess as well as yours. In this case - you are thecustomer. Please fill out your surveys, text me at805-403-4075, email me at jsterne@targeting.com,tweet using the hashtag #emetrics or just stop mein the hall. Let me know how to make the eMetricsMarketing Optimization Summit better so I can alsopractice some continuous improvement and customerexperience optimization© 2011 Rising Media, Inc 1 emetrics.org/toronto

Pre-Conference WorkshopsWeb Analytics AssociationBase Camp: Introductionto Web Analytics 101Tuesday, April 26, 2011 • Room: DufferinBraden Hoeppner,Vice President, Web Sales,CoastalContactsWhether you are new to web analytics, new to webmanagement or just need to be sure that you are seeing theforest for the trees, this is the best place to get grounded in thebasics. In this introductory workshop you will learn about:• Web metrics terminology and technology• The most critical web metrics• Key Performance Indicators• How to derive business value from web analytics• The skills you need (or need to look for in others) tobuild a web analytics powerhouse• A process for creating a web analytics culture andmaking it stick in your organization• How to gain executive buy-in• Insight into optimizing your business with web analytics• Getting started with visitor data analysisSchedule:Workshop starts at 9:00amMorning coffee break at 10:30amLunch provided at 12:00pmAfternoon coffee break at 2:30pmEnd of the workshop at 4:00pmWAA Applying Web Analytics 102Wednesday, April 27, 2011 • Room: DufferinBraden Hoeppner,Vice President, Web Sales,CoastalContactsThis workshop picks up where the Introduction left off,by taking attendees deeper into applying web analyticsprocesses and insight into the pitfalls to avoid. You will learnthe first steps to using web analytics to improve site design,email marketing/visitor life cycle, social media marketing,conversion/lead optimization, improving Return On AdSpend (ROAS), search marketing, visitor satisfaction and goalcompletion. Other topics covered include:• How to enthuse others about web intelligence• Distributing and communicating web analytics data• How to improve your campaign performance &profitability• How to incrementally tune your website to ensure peakperformance• A/B Split & Multivariate TestingSchedule:Workshop starts at 9:00amMorning coffee break at 10:30amLunch provided at 12:00pmAfternoon coffee break at 2:30pmEnd of the workshop at 4:45pmWAA Search Analytics 201Wednesday, April 27, 2011 • Room: HuronPaul Legutko,Vice President, Analytics,SemphonicMark Ryan,Vice-President, Client Services, and COO,ExtractableThis workshop is aimed at marketers and SEM professionalswho would like to expand their knowledge of search analyticsprocesses. Key emphasis is on paid and organic searchanalytics including:• Definitions and terminology• Metrics for success for non ecommerce sites• Key Performance Indicators for paid and organic search• Organic search visibility and defining data points ofvalue – beyond rankings• Leveraging lessons learned from organic for paid, andpaid for organic• Structuring paid search campaigns with analytics in mind• Creating meaningful reports• Leveraging Site search insights for SEO and Paid• Getting Started: benchmarks and the audit process foroptimization• How to improve your campaign performance &profitability• Winding up, winding down and finding the perfectbalance• Real-time, performance based budgeting• Search analytics tool talkSchedule:Workshop starts at 9:00amMorning coffee break at 10:30amLunch provided at 12:00pmAfternoon coffee break at 2:30pmEnd of the workshop at 4:45pm© 2011 Rising Media, Inc 4 emetrics.org/toronto

Full-Day WorkshopsRoad Map to OnlineAnalytics SuccessApril 26, 2011 • Room: HuronInstructor: Stéphane Hamel,Founder of the Web Analytics Maturity Model(WAMM), President of Immeria.net and Director ofthe Web Analytics AssociationWorkshop Description:This workshop will go through an assessment of your onlineanalytics goals and objectives from a business, marketingand web executive’s point of view. You will learn about thecritical success factors and the process that will enable youto plan for future advancement.Program will cover:• An efficient methodology that addresses online analyticsfrom a managerial perspective• Learn the six key process areas of a successful onlineinitiative and how analytics can be leveraged at everystep in the site life-cycle• You will get a clear road map to achieve successWorkshop Schedule:Workshop starts at 9:00amMorning coffee break at 10:30amLunch provided at 12:00pmAfternoon coffee break at 2:30pmEnd of the workshop at 4:00pmAt the end of this workshop, you will have learned:• A method to do a strategic evaluation of your current anddesired situation• How to leverage the six critical process areas of a datadriven organization• Tips & tricks to define realistic objectives aligned withyour business...how to measure & achieve them!• How to identify areas requesting more investment andenergy• How to communicate effectively, be a change agent andovercome political storms• Several real-life examples, failures & successes.Prerequisites:• No knowledge of web analytics or a web analyticssolution is required• No technical knowledge is required• Interest in online strategies and measuring success is amust!Getting Started with SocialApril 26, 2011 • Room: SimcoeInstructor: Jeff Quipp,Founder and CEO ofSearch Engine People, Inc. (SEP)This full-day workshop provides a deep understanding of thesocial media, marketing and commerce landscape. Not onlywill you learn about opportunities for communications andbrand development, you’ll also gain valuable insights as tohow social media contributes to the buying process, directlyand indirectly:• Learn how to establish a social media, marketing and/orcommerce strategy• Learn how to select the media type and distributionchannels• Get educated on measuring, analyzing and optimizingcampaigns and communications• Discover the best techniques and toolsWho Should Attend?The course is specifically designed for web and marketingmanagers who want to leverage the benefits and uniquecapabilities of Social media, marketing and commerce. Theworkshop is best suited to:• Marketing and online marketing managers• E-commerce managers• Marketing Technology directors and managersPrerequisites:• Knowledge of marketing and the general digitalmarketing space• No technical knowledge is required• Interest for online strategies and measuring success is amust!Schedule:Workshop starts at 9:00amMorning coffee break at 10:30amLunch provided at 12:00pmAfternoon coffee break at 2:30pmEnd of the workshop at 4:45pm© 2011 Rising Media, Inc 5 emetrics.org/toronto

Agenda OverviewTuesday April 26 • Workshops Wednesday April 27 • Workshops9:00-4:00 Road Map to Online Analytics Success – Huron 9:00-4:45 WAA Search Analytics 201 – Huron9:00-4:45 Getting Started with Social Media – Simcoe 8:30-5:309:00-4:00 WAA Introduction to Web Analytics 101 – Dufferin 9:00-4:45SEO Training with Bruce Clay – SimcoeWAA Applying Web Analytics 102 – DufferinWednesday April 27th • Summit Sessions – eMetrics Opening & Reception4:00 - 5:005:00 - 5:105:10 - 5:552nd floor, top of Lobby escalatorRegistrationWelcome and Overview - Dominion SouthAndrea Hadley, eMetrics Canada • Jim Sterne, eMetrics Marketing Optimization SummitKeynote: A BIG Picture Look How Media Companies Must Evolve - Dominion SouthColin Coleman, Turner Broadcasting Systems6:00 - 6:506:50 - 7:45Panel: Convergence and the State of Audience Measurement - Dominion SouthJim Sterne, eMetrics Marketing Optimization SummitMark Dykeman, Canadian Broadcasting Corporation • Bryan Segal, comScore, Inc.eMetrics Meet and Greet Reception - Dominion NorthExhibit Hall (Open 6:30 - 7:45 pm)Thursday April 28th • Summit Sessions7:30 - 8:308:30 - 9:059:05 - 9:159:15 - 10:0010:00 - 10:3010:30–11:0011:00 - 11:5011:50 - 12:0012:00 - 12:0512:05–1:151:15 – 2:10Registration - 2nd floor, top of Lobby escalator • Continental Breakfast - Churchill FoyerKeynote: The Human Side of Marketing Analytics - Dominion SouthJim Sterne, eMetrics Marketing Optimization SummitWAA Update: Mike Levin, Executive Director, Web Analytics Association - Dominion SouthWAA: Marketing Optimization: Technology On the March - Dominion SouthJim Sterne, eMetrics Marketing Optimization Summit • Dennis Mortensen, Visual RevenueAntoine Gay, AT Internet • Travis Giffin, SAS Institute • Eric Feinberg, ForeSee ResultsDiamond Sponsor Presentation: What’s Wrong with Metrics? - Dominion SouthLarry Freed, President and CEO, ForeSee ResultsBreak / Exhibit Hall (Open 9:30 - 7:30pm) - Dominion NorthKeynote: Managing Marketing Metrics at eBay - Dominion SouthBob Page, eBayGold Sponsor Presentation - Dominion SouthAT Internet and Unilytics Sponsor Pitch - Dominion SouthLunch – Churchill Foyer and Dominion Foyer / Exhibit Hall (Open 9:30 - 7:30pm) - Dominion NorthManaging Web Analytics [MWA]Room: Dominion South[MWA-1] Panel: Getting the Organizationto Care: Advocating for AnalyticsCaroline Burns, KoboJennifer Veesenmeyer, StratigentJim Cain, NapkynCampaign and AcquisitionOptimization [CAO]Room: Dufferin[CAO-1) Fundamentals ofAcquisition OptimizationKelly Kubrick, Online AuthorityAlan K’necht, K’nechtologyJune Li, ClickInsight5-Minute TransitionMedia Analytics [Media] Day 1Room: City Hall[Media-a1] Governance andOrganizational StructureDavid McBride, ComcastInteractive MediaShari Cleary, MTVNEntertainment & Games© 2011 Rising Media, Inc 6 emetrics.org/toronto

Agenda Overview2:15 – 3:003:00 – 3:303:30 – 4:154:30 – 5:456:00 – 7:30Thursday April 28th • Summit Sessions continued[MWA-2] Measuring Your Organization’sWeb Analytics Maturity:Stéphane Hamel, ImmeriaLab 2: Four Steps Toward a MoreHarmonious Marriage of Customer MetricsRick Neuman, Director,eCommerce Operations, Sears CanadaEric Feinberg, Industry Director, ForeSee Results- Dominion SouthManaging Web Analytics [MWA]Room: Dominion South[MWA-3] Panel: How Decision Makers Consume whatAnalysts (and Agencies) Produce:Dan Quinn, Research in Motion (RIM)Angus Frame, The Globe and MailLouis-Jacques Darveau, MediativeBreak / Exhibits Open - Dominion NortheMetrics Marketing Labs15-Minute Transition to Breakouts[Media-a2] Value of Data:Valerie Rome Heys, SRDSColin Coleman, Turner BroadcastingLaura Evans, The Washington PostLab 1: Make Yourself HeardDuff Anderson, iPerceptions- City HallCampaign and Acquisition Optimization [CAO]Room: City Hall[CAO-3] Attribution – The New Imperative: DecipheringHow Much Credit Each Campaign Gets and Why:Josh Dreller, Fuor DigitalSteve Latham, Spur InteractiveBaiju Devani, OANDAJeff Greenfield, C3 MetricsWeb Analytics Wednesday on Thursday - Dominion South Sponsored byWeb Analytics Wednesday on Thursday: Head over to the Exhibit hall, fill your glass, enjoy some appetizers, then gather up in DominionSouth for a virtual “fireside chat” with Eric Peterson, Jim Sterne and Jim Novo. (Then join us in the Lobby bar from 8:30 – 11:00).7:30 - 8:308:30 - 9:209:20 - 9:309:30 - 9:33Friday April 29th • Summit SessionsRegistration - 2nd floor, top of Lobby escalator • Continental Breakfast - Churchill FoyerKeynote: Dashboards Are Not a Strategy: Creating a True Competitive Advantage - Dominion SouthEric Peterson, Web Analytics DemystifiedGold Sponsor Presentation - Dominion SouthUBC/UCI Sponsor Pitch - Dominion South9:33 - 9:40 7-Minute Transition to Breakouts9:40 – 10:3010:30 – 11:00Site Optimization [Site]Room: Dominion South[Site-1] Art and Science of InterpretingData and Making a Case for ChangeJennifer Veesenmeyer, COO, StratigentJim Novo, Drilling Down ProjectKhalid Saleh, InvespSocial Mobile Metrics [SMM]Web Analytics Advanced [WA-ADV]Room: Dufferin[SMM-2] Measuring Mobile:Sites, Apps and ImpactElizabeth Zalman, Media ArmourMark Wright, AdenyoBreak / Exhibit Hours 9:30 – 4:00 - Dominion NorthMedia Analytics [Media] Day 2Room: City Hall[Media-b1] Managing MultipleMeasurement Technologies:Mike Sukmanowsky,GlobeandMail.com11:00 – 12:00[Site-2] Web Analytics and UserExperience FusionAngie Brown, IBMPatrick Glinski, Idea Couture[WA-ADV-1] Debate: Data Integration,is it Worth the Effort? Why to andNOT to Integrate DataDave Jenkins, BuildDirectBraden Hoeppner, Coastal Contacts[Media-b2] Video: Internal,Syndicated and Distributed:Amy Sample, PBSShari Cleary, MTVNJeff Whatcott, Brightcovee© 2011 Rising Media, Inc 7 emetrics.org/toronto

Agenda OverviewFriday April 29th • Summit Sessions12:00 – 1:15 Networking Lunch - Churchill and Dominion FoyerSite Optimization [Site]Room: Dominion SouthWeb Analytics Advanced[WA-ADV]Room: DufferinMedia Analytics [Media] Day 2Room: City Hall1:15 – 2:05[Site-3] What Happens When theHome Page is NOT Your Front DoorAnne Nash, Canada RevenueAgency (CRA)[WA-ADV-3] Test, Test, Test: TheCornerstone of Site Optimization: BestPractices and Case Studies in testingJody Farmer, CreditCards.comLaura MacKenzie-Callow, Intuit.com[Media-b3] Customer SegmentationDavid McBride, Comcast InteractiveMediaSina Zapfe, CanadianBroadcasting CorporationPaul Street, CTV Television Inc.5-Minute Transition2:10 – 3:00[Site-4] KPI Site ClinicJune Li, ClickInsightStéphane Hamel, Immeria.netAngie Brown, IBM[WA-ADV-4] Bridging Sales andMarketing with Digital AnalyticsAlex Langshur, Cardinal Path[Media-b4] Transmedia andMulti-Channel Media ExperiencesJeff Adelson-Yan, LevelwingGuinevere Orvis, Senior Producer,Interactive Media Innovation, CBC3:00 – 3:30Break/Exhibits - Dominion North3:30 – 4:25Managing Web Analytics [MWA]Room: Dominion South[MWA-5] Panel: Privacy in a Digital Marketing World -Can they Co-exist Peacefully?Moderated by: Alex Langshur, Cardinal PathHemash Bhatti, Syncapse on behalf of theWAA Code of Ethics CommitteeStéphane Hamel, Immeria.netAntoine Gay, AT InternetSocial Mobile Metrics [SMM]Room: City Hall[SMM-5] Social Media MetricsSimon Austin, RIMChristopher Berry, WAA Research Committee10-Minute Transition4:35 – 5:30Panel: Web-Wide Analytics: the Next Generation of Digital Customer Intelligence - Dominion SouthJim Novo, Drilling Down Project • Jacques Warren, WAO MarketingJim Sterne, eMetrics Marketing Optimization Summit • Alex Langshur, Cardinal PathDIAMONDGOLDSILVERBRONZE© 2011 Rising Media, Inc 8 emetrics.org/toronto

Thursday, April 28 • 3:30 - 4:15Room: Dominion SouthMarketing Lab 2: Four Steps Towarda More Harmonious Marriage ofCustomer MetricsRick Neuman,Director, eCommerce Operations,Sears CanadaEric Feinberg,Industry Director,ForeSee ResultsOverwhelmed by streams of data from disconnected sources,many organizations have a fragmented, distorted view of thecustomer experience. Aligning the metrics from the customers’perspective provides a truer picture of what all the metricsmean in context, to guide investment and resources to wherethey’ll have the greatest return. This session will relate howSears Canada identifies site visitor concerns and opportunitiesand quantifies their impact on the organization, which helpsthem build a compelling business case for improvements.Thursday, April 28 • 3:30 - 4:15Room: City HallMarketing Lab 1: Make Yourself HeardDuff Anderson,VP, Research,iPerceptionsAccording to web analytics expert, Avinash Kaushik, largebusinesses should implement VoC analytics before any othertype of online research. Before clickstream analytics. BeforeA/B testing. Before competitive intelligence.Why? Because VoC analytics informs other research decisionsby highlighting where the customer experience fallsshort and bringing the most pertinent issues to the forefront.Join our lab on Thursday, April 28, at 3:30pm if you want to:• Bring winning ideas to the table by leveraging actualcustomer feedback• Drive higher ROI out of your existing web analyticsinvestments• See cases where clients used VoC data to isolate problemsand justify bigger projectsThe WAA Web Analyst Certification Program isa voluntary certification program. Thepurpose of the program is to provide amechanism for individuals to obtainprofessional recognition after demonstratingtheir knowledge of and competency withinthe web analytics industry. Certification willbe issued to each qualified person uponmeeting WAA’s required education, experienceand examination requirements.Become aCertified Web Analyst.....................................................................................Want to know more?Introduce yourself toMike Levin, WAAExecutive Director,while at eMetrics.© 2011 Rising Media, Inc 9 emetrics.org/toronto

Summit SessionsWednesday, April 27Wednesday April 275:00 - 5:10 pm • eMetrics Opening EventRoom: Dominion SouthAndrea Hadley, eMetrics CanadaJim Sterne, eMetrics Marketing Optimization Summit5:10 - 5:55 pm • Keynote 1A BIG Picture Look How MediaCompanies Must EvolveRoom: Dominion SouthColin Coleman, Ph.D., Senior Director Data Strategy,Turner Broadcasting System and co-Chair of the WAAMedia Analytics Special Interest GroupSince the invention of the printing press, radio, motionpictures and television media companies have had torespond and evolve to meet the ever changing demands oftheir audience and the advertising marketplace. Today, thosechanges include new cross-platform business models andadvertising currencies, rapidly changing technologies, aswell as a multitude of technologies used to create, distributeand measure content across a number of delivery channels.In addition to these challenges, media companies arematuring in their use of data to drive the business and theinternal capabilities required to support this. This Keynotepresentation provides a BIG picture look at how mediacompanies of today are moving from “traditional” to “newmedia” modes of engagement.6:00 - 6:50 • Panel:Convergence and the State ofAudience MeasurementRoom: Dominion SouthModerated by: Jim Sterne, Founder,eMetrics Marketing Optimization SummitMark Dykeman, Manager, Digital Research,Canadian Broadcasting CorporationBryan Segal, VP Sales, comScore, IncThe advertising business used to change frequently, nowit changes in the blink of an eye. If you are selling ads,buying ads, calculating audience size, gauging audienceresponse or have any other role in this reeling realm ofdigital campaign development and deployment, this sessionwill help you get a handle on combining the variety ofadvertising measurement methods.6:50 - 7:45 • eMetrics Meet and Greet ReceptionIn the EXHIBIT HALL Dominion North and FoyerThursday April 28Exhibit Hall Opens 9:30am - 7:30pm7:30 - 8:30 • RegistrationLocated 2nd floor, top of Lobby escalatorContinental BreakfastRoom: Churchill Foyer8:30 - 9:05 • Keynote 1The Human Side of Marketing AnalyticsRoom: Dominion SouthJim Sterne, Founder, eMetrics Marketing OptimizationSummitWe have more data than we can integrate and more toolsthan we can manage. The raw material and the technologyare abundant. But what about the human side of leveragingcustomer interaction information? How does an analyststart with customer data and end up with customer insights?Jim offers some thinking about thinking, some insights intothe creation of insights and some practical advice aboutapplying yourself and managing others in this data-drivenbut highly creative world.9:05 - 9:15 • Update from the WAARoom: Dominion SouthMike Levin, Executive Director9:15 - 10:00 • Marketing Optimization:Technology on the MarchRoom: Dominion SouthModerated by: Jim Sterne, eMetrics MarketingOptimization SummitDennis Mortensen, Founder, Visual RevenueAntoine Gay, AT InternetTravis Giffin, Senior Solutions Specialist, CustomerIntelligence, SAS InstituteEric Feinberg, Director, Content,Media & Entertainment, ForeSee ResultsTechnology got web analytics off the ground. Then, it wasup to the analysts to make sense of the numbers, derive© 2011 Rising Media, Inc 10 emetrics.org/toronto

Summit SessionsThursday, April 28insights and create processes to use those insights tooptimize marketing. Since then, technology has not rested.New strides are being made in campaign management,behavioral targeting, landing page optimization, conversionenrichment and a whole lot more. What’s state of the artin the science of web analytics and where are we headedtomorrow? This highly respected panel of web analyticsvendors and industry analysts gaze into this sector’s crystalball and tells us what they see coming our way.10:00 - 10:30 • Diamond Sponsor PresentationWhat’s Wrong with Metrics?Room: Dominion SouthLarry Freed, President and CEO, ForeSee ResultsOften, metrics used to assess success are misunderstood,misinterpreted, and misleading. They measure KPIsimportant to the organization instead of what is criticalin the customers’ eyes. This leads companies down apath of reactive management, but how can organizationsproactively manage when most metrics look backwards?Larry discusses how the effective use of metrics can helpset strategy and provide customers with the experiencethey want in the first place, rather than be used to onlyaddress complaints and operational issues. The right mix ofmetrics gives companies a competitive advantage becauseit helps them meet the organization’s goals and customers’objectives.10:30 - 11:00 • Break/Exhibits11:00 - 11:50 • KeynoteManaging Marketing Metrics at eBayRoom: Dominion SouthBob Page, VP Analytics, eBayWhat does it mean and what does it take to become datadriven?Processes, people, tools? A successful analyticsprogram requires more than asking what happened, but alsowhy, and what to do about it. Bob provides a peek insidethe world’s largest online marketplace for how big datais managed. He delivers some of the insights uncovered,lessons learned, and some thoughts on what lies ahead,both for eBay and the analytics industry. Bob’s 15 yearsexperience and full understanding of the power of data willhelp you better understand the impact that analytics couldhave on the success of your business.11:50am - 12:00pm • Gold Sponsor PresentationRoom: Dominion South12:00 - 12:05 • AT Internet andUnilytics Sponsor Pitch12:05 - 1:15 Lunch - Churchill and Dominion FoyerExhibit Hall Open 9:30 - 7:30 - Dominion North1:15 - 2:10 • Delegates may chooseto attend any session at this timeMANAGING WEB ANALYTICS [MWA][MWA-1] Getting the Organization to Care:Advocating for AnalyticsRoom: Dominion SouthModerated by: Braden Hoeppner, Vice-President, WebSales, CoastalContacts.comCaroline Burns, Director, Business Intelligence, Kobo Inc.Jennifer Veesenmeyer, COO, StratigentJim Cain, President, NapkynIn an Occam’s Razor blog posting in 2008, Avinash Kaushiklisted five tips on how to excite people about web analytics,one became one of his more memorable statements “DoSomething Surprising: Don’t Puke Data Out.” If we want ourorganizations to care about web analytics, don’t overwhelmthe marketing team with lots of reports and data. Instead,show them how data can be used to impact the business.In this session we’ll hear stories of success and failure; how,regardless of the organization’s size, consultants and inhouseanalysts can win at getting the organization to careand recognize the value and impact of using web analytics.CAMPAIGN AND ACQUISITIONOPTIMIZATION [CAO]Everything You Want to Know About AcquisitionOptimization…But Were Afraid to Ask!Room: DufferinClinic Acquisition Experts:Alan K’necht, K’nechtology (@aknecht)Kelly Kubrick, Online AuthorityJune Li, ClickInsight (@June_Li)Launching new acquisition tactics? You’ve got it nailed.© 2011 Rising Media, Inc 11 emetrics.org/toronto

Summit SessionsThursday, April 28You’re the Crusher of CPC campaign creation, the UltimateWarrior of email delivery, the Sergeant Slaughter of socialconversations. What’s next? Pump up what’s working andslash what’s not. Ruthlessly seek dramatic improvements inacquisition efforts.Where do you start? What should you seek out? Threeacquisition experts will tackle your issues and offer advice,guidance and recommendations. Join us for a no holdsbarred, interactive session. Those who volunteer theirtoughest issues for review will receive a copy of The LastOriginal Idea: A Cynic’s View of Internet Marketingby Alan K’necht.MEDIA ANALYTICS [MEDIA][Media-a1] Governance and OrganizationalStructureRoom: City HallModerated by: Jim Sterne, eMetricsMarketing Optimization SummitShari Cleary, VP of Digital Media Research, MTVNEntertainment & GamesDavid McBride, Director Business Intelligence,Comcast Interactive MediaYou can’t manage what you don’t measure. But how do youmanage the people who are measuring your online media?A wide variety of data calls for a wide variety of skills andpeople. Who owns the numbers? Who determines priorities?Who administers the budget? Who controls the flow ofinformation? This session looks at how companies are settingup processes and procedures to manage the measurement,set the guidelines and share the lessons learned.and realistic approach to web analytics, Stéphane presentsthe Online Analytics Maturity Model – an holistic approachbeing adopted by practitioners, consultants and vendorsworldwide as an effective approach to optimizing youronline marketing optimization practices.MEDIA ANALYTICS [MEDIA][Media-a2] The Value of DataRoom: City HallModerated by: Colin Coleman, Sr. Director Data Strategy,Turner BroadcastingValerie Rome Heys, Director of Analytics, SRDSColin Coleman, Sr. Director Data Strategy, TurnerBroadcastingLaura Evans, Director, Research and Analytics, TheWashington PostAudience data is swiftly transforming from a resource forconsideration to an enterprise asset. More abundant thanever, data is produced at each touch point across multipleplatforms providing new opportunities for segmenting,targeting and re-targeting. Media groups are experimentingwith new revenue models for monetizing data. But whatis the value of the data itself? While there are short termbenefits of buying/selling data today, what is the long termimpact on the value of the organization? Attend this sessionto get first-hand insight into how the value of data is evolvingin media organizations today and how to manage this newcorporate asset.3:00 - 3:30 • Break / Exhibits2:15 - 3:00 • Delegates may chooseto attend any session at this timeMANAGING WEB ANALYTICS [MWA]Measuring Your Organization’sWeb Analytics MaturityRoom: Dominion SouthStéphane Hamel, Principal, ImmeriaIntroductions and Q&A Moderator: Braden Hoeppner,Vice-President, Web Sales, CoastalContacts.comBack by popular demand, Stéphane steps back fromtraditional web analytics tactics and looks at the keydrivers of successful analytics practices. From the essenceof analytics (driving business success) to the most optimal3:30 - 4:15 • Delegates may chooseto attend any session at this timeEMETRICS MARKETING LABSLab 1: Make Yourself HeardRoom: City HallDuff Anderson, VP, Research, iPerceptionsAccording to web analytics expert, Avinash Kaushik, largebusinesses should implement VoC analytics before any othertype of online research. Before clickstream analytics. BeforeA/B testing. Before competitive intelligence.Why? Because VoC analytics informs other research© 2011 Rising Media, Inc 12 emetrics.org/toronto

Summit SessionsThursday, April 28decisions by highlighting where the customer experiencefalls short and bringing the most pertinent issues to theforefront.Join our lab on Thursday, April 28, at 3:30pm if you want to:• Bring winning ideas to the table by leveraging actualcustomer feedback• Drive higher ROI out of your existing web analyticsinvestments• See cases where clients used VoC data to isolateproblems and justify bigger projectsEMETRICS MARKETING LABSLab 2: Four Steps Toward a More HarmoniousMarriage of Customer MetricsRoom: Dominion SouthRick Neuman, Director, eCommerce Operations,Sears CanadaEric Feinberg, Industry Director, ForeSee ResultsOverwhelmed by streams of data from disconnectedsources, many organizations have a fragmented, distortedview of the customer experience. Aligning the metrics fromthe customers’ perspective provides a truer picture of whatall the metrics mean in context, to guide investment andresources to where they’ll have the greatest return. Thissession will relate how Sears Canada identifies site visitorconcerns and opportunities and quantifies their impact onthe organization, which helps them build a compellingbusiness case for improvements.4:30 - 5:45 • Delegates may chooseto attend any session at this timeMANAGING WEB ANALYTICS [MWA][MWA-3] How Decision Makers ConsumeWhat Analysts ProduceRoom: Dominion SouthModerated by: Jim Sterne, eMetricsMarketing Optimization SummitDan Quinn, Director Media, Research in MotionAngus Frame, Vice President, Digital Media,The Globe and MailLouis-Jacques Darveau, VP, Marketing, MediativeCEO’s, CMO’s, CIO’s, and senior management rely onweb analysts to deliver data driven insights. How do theycommunicate with each other when making decisions? Howcan web analysts support those decisions? What sort ofoutputs do senior executives find most useful? What can webanalysts do, immediately and tomorrow, to help them makebetter decisions? Join this panel of senior executives whilethey discuss their wants, needs, and hopes.CAMPAIGN AND ACQUISITIONOPTIMIZATION [CAO][CAO-3] Attribution: Deciphering How Much CreditEach Campaign Gets and WhyRoom: City HallModerated by: Josh Dreller, Vice President, MediaTechnology and Analytics, Fuor DigitalSteve Latham, CEO, Spur Interactive and Envoy AnalyticsBaiju Devani, Vice President, Media Technology andAnalytics, OANDAJeff Greenfield, COO, C3 MetricsInteractive attribution is the process of crediting thecampaigns that touched the visitor and contributed to aconversion – a sale, lead, subscription, download, videoplay or demo. It’s a hot topic in online marketing, yet feware able to see across channels or beyond the last click tomeasure the impact of each campaign: display, search,email, social and now mobile.In this session, interactive analytics specialists explain whyestablishing an attribution model is essential to campaignmanagement and how to look beyond the last click tomeasure the impact of paid, owned and earned media.You’ll also hear how OANDA, an internet-based foreignexchange trading and currency information servicescompany, leveraged in-house development to build acustomizable platform for ad-serving and web analytics, whilefully supporting their global brand’s marketing initiatives, fromre-targeting, segmentation, to multi-channel attribution.6:00 - 7:30 • Web Analytics Wednesdayon ThursdayWeb Analytics Wednesday on Thursday: Head over to theExhibit hall, fill your glass, enjoy some appetizers, thengather up in Dominion South for a virtual “fireside chat”with Eric Peterson, Jim Sterne and Jim Novo. Sponsored bySyncapse.© 2011 Rising Media, Inc 13 emetrics.org/toronto

Summit SessionsFriday, April 29Friday, April 29Exhibit Hall Opens 9:30am - 4:00pm7:30 - 8:30 • RegistrationLocated 2nd floor, top of Lobby escalatorContinental BreakfastRoom: Churchill Foyer8:30 - 9:20 • Keynote 1Dashboards Are Not a Strategy: Creating a TrueCompetitive AdvantageRoom: Dominion SouthEric T. Peterson, CEO and Principal Consultant, WebAnalytics DemystifiedDespite over fifteen years of attention, investment, andevolution, most companies still fail to take advantage of theincredible volume of data pouring off of every single click,view, share, like, tweet, and transaction that happens on theInternet. Otherwise brilliant companies have developed anover-reliance on dashboards and reports that is hampering theirability to leverage digital data to create a strategic competitiveadvantage. In this keynote presentation, Mr. Peterson describesthe solution based on a combined 30 years of experience withdigital measurement, analysis, and optimization.9:20 - 9:30 • Gold Sponsor PresentationRoom: Dominion South9:30 - 9:33 • UBC/UCI Sponsor Pitch9:40 - 10:30 • Delegates may chooseto attend any session at this timeSITE OPTIMIZATION [SITE][Site-1] Art and Science of Interpreting Data andMaking a Case for ChangeRoom: Dominion SouthJennifer Veesenmeyer, COO, StratigentJim Novo, Drilling Down ProjectKhalid Saleh, InvespData collection is the systematic recording of information;data analysis involves working to uncover patterns, trendsand relationships in data sets; data interpretation involvesexplaining those patterns, trends and relationships.A web analysts knowledge, background and experienceinfluences how data is interpreted, therefore the same datamay be interpreted in different ways. Web analysts arepeople and people communicate information in differentways. Therefore, making a case for change rests fullyin the analysts ability to: identify important data sets tointerpret; uncover patterns, trends and relationships thathave significant impact; then communicate that informationin a way that stakeholders understand. This is no easy task!In this session panelists discuss how they’ve developed theirdata analysis abilities; the human qualities of an analyticalthinker; and proven methods for communicating insights andmaking a case for change.WEB ANALYTICS ADVANCED [WA-ADV][WA-ADV-1] Data Integration, is it Worth theEffort? Why to and NOT to Integrate DataRoom: DufferinDavid Jenkins, Director, Merchandizingand Analytics, BuildDirectBraden Hoeppner, Director of Web Sales,CoastalContacts.comIntegrating a web analytics tool with internal systemsprovides considerable business benefit: enhancing the depthof analytic understanding and increasing opportunities fortargeting marketing. However, integration comes at a price– both in actual cost and opportunity cost. Companies oftenoverlook the benefits an out-of-the-box tool can provide in therush to integrate. Integration projects also have a habit ofunder-delivering on high expectations.Come prepared for a lively discussion as David Jenkinsand Braden Hoeppner debate the case for and againstintegration. Braden has had considerable success leveraginganalytics data in creative ways without undertakingexpensive integration projects, while David has successfullyintegrated data in small and large companies.Speed-Trap:All of the smarts – none of the tags!MEDIA ANALYTICS [MEDIA][Media-b1] Managing Multiple MeasurementTechnologiesRoom: City HallModerated by: Mike Sukmanowsky, Manager, DigitalAnalytics, GlobeandMail.comMike Sukmanowsky, Manager, Digital Analytics,GlobeandMail.com© 2011 Rising Media, Inc 14 emetrics.org/toronto

Summit SessionsFriday, April 29Jim Olstrom, VP Digital Analytics – Kids & Family, MTVNetworks IncMelaine Fuentes, Business Metrics Manager,The Huffington PostAll of those measurement technologies are the outcome ofso many measurement methods. This is where the demandsof the marketing research department and the supply of theIT department rub up against each other – and often thefriction becomes heated. How does an organization keepup with the ever changing technologies used to measuremedia or deliver content and the variety of measurementsystems used to track that content across various platforms?How many tags, beacons and heartbeat systems can anorganization feasibly deploy and maintain within the realmsof fixed budgets, headcount and time? Are there any tricksto minimizing the impact of each new tracking system, ordoes each new measurement system incrementally increaseworkload? Come hear how some organizations areprioritizing and deploying their resources and technologiesto handle the increasing demands placed upon them.10:30 - 11:00 • Break/Exhibits11:00am - 12:00pm • Delegates may chooseto attend any session at this timeSITE OPTIMIZATION [SITE][Site-2] Web Analytics and User Experience ForumRoom: Dominion SouthAngie Brown, Web Analyst, IBMPatrick Glinski, Head of Social Innovation, Idea CoutureWhen it comes to data, analytics can give you the what,but even great marketers can struggle with explaining thewhy. Similarly, User Experience is great for determining thebehaviors, goals, and motivations of individuals, but lacksthe hard data produced by thousands of people navigatinga website. When these two superpowers unite, you canachieve better results faster. Come discover how combiningthese disciplines leads to better form interaction andincreased conversion rates. Angie, Fred and Patrick showhow to craft data-supported, user-centric arguments thatdrive change and meet goals.SOCIAL MOBILE METRICS [SMM][SMM-2] Measuring Mobile: Sites,Apps and ImpactRoom: DufferinModerated by: Nick Jones, Director Digital ProductDevelopment & Strategy, CBCElizabeth Zalman, Co-founder, Media ArmourMark Wright, Marketing Director, AdenyoInstant access, instant gratification and instant response isin your customers’ pocket... but how do you measure thewide variety of ways people can use a mobile device toshop, compare, buy and seek service? While it appears that“The year of mobile marketing” has finally arrived, it bringsnew challenges, choices and questions: Do you invest in themobile web or in mobile apps? Can you afford to test both?Which will have more impact on your business? Is yourmobile strategy aligned with your business goals? Our panelof mobile marketing experts debate the dependability ofmeasurement processes and technologies that are requiredbefore BIG investment will be made by BIG advertisers.Hear about mobile measurement practices, techniques andtools and bring your questions.© 2011 Rising Media, Inc 15 emetrics.org/toronto

Summit SessionsFriday, April 29MEDIA ANALYTICS [MEDIA][Media-b2] Video: Internal, Syndicated andDistributedRoom: City HallModerated by: Shari Cleary, VP of Digital Media Research,MTVN Entertainment & GamesAmy Sample, Director of Web Analytics, PublicBroadcasting Systems (PBS)Shari Cleary, VP of Digital Media Research, MTVNEntertainment & GamesJeff Whatcott, VP Marketing, BrightcoveMobile marketing metrics are hot, but video is where themoney is at the moment. And where there’s money, there’sa serious need to track the return on investment. Videos takemoney to make and to distribute. Promoting them requirestalent, time and, yes, more money. So the discussionabout measuring the impact of video is boisterous. Reach,impact, campaign performance and audience identificationare all on the table. How do you get an apples-to-applescomparison of one video across multiple platforms? Join usfor some hope, some disappointments and some surprises.12:00 - 1:15 • Networking LunchRoom: Churchill and Dominion Foyer1:15 - 2:05 • Delegates may chooseto attend any session at this timeSITE OPTIMIZATION [SITE][Site-3] What Happens When the Home Page isNOT Your Front Door?Room: Dominion SouthAnne Nash, Canada Revenue Agency (CRA)Take one 40,000 employee government department, mixwith an increasingly technically-savvy target audience,stir until all kinds of cross-silo conflicts emerge, toss withan annual spike where one third of all Canadians visit onApril 30th, and what do you get? The Canada RevenueAgency (CRA) and its journey across the shifting landscapeof web information and service delivery. Join Anne Nashfor a frank discussion about lessons learned in CRA’s onlineimplementation continuum. Learn about the challenges ofcreating a value-added web presence – negotiating contentownership conflicts, balancing how social media testsgovernance and how to fight for findability.WEB ANALYTICS ADVANCED [WA-ADV][WA-ADV-3] Test, Test, Test: The Cornerstone of SiteOptimization: Best Practices andCase Studies in testingRoom: DufferinJody Farmer, Vice President, Strategic Marketing,CreditCards.comLaura MacKenzie-Callow, Senior Search MarketingManager, Intuit.comTake a deep dive into landing page testing at Intuit.com andsee how “turbo” results were achieved. Laura MacKenzie-Callow, Sr Search Marketing Manager, will show whatworked, what didn’t, what changes gave significant lift,and which did not. Then, go even deeper into optimizationwith multivariate testing. Join Jody Farmer as he shareshow CreditCards.com found a way to optimize productoffers from its partners for maximum lead generation, whilereducing the risk of rolling out new designs.MEDIA ANALYTICS [MEDIA][Media-b3] Customer SegmentationRoom: City HallModerated by: David McBride, Director BusinessIntelligence, Comcast Interactive MediaSina Zapfe, Research Officer,Canadian Broadcasting CorporationPaul Street, Senior Director of Research, CTV Television Inc.In a world of three television channels, the hardest decisionwas choosing which day part to run your ad. Now, the artof strategic audience segmentation involves a myriad of datasets to slice and dice. This session reviews the best ways andmeans for finely targeting audiences without stumbling intodata overload or analysis paralysis. How much data is toomuch? How important is demographics when behavioraltargeting can ignore postal codes? What are the bestpractices for designing a methodology of segmentation?2:10 - 3:00 • Delegates may chooseto attend any session at this timeSITE OPTIMIZATION [SITE][Site-4] KPI Clinic – The Doctors Are InRoom: Dominion SouthJune Li, Founder and Managing Director, ClickInsight© 2011 Rising Media, Inc 16 emetrics.org/toronto

Summit SessionsFriday, April 29Stéphane Hamel, Principal, Immeria.netAngie Brown, Web Analyst, IBMThere’s much talk about KPIs and how they need be relevantto business outcomes, be few in number and drive action.But many people struggle putting the strategy into practice.Submit your KPI’s and your strategy problems and let theDoctors diagnose your situation. Three leading marketingmetrics experts will discuss what makes a good KPI and thenoffer advice, guidance and recommendations.WEB ANALYTICS ADVANCED [WA-ADV][WA-ADV-4] Bridging Sales andMarketing with Digital AnalyticsRoom: DufferinAlex Langshur, Sr. Partner, Cardinal PathIt’s a fact: every sales oriented organization is wedded to theirCRM system from the inside sales person right up to the CEO.But few of them really give much thought to their digital analytics(web, mobile, email, social) data. What if you could bridge thegap between CRM and web analytics to give your front linesales people richer insights into leads and potentials?Alex shows you how integrating CRM with behavior (webanalytics) and intent (search) data can change the way youmeasure and monetize brand-based, lead-gen and corporatecommunications web sites. Find out how to optimize yourmarketing when your ‘customers’ (consumers, leads, citizens)are “buying” an idea, a brand message, or product/issueknowledge.Specifically, Alex will include a detailed case study featuringDragonWave, a leading provider of high-capacity packetmicrowave solutions for next-generation IP networks.DragonWave has been investing in its online channel todeliver enhanced product support and drive lead-generation.Most recently, they began integrating web analytics with theirsalesforce CRM to develop a 360 degree perspective acrossall client touch points. What they found revealed how onlinebehaviour helps to significantly qualify leads and informhigher value interactions with sales staff.MEDIA ANALYTICS [MEDIA][Media-b4] Transmedia and Multi-Channel Media ExperiencesRoom: City HallModerated by: Maura Hanley, President, BigReach LearningJeff Adelson-Yan, Co-Founder and Managing Partner, LevelwingGuinevere Orvis, Senior Producer, Interactive MediaInnovation, CBCTransmedia is the art of using different channels to telldifferent parts of your story, be it brand, game or pure artistry.Entice them on television, hook them on YouTube, interactthrough the website, have your characters communicatedirectly through a character blog, engaging them in deeperlevels of fandom through each medium. This revolution will beTweeted, and then some. But how do you measure success?This panel shares how they combine metrics from a variety ofplatforms for measuring the non-linear, cross-media contentand campaigns.3:00 - 3:30 • BREAK/EXHIBITS3:30 - 4:25 • Delegates may chooseto attend any session at this timeMANAGING WEB ANALYTICS [MWA][MWA-5] Privacy in a Digital Marketing World:© 2011 Rising Media, Inc 17 emetrics.org/toronto

Summit SessionsFriday, April 29Can they Co-exist Peacefully?Room: Dominion SouthModerated by: Alex Langshur, Sr. Partner, Cardinal PathHemash Bhatti, Syncapse on behalf of theWAA Code of Ethics CommitteeStéphane Hamel, Principal, Immeria.netAntoine Gay, AT InternetMarketing optimization is based on the analysis of customerdata: demographics, purchase data, online behavioral dataand a lot more. The growing influence of web analytics onsociety and the Internet, while mitigating the perception ofpotential negative consequences of analytics technology, is achallenge and a responsibility.As professional marketers and analysts, we must recognizeand be committed to honesty, transparency and accountabilityin our work. If not, the public will rebel and demand that thegovernment legislate. Currently the FTC is considering a “donot track” list, how would this impact digital marketing? Whatwill be the impact of the “do not track” features announced inthe new version of Firefox and Chrome on marketers? Whereis the Canadian government on the issue and what canmarketers and the industry do to ease public concerns fromthe “over-targeting” that’s now possible?4:35 – 5:30 • Panel: Web-Wide Analytics: theNext Generation of Digital Customer IntelligenceRoom: Dominion SouthModerated by: Alex Langshur, Cardinal PathJim Novo, Drilling Down ProjectJacques Warren, WAO MarketingJim Sterne, eMetrics Marketing Optimization SummitToday, the web channel includes web traffic, social media,affiliates, mobile, local and location-based services. Tomorrowwe expect it will evolve to include activity from even moreservices and platforms. However, the goal for most sites isstill to drive people down the path to action and in manycases conversion; but that path has gotten more complex.Multi-channel analysis is on the radar for many largeorganizations, but it’s still off the radar for the majority. Thispanel of experts discuss and explore the future of web wideanalytics and digital customer intelligence.This panel will share the current lay of the land, what mightbe down the road and what we in the digital marketing andmeasurement community can do to be prepared. They’lltake on the tough questions surrounding this thorny issue todetermine if marketing and privacy can coexist peacefully.SOCIAL MOBILE METRICS[SMM-5] Social Media MetricsRoom: DufferinSimon Austin, Manager, Digital Analytics, RIMChristopher Berry, VP Measurement Science, Syncapse, andWAA Research CommitteeModerated by: Jim Sterne, Author, Social Media Metrics andFounder eMetricsBlogs, Facebook, Twitter and Foursquare - it’s enough to makeyou want to either jump in and play without regard for metrics(experimentation is good!) or simply stick to your knitting anddo the best you can with the traditional media you have. Inthis two-part session Simon Austin, Manager, Digital Analytics,RIM shares his experience, tips and recommendations onmeasuring the success of social media at RIM; while ChristopherBerry, WAA Research Committee, shares surprising third partyresearch findings on Social Analytics.© 2011 Rising Media, Inc 18 emetrics.org/toronto

Sponsors & ExhibitorsLIFETIME SPONSORWeb Analytics Associationwww.WebAnalyticsAssociation.orgBooth #18The Web Analytics Association leads, unites and fosters theinterests of industry practitioners, vendors, consultants andeducators worldwide.The WAA helps drive our members’ success with a host ofmembership benefits. Whether you want to enhance yourprofessional development and knowledge, learn aboutemerging best practices, attend networking events, or accessour exclusive learning tools, we invite you to explore whatthe WAA can do for you..............................................................................DIAMOND SPONSORForeSee Resultswww.foreseeresults.comBooth #13As the leader in online customer satisfaction measurement,ForeSee Results captures and analyzes online voice ofcustomer data to help organizations increase sales, loyalty,recommendations and website value. Using the methodologyof the University of Michigan’s American CustomerSatisfaction Index (ACSI), ForeSee Results identifies theimprovements to websites and other online initiatives withthe greatest ROI.With over 25 million survey responses collected to date andbenchmarks across dozens of industries, ForeSee Resultsoffers unparalleled expertise in customer satisfactionmeasurement and management. ForeSee Results works withclients across industries, including: retail, financial services,healthcare, hospitality, manufacturing and government.Clients include Bell Canada, Rogers Communications, HomeDepot Canada, the World Bank, the Royal Canadian Mint,the International Atomic Energy Association and the NHL.ForeSee Results, a privately held company, is located in AnnArbor, Michigan and on the web at ForeSeeResults.com.GOLD SPONSORSiPerceptionswww.iPerceptions.comBooth #5iPerceptions is a proven Voice of Customer analyticsprovider, whose unique online intercept survey hasbeen implemented across thousands of websites. OurwebValidator Continuous Listening solution turns millions ofdata points into easy-to-understand strategic and tacticaldecision support for our clients. Through our advancedintegration capabilities, real-time reporting, and globalsatisfaction index, the iPSI, iPerceptions is measuring onlinesatisfaction and providing insight to help improve the entirewebsite experience.Our clients include such well known brands asInterContinental Hotels, General Motors, Dell, Hyundai, LGElectronics, Choice Hotels International, BMW and MonsterWorldwide.OnResearchwww.OnResearch.comBooth #10OnResearch is an online market-research firm thatspecializes in providing business leaders with the insightthey need to make strategic, effective decisions. Combiningthe right mix of world-class research methods, analyticalexpertise and technical know-how, OnResearch has been atrusted partner to the world’s top companies, agencies andbrands for over 10 years, helping them optimize their onlinepresence, enhance their messages, and stay top-of-mind withtheir customers.OnResearch knows that business needs are diverse andunique, that one size does not fit all. For this reason,OnResearch uses a consultative approach, partneringclosely with clients to fully understand their uniquechallenges, pain points and goals. Armed with thisunderstanding, OnResearch crafts a customized solution thattruly makes sense, meets timelines and stays within budget.With solutions spanning quantitative and qualitativeresearch, website satisfaction, concept testing, e-marketingcommunications and social media monitoring, OnResearchdelivers clarity in a complex business world.© 2011 Rising Media, Inc 19 emetrics.org/toronto

Sponsors & ExhibitorsSILVER SPONSORSUnilyticswww.unilytics.comBooth #7Unilytics is a leading web analytics consulting firm andWebtrends’ leading partner. We offer Google Analyticsand Webtrends consulting, configuration and training to agrowing client base of over 800 customers across NorthAmerica. While we specialize in web analytics, we alsoincorporate cross-channel data such as email marketing,CRM, customer service and phone support for a completeunderstanding of the customer experience.Unilytics has created the KPI Paradigm as a methodology foridentifying and measuring KPIs that are driven by businessgoals and objectives. We also offer dashboard technologywhich integrates Webtrends and Google Analytics reportinformation with external data automatically.The University of British ColumbiaContinuing Studieswww.tech.ubc.caBooth #20The University of British Columbia (UBC) Continuing Studiesprovides flexible and innovative educational opportunitiesfor individuals who wish to upgrade their skills for careerreasons or explore topics out of general interest. Withapproximately 16,000 registrations annually, UBCContinuing Studies offers a wide range of online and oncampusprograms to participants from local, national andinternational markets.In 2005, UBC Continuing Studies launched the innovativeAward of Achievement in Web Analytics in Web Analytics incollaboration with the US-based Web Analytics Association.In 2007, this program won an Award of Excellence from theCanadian Association for University Continuing Education(CAUCE).Most recently, UBC Continuing Studies, the University ofCalifornia, Irvine Extension have combined their resources tooffer the Certificate in Web Intelligence program. Designedfor those involved in web marketing, web site design,corporate branding and product positioning, this 100%online program provides award-winning education on webanalytics and leading-edge courses on data warehousing,business intelligence, and other topics.The University of California | Irvinewww.extension.uci.eduBooth #20UC Irvine Extension develops and delivers high quality,university-level learning solutions to meet the changingprofessional and personal needs of a local, national andinternational community of learners by leveraging theexpertise of the University of California, Irvine campus andcommunity.UC Irvine Extension now offers a Certificate Program inWeb Intelligence in collaboration with the University ofBritish Columbia Continuing Studies Program and the WebAnalytics Association.Web intelligence is a combination of web analytics, whichexamines how website visitors view and interact with asite’s pages and features, and business intelligence, whichallows a corporation’s management to use data on customerpurchasing patterns, demographics, and demand trends tomake effective strategic decisions.As companies expand their reach into the globalmarketplace, the need to analyze how customers usecompany websites to learn about products and make buyingdecisions is becoming increasingly critical to survival andultimate success.AT Internetwww.atinternet.comBooth #9AT Internet is a leading Independent web and mobileanalytics solution provider, established in 1995 and withoffices in 9 countries internationally. AT Internet prides itselfon its customercentric approach and is able to boast 3,500 clients many ofwhom are widely recognized brands.Currently measuring 350,000 websites, AT Internet hasseveral awards and distinctions to its name including the2009 Platinum Distinction for European Seal of E-Excellence2009 awarded at CeBIT in Hannover, these distinctionsunderpin AT Internets core values of trust and integrity.AT Internet offers a robust and reliable best of breed SaaSweb and mobile analytics platform and partners withindustry leaders to offer a complete solution to enhance yourmarketing intelligence and business effectiveness.© 2011 Rising Media, Inc 20 emetrics.org/toronto

Sponsors & ExhibitorsBRONZE SPONSORSMapfusionwww.mapfusion.comBooth #11Mapfusion offers service -oriented architecture, as opposedto ASP, which became SaaS – Software as a Service, ordata over the Internet, considered turnkey solutions. Ourpartners sell these web services to their clients.Service Oriented Architecture (SOA) is a business-centricIT architectural approach that promotes integrated andreusable business processes or services. Powerful SOAinfrastructure promises to make web services broadlyavailable into many industries, and eliminate boundariesbetween business functions.SOA offers a fast, always available, secure and affordableway to integrate, and reliably provide visibility across manydifferent platforms, data sources and applications, seamlessly.As a leader in the field, Mapfusion focuses on the crosscutting concerns in SOA, yet Mapfusion also has the handsonimplementation experience for easy integration, andprovide the foundation for managing business processes tobridge computing, organizational, geographic and semanticboundaries. We take data and make sense of it. Simply spatial.nModal Solutions Inc.www.analyticscanvas.comBooth #8Analytics Canvas by nModalAnalytics Canvas (@analyticscanvas) brings your Google Analytics dataanalysis to the next level. It’s a powerful data-crunchingtool created by NModal Solutions Inc., which makes itshome in Toronto, Canada. Its founder, James Standen hasextensive experience in data management and businessintelligence. As a technology and operations specialist andexecutive, James saw spreadsheets used heavily, but oftendreamed about tools designed to go beyond them to bridgethe gap between the complexities of data and data sourcesand what business and marketing analysts need. One dayabout three years ago, he stopped dreaming and builtthe framework for Analytics Canvas. nModal is creatingpowerful tools that will fundamentally change how peopleget at their Google Analytics data.Questbackwww.questback.comBooth #17QuestBack provides a leading Enterprise FeedbackManagement (EFM) service that empowers customers withthe ability to collect, analyse and follow up on businesscritical information.SAS Canada Inc.www.sas.comBooth #12SAS is the leader in business analytics software andservices, and the largest independent vendor in the businessintelligence market. With innovative business applicationssupported by an enterprise intelligence platform, SAS helps45,000 organizations improve performance and delivervalue by making better decisions faster. Since 1976 SAShas been giving customers around the world THE POWERTO KNOW®.LANYARD SPONSORObservePointwww.observepoint.comObservePoint, founded by Rob Seolas and John Pestana –co-founder of Omniture and long time web analytics veteran,recently announced their flagship product, SiteAudit. Withmultiple patents pending, SiteAudit is a revolutionary servicedesigned for web analytics practitioners, and providespowerful on-demand analysis of analytics tags on yoursite. It automatically discovers each page, evaluates thesource, if tags are present, determines the version of anyanalytics code, and which tags are set. SiteAudit generatescomprehensive, customizable reports, viewable online orexported to Excel.Gone are the days of manually tracking the code versionsand tags on every page. SiteAudit saves time and moneyby finding every page that needs updated code, has codeissues, or is missing code all together.WEB ANALYTICS WEDNESDAYSPONSORSyncapsewww.syncapse.comWe are a full-service social technology partner. A globalleader in the practice areas of digital consulting, communitybuilding, technology solutions, and digital measurement,Syncapse helps our clients leverage the power of socialmedia to drive greater value and success for theirbusinesses. Using expert cross-discipline strategic thinkingpaired with leading-edge customizable technologies, wecreate unique and innovative solutions that thrive in the everchanging and challenging online environment.© 2011 Rising Media, Inc 21 emetrics.org/toronto

Keynote SpeakersColin Coleman,Senior Director, Data Strategy,Turner Broadcasting System, Inc.Colin Coleman, Senior Director, Data Strategy, TurnerBroadcasting System, Inc.Colin Coleman is the Senior Directorof Data Strategy within the Audience & Multi-PlatformTechnologies team at Turner Broadcasting. In this role hedelivers enterprise-wide data strategies and insight capabilitiesfor properties such as CNN, Cartoon Network, AdultSwim, NBA, NASCAR, TruTV, TNT and TBS, across online,mobile and linear platforms. Colin’s responsibilities span theaudience data lifecycle, from identification of data monetizationstrategies through implementation of cross-platformdata integration initiatives. He also manages global datastandardization programs and ultimate delivery of audienceinsight and best practice capabilities. Colin has over 20years experience leading analytics-focused product management,product development, research, and operations teamsacross a broad range of verticals, including media, financialservices, supply chain, B2B and aerospace. Colin started hisanalytics career with NASA as a Research Scientist and hasa Ph.D. in Computational and Experimental Aerodynamicsfrom Stanford University.[KEYNOTE-01] A BIG Picture Look at How MediaCompanies Must Evolve[MEDIA-A2] Value of DataJim Sterne,Founder,eMetrics Marketing Optimization SummitJim Sterne is an international speaker on electronic marketingand customer interaction. A consultant to Fortune 500companies and entrepreneurs, he focuses his twenty five yearsin sales and marketing on measuring the value of the Internet asa medium for creating and strengthening customer relationships.Jim has written six books on Internet advertising, marketing andcustomer service including, “Web Metrics; Proven Methods forMeasuring Web Site Success” and “Social Media Metrics.”He is the Founding President and current Chairman of theWeb Analytics Association and is very pleased you could makeit to the eMetrics Marketing Optimization Summit.Bob Page,Vice President, Analytics,eBayAs eBay’s vice president of Data & Analytics Platform, BobPage brings more than 15 years of passion for analysis tothe world’s largest online marketplace. Bob leads eBay’s dataand analytics infrastructure, and is responsible for the strategyand policies that power data-driven decisions.From data warehouse and business intelligence solutionsto advanced analytics and custom insights, Bob deliverssolutions for strategic use of data. Bob joined eBay fromYahoo!, where he led analytics teams across a broad rangeof responsibilities. He has been active in analytics since1996, when he was co-founder, CTO and VP of ProductDevelopment for Accrue Software, a provider of large-scaleweb analytics. He is a frequent speaker at industry events,and serves on the eMetrics advisory council.Bob occasionally posts to his blog at bobpage.net, and is @bobpage on Twitter.[KEYNOTE-03] Managing Marketing Metrics at eBayEric T. Peterson,Chief Executive Officer & Principal Consultant,Web Analytics Demystified, Inc.Eric Peterson has worked in web analytics since the late1990’s in a variety of roles including practitioner, consultant,and analyst for several market-leading companies. Heis the author of three best-selling books on the subject, WebAnalytics Demystified, Web Site Measurement Hacks, andThe Big Book of Key Performance Indicators, as well as oneof the most popular web analytics bloggers at www.webanalyticsdemystified.com.[KEYNOTE-04] Dashboards Are Not a Strategy: Creating aTrue Competitive Advantage[KEYNOTE-02] The Human Side of Marketing Analytics[PANEL-2] Panel: Web-Wide Analytics, the Next Generationof Digital Customer Intelligence© 2011 Rising Media, Inc 22 emetrics.org/toronto

Special Thanks to the TorontoeMetrics Marketing Optimization Summit’s2011 Advisory BoardSimon AustinManager, Digital Analytics,Research In MotionSimon Austin leads the digital analytics team for Research InMotion, makers of the BlackBerry smartphone. In his role onthe digital marketing team, Simon has global oversight of webanalytics, social media analytics and integrated digital analytics.Simon is an active practitioner who, on a daily basis isthinking about the metrics that drive the business and bringingvisibility to the impact of RIM’s social business strategies.Since 2007, Simon has been part of this key team at RIMdriving the the fastest growing online mobile brand in theworld, the #1 mobile phone brand on Facebook, and aconstant top 10 “most buzzed” about brand online.Christopher BerryVice President, Measurement Science,SyncapseChristopher Berry is Vice President, Measurement Science atSyncapse, a leading social media technology company. Inthis role, Chris develops physical and social technologies thathelp marketers demonstrate the ROI of social media marketing,insight generation, and optimization. His team’s most recentcontributions include research papers on the Value of a FacebookFan and Advanced Sentiment Analysis. Previously, Chrisheld management positions at Critical Mass, and a variety ofresearch positions at not-for-profit and academic institutions.Chris is an internationally sought-after speaker on opinionmining, earned media value, and the application of thescientific method to marketing. He’s an organizer of WebAnalytics Wednesday Toronto and an active bridge builderto INFORMS and the Toronto Data Mining Forum. He is anactive member of the Web Analytics Associations ResearchCommittee and leads the Peer Review Journals Project.Patrick GlinskiHead of Social Innovation,Idea CoutureA specialist in digital strategy, planning and measurementstrategy, Patrick Glinski is the Head of Social Innovation atIdea Couture. Patrick is proud to have “seen the light” anddiscover design thinking after failing to get excited by aformal business education and years in the credit card industry.He now leads a variety of strategic and social engagementswith an eye towards experience design and socialgood. While formerly a Web Analytics specialist, Patrick isa “renaissance man”, contributing lateral thinking skills thatdraw on experiences spanning from database developmentto event planning to business development to screen-writingmovies about robots.Prior to joining Idea Couture, Patrick was Account Plannerand Web Analytics Practice Lead at Critical Mass, overseeingdigital and social strategy development fortune 500companies including Citibank, ThankYou Network, Michelinand Alienware. Patrick is at his best with a blank dry-eraseboard and a package of Post-it Notes.Andrea HadleyPartner and Conference DirectoreMetrics CanadaAndrea Hadley has a long history as a leading Canadianweb marketer, consultant and industry advocate havingfounded two professional associations, a web marketingconference in 2001 and a consultancy NetSetGo MarketingLtd in 1999. After shepherding the International InternetMarketing Association (IIMAOnline.org) through its first fiveyears, Andrea went on to become a founding Director of theWeb Analytics Association where she continues to serve asFacilitator of the Media Special Interest Group.Today, Andrea’s commitment to knowledge sharing and the advancementof the web marketing industry continues as ConferenceDirector and partner of eMetrics Canada where she leadsthe Advisory Board and is responsible for the planning andprogramming of all content, speaker selection and logistics.Stéphane HamelConsultant & Blogger,Immeria inc.Stéphane Hamel is a leading voice for online analytics withover twenty years of experience defining optimal and realisticsolutions & strategies for his clients.While involved in several research & development activities,Stéphane has made significant contributions to the growth ofthe web analytics industry:• Creator of The Online Analytics Maturity Model• Two startups: WASP: Web Analytics Solution Profiler andGoogle Analytics addons• Creator of concepts such as Just-In-Time TaggingStéphane owns a MBA specializing in eBusiness from LavalUniversity (Québec City) where he teaches a graduate classon web analytics. He is also lecturer for the University ofBritish Columbia’s Award of Achievement in Web Analyticsand Fundamentals of Business Analysis. He was among thefirst to receive the WAA Certified Web Analyst CWA designationand is a recent recipient of the WAALTER Award: WebAnalytics Association Leadership and Technical ExcellenceRecognition.© 2011 Rising Media, Inc 23 emetrics.org/toronto

Special Thanks to the TorontoeMetrics Marketing Optimization Summit’s2011 Advisory BoardBraden HoeppnerVice President, Web Sales,CoastalContacts.comBraden Hoeppner is a passionate online marketer who hasheld roles in ecommerce, vertical media and telecommunicationswhere he guided the implementation, optimization andusage of web analytics & usability to improve website salesperformance. He has also provided consulting services foronline strategy to public sector and non-profit organizations.He is also an online tutor for the UBC Web Analytics Awardof Achievement program and has recently been named oneof Canada’s top 40 online marketers by Click! Weekly.David JenkinsDirector, Merchandizing & Analytics,BuildDirectDavid Jenkins has over 15 years experience in various Marketingmanagement positions. His main areas of expertiseare database marketing, ecommerce and analytics. He hasworked in the telecommunications, software and retail sectorsin Canada, Australia, the UK and the Czech Republic.He is currently responsible for the effective online merchandizingof BuildDirect’s product offering and for developingsolutions to ensure BuildDirect’s Executive, Marketing andSales teams have the information they need to monitor thebusiness and effectively deliver results.Kelly Kubrick,President & Founder,Online AuthorityFormer Director of eCommerce Development with TimeInc., Time Warner’s publishing division in New York, KellyKubrick provides objective analysis about how her clients’online efforts are performing. She helps organizations understandif their website is working for or against them, andwhat to do about it. Kelly also serves on the board of directorsof her third-generation family business, holds an MBAfrom NYU and has been a proud member and volunteerwith the Web Analytics Association since 2006.Alex LangshurCo-founder & Senior Partner,Cardinal PathCardinal Path is three leading companies that have cometogether to deliver the forefront of online marketing anddigital intelligence to the people that matter most to us: ourclients. Our goal is simple: we help our clients learn bylistening to the stories in their data and help them succeedby acting upon the truths we uncover. Alex Langshur is thePast-President of Web Analytics Association and an instructorfor WAA Base Camp workshops.June Li,Managing Director,ClickInsightJune Li helps organizations overcome barriers to effectivedeployment and use of web analytics to optimize marketing.She is a contributing writer to OneDegree.ca and the AIMSblog, an associate instructor for the award-winning web analyticsprogram at the University of British Columbia, as wellas an instructor for a web analytics course at the Universityof Toronto. June is a very active member of the Web AnalyticsAssociation.Mike SukmanowskyManager, Digital Analytics,Globe and MailPrevious to The Globe and Mail, Mike Sukmanowsky wasthe Analytics and Insight Specialist at Rogers Digital Mediain Toronto where he lead the web analytics efforts of 130+web sites in publishing, broadcasting as well as sportsand entertainment. In his own words, Mike is an insanelypassionate and diverse online professional with extremelystrong technical and business acumen. He has worked on adiverse set of business problems and loves confronting themwith innovative solutions. From implementing web analytics(Webtrends, Google Analytics and Omniture) and digitalsales platforms (Solbright) to performing in depth analysisand research to business development activities and even totraditional web development and more!Jacques WarrenPresident,WAO Marketing Inc.Jacques Warren has been working in online marketing forthe last fourteen years. He started getting involved full-timein Web Analytics eight years ago. He has worked withover 80 organizations in Canada, the US, and Europe. Hisengagements cover Web Analytics implementation, training,KPIs & dashboard, diagnosis analysis, and consulting. Hiscurrent interests are multichannel analytics, data integration,and mobile analytics. He shares in thoughts in his blogs:Analytics Notes and in Web Analytique & Optimisation. Healso published Web Analytics at Eyrolles, Paris, in October2009, which is currently the top selling book on the topic inFrench.© 2011 Rising Media, Inc 24 emetrics.org/toronto

SpeakersJeff Adelson-Yan,Managing Partner & Co-Founder,Levelwing[MEDIA-B4] Transmedia and Multi-ChannelMedia ExperiencesDuff Anderson,Vice President, Research,iPerceptionsDuff[LAB-2] Make Yourself HeardYvon Audette,Partner, Performance and Technology,National Service Line Leader, IT Advisory Services,KPMGSimon Austin,Manager, Digital Analytics,Research In Motion[SMM-5] Social Media MetricsChristopher Berry,Vice President, Measurement Science,Syncapse[SMM-5] Social Media MetricsHemash Bhatti,Coordinator, Measurement Science ,Syncapse[MWA-5] Panel: Privacy in a Digital Marketing World: Canthey Co-exist Peacefully?Angie Brown,Web Analyst,IBM[SITE-2] Web Analytics and User Experience Fusion[SITE-4] KPI Site ClinicCaroline Burns,Director, Business Intelligence,Kobo Inc.[MWA-1] Panel: Getting the Organization to Care: Advocatingfor AnalyticsJim Cain,President,Napkyn Inc.[MWA-1] Panel: Getting the Organization to Care: Advocatingfor AnalyticsShari Cleary,Vice President, Digital Media Research,MTV Networks[MEDIA-A1] Governance and Organizational Structure[MEDIA-B2] Video: Internal, Syndicated and DistributedLouis-Jacques Darveau,Vice President, Marketing,Mediative[MWA-3] Panel: How Decision Makers Consume what Analysts(and Agencies) ProduceBaiju Devani,Head of Business Intelligence & Analytics,OANDA Corp.[CAO-3] Attribution - the new Imperative: Deciphering HowMuch Credit Each Campaign Gets and WhyJosh Dreller,Vice President, Media Technology & Analytics,Fuor Digital[CAO-3] Attribution - the new Imperative: Deciphering HowMuch Credit Each Campaign Gets and WhyMark Dykeman,Manager, Research, Canadian Broadcasting Corporation(CBC)[PANEL] Convergence and the State of Audience MeasurementLaura Evans,Director, Consumer Research,The Washington Post[MEDIA-A2] Value of DataJody Farmer,Vice President, Strategic Marketing,CreditCards.com[WA-ADV-3] Test, Test, Test: The Cornerstone of Site Optimization:Best Practices and Case Studies in TestingEric Feinberg,Director, Content, Media & Entertainment,ForeSee Results[WAA-PANEL] Marketing Optimization: Technology on theMarch© 2011 Rising Media, Inc 25 emetrics.org/toronto

SpeakersAngus Frame,Vice President, Digital Media,The Globe and Mail[MWA-3] Panel: How Decision Makers Consume what Analysts(and Agencies) ProduceLarry Freed,President and CEO,ForeSee Results[DIAMOND_FORESEE] What’s Wrong with Metrics?Melaine Fuentes,Business Metrics Manager,The Huffington Post[MEDIA-B1] Managing Multiple Measurement TechnologiesAntoine Gay,Key Account Manager,AT Internet[WAA-PANEL] Marketing Optimization: Technology on theMarch[MWA-5] Panel: Privacy in a Digital Marketing World: Canthey Co-exist Peacefully?Travis Giffin,Senior Solutions Specialist, Customer Intelligence,SAS Institute[WAA-PANEL] Marketing Optimization: Technology on theMarchPatrick Glinski,Head of Social Innovation,Idea Couture[SITE-2] Web Analytics and User Experience FusionJeff Greenfield,COO,C3 Metrics[CAO-3] Attribution - the new Imperative: Deciphering HowMuch Credit Each Campaign Gets and WhyAndrea Hadley,eMetrics Conference Director[WELCOME] Welcome and Overview to eMetrics MarketingOptimization SummitStéphane Hamel,Consultant & Blogger,Immeria inc.Road Map to Online Analytics Success[MWA-2] Measuring Your Organization’s Web AnalyticsMaturity[SITE-4] KPI Site Clinic[MWA-5] Panel: Privacy in a Digital Marketing World: Canthey Co-exist Peacefully?Maura Hanley,President,BigReach Learning[MEDIA-A3] Ad Currencies and Revenue Models[MEDIA-B4] Transmedia and Multi-Channel Media ExperiencesBraden Hoeppner,Vice President, Web Sales,CoastalContacts.comWAA Base Camp: Applying Web Analytics 102WAA Base Camp: Introduction to Web Analytics 101[WA-ADV-1] Debate: Data Integration, Is It Worth the Effort?Why to and NOT to Integrate DataJohn Hossack,Founding & Senior Partner,Cardinal PathGoogle Analytics TrainingDavid Jenkins,Director, Merchandizing & Analytics,BuildDirect[WA-ADV-1] Debate: Data Integration, Is It Worth the Effort?Why to and NOT to Integrate DataAlan K’necht,President & Founder,K’nechtology Inc.[CAO-1] Fundamentals of Acquisition OptimizationKelly Kubrick,President & Founder,Online Authority[CAO-1] Fundamentals of Acquisition Optimization© 2011 Rising Media, Inc 26 emetrics.org/toronto

SpeakersAlex Langshur,Co-founder & Senior Partner,Cardinal Path[MWA-5] Panel: Privacy in a Digital Marketing World: Canthey Co-exist Peacefully?[WA-ADV-4] Bridging Sales and Marketing withDigital AnalyticsSteve Latham,CEO,Encore Media Metrics[CAO-3] Attribution - the new Imperative: Deciphering HowMuch Credit Each Campaign Gets and WhyPaul Legutko,Vice President, Analytics,SemphonicWAA Base Camp: Search Analytics for Search Marketers 201June Li,Managing Director,ClickInsight[CAO-1] Fundamentals of Acquisition Optimization[SITE-4] KPI Site ClinicJune Li,Managing Director,ClickInsight[CAO-1] Fundamentals of Acquisition Optimization[SITE-4] KPI Site ClinicLaura Mackenzie-Callow,Senior Search Marketing Manager,Intuit[WA-ADV-3] Test, Test, Test: The Cornerstone of Site Optimization:Best Practices and Case Studies in TestingDavid McBride,Director, Business Intelligence,Comcast Interactive Media (CIM)[MEDIA-A1] Governance and Organizational Structure[MEDIA-B3] Customer SegmentationDennis Mortensen,CEO & Founder,Visual Revenue[WAA-PANEL] Marketing Optimization: Technology on theMarchAnne Nash,Assistant Director, Business DevelopmentDivision, Electronic and Print MediaDirectorate, Public Affairs Branch,Canada Revenue Agency (CRA)[SITE-3] What Happens When the Home Page is NOT YourFront DoorJim Novo,Customer Analysis Consultant,Drilling Down Project[PANEL-2] Panel: Web-Wide Analytics, the Next Generationof Digital Customer Intelligence[SITE-1] Art and Science of Interpreting Data and Making aCase for ChangeJim Olstrom,Vice President, Digital Analytics –Nickelodeon Kids & Family, MTV Networks[MEDIA-B1] Managing Multiple Measurement TechnologiesDan Quinn,Director, Media,Research In Motion[MWA-3] Panel: How Decision Makers Consumewhat Analysts (and Agencies) ProduceJeff Quipp,Founder and CEO,Search Engine People IncGetting Started with Social MediaValerie Rome Heys,Director, Analytics,SRDS[MEDIA-A2] Value of DataKhalid Saleh,President,Invesp[SITE-1] Art and Science of Interpreting Data and Making aCase for ChangeAmy Sample,Director, Web Analytics,Public Broadcasting Service[MEDIA-B2] Video: Internal, Syndicated and DistributedBryan Segal,Vice President, Media Metrix Canada,comScore© 2011 Rising Media, Inc 27 emetrics.org/toronto