The Internet may be the most measurable medium, but not everything that can be measured matters. Case in point: the click rate on display ads has dropped to 0.1%. Does this mean online ads don’t work? No, it just means we’ve been using the wrong metric. This presentation will review the results of hundreds of in-market studies demonstrating the impact that display advertising can have – even without a click -- on site visitation, trademark search queries and both online and offline sales. Of particular significance will be a comparison of the retail sales impact of Internet advertising to that of TV in the consumer packaged goods industry. The results are both impressive and surprising.
10:00 AM
Audience Measurement
How is the role of the audience measurement firm evolving? We’ve got panel, direct measurement and hybrid approaches to address today’s industry challenges. Who’s on top? Which approaches should advertisers and marketers rely on? Representatives of the audience measurement industry will help answer how the approaches differ and the impact differences make on the numbers we are trying to study. We will also touch on the new IAB industry guidelines and what they mean to the standardization of reporting on audience metrics.
10:45 AM
Coffee Break
11:00 AM
The Analytics Food Chain
How do you use audience measurement, campaign analysis tools and web analytics to plan and measure the efficacy of your marketing campaigns? With standards set by various organizations and new technologies providing new data sources, the challenges can be endless in knowing which source to make your decisions from. This panel will focus on understanding the differences and synergies of panel and census data from the various parts of the analytics food chain – what to use and when.
11:45 AM
Tracking Apps: How to Know You’ve Connected in Social Media
Are your customers on Twitter, Facebook and MySpace? You know they are, and more so every day. People of all demographics are engaging with each other online and with brands as never before. Marketers trying to reach this audience will find that not only are the technologies new, but the metrics are as well. This session unveils the dirty little secrets about social platform traffic and ways to make it work for you. Lisa Marino of RockYou will walk us through case studies that leverage social media and metrics that support its effectiveness, together with ways to make user targeting work for your brands.
Using data to understand your customer and drive decisions does not come easily to all organizations. In this session Brett Crosby from Google Analytics will address how to look beyond the “tools” to the real story that lies within the data. Turning the numbers from visitors to customers to convey strategy and results to your data consumers just takes a little bit of creative thinking and the ability to tell a story with your data.
2:00 PM
Campaign Attribution
If the click is dead, how do I know how to attribute success to my campaign? Should it be on the first impression view, the click or the viewthrough? As debate continues in the industry over how to gauge campaign success, we bring industry leaders together to discuss the challenges they face, what trends are emerging and if there is a solution to the question that has been plaguing the industry for years.
Esco Strong,
Director,
Microsoft Advertising Institute
2:45 PM
Measuring Video and Virality
The video market is exploding with numerous vendors, business models and technology. What are the metrics and how do they fit into measuring user engagement and advertising models within video? This panel will explore what the metrics are around measuring video, understanding and measuring video virality, and tying the stream back to site activity and customer conversion.
3:30 PM
Coffee Break
3:45 PM
The "Ins and Outs" of Measuring Social Media
It isn’t just about how many times your brand is talked about, but what exactly is being said. Social Media has opened up multiple channels for customers to speak their mind, ask for help and make decisions. Each word, action and comment that they make could be helping you or hurting you. This panel will explore how to measure and monitor your Social Media vibe in the online world by listening and measuring what your customers are saying to you or about you.
4:30 PM
When The Numbers Speak For Themselves
Do you know when to pull the plug on a campaign that is performing poorly? Or how to take action on the data once you have the results? Taking the metrics and turning them into actions is often a forgotten or weak part of the process. This panel will focus on how to use the data to drive strategy and optimization in meeting the goals of your marketing initiatives.
