The technologies of the Semantic Web are beginning to allow us to create a new ad unit, one that is more engaging and valuable to consumers, thereby generating better returns for advertisers and publishers. These technologies allow advertisers and publishers to incorporate their content and functionality directly into online advertisements, creating "mini-websites" and enriching the value of publisher websites and extending advertiser reach. Through case studies, the presentation will demonstrate how combining content and functionality from advertisers in context with publisher content dramatically increases the utility and value of display ads. Specifically, the case studies with top-tier brand advertisers and publisher sites show that CTR and purchase conversion can be lifted up to 600%.

Jon, a Cornell computer science graduate, has been engineering web applications since 1994. He has extensive experience with managing large-scale, high-profile web projects and advertising campaigns. His previous experience includes Alexa Internet and the Internet Archive. His area of expertise is in the structured web (AKA the Semantic Web) and its application to the advertising world (e.g., widget ads, MashupAds, etc.). At Dapper, Jon serves as co-founder and CTO, managing US operations and strategic partnerships for the company in San Francisco.

Social media are gradually gaining more and more momentum and are rapidly gaining weight as communities become more and more active. In this presentation we will see what are the unique properties of an online community and how we can take advantage of them to increase brand awareness and user engagement, as well as using the tremendous segmentation power that they offer.

Pere is an eminent Web Analyst and one of the minds powering WebAnalytics.es where he applies his skills as a consultant and teacher. A physics graduate from the Unviersitat de Barcelona, he holds Masters degrees from Berkeley, the London School of Economics and the Universitat Autònoma de Barcelona and is the co-founder of the leading Web Analytics Wednesday events in Spain, Conversion Thursday

Through an examination of the online advertising landscape and the economic model of eCommerce profitability, it can be derived that the maximisation of conversion rates and average order values through excellence in merchandising - and thereby 'revenue per visitor', in effect the very definition of merchandising is one of few contrallable manners in which a retailer can maximise its financial performance uniquely from its competitors. And to achieve excellence in merchandising, customer research shows that retailers will ultimately have to turn to Behavioural Merchandising. But it needs to be applied in a way that is practically viable for retail specifically.

Pontus Kristiansson is an accomplished entrepreneur and marketing professional. Prior to founding Avail Intelligence in 2001, Mr Kristiansson founded and ran a successful startup in the eCommerce platform space and prior to that he worked as a strategy consultant with McKinsey & Co and in consumer marketing at Procter & Gamble. Apart from his position as vice chairman and business development director at Avail Intelligence, Mr Kristiansson also serves on the board of a handful of other technology startups.

Online Marketing specialists have aggressive goals to achieve, and thousands of ideas to try, but technological priorities and traditional wisdom often stand in their way. Learn how marketing specialists took control, taking advantage of rapid A / B and multivariate tests to acquire, capture and convert more customers.

Nicolas Meriel is Team Lead Test&Target EMEA at Omniture where he serves as an international "outside the box" creative thinker in order to provide complementary, sophisticated, innovative and measurable performance oriented marketing services that are highly customized and localised while focusing on leveraging existing relations, creating synergy and supporting pan-european optimisation, analytics, eCommerce strategies in order to help to opitimise your online business.

• Maria Perez, Head of design and usability at Atrapalo.com
• Nicolas Meriel, Team Lead Test&Target EMEA at Omniture
• Steen Rasmussen, Senior partner and co-founder of IIH Copenhagen

This panel will discuss the effects that site design has on the conversion process. Who decides what a site must look like? How do we know what measures are effective to attracting, or dissuading, users? What is the value of redesign? What persuades a user into converting? Our panel of experts will analyze the key points that give a site that extra punch that turns users into customers.

• Pere Rovira, Web Analyst at WebAnalytics.es
• Adrián Segovia, Head of i-Marketing at Prisacom
• Patrick Dost, Country Manager for Spain at Nedstat
• Lars Nordström, Sales EMEA/UK at Lsoft

Media companies pour content continuously into the net. News, videos, streaming audio, rss feeds, mobile alerts... continuously and endlessly to provide users instant access to information anytime and anywhere. But how do they control the flow? Practitioners and tool providers will give their views on the tools available, how they are squeezed to get the most out of the data and the insights they gather from it as well as diving into what the future holds for the industry.

Web Analytics tools will rarely cover all your SEO optimization needs, but with fine tuning they can provide more than one might expect. Using examples, we will tour a few of the top tools in the market to show how thay can be tweaked to extract the most insightful information.

Sergio Maldonado is the founder and manager of MV Consultoria, which is internationally renowned for its highly specialized advanced web analytics services, assisting large businesses in Spain, France and the United Kingdom in Results Marketing, web/mobile channel optimization and internet business intelligence. Furthermore, Sergio is a regular speaker at international conferences (eMetrics at San Francisco and Washington DC) and national events (OME).

Web Analytics tools are very powerful and come with lots of features and utilities. However, there are lots of other tools common to us in everyday use that can aid us to scratch where the traditional, designed-for-the-purpose tools, just cannot reach.

• Voice of customer - listen to your users, and make hypothesis.
• Benchmarking - How to get a better picture using third party data
• Make cunning use of spreadhsheets to undig the hidden value in your data

Jaume is the founder of Netsuus among other successful projects and has been related to the development of Information Technologies since the early '90s. Having spent four years in the Intercom group, he has moved on to direct initiatives that have greatly contributed to the growth of the Spanish Internet scenery.

Internet has become one of the best communication and marketing tools. Hence, designing well-structured websites with the information or products that users look for is a crucial mission. For this reason, understanding web data is a decisive task to assure the success of a website. In that sense, web mining techniques provide many metrics and statistics useful to automatically discover the structure, contents and usage of a site. However, current tools do not always provide intuitive ways to understand this information. The Website Exploration Tool is a visual system that allows the exploration of web data, providing a set of visualisations and interactions that allow the web analyst to get a deeper insight on the information of his website.

Víctor Pascual Cid is a PhD student from the Computer Science and Digital Comunication program of the Univetsitat Pompeu Fabra in Barcelona, member of the Information Retrieval and Web Mining Group from the same university, and also member of the Information Management group from Fundació Barcelona Media. He's currently working on his PhD thesis based on the usage of Information Visualisation techniques to enhance the understanding of web data.