Internet Marketing Conference

Opening Keynote: The Human Side of Marketing Analytics

We have more data than we can integrate and more tools than we can manage. The raw material and the technology are abundant. But what about the human side of leveraging customer interaction information? How does an analyst start with customer data and end up with customer insights? Jim offers some thinking about thinking, some insights into the creation of insights and some practical advice about applying yourself and managing others in this data-driven but highly creative world.

Jim Sterne, Founder, eMetrics Marketing Optimization Summit

Setting Online Marketing Goals

How do you make your website better? It depends. What are you trying to accomplish? Having well defined, well communicated and broadly accepted goals is absolutely necessary for the success of your interactive marketing. The hazards of inertia (we’ve always done it that way), fear (I don’t understand it so we shouldn’t try it) and distraction (the shiny, new thing) are never going away, but they can be mitigated by goals that drive strategies – strategies that drive tactics and tactics that point the way to metrics. Walk away from this session with a goal development process that includes identification, prioritization, communication, adoption and evaluation.

Sean Duffy, Marketing Consultant, The Duffy Agency

Integrated Marketing Management

Online marketing is exciting. Interactive marketing is all the rage. But it doesn’t stand alone. The Holy Grail of Marketing is twofold: A) the ability to integrate your outbound messaging so your prospects are not confused by divergent and contrary messages and B) integrating the data you collect from all of those touch points into a comprehensive, customer knowledge base. Getting there is not easy so this session walks you through a marketing maturity model to help you assess where you are now, where you want to be and how to get there.

Kristoffer Ewald, Senior Vice President Strategy, Guava Danmark A/S
Alexandra Karagaeva, Head of Online Marketing, Directiv

Building the Team: Crucial Skills and Talents

If online marketing were only about the technology, we could all stay home. But people remain indispensable and the variety of skills required continues to escalate. Specialized technical knowledge, community management soft skills, organizational talent are just the start. Get a feel for the diversity you need to employ, how much you need to invest and whether you should hire staff or can make use of outside experts and consultants.

Mobile Marketing – Location-Based & Proximity Advertising

Smart phones or tablets, mobile sites or apps, location-based or proximity, there are a whole lot of new marketing methods out there and you need to know how to choose and how to succeed. This session walks through the variety of promotional methods, the types of tools and services available to help you do it well.

Andy Atkins-Krüger, CEO, WebCertain Group

Competitive Analysis

A great web strategy with flawless execution is a joy to behold. Improving your response and conversion month over month feels terrific. But whether you’re really doing a good job or not is relative. What is your competition up to and how are they fairing? Your 15% growth rate looks awesome until you notice the other guys are growing at 25%. Learn about the many sources of competitive marketing intelligence in a fast paced world.

Sam Crocker, SEO Associate Director, OMD Group

Keynote: Bryan Eisenberg, Professional Speaker, Best Selling Author, Consultant