|
IMC Stockholm 2007: Agenda Infopage Websites Speakers and panelists Sponsors
IMC Stockholm, November 29, 2007
|
|
| 8:00–8:30 |
Registration and Refreshments
|
|
Lennart
Svanberg |
| 8:30–8:50 |
Staying Ahead in Internet Marketing
by Lennart Svanberg, IMC
Find out what's hot and what's not in 2007.
Lennart Svanberg has produced Internet Marketing Conference, held throughout Europe and North America, for eight consecutive years. He also helps businesses boost their Internet presence when he's not busy producing the conference.
|
|
Russell
Clark |
| 8:50–9:10 |
10 Tips for Creating a Successful Campaign
by Russell Clark, Cordovan
Learn how your company can make use of online campaigns from strategy to build to promotion.
Russell Clark is a founding member of Cordovan Digital, a part of the Cordovan Group. Educated in business marketing at the university in Edinburgh, Russell has helped many Swedish companies with their e-commerce solutions and online marketing since moving to Sweden in 2001. Russell’s focus is on using new media appropriately and ensuring his clients receive maximum ROI from their new media investments.
|
|
Henrik Busch |
| 9:10–9:30 |
Welcome to the Media Youcracy, Goodbye to Media Feudalism
by Henrik Busch, GoViral (Denmark)
Learn how the media landscape is changing and how you can use consumer-driven marketing to break through the information clutter.
Henrik Busch has nine years of professional experience working with digital media and is an expert in advertisement-based business models. He has experience in starting a mobile marketing company, working in Hong Kong, and much more.
|
|
Lars
Nilsson |
| 9:30–09:50 |
Advanced E-mail Marketing Segmentation
by Lars Nilsson, Apsis
Forget about e-mail blasts and one message fits all, and learn how to target your e-mail marketing more effectively.
Lars Nilsson has worked for Apsis, an e-mail marketing solution provider, since 2002. His specialties are e-mail marketing and market research. He has previously worked in the CD and DVD industries.
|
|
Per
Holmkvist |
| 09:50–10:10 |
Mobile Marketing—How to Use the Next Screen
by Per Holmkvist, Mobiento
Mobile is a natural part of the marketing mix. Find out how the use of cell phones has changed our behavior and how we can use that insight to improve the impact of campaigns. Recent case studies from the Scandinavian market will highlight what matters.
Per Holmkvist is the managing director and a co-founder of Mobiento, the leading mobile marketing agency in Scandinavia. Mobiento was awarded “Best Use of Mobile Marketing—Direct Response” at the MMA Awards 2006 and has conducted more than 400 campaigns in Scandinavia and internationally. Mobiento’s customers include major brands such as H&M, Volvo, Microsoft, Coca-Cola, and Stimorol. Per has worked in mobile marketing since 2000 and has been driving the industry development in Sweden. The magazine InternetWorld named Per as one of Sweden’s top 10 entrepreneurs in 2007.
|
|
|
| 10:10–10:20 |
Questions and Answers
Ask any question, to any speaker.
|
|
|
|
Geno
Prussakov |
| 10:50–11:10 |
Practical Affiliate Marketing
by Geno Prussakov, AM Navigator (USA)
Affiliate marketing is a powerful yet often overlooked channel of online marketing. Being performance-based at its core, it is one of the most effective ways to promote any B2C or B2B e-commerce website. This session will aim at laying the foundation both for the new affiliate managers and for the merchants that wish to explore the subject in more detail. We will cover the basics of affiliate marketing and also touch upon some of its newer developments that have arisen by the evolution of Web 2.0, mobile marketing, and other current trends. Guidance on further self-education on the subject will also be provided.
Evgenii "Geno" Prussakov is a graduate of the University of Cambridge. He is the founder AM Navigator, an outsourced affiliate program management company, and also the author of the best-selling A Practical Guide to Affiliate Marketing book, the only up-to-date practical reference for merchants and affiliate managers on the subject of affiliate marketing. Geno was voted first in the "Best Outsourced Affiliate Program Manager of the Year 2006" award by the largest online affiliate marketing community and ABestWeb.com.
|
|
Jenny
Simpson |
| 11:10–11:30 |
How Universal Search Affects Online PR
by Jenny Simpson, Web Certain (UK)
Google has recently announced a whole scale change in the way it determines its top level search results. This new way of determining results has been dubbed “Universal Search,” meaning that less traditional results (such as blogs and video) are making an even bigger impact on search results than before. Now is the time for your clients to give serious consideration to their online PR strategies. How can you capitalize on these opportunities and ensure you and your clients' online reputations are managed effectively? How will online PR strategies develop? Find out how Universal Search is already taking effect and changing the search landscape–in search engines across the world and in different languages.
Jenny Simpson is the online news and PR manager for Web Certain Europe Ltd, a multilingual search marketing agency based in the UK. She heads up the department that specializes in a range of news and PR-related activities for major international clients, across many languages. These services include news release writing and distribution, e-marketing, blogs, and social media, fully integrated into the Web Certain “World Language Hub”–multilingual search marketing experts working under one roof on worldwide campaigns. Jenny has 10 years' experience in online journalism and product marketing.
|
|
Per
Holmkvist
Elias Kai
Geno
Prussakov
Henrik Busch
Lars
Nilsson
Russell
Clark
|
| 11:30–12:30 |
Panel: Maximizing Return on Marketing Spend
Per Holmkvist, Mobiento
Elias Kai, bwin
Geno Prussakov, AM Navigator (USA)
Henrik Busch, GoViral
Lars Nilsson, Apsis
Russell Clark, Cordovan
Jenny Simpson, Web Certain (UK)
Moderator: Steve Jackson, Satama (Finland)
Find out what to spend your marketing budget on, how to maximize sales and revenue, and how to outsmart your competitors. Ask the panel whether they think your choices are the most effective. What types of advertising should you focus on? Is advertising the most efficient way of marketing? What are competitors doing? Take the opportunity to ask the panel for advice.
Per Holmkvist is the managing director and a co-founder of Mobiento, the leading mobile marketing agency in Scandinavia.
Elias Kai is a search marketing specialist also known for naming his child Google. Elias holds a PhD from Paris Dauphine University and has spoken at several industry events. Elias has been involved in European, Asian, and American start-ups. He has worked with several industries, including banks, gaming, dating, health, and tourism.
Evgenii "Geno" Prussakov is a graduate of the University of Cambridge (UK) and the author of A Practical Guide to Affiliate Marketing.
Henrik Busch has nine years of professional experience working with digital media and is an expert in advertisement-based business models. He has experience in starting a mobile marketing company, working in Hong Kong, and much more.
Lars Nilsson is an e-mail marketing and market research specialist working for Apsis, an e-mail marketing vendor.
Russell Clark is a founding member of Cordovan Digital, a part of the Cordovan Group. Educated in business marketing at the university in Edinburgh, Russell has helped many Swedish companies with their e-commerce solutions and online marketing since moving to Sweden in 2001. Russell’s focus is on using new media appropriately and ensuring his clients receive maximum ROI from their new media investments.
|
|
|
|
Carl
Särnstrand
Thomas
Kilander
Fredrik
Samanta
Ola
Oredsson
Russell
Clark
Peter
Bergström
Mattias
Vahlne |
| 14:00–15:10 |
Panel: Creating Outstanding Content
Carl Särnstrand, Picsearch
Tomas Kilander, NetDialog
Fredrik Samanta, JayCut
Ola Oredsson, Cloud Nine
Russell Clark, Cordovan
Peter Bergström, MTV Nordic
Mattias Vahlne, Qbrick
Moderator: Jack Fairhall, Kwiqq (UK)
Carl Särnstrand is the communications manager at Picsearch and a specialist in how to make money from image and video content. He also has 10 years of experience from marketing and public relations in the fields of telecom and information technology. Picsearch is a global technology provider for multimedia search services and video streaming solutions.
Tomas Kilander runs NetDialog, a business specializing in online chat. NetDialog is the leading provider of chat software in Scandinavia and hosts chat solutions for large broadcasting companies such as SVT and TV4 and also for several newspapers. NetDialog Chat is an ASP/SaaS solution that supports both text-based chats and video chats. Media can invite celebrities, athletes, politicians, and experts and let their readers chat with them, thereby increasing visitor interaction and traffic. Chats can also be used to increase communication between employees and management.
Fredrik Samanta has served as the CEO of JayCut since the company was founded. Previously Fredrik was the European product manager and marketing manager for network video at Sony. Before taking up his European role, he held various positions at Sony in Sweden, the Netherlands, and the UK. Fredrik has a masters of science in electrical engineering from The Royal Institute of Technology (KTH) in Sweden and spent a year at Imperial College, in London. He is currently also studying for a masters of business administration at London Business School.
Ola Oredsson has worked as an Internet consultant in London, Amsterdam, and Paris since 1998. He is a RMI Berghs lecturer and has worked with Internet strategies for multinational corporations. He is the CEO for Stockholm-based consultancy Cloud Nine.
Russell Clark is a founding member of Cordovan Digital, a part of the Cordovan Group. Educated in business marketing at the university in Edinburgh, Russell has helped many Swedish companies with their e-commerce solutions and online marketing since moving to Sweden in 2001. Russell’s focus is on using new media appropriately and ensuring his clients receive maximum ROI from their new media investments.
Peter Bergström founded CIA Interactive in 1996, which became the biggest seller of Internet advertising up until 2002, when he sold his share of the company. He then founded his own sales company before starting at Meter Television in 2005. Since April 2007 he's the vice president of MTV Nordic and responsible for the TV and web channel content.
Mattias Vahlne is a sales manager for Qbrick. With his six years at Qbrick, Scandinavia’s leading streaming media company, Mattias has taken part in the emerging use of video on the Internet. This includes live webcasts, commercial campaigns, internal and external corporate communication, and media. He’s worked with clients such as Nokia, Forsman & Bodenfors, H&M, Arla, Ica, AstraZeneca, DN, Volvo, Ikea, SEB, and Carlsberg.
|
|
Aurélie
Pols |
| 15:10–15:40 |
Web Analytics Presentation
by Aurélie Pols, OX2 (Belgium)
Aurélie Pols has been active in the web analytics industry for over seven years and is owner and founder of OX2-WebAnalytics.be, one of the leading independent consulting services agencies on the European market.
|
|
Patrick Schwerdtfeger
|
| 15:40–16:00 |
Monetizing Trust
by Patrick Schwerdtfeger, Tactical Execution (USA)
Find out when the profit motive should be revealed and how to do so without offending the visitor. Learn how free value-based resources and profit can co-exist.
Patrick Schwerdtfeger is the founder of Tactical Execution, a consulting company devoted to innovative marketing and strategic positioning for entrepreneurs and progressive business professionals. He's an award-winning public speaker and has given hundreds of workshops and seminars across the United States and western Canada. He is best known for his "Beyond the Rate" podcast series, downloaded over 16,000 times in 27 countries, and has written two handbooks within the mortgage industry. He has been featured in a variety of newspapers and radio programs including "Hear and Now" on National Public Radio. Today Patrick is focused on revenue generation and program implementation for online businesses.
|
|
|
|
Sofia
Hallberg |
|
David
Thulin
Hans
Leijström
Carl
Bjurling
Nils
von Heijne
Jack
Fairhall
Matthew
Colebourne
|
| 16:40–17:15 |
Panel: Leveraging Social Media for Web Success
David Thulin, Hallvarsson & Halvarsson
Hans Leijström, Trive
Carl Bjurling, Daytona
Nils von Heijne, Pronto Communication
Jack Fairhall, Kwiqq (UK)
Matthew Colebourne, coComment (Switzerland)
Moderator: Dennis Mortensen, IndexTools (Hungary)
David Thulin is an online strategist with the Stockholm-based communications consultancy Hallvarsson & Halvarsson. He helps companies with varied communications challenges to get the most use out of the online channel. Originally based in San Diego, California, he has both studied marketing and communications as well as run a successful online communications firm focusing on the financial market.
Hans Leijström has a master of science in engineering and is an expert in online web communities. Hans works for the Swedish consulting firm Trive AB, where he has helped VisitSweden, TV2 Norway, Shortcut, Resdagboken, Netdoktor, etc., to create concepts for their online web communities. Hans regularly conduct lectures and training in online web communities aiming at helping companies to prepare and safely implement their own online web communities. In his previous career, he worked with emerging technologies at Capgemini and as a researcher at Studsvik. Hans looks forward to sharing his experience, knowledge, and best practices regarding online web communities.
Carl Bjurling has extensive experience within interactive and digital media, starting off in the early 1990s in the growing multimedia business. As art director at Icon Medialab, Carl worked with accounts such as Posten, Trygg-Hansa, and SAS. Following that he went on to found a digital agency focused on concept development for Internet ventures. With a distinctive interest in marketing and online consumer processes, Carl has during a working hiatus focused on academic projects in loyalty and consumer complaint processes. Presently Carl is an Internet strategist and concept developer at Daytona.
Nils von Heijne is the agency director of Pronto Communication—Sweden's first word-of-mouth marketing agency. Pronto specializes in marketing and Internet-PR activities focused on creating buzz and building relations with key actors in the clients' target groups. Pronto's activities are built upon the social online behavior of target groups on various online arenas--blogs, communities, and forums—and activities are conducted worldwide.
Jack Fairhall is the CEO of Kwiqq, a business providing a social networking system designed for rapid deployment, simple setup, and easy extensibility. Jack's business background is in corporate entertainment.
Matthew Colebourne is the CEO of coComment. He previously worked for LunarStorm, where he oversaw the successful launch of the company in the UK. Matt has over 20 years’ experience managing companies and overseeing strategy and growth. He has a decade of experience in the Internet space, which started when he was one of the founding team of DoubleClick Technology International. Prior to his time at LunarStorm, Matt was the senior vice president and general manager of Espotting (now MIVA), where he oversaw the turnaround of the company to profitability and its sale to FindWhat Inc in 2004. During his time at DoubleClick, Matt took a number of senior roles including managing director for Asia, managing director for EMEA and, finally, senior vice president of international operations, running all of DoubleClick’s non-US operations worldwide.
|
|
Frank
Ericson
Andreas
Harju
Tomasz Matuszczyk
Anders
Östlund
Jack
Fairhall |
| 17:15–18:00 |
Panel: Taking a Business from 0–100 km/h in No Time
Frank Ericson, Gajdo
Andreas Harju, JayCut
Tomasz Matuszczyk, Tablefinder
Anders Östlund, Ticket 2
Jack Fairhall, Kwiqq (UK)
Moderator: Vicky Brock, Highland Business Research (Scotland)
Frank Ericson is the CEO and founder of Gajdo.se. He has more than 10 years of experience in online business and start-up companies. He worked for HogiaNet, one of the first ISPs in Sweden delivering solutions for small- and medium-size companies; after that he worked for Jobline.se (now Monster.se) doing PAN European sale and product development. The last six years he has started up and was then the managing director for Advertising.com Sweden and Finland. He went on to build up this company to be the biggest online network in both Sweden and Finland. Now he is the founder and CEO of Gajdo.se, the largest search service for services in Sweden.
Andreas Harju, an SSES alumni from 2005–2006, is a KTH student who has started up three successful software companies. In 2006, he founded the company JayCut with five other students at KTH and was chosen for the second time to compete for SSES in Venture Challenge in San Diego. JayCut offers online video editing tools that are free of charge and easy to use; Andreas is currently the company’s CTO.
Tomasz Matuszczyk was named the most promising entrepreneur in 2007 by Internetworld. His business, Tablefinder, also won Seedcamp 2007. Tomasz previously worked as a freelance web developer and ran the e-commerce website Golem.se. He is currently responsible for marketing Tablefinder's platform and services.
Anders Östlund holds a master of science from the Stockholm School of Economics and is a Stockholm School of Entrepreneurship alumni (1999). After graduation Anders worked with IT and communication at the newly founded Stockholm School of Entrepreneurship before moving on to develop his own entrepreneurial projects. These projects consisted of, among others, an e-learning platform, a health clinic, and a convenience retail chain. Concurrently Anders has also maintained an active interest: a real estate company. Anders is the co-founder and CEO of Ticket2, an online marketplace for event ticket trading, since 2006. Ticket2 has operations in four countries. Anders was listed as one of Sweden's foremost IT entrepreneurs in 2007 by Internetworld.
Jack Fairhall is the CEO of Kwiqq, a business providing a social networking system designed for rapid deployment, simple setup, and easy extensibility. Jack's business background is in corporate entertainment. He was the managing director of The E3 Group, an entertainment production company, for seven years. During Jack's time at E3, the company grew from two people to a team of over 100 staff internationally.
|
|
 |
| 18:00 |
IMC Bar
Stay around for a free drink and interesting conversation.
|
|
|
IMC Stockholm, November 30, 2007
Calendar: ICS or VCS
|
|
|
Rolf
Elmér
|
| 8:30–8:40 |
Monetizing Web 2.0
by Rolf Elmér, Avail Intelligence
Introduction to automated optimization techniques. By using collective intelligence, the value of traffic to your website can be radically increased.
Dr. Rolf Elmér is a 1990 graduate of Lund University. He received an MBA from Stockholm School of Economics in 2003. He also holds a PhD in high-energy nuclear physics from the Division of Cosmic and Subatomic Physics at Lund University since 1996. Rolf was appointed CEO of Avail Intelligence on September 1, 2006, after serving as non-executive member of the board since the company's inception in 2001. Rolf has previously held positions as the CEO of Carl Bro Energy and managing director of Sigma Exallon AB after several years as a management consultant at Accenture.
|
|
Jim
Löfgren |
| 8:40–9:00 |
Leveraging User Engagement at Ellos
by Jim Löfgren, Redcats Nordic
Learn how Ellos takes advantage of user-generated content to create a more satisfied customer and how they leverage the review function.
Jim Löfgren is an e-commerce & business development manager for Redcats Nordic. He is responsible for the development of Ellos's e-commerce platform and new business areas as well as the coordination of its Internet marketing plan. He launched and implemented the Internet marketing strategy for Ellos in the Nordic countries, managed search engine optimization projects, launched new web services and commercial products as well as introduced a new web analytics tool and third party modules. Jim also managed the re-development of Ellos', Josefssons' and Catalog Mail Outlet's e-commerce websites in Sweden, Norway, Denmark and Finland in 2006. He is educated at London School of Economics and Political Science and HEC School of Management, Paris.
|
|
Kasper
Skou |
| 9:00–9:30 |
Behavioral Targeting in Scandinavia: Has Coopetition Made It to Online Advertising?
by Kasper Skou, wunderloop (Germany)
Find out how recent moves by Google, Microsoft, and Yahoo affect Scandinavia and which approaches Scandinavian players need to take if they want to fight the commoditization strategy of the big US incumbents.
Kasper Skou started out as a management consultant for PA Consulting Group and moved on from there to a CEO position with the enterprise search company Speed of Mind. Wanting to further internationalize his career, Kasper completed his master of business administration degree at top business school INSEAD, where he encountered European behavioral targeting leader wunderloop. With great traction in the European market and investors like Niklas Zennström, Kasper decided this was the place to be and took the positions of vice president of business development and managing director of Scandinavia.
|
|
Brian
Clifton
|
| 9:30–9:50 |
Test, Don't Guess
by Brian Clifton, Google (UK)
In the race to acquire as many website visitors as possible, the consumer experience once on your site is often forgotten about. Yet this sometimes very short experience has a dramatic effect on conversion rates. Multivariate testing is a method by which you can test the effectiveness of different page components such as headings, descriptive text, images, calls to action, and layout. The ease and power of performing such tests is illustrated with a case study example.
Brian Clifton (PhD) is an established search engine marketing and web analytics expert who has worked in these fields since 1997. Brian joined Google in 2005 to define, develop, and lead the web analytics team for Europe, Middle East, and Africa. He is currently authoring his first book.
|
|
Tommy
Strandvall
|
| 9:50–10:10 |
Revealed by Your Eyes
by Tommy Strandvall, Tobii Technology
Getting information about how your websites or web campaign works is a challenge. Eye tracking makes it possible to get an objective insight into how web users react to content, even without asking them. The results from a large case study on a travel website will be revealed in the presentation. In the study, eye tracking was used to find usability problems and to evaluate the design of the website. The results revealed that it is possible to get information about web users' attention and to find design problems by using only eye tracking for collecting data.
Tommy Strandvall is the training manager at Tobii Technology, the world leader in eye tracking technology. He previously worked as the manager for MediaCity iDTV Lab, where he gained several years of experience in usability and user experience research as well as experimental audience research within TV, film, and interactive television. Tommy is an expert on how eye tracking can be used in user research. He has previously worked with web development and e-learning and is currently working on his PhD in interactive entertainment.
|
|
John
McConnell |
| 10:10–10:30 |
Predictive Analytics—Why Bother?
by John McConnell, Applied Insights (UK)
In the on- and off-line worlds, we are hearing more and more about predictive analytics—analytical tools and methods that enable us to predict future events, such as understanding what stimuli different customers/visitors will respond to in the online context. John McConnell will take you through the different options.
John's working career has encompassed a mixture of roles combining business analytics and IT since 1986. In 1989 John joined SPSS and his career there included many dimensions in consultancy and management roles. He spent a number of years configuring and applying analytical methodologies to a variety of client-specific business problems. These ranged from ad-hoc analyses through to multi-user high-end, analytical solutions with predictive modeling technology. Since SPSS John has been the founding partner in several new ventures combining consultancy and technology, in various business intelligence contexts, with a particular focus on statistical and data mining approaches.
|
|
|
|
Lars
Nordström
|
| 10:50–11:10 |
A/B Split and Multivariate Testing for E-mail Marketing: Challenging the Assumptions
by Lars Nordström, L-Soft
There is much discussion among e-mail marketers regarding A/B split and multivariate testing, but understanding what they really mean is often limited. These terms aren’t just buzzwords to be used when looking into the functionality of an e-mail marketing solution, but instead, they represent powerful tools that must be utilized to challenge the assumptions that e-mail marketers make about their target audiences. Challenging these assumptions sometimes means accepting that you aren’t necessarily in the business you think you are in or perhaps that the business you are in is not exactly what you think it is.
Lars Nordström has been involved in building online communities since the early 1980s and has been taking an active role in the running of bulletin board systems (BBS), LISTSERV e-mail discussion lists, newsgroups, and web communities ever since. He's the founder of the Nordic Internet Marketing forum on Xing.com. Lars is also currently involved in moderating several larger web-based communities. Currently Lars works with L-Soft Sweden AB, and L-Soft UK Ltd keeps him at the forefront of e-mail marketing and e-mail community building technology and innovations. His background in industrial programming and automated manufacturing, coupled with a healthy dose of skepticism, keeps him grounded in the practicalities of the Internet marketing world.
|
|
Kasper
Skou
Pontus
Kristiansson
Brian
Clifton
Funda
Denizhan
Pete
Olson
John
McConnell |
| 11:10–11:50 |
Panel: Testing & Analysis
Kasper Skou, Wunderloop (Germany)
Pontus Kristiansson, Avail Intelligence
Brian Clifton, Google (UK)
Funda Denizhan, InUse
Pete Olson, Amadesa (USA)
John McConnell, Applied Insights (UK)
Moderator: Lars Nordström, L-Soft
Kasper Skou started out as a management consultant for PA Consulting Group and moved on from there to a CEO position with the enterprise search company Speed of Mind. Wanting to further internationalize his career, Kasper completed his master of business administration degree at top business school INSEAD, where he encountered European behavioral targeting leader wunderloop. With great traction in the European market and investors like Niklas Zennström, Kasper decided this was the place to be and took the positions of vice president of business development and managing director of Scandinavia.
Pontus Kristiansson is one of the cofounders of Avail Intelligence. He is a seasoned Internet software entrepreneur. He holds an MSc in engineering and has a background in consumer marketing and strategy from Procter & Gamble, McKinsey & Company, and several Internet startups.
Brian Clifton (PhD) is an established search engine marketing and web analytics expert who has worked in these fields since 1997. Brian joined Google in 2005 to define, develop, and lead the web analytics team for Europe, Middle East, and Africa. He is currently authoring his first book.
Funda Denizhan is a usability specialist for inUse, the leading usability company in Scandinavia. She has nearly a decade of experience in helping clients express their business needs in order to realize them in IT products that deliver the desired benefits for both users and businesses. Prior to joining inUse, Funda was manager of the National Guidelines for Design of Public Web Sites in Sweden (Vägledningen 24-timmarswebben).
Pete Olson is vice president of product management and marketing for Amadesa, Inc., a leading website optimization solution serving the e-commerce, lead generation, subscription, and social networking spaces. Pete is responsible for understanding and defining the company's products and services that fit the needs of the marketplace. In addition, he oversees the company's marketing activities, develops the brand, generates awareness and exposure, and tells the Amadesa story.
John McConnell has combined business analytics and IT since 1986. In 1989 John joined SPSS and his career there included many dimensions in consultancy and management roles. Since SPSS John has been the founding partner in several new ventures combining consultancy and technology, in various business intelligence contexts, with a particular focus on statistical and data mining approaches.
|
|
David
Lerdell
|
| 11:50–12:10 |
Gaining Competitive Advantage Through Strategic Web Mining
by David Lerdell, Lerdell Investigations
The Internet provides a number of different marketing channels. Apart from your own website, the importance of chat rooms, communities, and blogs is increasing in order to drive sales, raise opinion, or build your own trademark. The web offers great communicative potential for both long-term public relations and more immediate “buzz.” David Lerdell, CEO of Lerdell Investigations, will tell you how Internet Intelligence creates competitive advantage for yourself and for your corporation.
In a rapidly changing world, it is necessary for management and marketers to continuously gain knowledge about the surrounding world. Management needs more insight into commercial, global, and political development so that they can make the best decisions possible. Marketers need to know more about customers, new products, and trends long before competitors do to maximize sales.
David will present how strategic web mining will increase your sales, but also how to identify the optimal channels and how to formulate the message to attain the best possible market result on the web.
Lerdell Investigations AB is a Stockholm-based intelligence corporation focusing on the source that increases the most in importance—the Internet. Lerdell Investigations provides service to large companies, SMEs, and governmental agencies. The company was founded by David, who earlier conducted research about the organizing of the Internet at the Stockholm School of Economics. Today David conducts research about the Internet for intelligence purposes at the Internet Intelligence Institute, a part of the Association of Internet Researchers. David also arranges workshops and gives talks about the latest Internet developments and their significance for companies and organizations.
|
|
Adam
Goodvach |
| 12:10–12:30 |
Mobile Phones: What Customers Want and What Websites Deliver
by Adam Goodvach, Global Reviews (UK)
Global Reviews has applied its customer experience benchmark to the UK's mobile phone industry. This session will look at the results of the benchmarking and where it fails to meet customer expectations. Global best-practice will be shown and applied for the benefit of those in the mobile phone industry. Broader lessons will also be brought forward making the session relevant for all people operating corporate websites.
Adam Goodvach founded Global Reviews in 2000 to help companies objectively measure and improve their online customer experience. Global Reviews pioneered an approach to measuring websites that looks at what the site offers customers rather than relying on customer opinions. It compares the existing website and the websites of competitors against a benchmark of global best practice.
Global Reviews’ independent research provides a unique insight into what customers want online, which websites are doing well internationally, and where they are failing. It has helped companies from more than 20 industry sectors, including financial institutions, travel companies, and automotive manufacturers, to improve the experience they offer their customers online.
|
|
|
|
Dag Petter
Svendsen |
| 14:00–14:20 |
Building a Complete Customer Understanding Through Data Integration
by Dag Petter Svendsen, Komplett (Norway)
Through data mining with SPSS Clementine, Komplett is able to collect and integrate behavioral, attitudinal, and other data from several sources to get a complete view and understanding of the customers. Web usage data is integrated with customers’ purchase history and then merged with socio-demographic and attitudinal variables from surveys. The data richness resulting from this integration permits advanced predictive modeling in the development of, for example, marketing campaigns and micro-targeting.
Dag Petter Svendsen is an analyst in the fields of data mining, web mining, and general statistical modeling at Komplett.com, where he started working in the autumn of 2006. His academic background is within the social sciences (a master of art in political science, University of Oslo), and he's specialized in quantitative research methods and electoral behavior. Before joining Komplett.com, he worked as an independent statistical consultant. He has also been engaged in international cooperation, directing an NGO in Peru for several years.
|
|
Henry
Morales |
| 14:20–14:40 |
Web Analytics Makes Search More Relevant
by Henry Morales, Satama (Finland)
This presentation will cover a case study on how web analytics was used to support a PPC campaign by providing ongoing data on SEM impact to the case study site and conversion goals. Analyzed information helped support and guide SEM optimization activities by refocusing time and money to the most important engaging and activating elements.
Henry C. Morales is a search engine marketing and web analytics consultant for Satama Interactive. He has worked with clients in the telecom, software, and high technology industries, both in B2C and B2B environments. In addition to specializing in search engine marketing and web analytics, he is interested in mobile technology, social media, and Web 2.0, among other things. He is also a blogger at Conversion Chronicles, Captain Blackbeak's blog. He is originally from Los Angeles, California, but now resides in Espoo, Finland.
|
|
Fulton
Yancy
|
|
Fulton
Yancy
Dennis
Mortensen
Steve
Jackson
Vicky
Brock
Sean
Burton |
| 15:00–15:40 |
Panel: Web Analytics
Fulton Yancy, Visual Sciences
Dennis Mortensen, IndexTools (Hungary)
Steve Jackson, Satama (Finland)
Vicky Brock, Highland Business Research (Scotland)
Sean Burton, Foviance (UK)
Moderator: John McConnell, Applied Insights (UK)
Learn how to analyze web data and get the most out of your investment in web analytics.
Fulton Yancy has been active in the web analytics field since 1996, having worked previously for WebTrends and today as the Visual Sciences representative in the Scandinavian region.
Dennis R. Mortensen has worked in the field of Internet analysis and statistics since 1996. He is an accredited associate web analytics instructor at University of British Columbia. Today he is the COO of IndexTools, Inc., a top tier enterprise analytics vendor.
Steve Jackson is a senior consultant specializing in web analytics and works for Satama Interactive. His clients include Nokia, Vaisala, KONE, MTV3, Vodafone Netherlands, and a number of smaller clients across Finland and the Nordic areas.
Vicky Brock is a co-founder of Highland Business Research in Scotland. Her recent clients include the Scottish Government and VisitScotland. She has recently developed e-marketing and web analytics courses for the University of the Highlands and Islands. Prior to forming Highland Business Research, Vicky worked in web analytics with clients such as HP.com, MSN, and Yamaha.
Sean Burton is product manager for WebAbacus, the powerful and flexible analytics and data mining platform from Foviance. He is responsible for setting the strategic vision for the product, defining its future development path, and ensuring the quality of all official releases and updates.
Sean is the analytics lecturer on NMA’s industry-wide education program in the UK.
|
|
Jack
Fairhall
|
| 15:40–16:00 |
Measuring Online Communities–A Case Study: First Choice Holidays
by Jack Fairhall, Kwiqq (UK)
How do we measure the success of online communities? This presentation will tell you how First Choice Holidays has used a community to acquire and retain customers and how the company measures success.
Jack Fairhall is the CEO of Kwiqq, a business providing a social networking system designed for rapid deployment, simple setup, and easy extensibility. Jack's business background is in corporate entertainment. He was the managing director of The E3 Group, an entertainment production company, for seven years. During Jack's time at E3, the company grew from two people to a team of over 100 staff internationally.
When BusinessWeek recently listed Europe's most promising young businesspeople, Kwiqq's founder Rajeshwar Anand was on the list, which is a testament to Kwiqq's offering.
|
|
|
|
|
|
 |
|
