Sydney eMetrics Marketing Optimization Summit
Hats off Jim Sterne (@JimSterne) and a strong line-up of presenters he assembled for the inaugural eMetrics Marketing Optimisation Summit that took place in Sydney last week.
The presentations centered around the measurement, analysis and optimisation of all types of digital marketing from websites to mobile applications and from bid management for search marketing to social media.
I presented the findings of the 2010 Australian Web Analytics Survey. This year’s survey establishes a strong correlation between the web analytics capabilities in an organisation with the criticality of the online channel and types of online services provided. You can download the full survey report free of charge and watch a short video on the key findings at www.bienalto.com/research.
Mark Vozzo of Microsoft Australia (@markvozzo) efficiently summarised each session for Yahoo Web Analytics Group. With his permission, I have reproduced it here.
— Start of Mark Vozzo’s summary —
Sydney eMetrics Day 1
#1 Jim Sterne
Keynote on Time to rethink your metrics. This was a great opening to the conference.
#2 Hurol Inan (Bienalto)
Reviewed data from the latest Australia Web Analytics Survey. This was very insightful and created a lot of discussion. Key take out – there is a need to link business goals to metrics and get reports under the noses of senior management.
#3 Stuart McKeown (Hitwise)
A excellent presentation on Conversion Optimisation. Great slide on how DailyConversions Team optimised a Homeless Man’s sign board to generate a 200% increase in conversions.
#4 Marcus Falley (Wineselectors.com.au)
Real Life example of Web Analytics in practice based on a new site they launched late last year.
#5 Rod Jacka (Panalysis.com)
Titled “Beyond the Bounce, Modeling & Measuring Qualified Visitors”. Great content of why bounce rate is not what it made out to be.
#6 Will Scully-Power (Datarati.com.au)
“Using Behavioural Data to Qualify and Nurture Sales Lead.” I never really knew much about Marketo and marketing automation solutions until Will presented really interesting information.
Sydney eMetrics Day 2
#1 Martin Walsh (IBM) @martinwalsh
I use to work for Martin, hence have been always inspired by his charismatic and informative presentations. He delivered an excellent presentation on “How to create a structured Digital Marketing, reporting, Optimization & Testing Framework.”
#2 Andrew Rodrigues (HotelClub)
I’ve been doing SEO for many years but Andrew’s presentation on “New Search Results require New Metrics” really got me thinking and as a result I’ve been able to add a few more metrics that I hadn’t considered before such as trend number of high quality broken backlinks over time.
#3 Dennis Yu (BlitzLocal) + Gillian Muessig (SEOmoz)
This energetic duo provided great insights into the potential of Facebook. It was an inspiring presentation as I don’t think many in the room really understood its potential until the presentation.
#4 Frederick Vallaeys (Google)
He gave a great presentation on the importance of testing variations and gave some insight into the tools Google have made available for testing landing pages and campaign creatives.
— End of Mark Vozzo’s summary —
No doubt, many of us will be eagerly awaiting for the eMetrics Marketing Optimization Summit to return to Sydney 2011.