Tracks Topic

Optimizing Marketing Across Multiple Interactions

On average, customers interact with at least five different marketing campaigns prior to purchase. How can you attribute value appropriately to the campaigns that influenced a sale? In this session, we will review case study findings from Hanover Direct to understand how shoppers truly behave. Attendees will gain an understanding of challenges to traditional forms of measurement, biases that can impact your business, and solutions for understanding shoppers across multiple touch points. This session will also provide best practice examples of how to effectively compare and analyze brand vs. non-brand keywords, optimize acquisition vs. retention marketing spend, and leverage unique measurement methods to gain competitive advantage in the marketplace.

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Maximizing the Shopping Comparison Site Channel

Effective online merchandising in 2007 doesn’t just mean positioning products on your own site. You need to carefully consider acquiring customers and making sales through shopping comparison sites and marketplaces. This session will focus on leading edge techniques for optimizing customer acquisition and revenue through this channel.

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Tracking and Analyzing Key Non-Revenue Generating Site Events

Site events that directly generate revenue logically receive the lion’s share of attention. But what about key visitor site interactions such as email subscription, wedding gift registration, or A/B site testing? How should your company quantify and track both the near term and long term value these events contribute to your company’s bottom line and overall customer loyalty? In this session, you will learn how Coremetrics can help you track key site events, understand how they affect your business, and understand how marketing activities and site content drive visitors to complete these events.

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Developing Relevant KPIs

Coremetrics provides a treasure-trove of information about visitors to your web site; however, executives and analysts alike are often overwhelmed with the amount of data at their disposal. Learn how to distill this wealth of information into Key Performance Indicators, purpose-driven metrics that provide critical insight about different aspects of your site. In this session you will also hear how LIVEmark helps clients benchmark their performance. You will hear from a client who will share some of their KPIs, and how they developed them.

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Understanding the Impact of Web 2.0 on Your Business

Web sites are increasingly adopting Web 2.0 technologies as a mechanism to acquire and retain visitors and offer a faster, richer, more personalized online experience. Like all other key site initiatives, these deployments merit and deserve a detailed understanding of how they are accessed and used at granular levels. In this session, you will learn best practices and key considerations around the measurement and analysis of various Web 2.0 technologies including RSS feeds, blogs, Wikis, Flash/Flex implementations and portal site implementations.

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Creating an Action Oriented Culture

Organizations continually face challenges in finding ways to increase web measurement adoption and in driving recommendations through to implementation. Web analytics offers a rich understanding of your customers and your opportunities – a message that needs to be disseminated appropriately.  In this session, you will learn techniques that can help you foster a culture based on data-driven web analytics decisions.

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Optimizing Onsite Search Functionality & Improving the Valuable Search Visitor Segment

Visitors who use your on-site search are on the most valuable visitor segments for many sites; their impact on metrics like conversion, average order value and orders proves their worth. Finely tuned search engine algorithms resulting in relevant search results, eliminating zero search results, and optimizing search filter placements are the key to improve the Search Visitor Segment.

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Effective A/B testing

A/B Testing is the simplest and easiest method of testing elements in your emails or on your Web site. How do you take that first step in monitoring your performance based on all the little tweaks you think will help? It is as simple as A, B ... and no C! Maximizing your conversion rate is not simply a matter of making changes; it's about making the right changes, at the right time, in the right sequence, and then evaluating the results before continuing the process. Join this session on effective A/B testing and learn to take the guess work out of your online efforts.

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Increasing Lifetime Customer Value Using Email Behavioral Targeting

Email allows you to retaining your best customers, up sell them on additional products, and encourage repeat conversions. Incorporating behavioral targeting can help meet the growing expectation of consumers to view messages that are informative rather than promotional. In this session, we will discuss how this successful online site uses actions to create a personalized relationship with each visitor.

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Data-driven Merchandising

Increasing site traffic is just the initial hurdle. The challenge starts as soon as a visitor enters your site and begins their product search. Effective merchandising requires constant optimization of key pages to drive visitors to browse products, bringing them one step closer to purchasing. To move beyond a purely visual strategy, merchandisers must become more scientific with how they address product page design.

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SEM Strategies for the Time-Challenged Search Marketer

The Coremetrics Search Marketing Team has years of hands-on experience mastering SEM strategies that optimize search marketing results without burning the midnight oil. In this session, you will learn from the Coremetrics experts who manage search campaigns for dozens of clients the practical day-to-day steps they use to maximize search marketing results. Coremetrics experts will present best practices around account organization, merchandising search alignment, budget maximization and targeting techniques to drive higher conversions. With years of SEM experience, our team of experts will give you the inside scoop on how to best use your time to get more sales bang for the SEM buck.

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Why Tagging Matters—Maintaining Data Accuracy and Value Through Tag Maintenance

Over time, most websites will change - old functionality will be removed, new content will be added, and existing pages will be updated. It is important that these changes are tested to ensure that the Coremetrics Tags are maintained properly. In this session, you will learn how this can and should be accomplished by incorporating tag reviews and QA as part of the site testing process (both technical and business) and how the Coremetrics testing tools can facilitate this process change.

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Optimizing Natural Search

Savvy marketers know that natural search delivers some of their most qualified traffic. As paid search costs rise, natural search—or search engine optimization (SEO)—provides an attractive alternative and complement to paid search. And, as you look to retool your site for Web 2.0, it is important to understand how these technologies will impact your natural search rankings. Attend this session to learn best practices and new trends in search engine optimization.

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Behavior Targeting 101

A new marketing world has officially arrived! This new world revolves around consumers who demand relevant, engaging experiences with your brand. They demand to be spoken to as individuals, not as ‘the masses’ at each opportunity. They expect, not want, you to understand their motivations, needs, and concerns. In this session, we will define and discuss effective ways to segment your audience with behavior-based information in order to create more tailored experiences for your visitors.

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Customer Centric Multichannel Retailing

Your customers are becoming “super shoppers” – armed with more knowledge, more choices and higher expectations than ever before. They expect you to understand who they are and to communicate with them in context regardless of when, where or how they interact with your business. Many eCommerce sellers have attempted with varying degrees of success to become more customer centric and to improve multichannel processes by incrementally adding capabilities to their existing or out of date eCommerce solution. In this session we will hear from IBM about their Next Generation eCommerce solution, how Coremetrics is a key component of it and how it can help you deliver the online and cross-channel shopping experience that your customer’s desire. You will also hear Philosophy.com describe how they are laying the foundation for their customer centric multichannel business using the latest edition of IBM WebSphere Commerce and Coremetrics as foundational building blocks.

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