Marketing Technology Series: The Challenges of Measurement and Analytics
Dates: September 20, 2007
Times: 8:00 AM - 10:00 AM
Location: Digitas, 33 Arch Street, Boston
Event Type: MITX Event
Description:

Challenges, Measurement and Analytics – Getting Past the Sales Speak and Getting at Performance

Moderator: Jeff Cram, co-Founder and Managing Director, ISITE Design
Panelists: Morris Martin, Analyst, Atlas & Atlas Institute; Rachel Meyers, Analytics Specialist, Google Analytics; Steve Murray, Associate Director, Strategy and Analytics, Digitas; Chris Olenik, Senior Engagement Manager, Strategic Accounts Group, Omniture; Kerry Reilly, Director of Marketing Analysis, Internet Solutions Group, Unica Corporation

The promise of the digital channel has been real-time, meaningful data emerging directly from the program. Ultimately, it is the job of the marketer to use web analytics to optimize usability and customer experience, in order to convert leads to sales and maximize ROI for any campaign. Web analytics have become as essential to the client website and marketing campaign as the program itself. Today’s web analytic platforms take an active role in strengthening marketing campaigns and initiatives and working with you to appropriately target your audience.

Challenges for clients remain:

  • How accurate are the real-time, measurable results?
  • How well are platforms aggregating data from different sources and producing reporting at one level?
  • How are search and display results interacting, and how are tools helping solve that issue?
  • How well can this tell you if their traffic patterns are supporting your business/campaign objectives?

This panel will explore the trends and challenges of web analytics as it relates to the promise of digital channel – deriving truly meaningful analytics for clients. Learn from today’s leading web analytics providers as they distinguish themselves in an increasingly competitive landscape. This session is a must for anyone choosing or advising clients on web analytic platforms.

Join us for the third installment of MITX’s Marketing Technology Series, which is designed to explore the platforms, systems and infrastructures that allow marketers to execute effectually. We will emphasize how these technologies help to improve customer understanding, marketing execution, team productivity and accountability.

Presentation by Jeff Cram

 

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Fees: Members: $35 Non-members: $70
Registration: Deadline: September 19, 2007 at 3:00 PM