I’ve recently disparaged the Kabuki dance of trade conferences. But even I admit they have their place. In fact, today I find myself especially sorry I won’t be able to make next week’s OMMA Metrics and Measurement Conference in New York’s Yale Club. In one day those attending it will hear from some of the industry’s leaders, and I frankly cannot find a single presentation where I’d find an excuse to duck out. That’s quite a feat.
One Day Event, Tuesday, Jun 09, 2009
Welcome & Opening Remarks
Keynote- The State of the Union for the Metrics Industry
We are well past the first 100 days of 2009 and a lot has changed, yet nothing has changed. New technologies and social media have invaded the online channels that weâ€™ve become accustomed to. Yet the foundatiolid. Jeffrey Eisenberg, CEO of FutureNow, will walk us through a report card of the online measurement industry and address whatâ€™s next and what we need to do better as marketers, practitioners and vendors in order to support the shift of ad dollars from offline to online.
How is the role of the audience measurement firm evolving? Weâ€™ve got panel, direct measurement and hybrid approaches to address todayâ€™s industry challenges. Whoâ€™s on top? Which approaches should advertisers and markw the approaches differ and the impact differences make on the numbers we are trying to study. We will also touch on the new IAB industry guidelines and what they mean to the standardization of reporting on audience metrics.
The Analytics Food Chain
How do you use audience measurement, campaign analysis tools and web analytics to plan and measure the efficacy of your marketing campaigns? With standards set by various organizations and new technologies providindecisions from. This panel will focus on understanding the differences and synergies of panel and census data from the various parts of the analytics food chain â€“ what to use and when.
Measuring Video and Virality
The video market is exploding with numerous vendors, business models and technology. What are the metrics and how do they fit into measuring user engagement and advertising models within video? This panel will exploity, and tying the stream back to site activity and customer conversion.
Keynote: Measuring Madison Avenue
Campaigns have moved well beyond the impression and click in todayâ€™s distributed and fragmented world of online advertising. Interactive campaigns that include the ability for users to share, respond and mashug dollars. Curt Hecht, President of the VivaKi Nerve Center, will take attendees through the measurement challenges that are facing agencies as they introduce new methods and new media for reaching their clientâ€™s target audience.
If the click is dead, how do I know how to attribute success to my campaign? Should it be on the first impression view, the click or the viewthrough? As debate continues in the industry over how to gauge campaign sends are emerging and if there is a solution to the question that has been plaguing the industry for years.
When The Numbers Speak For Themselves
Do you know when to pull the plug on a campaign that is performing poorly? Or how to take action on the data once you have the results? Taking the metrics and turning them into actions is often a forgotten or weaknd optimization in meeting the goals of your marketing initiatives.
Integrating Online and Offline Data
Tying the shelf or online purchase to the campaign data that you collect is a great concept, but not easy to implement in reality. This panel will expose you to companies who have e stronger relationship with their customers and control costs.
The “Ins and Outs” of Measuring Social Media
Are your customers on Twitter, Facebook and MySpace? You are naÃ¯ve if you say â€œnoâ€. People of all demographics are engaging with each other and brands online like never before. Marketers trying to reach this audien this panel we will cover topics such as application installs, engagement, widgets, blogs, corporate Twittering and more.
Are you attending? If so, please contact me and let me know your thoughts on this first-ever event. But don’t go on too much about how terrific it was. That will just break my heart.
Published by Jeff Larche
With a background that includes direct marketing and customer relationship management (CRM), Jeff Larche brings an unusual approach to his work. What these other two disciplines have in common is database marketing, and they continue to strongly influence his work as marketing technology leader.
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