Web analytics can be a rich source of data into the online behaviour of both an organization's prospects and customers. However, this data come at a price. The depth and richness of the information can confuse and cause headaches for marketers trying to learn key insights. Key measures from one set of data aren’t comparable against another set leaving marketers comparing apples to oranges.
Join us for this CMA roundtable where a mix of education, process and real life case studies will help demystify the practice of web analytics and show that no matter how complex, it’s still a manageable task. Panelists will share tips and techniques on how to cut through the mountain of data and focus in on what measures and metrics really boost marketing ROI.
Moderator:
Panelists:
Speaker Biographies:
Alan K'necht
Founder/President K'nechtology Inc.
Alan K'necht is Founder and President of K'nechtology Inc., one of Toronto, Canada's Leading SEO, SEM and Web analytics consulting firms servicing organizations across North America's from Fortune 500 to small entrepreneurial businesses. K'necht primary goal is helping organizations maximize their return on investment (ROI) for their web-based initiatives.
K'necht, an internationally published columnist who has spoken at conferences throughout North America and Australia, first got involved in web development back in 1995 and has been charging at Internet windmills ever since. He is frequently interviewed for his perspective on search engines and web analytics by leading publications including the National Post, Globe & Mail and Wall Street Journal. He always brings his ROI approach to all things web, and since the year 2000 is primarily focused on search engine optimization, search engine marketing and measuring the effectiveness of all efforts through web analytics.
June Li
Managing Director, ClickInsight
June Li is Founder and Managing director of ClickInsight Corporation, a leading Canadian specialist in web analytics helping business owners and entrepreneurs fully leverage the Internet to substantially grow their business. June is also the creator of The Online Breakthrough Program that helps businesses create breakthrough strategies to multiply their online leads and sales.
As a leading independent expert in her field, June is an instructor and a respected resource at the Professional Learning Centre, Faculty of Information Studies at the University of Toronto, and at the University of British Columbia (UBC), where she helped create their online web analytics program, the first of its kind in the world.
June is an internationally recognized speaker and a regular presenter at the Emetrics Marketing Optimization Summit, the Web Analytics Association’s BaseCamp and Toronto’s Search Engine Strategies. A member of the board for eMetrics Canada, she has also taken a leading role at the Web Analytics Association, particularly in Education. She is also a member of the Association of Internet Marketing and Sales, the Canadian Marketing Association, and the Toronto Board of Trade.
Lisa Lloyd
Group CRM Manager, Marketing, Microsoft Canada
Working in the High Tech industry focused on B2B marketing communications, Lisa Lloyd has more than 20 years experience working in a broad spectrum of marketing roles. At Microsoft Canada, Lisa’s worked with product, industry and marketing communications teams. Most recently she heads up the CRM Marketing team at Microsoft Canada responsible for fulfilling on the database marketing, analytics and campaign management services for the Central Marketing Group. This well rounded breadth of experience provides Lisa with a perspective around relationship marketing that is grounded in the importance of effectively measuring ROI for both digital and traditional media channels. The case study being presented is a good example – of how Microsoft Canada measures the effectiveness of our campaigns through a consistent set of KPIs and a solid analytics and reporting framework.
Vice-President of Web Customer Experience and Operations, Rogers Communications Inc.
Rosie Riolino-Serpa has been an Acting VP, for Rogers E-Business. In this capacity Ms. Riolino-Serpa is responsible for managing, maintaining, developing and improving the usability standards for the company’s integrated shopping channel www.rogers.com. This includes promoting the Web site as a highly-visible and practical sales channel to all four opcos and working with Customer service to promote its role online.
Prior to joining Rogers, Ms. Riolino-Serpa spent 15 years at Bell Canada where she was responsible for the strategic development of the online customer channel with emphasis on customer experience, driving the integrated brand strategy across all online Bell properties.
In other roles at the company Ms. Riolino-Serpa also worked on a number of successful efficiency initiatives, managed and directed three major redesigns of the Bell.ca Web site and managed the first customer-facing application on Bell.ca. She also enjoyed a highly successful spell with Fusepoint Managed Services, overseeing the strategic development of the Installed Sales Team, Customer Account Management Team & Solution Architects, leading to an increased MRR of $1.5m.
Respected in the industry for her leadership, passion, vision and focus Ms. Riolino-Serpa has built her reputation on building teams that deliver results and improving morale the respective workforces. In the past she has been a consultant for a number of Canadian and U.S. Telecommunications companies, producing e-commerce strategies, and guiding their development and deployment.
