We are looking forward to speaking at the 2015 eMetrics Summit taking place June 8-11 in Chicago, IL!
The eMetrics Summit brings together marketing analytics practitioners, experts and visionaries to discuss capturing and applying insights from data. Take a deep dive into the latest strategy, tactics and tools necessary to achieve stronger, measurable results from your digital marketing campaigns.
Merkle will be speaking during two sessions at the Summit, both taking place on Tuesday, June 9th:
The Path Analysis to Hell is Paved with Good Intentions | 10:30am - 11:15am
Speaker: Jennifer Veesenmeyer, VP, Digital Analytics, Merkle
It starts with a simple question – “What are people doing on my site?” or “What are the top navigation paths?”. Unfortunately, the underlying business questions are less straightforward – “Who is coming to my site and why?” and “Which user experience improvements will have the biggest impact on my bottom line?”. Relying on built-in pathing reports is likely to end badly with disappointed stakeholders and a frustrated analyst. Jennifer will share some proven methods for overcoming the limitations of pathing reports to discover visitor behavior patterns that span multiple visits from multiple devices. This is a how-to session for practitioners who have spent more time than they care to admit manipulating data in Excel in pursuit of a “simple” answer to top paths. Jennifer will also share tips on how to visualize pathing data and present your path analysis in a way that informs and delights your stakeholders.
Implementing a Tagging Governance Policy | 11:20am - 12:05pm
Patricia Kendall, Associate Director, Merkle
Erik Lindstrom, Senior Marketing Analyst, Darden Restaurants
Many organizations struggle with tagging governance but without it, it doesn’t matter what tool your are using or how skilled your staff is. Your analytics will be hindered without clear policies and processes for tagging and campaign tracking. Patricia and Erik discuss developing a web interface for creating campaign ID’s to improve accuracy, legal documentation on tagging for agencies to sign, and creating your own Tagging Governance Charter that includes: scope, team composition and roles, communication process, policies & procedures, tagging process flow and so much more. Erik describes how Darden is implementing a very centralized approach to tagging governance with the goal of moving to a more shared model – and shares the pros and cons of centralization.