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eMetrics Toronto 2010 – Clear goals, actionable insights, measurable results

eMetrics Logo [1]Unlike Lisa Davis’ initial impression of SMX Toronto [2], I walked into the eMetrics Marketing Optimization Summit knowing many of the speakers and attendees for years – these are my people.  Being a member of the Web Analytics Association [3] (WAA) has its privileges, as I started the conference a day earlier than most at the WAA Industry Meeting and Elbow Rub Reception.

WAA members were treated to a great show from Theresa Locklear and her team from NHL.com [4], who provided a run-down of the organization’s online goals (no pun intended), their approach to web analytics and real-world examples of reports they provide across the organization.  In what had to be a first in our industry, real reports with real numbers were presented by the team to the crowd assembled, showcasing one of their latest email campaign wins. 

The NHL analytics team was able to improve displaced fan ticket sales and realize significant incremental revenue growth through targeted email campaigns by mining CRM data and multivariate testing.  For example, Theresa is a die-hard Washington Capitals fan, but is a resident of New York City, so the only way she would consider buying tickets is if Alexander Ovechkin and her Caps were in town to demolish the Rangers.  The goal was clear, the insight was actionable and the results were measurable.

Avinash Kaushik [5], Analytics Evangelist at Google and self-professed “kinda big deal” opened eMetrics and SMX with a keynote entitled “Social & Search: Rock Both Worlds with Data.” Some interesting nuggets of wisdom from his presentation that I tweeted via @Marketwire [6] included:

Shari Cleary, Director of Digital Research — Entertainment & Games at MTV provided the keynote, entitled “Meaningful Insights: Video Measurement Across a Global Network,” to a packed house on the second day at eMetrics.  Shari, a veteran in digital media analysis, described actionable insights her team provided to senior executives and broadcast analysts based on data collected from ComedyCentral.com, GameTrailers.com and a host of other sites. Some of the valuable insights she shared with the audience from her years of experience included:

Despite the many challenges web analysts face, the truth is that the science of web measurement is still leaps and bounds better than traditional audience measurement [7]. There’s no longer any excuse to ignore voice of customer through behavior and feedback, and there’s no reason not to find actionable insights in the myriad of tools available today. “Don’t suck,” as Avinash Kaushik would say.

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