econsultancy peer summit

Q&A: Marc Schiller, CEO of ElectricArtists

marc schillerMarc Schiller is CEO of ElectricArtists, a groundbreaking digital agency in New York with a client roster that has included such major and broad-ranging clients as American Express, Starwood Hotels, A&E Networks, The History Channel, USA Network, Microsoft, Netflix, and The Los Angeles Lakers.

The company has created some of the most innovative and original work in the social media arena, from the first marketing presence in Second Lift back in 2006 to the much more recent Trackingtwitter, a site that tracks (and rates) major brands and products on Twitter.

Marc spends a great deal of his time considering how social media influences marketing, and how marketing can leverage social media. He’ll share some of that thinking with the attendees of our Peer Summit in New York on October 8.

Being the impatient types, we asked Marc if we couldn’t have a sneak peek now as to what he’ll be sharing with the audience next month. Happiily, he obliged.

Q&A: Web metrics magician Jim Sterne

jim sterneIt’s unlikely anyone in digital marketing is unfamiliar with  Jim Sterne. His career as a marketer, author, conference chair, speaker, and above all, web metrics guru has earned him international renown and respect. Jim will deliver one of three keynotes at Econsultancy’s Peer Summit in New York in October, so we caught up with him to find out what he’ll be sharing with the audience, and what’s been on his mind lately in terms of how metrics can help build organizations.

Q: So, what are you going to be discussing at your Peer Summit keynote?

A: My favorite topic these days is using Web metrics to drive the business. What I mean by that is most people are using Web analytics as a benchmark: how did we do yesterday, and how are we doing today? Smart people are actually analyzing to optimize their website. The advanced people are using Web data to optimize all of their marketing. They’re measuring what’s happening on their website to inform the rest of their marketing. So when Best Buy does a television ad about Twitter, that’s what I’m talking about. Really good companies – and I’ve only come across a couple of them – are actually using it to drive their business. In other words, watching behavior online to determine what new products or features or territories to move in to.