jim sterne

Takeaways from our #IMW13 Hangout: Measurement, analytics and attribution

Last week we wrapped the second of our Integrated Marketing Week (#IMW13) video expert series via a Google+ Hangout.

The hangout featured  Tom Cunniff from ANA Digital Marketing Committee, Jim Sterne of eMetrics Marketing Optimization Summit, and Jon Baron of Tagman.

The guys had a lively debate curated by our VP of research in the States, Stefan Tornquist, with audience interaction and questions via Twitter and YouTube.

Here’s a breakdown of what was discussed:

You Say, “Creepy.” I Say, “That’s What I Want”

Personalization vs. privacy. Behavioral targeting vs. big brother. When does it get creepy?

It’s rare that I catch myself being a full-fledged
consumer.
I’m not talking about the guy who has not spent the last 25 years in sales
and
marketing – the guy who has not spent studying and writing books and
lecturing
about online marketing since 1993 – the guy who does not climb all over
every
random video to bask in the glory of the Old Spice Guy. But it happened
again
today.

Econsultancy’s Peer Summit: What we learned.

Econsultancy held its first American Peer Summit this week, and we
learned a lot from the marketers who gathered in New York at the
Metropolitan Pavilion.

We brought together about 100 digital marketers from such brands as
Conde Nast, The Wall Street Journal, JP Morgan and Yahoo, and sat them
down together to discuss their issues and upcoming plans in roundtable
discussion led by experts on such topics as email marketing, social
media, user experience and site optimization.

It was an off-the-record event, but there were some themes that
continued to pop up. Many digital marketers at large brands are seeing
a shift in acceptance of online marketing in their companies, though
getting their online and offline teams to cooperate on advertising buys
and large decision-making is still an uphill battle.

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.