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  • Web Analytics: Make the connection between your marketing spend and the bottom line

Web Analytics: Make the connection between your marketing spend and the bottom line

  • 30 Nov 2006
  • Location: The Diesel Playhouse, 56 Blue Jays Way

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Start Time: Time: 8:30 - 11:00 am

Do you know which half of your marketing spend isn’t working?

Join us to learn how the effective use of web analytics can dispel this popular adage quoted by John Wannamaker, “I know half of my advertising spend isn’t working, I just don’t know which half”

Learn how to optimize the return on your marketing dollar by knowing what to measure, how to measure it, and adjusting your plan accordingly.

This session will demonstrate how you can make the connection between your online marketing spend and the bottom line. Learn how to use web analytics to measure different types of campaigns and media concurrently and determine the most effective advertising channels for your online offering.

Using real examples you’ll discover how companies have seen a dramatic improvement in their online marketing initiatives thanks to using web analytics effectively.

Featured Case Study: Learn how a single hotel, the Anaheim Ramada, used web analytics to compete with the big online travel companies and experienced a 400% increase in conversion. Not only did they receive this substantial increase in conversion, they experienced it overnight!

Bring your questions as we’ll conclude with a discussion. This is your chance to tap into the expertise of our experienced and knowledgeable panel!

WHAT ATTENDEES WILL LEARN:

  • How to optimize your online marketing initiatives
  • Clearing up the confusion about cookies, privacy, and why ‘hits’ and ‘unique visits’ are meaningless for the majority of websites.
  • Real examples from companies that have used analytics to optimize their online marketing dollars.
  • How Sears Travel found a web analytics package to fit their needs and the impact it has had on their business.

Moderator:

June Li, Managing Director, ClickInsight

Presenters:

Steven Goldhar, President, SunDance Media Inc.

Alan K'necht, K'nechtology Inc.

Sulemaan Ahmed, Sears Travel

 

About Steven Goldhar

Steven has been recognized as a pioneer and leader in digital marketing. He contributes and speaks regularly on the subject to business, industry and educational institutions such as The Canadian Marketing Association, Ryerson University and Fanshawe College. He also sits on numerous councils and committees for the IAB Canada and AIMS.

Steven founded Sundance Media in 1994 during the early stages of website development and online marketing practices. The company quickly became a leader in building on traditional marketing practices and applying and refining them to new measurable opportunities online. Over the past decade, Sundance’s clients have benefited from Steven's advanced expertise in decoding web experiences, attracting and directing website traffic and converting visitors into customers.

The Company has assisted a number of top 100 companies including IBM, Kodak, Ogilvy & Mather and Ramada Hotels. On top of industry innovation, Sundance Media uses deep marketing insights, powerful client relationships, and sophisticated tools to create customer learning that is fed back into internet and mobile based campaigns and integrated into numerous other media sources.

Steven holds a Bachelor of Science from the University of Toronto with additional studies in finance, marketing and business statistics.

 

About Alan K'necht

Alan K'necht is president of K'nechtology Inc., one of Toronto's Leading SEO, SEM and Web analytics consulting firms servicing organizations from Canada's Fortune 500 to small entrepreneurial businesses. K'necht is an internationally published columnist and has spoken at conferences throughout North America and Australia. He has been involved in the web development and measuring web site success for over 12 years.

 

About Sulemaan Ahmed

Sulemaan's mandate is to lead all marketing, product, merchandising, technical and operational initiatives for the SearsTravel.ca website. He is responsible for its strategic direction and future online growth. He has co-chaired the email task force for Sears Canada and spoken at various CMA e-commerce events.

Prior to the Online Channel Manager position, Sulemaan worked as a Marketing Manager for Sears Travel where he specialized not only in online marketing but also in the strategy, development and successful roll-out of travel shows that were adopted nationally across Canada.

Before joining Sears, he worked in variety of positions for Air Canada, the most recent being Manager of eCRM for Air Canada Web Services. During his career, Sulemaan has completed a variety of consulting projects for organizations such as Air Canada, Aeroplan, Air Canada Jazz and the Better Business Bureau.

He completed his Masters in Electronic Commerce degree from Dalhousie University. His thesis was titled "Factors Influencing E-Newsletter Success in North America."

 

About June Li

June Li is the Managing Director and Founder of marketing optimization consulting company ClickInsight. She has over twenty years of e-business, marketing, logistics and sales experience. Focusing on marketing optimization processes rather than software and tools, she specializes in testing and optimizing online operations using Web analytics. Her diverse experience affords her a unique capability to interpret data and foster performance improvements across a wide variety of industries, including exporters, custom manufacturers, marketing and business support services.

Through her work with usability, internet sales and marketing associations, June promotes adoption of Web analytics as a business optimization process, facilitating the sharing of success stories to shatter the myth that Web analytics falls within the purview of technical, not business people.

June is a member of the Web Analytics Association, an instructor in Web analytics at the University of Toronto Faculty of Information Studies' Professional Learning Centre, on the Advisory Committee of the Web Analytics program at the University of British Columbia (UBC) and an associate lecturer at UBC.

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