| New Business Models |
| Web analytics |
| How can you Increase your Website’s Effectiveness? |
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| Date : |
Wednesday April 16, 2008 |
| Lieu : |
Centre Mont-Royal *(limited seating) |
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The goal of Web analytics is to improve your online performance by studying website visitor behaviour. A range of statistical analysis tools, like Google Analytics, now make it possible to obtain a wealth of information about a website’s effectiveness: visitor origin, type of browser used, bounce rate, entry and exit pages, average time spent on the site.
How can you make sure that your Web analysis is up to par? What are the basic tenets of Web analytics? What are the tools out there, and how can you use them to maximize your company’s profits?
This conference will equip you to make Web analytics a continuous improvement process within your company.
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Keynote speaker:
Avinash Kaushik
Author, Blogger, Analytics Evangelist
Google
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Detailed program:
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8h30
Greetings
9h00
Conference
How can you measure the success of you Web services?
Jacques Warren has been involved in interactive marketing for 12 years, and has devoted the last six of those years to Web analytics. A pioneer in the field in Quebec, he has taken part in over 70 Web analytics set-up projects, mainly with major public and private sector organizations.
He has sought-after expertise in defining key performance indicators (KPI), interpreting findings, and in logs, software implementation and training.
He is currently conducting research into the areas of Web data and business data integration, and mobile Web analytics.
The Web’s main advantage is that everything is quantifiable. Analyzing the traffic on your Website is a determining factor when it comes to assessing performance. But what exactly should you measure, where do you start, and why does it matter?
What are the key roles of Web analytics? Why did surfers visit your Web site? What were they looking for? Did they find it? What are the existing performance indicators and how can you use this information to optimize campaign effectiveness?
Jacques Warren will cover the main issues linked to Web analytics, and present available tools while explaining how to set up an effective measuring program. He will also analyze the impact of Web analytics on interactive marketing culture and the shift toward a fact-based approach.
10h00
Break
10h15
Conference
Tools for setting up your Web analytics program
Stéphane Hamel is a leader in the field of Web analytics in Canada. He provides support to businesses seeking to optimize their online presence. He has seen it all, from all sides: from small-scale projects to a complete overhaul of multinational Web ecosystems, from both the client’s and the agency’s point of view. Current and past clients include well-known Canadian companies like Chrysler Canada, Yves Rocher, Desjardins, Assurances Axa, Les Grands Ballets Canadiens and the Royal Canadian Mint.
In addition to being a consultant, Stéphane is well known as a tutor of the University of British Columbia’s Award of Achievement in Web Analytics, a speaker at eMetrics and several other events, and a blogger on immeria.net.
Stéphane is an active member of the Web Analytics Association, and organizes networking and training activities in Quebec on a regular basis.
Once you have pinpointed specific indicators, you have to use them shrewdly to make relevant business decisions. What are the steps for setting up a Web analytics system for your business? What internal resources and procedures are required? How can you convey how important it is and sell your project?
Stéphane Hamel, a well-known Web analytics consultant, will explain the requisite steps for a successful Web analytics program. He will give you the keys to make Web analytics drive continuous improvement within your business.
11h00
Conference
VIA Rail and RDS: businesses that know how to make figures speak volumes
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André Bélanger
Vice-president, strategy and creation
Vdl2 |
André Bélanger of VDL2, and Benoît Laporte of VIA Rail will present concrete cases in which e-metrics have made it possible to increase efficiency. These are real examples with real solutions. André Bélanger dove into the Web in 1994. He was Director of Information for Netgraphe, then Internet Director for the Télé Astral stations, before joining the Cirque du Soleil en 2002 as the head of Web marketing. In that capacity, he was in charge of Web spaces worldwide, and of relationship marketing with the Club Cirque’s 1.5 million members.
André set up the Cirque du Soleil’s Web performance analysis practice, which made site conversion rates triple, and increased e-mail marketing campaign effectiveness by 50%.
He has been a partner at VDL2 since March 2007, and he is now in charge of the strategy and creation teams of this Web agency, which defines itself as a company that “gets results”.
Benoît Laporte has been working at various levels of Marketing at VIA Rail for over 28 years, and has been involved in its Web strategy from its beginnings in 1995. A trained economist, he was immediately convinced that Web distribution would be profitable, despite competition from major global distribution networks.
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Raymond Duguay
Senior Head of Research and Planning
RDS |
Raymond Duguay has been Senior Head of Research and Planning at RDS for 10 years. He is in charge of performance measurement for all of the organization’s platforms (RDS/RIS and RDS.ca). He also establishes long-term planning and growth assessment for these platforms, and develops information maximization strategies for television and the Web.
Raymond Duguay formerly worked for a number of different organizations, including Radio-Canada, where he was Head of Marketing Development, then Head of Competitive Markets.
You’ve got the tools, they are configured properly, and you have the right people to do the analysis. This is when the fun begins and where the marketing team comes in. How can you get the figures to tell you what you need to know? How can you use them to improve user experience and website effectiveness? More specifically, which pitfalls must you avoid?
12h00
Lunch
13h00
Keynote
Next Gen Web analytics
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Avinash Kaushik
Author, Blogger, Analytics Evangelist
Google
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Avinash Kaushik is the author of the recently published book Web Analytics: An Hour A Day and the highly-rated blog Occam's Razor.
He is also the analytics evangelist for Google, and a frequent speaker at industry conferences in the U.S. and Europe, such as eMetrics summits, AdTech, Web 2.0 Expo, and SES.
Through the book, the blog and strategic consulting, Avinash focuses on helping companies unlock the power of data from human-powered but technology-driven innovations.
Noted authority Avanish Kaushik will reveal his predictions on the future of Web analytics. He will share his views on the failure of conventional measurement tools and present the next generation of tools that will give you an edge in the 2.0 era. Avanish Kaushik will also show you how the integration and analysis of assorted data can be used to make enlightened business decisions.
Listen to Avinash Kaushik
This conference will be presented in English.
Access our ticket office
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Special rates |
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- Special rate (before April 5th 2008)
- 350$/person
- 2900$/table of 10 people
- Regular rate
- 450$/person
- Buy a table and save 1000$
- 3500$/table of 10 people
- Student rate
Limited avalaibility. Contact 514-842-5873 ext. 2238
Access our ticket office
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