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Better Insights • Competitive Advantage

Harness the power of Google Analytics for confident action & real performance improvement



Dubai | May 26, 2015 | The Address Hotels + Resorts

October 6, 2014
Sessions will take place in Harborview 3
8:00am - 8:45am Registration & Networking Breakfast
9:00am - 9:10am Conference Chair Welcome
Feras Alhlou
e-Nor
9:10am - 10:00am Keynote:
Google Universal Analytics and Data-Driven Decision Maturity
Every organization is at a different stage of maturity in the process of collecting and analyzing data and then taking action to drive measurable improvement and increase marketing ROI.

This practical keynote will explain how you can get to the next level in the data collection-analysis-action cycle, and also how Google Universal Analytics is evolving as tool to help you drive ongoing performance increases in your digital properties.

Brooke Hernandez
Sr. Online Marketing Specialist, Digital Marketing
Plantronics, Inc.
10:00am - 10:30am Exhibits & Morning Coffee Break
Room: Commonwealth Hall
10:30am - 11:15am Case Study: Enhanced Ecommerce
Advanced Ecommerce: Breakthroughs in Shopping Cart Insights
The success objective for an Ecommerce website is straightforward: increase the number and/or value of Ecommerce transactions. Optimizing an Ecommerce website, however, requires the right data and clear analysis of shopper behavior.

With Google Analytics Ecommerce, and particularly the new Enhanced Ecommerce features, you can identify the factors that are helping or hindering checkout, begin to maximize transaction completions, and boost your competitive edge in Ecommerce.

Feras Alhlou
Principal Consultant
e-Nor
11:20am – 12:00pm Bring It Back to Your KPIs: Customer Engagement Case Study
Before a single line of implementation code is deployed and the first Google Analytics report is accessed, it's critical in any analytics and implementation program to understand the specific user needs that your digital properties are designed to fulfill so you can define and track success.

Learn how one organization was able to drive measurable improvement by keeping a steady focus on the customer and directly aligning website conversions with the organization's key performance indicators.

Mike Bradbury
Digital Marketing Director
Randstad US
12:00pm - 1:20pm Lunch in the Exhibit Hall
Room: Commonwealth Hall
1:20pm - 2:10pm Evolution or Extinction: Survive and Thrive with New Google Analytics Features
Google Analytics has been providing great insights to analysts for nearly half a generation, and the Google Analytics product team continues to develop and enrich the tool at an ever increasing pace.

While we still want to focus on the foundations of sound analytics and optimization, we also need to take advantage of the latest features. This session will explore the more recent additions to Google Analytics that provide an even deeper understanding into user behavior and marketing ROI.

Matt Stannard
CTO
4Ps Marketing
2:15pm - 3:00pm Customer 360: Integrating Web and CRM Data
The ultimate - and most challenging - objective for Web analytics is integration into the broader ecosystem of back-end customer data and business intelligence.

This session outlines specific strategies for merging Web analytics and CRM data so you can understand the correlation between website conversions and ongoing marketing campaigns, gain insights into long-term customer behavior, and assess lifetime value for initial website conversions.

Alyssa Joseph
Technical Marketing Specialist
IDT
3:00pm - 3:30pm Exhibits & Afternoon Break
3:30pm - 4:10pm Dashboard Zen in Google Analytics and Beyond
Google Analytics dashboards serve as useful tools for providing snapshots into your Web and app data and keeping clients, colleagues, and managers engaged in analytics.

The Google Analytics dashboards, however, do have some limitations, such as the inability to display separate metric values for each weekly or monthly period. In this session, we'll explore all aspects of Google Analytics dashboards, outline the most meaningful and actionable dashboard presentations for different stakeholders, and review the significant advantages of some third-party dashboarding tools for automation and dynamic, clickable dashboard formats.

Joshua Katinger
Partner
ShufflePoint

James Standen
Founder, CEO
Analytics Canvas
4:15pm - 4:45pm 30-Minute Google Analytics Implementation University
Even if you're not directly responsible for deploying Google Analytics, your ability to articulate the right requirements to IT and your effectiveness in interpreting report data are greatly enhanced by an understanding of implementation principles.

This rapid-fire session will teach you the fundamentals of Google Analytics implementation and configuration and serve as a starting point for learning more.

Judah Phillips
Founder
SmartCurrent

4:50pm - 5:30pm GA Jeopardy!
Join in the fun on everyone's favorite Google Analytics quiz show.

Judah Phillips
Founder
SmartCurrent

5:30pm - 7:00pm Networking Reception
Room: Commonwealth Hall
October 7, 2014
Sessions will take place in Harborview 3
8:00am - 9:00am Registration & Networking Breakfast
9:05am - 9:10am Conference Welcome Feras Alhlou
e-Nor
9:15am - 10:00am Happy Family: Analytics, Qualitative, Personas, and Visitor Modalities
While analytics is a crucial element of any website or app optimization effort, it can never provide the complete picture.

Learn how to powerfully combine research on buyer modalities, persona definitions, qualitative user input and quantitative analytics data to increase customer satisfaction and conversion rates.

Bobby Hewitt
President & Founder
Creative Thirst
10:00am – 10:30am Exhibits & Morning Coffee Break
Room: Commonwealth Hall
10:30am – 11:15am Mobile Planet: Gear up your app analytics and research toolset
This session will cover the fundamentals of app tracking, from metrics planning, to implementation, to data usage. Smita shares how TiVo uses data from its mobile app to plan UX changes and product planning. We explore how usability and survey research supplements app analytics and also review other useful tools to measure app performance.

Smita Dugar
Analytics & Optimization Manager
TiVo
11:20am - 12:00pm Tag It or Code It? Benefits and Challenges of Google Tag Manager
Google Tag Manager (GTM) can greatly simplify and expedite the ongoing process of adding - and managing - analytics and marketing codes on your website or in your app.

There is, however, an initial learning curve that you must go through before reaping the benefits of GTM. This session will provide you with a solid understand of GTM basics so you can begin to plan your deployment of the tool.

Eric Fettman
Analytics Instructor and Coach
E-Nor
12:00pm - 1:00pm Lunch in the Exhibit Hall
Room: Commonwealth Hall
1:00pm - 1:45pm Truth In Advertising: Impact of Paid Impressions and Clicks on Desktop and Mobile
The increasing number of paid advertising options can be challenging for an analytics to track, particularly in correlating impression data with website conversions that don't result from a direct ad clickthrough.

This session examines the Google Analytics reports that will provide the greatest insights into marketing ROI for ad impressions and clickthroughs.

Gayle Wheaton
Google Analytics Premium, Partner Manager
Google

Kerri Jacobs
Head of Platform Sales - Analytics
Google
1:50pm - 2:30pm Tracking Social Actions in Google Analytics and Supporting Tools
Social tracking often gets overlooked in analytics implementation, which means that you can't get the full story of visitor engagement with your organization and brand.

Learn how you can use Google Analytics to track both social traffic to your site and social actions on your site, and get a glimpse into third-party tools that can help you measure your broader social impact.

Harry Gold
CEO
Overdrive Interactive
2:30pm - 3:00pm Exhibits & Afternoon Break
Room: Commonwealth Hall
3:00pm - 3:40pm Let's Split: A/B and Multivariate Testing for Conversion Optimization
Testing is an essential part of a solid optimization program, but it can be difficult to know where to begin and how to structure your testing program for ongoing, long-term performance gains.

Justin Rondeau, Chief Evangelist at WhichTestWon?, provides the insights you need to jump-start your testing program and take your existing program to the next level.

Justin Rondeau
Chief Evangelist
WhichTestWon
3:40pm - 4:25pm Don't Do Default: Google Analytics Gaps and Pitfalls
Google Analytics is a powerful tool, but there are several critical tasks that it can't perform without your help.

Learn the key steps you need to take to overcome the gaps in default implementation and reporting.

Justin Cutroni
Consultant, Author, and Analytics Advocate
Google
4:30pm – 5:15pm Fireside Chat: Justin Cutroni Answers Your Burning Google Analytics Questions
In this special double-header session, Google Analytics Evangelist Justin Cutroni provides an intimate view of Google Analytics and answers the gamut of questions.

Justin Cutroni
Consultant, Author, and Analytics Advocate
Google
October 6, 2014
Sessions will take place in Harborview 3
8:00am - 8:45am Registration & Networking Breakfast
9:00am - 9:10am Conference Chair Welcome
Feras Alhlou
e-Nor
9:10am - 10:00am Keynote:
Google Universal Analytics and Data-Driven Decision Maturity
Every organization is at a different stage of maturity in the process of collecting and analyzing data and then taking action to drive measurable improvement and increase marketing ROI.

This practical keynote will explain how you can get to the next level in the data collection-analysis-action cycle, and also how Google Universal Analytics is evolving as tool to help you drive ongoing performance increases in your digital properties.

Brooke Hernandez
Sr. Online Marketing Specialist, Digital Marketing
Plantronics, Inc.
10:00am - 10:30am Exhibits & Morning Coffee Break
Room: Commonwealth Hall
10:30am - 11:15am Case Study: Enhanced Ecommerce
Advanced Ecommerce: Breakthroughs in Shopping Cart Insights
The success objective for an Ecommerce website is straightforward: increase the number and/or value of Ecommerce transactions. Optimizing an Ecommerce website, however, requires the right data and clear analysis of shopper behavior.

With Google Analytics Ecommerce, and particularly the new Enhanced Ecommerce features, you can identify the factors that are helping or hindering checkout, begin to maximize transaction completions, and boost your competitive edge in Ecommerce.

Feras Alhlou
Principal Consultant
e-Nor
11:20am – 12:00pm Bring It Back to Your KPIs: Customer Engagement Case Study
Before a single line of implementation code is deployed and the first Google Analytics report is accessed, it's critical in any analytics and implementation program to understand the specific user needs that your digital properties are designed to fulfill so you can define and track success.

Learn how one organization was able to drive measurable improvement by keeping a steady focus on the customer and directly aligning website conversions with the organization's key performance indicators.

Mike Bradbury
Digital Marketing Director
Randstad US
12:00pm - 1:20pm Lunch in the Exhibit Hall
Room: Commonwealth Hall
1:20pm - 2:10pm Evolution or Extinction: Survive and Thrive with New Google Analytics Features
Google Analytics has been providing great insights to analysts for nearly half a generation, and the Google Analytics product team continues to develop and enrich the tool at an ever increasing pace.

While we still want to focus on the foundations of sound analytics and optimization, we also need to take advantage of the latest features. This session will explore the more recent additions to Google Analytics that provide an even deeper understanding into user behavior and marketing ROI.

Matt Stannard
CTO
4Ps Marketing
2:15pm - 3:00pm Customer 360: Integrating Web and CRM Data
The ultimate - and most challenging - objective for Web analytics is integration into the broader ecosystem of back-end customer data and business intelligence.

This session outlines specific strategies for merging Web analytics and CRM data so you can understand the correlation between website conversions and ongoing marketing campaigns, gain insights into long-term customer behavior, and assess lifetime value for initial website conversions.

Alyssa Joseph
Technical Marketing Specialist
IDT
3:00pm - 3:30pm Exhibits & Afternoon Break
3:30pm - 4:10pm Dashboard Zen in Google Analytics and Beyond
Google Analytics dashboards serve as useful tools for providing snapshots into your Web and app data and keeping clients, colleagues, and managers engaged in analytics.

The Google Analytics dashboards, however, do have some limitations, such as the inability to display separate metric values for each weekly or monthly period. In this session, we'll explore all aspects of Google Analytics dashboards, outline the most meaningful and actionable dashboard presentations for different stakeholders, and review the significant advantages of some third-party dashboarding tools for automation and dynamic, clickable dashboard formats.

Joshua Katinger
Partner
ShufflePoint

James Standen
Founder, CEO
Analytics Canvas
4:15pm - 4:45pm 30-Minute Google Analytics Implementation University
Even if you're not directly responsible for deploying Google Analytics, your ability to articulate the right requirements to IT and your effectiveness in interpreting report data are greatly enhanced by an understanding of implementation principles.

This rapid-fire session will teach you the fundamentals of Google Analytics implementation and configuration and serve as a starting point for learning more.

Judah Phillips
Founder
SmartCurrent

4:50pm - 5:30pm GA Jeopardy!
Join in the fun on everyone's favorite Google Analytics quiz show.

Judah Phillips
Founder
SmartCurrent

5:30pm - 7:00pm Networking Reception
Room: Commonwealth Hall
October 7, 2014
Sessions will take place in Harborview 3
8:00am - 9:00am Registration & Networking Breakfast
9:05am - 9:10am Conference Welcome Feras Alhlou
e-Nor
9:15am - 10:00am Happy Family: Analytics, Qualitative, Personas, and Visitor Modalities
While analytics is a crucial element of any website or app optimization effort, it can never provide the complete picture.

Learn how to powerfully combine research on buyer modalities, persona definitions, qualitative user input and quantitative analytics data to increase customer satisfaction and conversion rates.

Bobby Hewitt
President & Founder
Creative Thirst
10:00am – 10:30am Exhibits & Morning Coffee Break
Room: Commonwealth Hall
10:30am – 11:15am Mobile Planet: Gear up your app analytics and research toolset
This session will cover the fundamentals of app tracking, from metrics planning, to implementation, to data usage. Smita shares how TiVo uses data from its mobile app to plan UX changes and product planning. We explore how usability and survey research supplements app analytics and also review other useful tools to measure app performance.

Smita Dugar
Analytics & Optimization Manager
TiVo
11:20am - 12:00pm Tag It or Code It? Benefits and Challenges of Google Tag Manager
Google Tag Manager (GTM) can greatly simplify and expedite the ongoing process of adding - and managing - analytics and marketing codes on your website or in your app.

There is, however, an initial learning curve that you must go through before reaping the benefits of GTM. This session will provide you with a solid understand of GTM basics so you can begin to plan your deployment of the tool.

Eric Fettman
Analytics Instructor and Coach
E-Nor
12:00pm - 1:00pm Lunch in the Exhibit Hall
Room: Commonwealth Hall
1:00pm - 1:45pm Truth In Advertising: Impact of Paid Impressions and Clicks on Desktop and Mobile
The increasing number of paid advertising options can be challenging for an analytics to track, particularly in correlating impression data with website conversions that don't result from a direct ad clickthrough.

This session examines the Google Analytics reports that will provide the greatest insights into marketing ROI for ad impressions and clickthroughs.

Gayle Wheaton
Google Analytics Premium, Partner Manager
Google

Kerri Jacobs
Head of Platform Sales - Analytics
Google
1:50pm - 2:30pm Tracking Social Actions in Google Analytics and Supporting Tools
Social tracking often gets overlooked in analytics implementation, which means that you can't get the full story of visitor engagement with your organization and brand.

Learn how you can use Google Analytics to track both social traffic to your site and social actions on your site, and get a glimpse into third-party tools that can help you measure your broader social impact.

Harry Gold
CEO
Overdrive Interactive
2:30pm - 3:00pm Exhibits & Afternoon Break
Room: Commonwealth Hall
3:00pm - 3:40pm Let's Split: A/B and Multivariate Testing for Conversion Optimization
Testing is an essential part of a solid optimization program, but it can be difficult to know where to begin and how to structure your testing program for ongoing, long-term performance gains.

Justin Rondeau, Chief Evangelist at WhichTestWon?, provides the insights you need to jump-start your testing program and take your existing program to the next level.

Justin Rondeau
Chief Evangelist
WhichTestWon
3:40pm - 4:25pm Don't Do Default: Google Analytics Gaps and Pitfalls
Google Analytics is a powerful tool, but there are several critical tasks that it can't perform without your help.

Learn the key steps you need to take to overcome the gaps in default implementation and reporting.

Justin Cutroni
Consultant, Author, and Analytics Advocate
Google
4:30pm – 5:15pm Fireside Chat: Justin Cutroni Answers Your Burning Google Analytics Questions
In this special double-header session, Google Analytics Evangelist Justin Cutroni provides an intimate view of Google Analytics and answers the gamut of questions.

Justin Cutroni
Consultant, Author, and Analytics Advocate
Google