Web Analytics - Two part session: Industry Insights and Using Data Differently to Improve Results

For the first 20 minutes I'll provide insight into the biggest issues facing marketers today and the language used to describe those issues (a language direct marketers are already familiar with); how the call for measurement and ROI is changing the role of the CMO; the current day focus of web analysts and marketers; and opportunities for direct marketers - careers and business. For the second part of this session Seth Romanow of Microsoft Customer Intelligence will describe how they use data differently to improve marketing results. He'll consider the impact of the web, measuring both reach and engagement, how-to identify intent, the engagement funnel and the challenges of figuring out which data is needed to support your marketing and business objectives.