Sessions at IMC Vancouver 2011 on Tuesday 4th October

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  • The Human Side of Marketing Analytics

    by Jim Sterne

    We have more data than we can integrate and more tools than we can manage. The raw material and the technology are abundant. But what about the human side of leveraging customer interaction information? How does an analyst start with customer data and end up with customer insights? Jim offers some thinking about thinking, some insights into the creation of insights and some practical advice about applying yourself and managing others in this data-driven but highly creative world.

    At 9:00am to 9:55am, Tuesday 4th October

  • Find Red: Cannes Lions' Bronze Media Winner Innovation in Cross Platform Marketing

    by Andrew Bailey and John Gagné

    In November 2010 M&Ms teamed up with Proximity Canada for what started out as digital treasure hunt finding red M&Ms in Google Street View and resulted in an original digital game with international interest and garnering over 15.6 million impressions:

    • 19 minutes average time on site of
    • 8.4 million PR impressions over 30 days
    • Over 7 million QR code poster views
    • Over 225,000 twitter impressions

    In this presentation find out how this campaign came together, what it took to get full client support (not to mention Google support), the team dynamics required to successfully roll it out, the critical lessons learned along the way, and what this award winning campaign means for Proximity and M&Ms moving forward.

    At 10:15am to 11:05am, Tuesday 4th October

  • Establishing Success Metrics and Planning for Attribution

    by Ross C. Jenkins and Michael Hayward

    The road to measuring and improving marketing starts with recognizing that all campaigns work together to create a cumulative effect on prospects. And although that cumulative effect can appear to be magical, the gap between the magic and science is closing.

    In this two-part session we’ll find out how several leading brands arrive at the illusive Bermuda Triangle of marketing success by way of science and technology. Michael Hayward, CEO ROI Labs begins by describing the technique ROI Labs uses to help simplify attribution and allow marketers to gain insight into how each campaign contributes (or not) to achieving overall marketing success.

    Ross Jenkins, Vice President of Analytics at Rapp Collins Worldwide will describe how to apply behavioural analytics to understand how the combination of touch points over time influences prospects. Only by understanding this interplay and cumulative effect can you improve and optimize your digital marketing activities.

    At 11:10am to 12:00pm, Tuesday 4th October

  • Online Trends in Canada: Myth vs. Reality

    by Steve Mossop

    Join Steve in his presentation about consumer online trends taken from the most comprehensive, authoritative source of online trends in Canada, the “Ipsos Canadian Interactive Reid Report”. This syndicated, bi-monthly, 16-year-old tracking study of online Canadians covers trending information on nearly every topic under the sun as it relates to Internet and Digital trends. From online social networking, ecommerce, mobile phones and tablet devices, security and privacy, media consumption, to basic Internet access and population profiles, Steve Mossop will distill the top online trends in Canada and its impact on marketers and decision-makers alike. Steve is a sought-after Canadian speaker on digital trends in Canada, and his informal, entertaining style of delivery will ensure you get the most out of this session.

    At 11:10am to 12:00pm, Tuesday 4th October

  • Latest Trends and Research in Digital Marketing

    by Paula Gignac

    Learn how the digital marketing landscape in Canada is evolving.

    At 1:15pm to 2:10pm, Tuesday 4th October

  • Zero Moment of Truth: The Importance of Investing in an Online Strategy

    by Michal Lorenc

    The Digital Revolution is moving into the “Communication” phase, emphasized by importance of social networking, Twitter, YouTube, and mobile.

    Learn how important the “Three Be’s” are to a successful marketing campaign: Be Found – how search remains bread and butter; Be engaging – how to use new resources to engage with your audience; and Be accountable – how to make sure your advertising spend keeps you profitable.

    At 1:15pm to 2:10pm, Tuesday 4th October

  • Assessing your Digital Marketing Analytics Capabilities and What To Do About It!

    by Stephane Hamel

    Stéphane steps back from traditional online marketing measurement and optimization tactics and looks at the key drivers of successful organizations. From the essence of analytics – driving business success – to the most optimal and realistic approach to marketing measurement, Stéphane presents the Online Analytics Maturity Model – an holistic approach being adopted by practitioners, consultants and vendors worldwide as an effective methodology to asses and improve your online marketing optimization practices.

    At 2:20pm to 3:10pm, Tuesday 4th October

  • Mobile Marketing and Commerce for 2012

    by Jonathan Carrigan

    So far 2011 has been a stellar year for mobile, but 2012 to 2015 will likely make 2011 look like a drop in the pan. According to IE Market Research, the number of US wireless subscribers is expected to grow from 323 million at the end of 2010 to 478 million by 2015. Canadian subscribers are expected to grow from 25.4 million at the end of 2010 to 32.7 million connections by 2015. In addition to subscriber growth North American mobile multimedia revenue is expected to rise to $14.2 billion (Canada to 970 million). Mobile TV followed by mobile gaming seeing the strongest growth with North American mobile TV increasing to $2.4 billion over the next five years.

    With mobile subscriber growth and multimedia uptake, specifically TV, we can only expect that social integration, geo-targeting and a plethora of marketing opportunities will follow.

    In this session Jonathan will provide a broad and deep overview of the state of mobile today and what experts and major organizations are predicting will happen in the next couple of years. He will provide insight with regard to devices, operating systems, apps and mobile web services.

    Attendees will take away the critical knowledge they need to focus their mobile efforts.

    At 2:20pm to 3:10pm, Tuesday 4th October

  • Get a Seat at the C-Suite Table with Insights: Conversion Optimization Strategies that Impact the Business

    by Chris Goward

    How is your marketing strategy developed? Do you test ideas with small focus groups? Do you use the HiPPO method? Or do you use strategic Conversion Optimization testing to discover key marketing insights that are proven to work?

    In this session you will see examples of how leading companies like Electronic Arts, SAP and Wine Enthusiast are using Conversion Optimization testing to impact their business strategy and get a seat at the C-Suite Table.

    At 3:30pm to 4:30pm, Tuesday 4th October

  • Metrics and Methods to Ensure Visits Convert to Sales

    by David Jenkins

    Page testing and conversion optimization are top of mind for most web marketers. A lot of time and effort is put in to landing page optimization. However, a truly successful testing process goes well beyond simply measuring the leads generated by a landing page. There are many points of interaction between a visit, a lead and a sale that involve sales teams, email and additional site activity. Designing effective metrics and optimization tests to improve each step in this cycle is critical to truly optimize the conversion process. In this talk, David Jenkins will discuss some of the metrics and methods BuildDirect employs to ensure visits successfully convert into sales.

    At 3:30pm to 4:30pm, Tuesday 4th October

  • New and Expanded Ad Networks, Exchanges and Re-targeting

    by Jean-Philippe Gauthier, Bryan Mitten, Jason Dong and Diana Eng

    In August 2011 the IAB of Canada announced that Canadian Online Advertising Revenues for 2010 exceeded budgeted expectations of $2.1 billion, and grew by 23% to $2.23 billion. As a result, the Internet has surpassed Daily Newspapers and is now second only to Television in terms of share of total Canadian media advertising revenue. Search still leads in terms of total online ad dollars spent at $907 million (41%), followed by display at $688 million (31%) and of that Standard Display ads accounted for 74%. The IAB in the US and PwC in the UK stated that in 2010 display outpaced search in terms of growth with display growing by 27 percent and search by 8 percent. And according to March 2011 research from marketing platform Bizo, almost half (48.8%) of US marketers will increase their online display advertising budget this year.

    With increased marketing dollars flowing into display advertising, comes new and expanded opportunities. This session provides a current day view of the display advertising landscape, opportunities for improved targeting (such as advanced demographic, psychographic and technographic parameters), benefits and challenges of re-targeting (a.k.a. behavioural marketing), and about ad exchanges and the rise of demand side platforms that serve ad impressions based on relevancy to individual consumers and pricing based on demand for that target audience.

    At 3:30pm to 4:30pm, Tuesday 4th October

  • Royal Canadian Mint Case Study: The Power of Analytics: Optimizing the Client Experience to Increase Conversions

    by Robb Collins and Fares Aldik

    For the Royal Canadian Mint, ensuring a positive user experience for the numerous client segments and their respective goals while balancing creative freedom and Website usability has been no easy task. Tackling these challenges, the Mint has adopted the philosophy of continuous improvement; a website isn’t static and must continually evolve. By utilising the analytic tools available to them, they have been able to navigate this potential minefield of changes. Clickstream and voice of customer data have allowed the Mint to pinpoint the weaknesses in the client experience and conversion funnels. However, knowing that small changes can have a big impact, the Mint can proceed both cautiously and boldly by performing A/B tests to let the data decide whether the change is positive.

    Let Robb Collins, Manager of e-Commerce of the Royal Canadian Mint and Fares Aldik, Lead Consultant of Bell Business Markets, review some of the challenges and success they have faced over the last three years.

    At 4:40pm to 5:30pm, Tuesday 4th October

  • Social Commerce and Advertising: Facebook and LinkedIn

    by Gary Fearnall, Alfredo C. Tan and Braden Hoeppner

    In his July 2011 report: The Rise of the Social Advertiser, social media thought leader Brian Solis suggests “We are entering the beginning of the end of the destination web as we have known it. Consumers increasingly spend time in social networks and less in their email inboxes and visiting traditional websites.” Essentially, the social ecosystem has changed the face of online advertising and there is no magic bullet solution, best practices are still being written, and figuring it out is not easy or cheap. But figure out we must as conversations about our brands largely rest in the hands of our customers, their friends and community. Making things even more interesting is that the culture of each social network is unique requiring a customized approach, so sorry Kids; one size does not fit all. Lessons are still being learned and yes, more resources will be needed as now is a time of opportunity for brands and their social media agencies to invest creativity, purpose, and value into each initiative to learn what consumers want or what they tune out. Brian concludes saying “The future of advertising will be largely influenced by consumer behavior in social networks. Those brands that listen, measure, and evolve programs as a result, will push advertising forward – to the benefit of consumers and ultimately the brand.”

    In this session we’ll hear firsthand how one of the biggest online brands in eye wear engages customers with social advertising; followed by a panel discussion led by Braden Hoeppner of Coastal Contacts and senior executives from LinkedIn and Facebook Canada.

    At 4:40pm to 5:30pm, Tuesday 4th October

  • Closing Remarks

    by Andrea Hadley

    At 5:30pm to 5:40pm, Tuesday 4th October