Turning Data into Dollars
Funnel metrics data directly to the bottom line. Every Web site has goals. When customers realize those goals, you have conversions. This session will help you use metrics data to encourage visitors to purchase, subscribe, register, make referrals, or accomplish other goals that can be both measured and optimized. Case studies in this session will include both retail and B2B Web sites.

Non-Transactional Site Metrics
Maybe you operate a content site, or offer a product with a long conversion cycle. Perhaps your aim is to generate leads. Maybe your customers and prospects convert offline. This session examine how to set goals for, measure, and improve Web sites that aren't about actually closing a deal.

A New Era of Measurement Transparency
Does new media mean new standards are necessary in online measurement? The Interactive Advertising Bureau (IAB) recently issued a call for audience measurement to adhere to newer and stricter standards such as independent audits, accreditation and non-panel based measurement. In this session, the IAB's SVP and General Manager Sheryl Draizen will explain what changes the industry body would like to see on the landscape, and why they feel the changes are necessary to make Web marketing and advertising more transparent and effective.

Competitive Intelligence
No, Web analytics isn't just all about you. Competitive data can provide an apples-to-apples comparison of you to your online competitors and your industry. This session will introduce you to companies that can help provide data that enables you to gauge metrics such as the percentage share of industry visitors to your site; the campaigns competitors are running and how well they work; benchmarking search marketing; industry conversion rates, and more.

Making Sense of Multichannel (Closing the Online/Offline Gap)
Meaningful measurement seems to increase in complexity almost daily. Tying together disparate data from advertising, search initiatives, Web sites, online commerce and even offline marketing initiatives is no mean feat. Making sense of it all is a source of frustration not only for marketers, but for entire organizations. In this session, top Web metrics practitioners will discuss adapting measurement methodologies, processes and tools into something that not only makes sense, but that can dramatically lift marketing and business performance.

How to Measure Blogs, Buzz, & Brands
Your brand has always been a topic of conversation, but chit-chat's never been this measurable. Buzz monitoring, tribe analysis, and influence measurement are only a few of the terms being thrown around in the nascent era of online listening. Get ahead of the buzz and learn what's actionable.