| 7:45-8:30 | Breakfast | |||
| 8:30-9:30 | Keynote: Doc Searls—Harvard Fellow at the Berkman Center, Coauthor, The Cluetrain Manifesto Next on the Open Horizon Web visionary Searls isn't much interested in making the current ad-centric "attention economy" more engaging. He wants to replace it altogether with an "intention economy" that matches consumers' intent to purchase a specific product with any and all relevant brands. Is this nirvana for marketers or does this economy render them obsolete? And will Searls's Vendor Relationship Management get us there? |
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| 9:30-10:15 | Panel Moderator: Doc Searls—Harvard Fellow at the Berkman Center Rooley Eliezerov—President and Cofounder, Gigya Bill Washburn—Executive Director, Open ID Kelly O'Neill—Commerce Product Marketing Director, ATG Personal & Portable Customer identity and content management helps merchants create the utmost in personalized shopping experiences at key online touchpoints, from e-commerce site to call center and email. What happens when personal identity data traverses the web freely, untethered to any single merchant's web site or campaigns? When it takes on the dimensions of a real human, with personal photos, shopping preferences, favorite web links and that individual's social graph? RSS and widgets have made portable data a reality, presaging a web that is fluid and interconnected. But the real value of data portability for brands and consumers can't be realized without widespread adoption of a shared system or language. Doc Searls leads this panel of insiders in a discussion of what's at stake and who stands to gain the most. |
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| 10:15-10:30 | Break | |||
| 10:30-11:15 | Panel Moderator: Troy Gibson—Director, Technology, Resource Interactive John Harrobin—SVP of Marketing and Digital Media, Verizon Will Hodgman—CEO, M:Metrics Riccardo Spina—Senior Director of Digital Media, Integrated Marketing, Wal-Mart Have Phone, Will Travel (the Web) We're near the watershed moment for mobile in the US, as data services finally catch hold. So what applications will your consumers want most? How should you use text, advertising and search for more consumer value? What kind of content is right for the small screen? Hear the experts discuss ways to integrate mobile into your consumer's brand experience and what technologies you'll need to support it. |
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| 11:15-11:45 | iTalk: Avinash Kaushik—Analytics Evangelist, Google A Battle Cry for Qualitative Metrics Author, blogger and analytics evangelist Avinash shares his unique insider's perspective on metrics that matter and metrics that are missing, or rather, what management misses when they train their gaze exclusively on a web site's macroconversions. "Microconversions" measure all the other valuable on-site behavior unrelated to purchase, and Avinash thinks it's time we got on with the revolution in qualitative metrics and analytics, if we're to do justice to consumer engagement. |
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| 11:45-12:30 | Panel Moderator: Laura Evans—Executive Director, Retail Practice, Resource Interactive Dr. Robert Leone—Professor, Texas Christian University Pete Blackshaw—CMO, Nielsen Online Steve Kahn—VP of Internet Marketing, DSW Paul Horstmeier—VP of HP.com, Hewlett-Packard Who Keeps Moving the Goalpost? While some marketers focus on engagement, others have singled out consumer advocacy as the online behavior most worth measuring. Still others care only about straightforward satisfaction scores and conversion rates. It's clear that choosing the appropriate framework takes work, and this panel's experts represent the full range of approaches, from customer referral value to buzz monitoring to click-through rates, email and e-commerce conversion rates, and the latest advertising metric: Pay-for-Performance. |
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| 12:30-1:30 | Lunch/Wrap-Up
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iCitizen Wednesday, May 21, 2008 The Blackwell Auditorium Fisher College of Business The Ohio State University |
