Our corporate sponsors, Semphonic and the Web Managers Roundtable present
Profiles in Web Analytics:
How American Express Measures Digital Success in the Global Marketplace
 We often get stuck in the metrics mud trying to measure return on investment for sites that don’t sell merchandise—it’s always a challenge to evaluate marketing and site optimization efforts without the support of hard dollar returns. And that leads to a key question: How do you build a compelling story for senior leadership about the performance of digital initiatives when you can’t put any dollars behind your data?In this illuminating case study, American Express Web Manager Nina Mishkin, an analytics expert for one of the company’s most heavily-trafficked global websites, discusses her experiences developing analytical tools for reporting that’s both accurate and perceptive. She’ll share the strategies and tactics that she’s found most effective in providing actionable insights that can be used by the company’s international marketing management teams to plan and execute future campaigns.
In this program you’ll learn: 
- The importance of using strong key performance indicators to guide reporting tactics and highlight opportunities to make site optimizations and marketing strategy enhancements.
- How Nina uses demographics and behavioral analytics to create compelling and influential dashboards and scorecards for a global audience.
- How to provide targeted performance analysis and recommendations for sites lacking a financial ROI, including best practices for presenting analytics-based campaign reviews that focus on where best to focus marketing campaign budgets.
- How Nina manages a global presence and keeps a large international staff focused on telling a consistent story to company leadership.
Join us for this exploration of the best practices used by American Express and specific approaches you can use to address challenges in web measurement and sharpen your own site’s performance analysis.
Cost: $55 by Friday, September 30, $65 after
Registration is not refundable but is fully transferable for this event
Maximum Seating- 60
________________________________________________Event Requirements:
1. In order to register, you must be on the invitation list. Contact: julie@justshowup.com to request an invitation. Please include your name, title, company, email and who referred you or how you found out about the event (and yes, it matters).2. Vendors and service providers can only attend this event via corporate sponsorship. Consultants and small businesses can attend only on a space available basis. Contact: julie@justshowup.com. |
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