Speakers include:-

• Al Wightman, Owner, So What Analytics @AlWightman
• Dan Croxen-John, CEO, Applied Web Analytics @dancroxenjohn
• George Ioannou, Head of Agency, Digital & Wise @georgeioannou

The future of Analytics

• In relation to accurate attribution, for on and offline activity, there are tools that will help us get there, but its just the beginning.
• Make use of the correlations between time and campaigns within Analytics reports.
• Focus on optimising and understanding business performance – this is the bit that is often missed.
• Online is the most accountable channel – but so often we don’t see results driven campaigns.
• Most analytics jobs are advertised requesting someone who can use the technology and capture data, without anything about the understanding of the data and gleening actionable insights.
• Often analysts aren’t good at explaining or demonstrating what they’ve found.
• Mentioned Richard Adams’ diagram on customer interaction at analytics.
  
• 18million people have contacted a brand using social media.
• Its important to review data on your customer service.

How do you make in-store activity trackable?

• Incentivise with foursquare
• Use ipads in store
• Vouchers

How do you measure lifetime value of a customer?

• The best tool to use for this is Excel!
• Merge the data from your various tools.
• Use data warehousing . Can now do this in ‘the cloud’.
• There’s a trade off between privacy and data collection.
• Companies are still not using propensity modelling to target people who are likely to buy, before sending their mail outs – effectively rendering it as junk mail.
• Example web analytics measurement framework from George Ioannou
  
• Web Analytics Simple Scorecard