eMetrics Videos

The eMetrics videos are filmed at the eMetrics Marketing Optimization Summit and brought to you by Online Behavior.

Jeffrey Boorjian speaks about the Caesars Entertainment & Total Rewards Program, the challenges to understanding customer behavior, and the tools needed to optimize marketing reinvestment.
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Joe Megibow, Bob Page, and John Elder are interviewed to discover how one starts a career in data analytics. Joe Megibow says that the main goal is to prove your worth by finding data that can change a business. Bob Page says that love of data is the key to becoming successful in analytics. John Elder says that analytics is about predicting the future and helping people.
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The tendency is to measure everything, because we can, but it's crucial to know what you're doing with the data. This leads to the following two questions: What are we ultimately trying to accomplish? What does success look like?
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Paul Phillips, CEO & Founder of Causata describes the need for a complete system which gathers information from all channels in order to predict, in real time, future customer behavior.
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Dylan Lewis talks about what it takes to be a successful business analyst at Intuit. George Roumeliotis talks about what it means to be a data scientist at Intuit.
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Mikel Chertudi describes the different levels of analytics maturity; beginner, intermediate, expert, and visionary. For each, he explains what they track, their metrics, the tracking tools, the customer benefit, the benefit to the marketer, and the benefit to the organization. Then he gives an example of how the Adobe site works now that it is optimized by analytics visionaries.
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Randy Gelfand, Web Analytics Program Manager at IBM, describes how a large company like IBM with millions of webpages and dozens of products, manages analytics. He talks about the company's Data Model Extensions, which instantly aggregate analytics data from every IBM product. This data is then processed with Cognos, giving executives an easy-to-use dashboard with analytics on a global scale.
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Heath Podvesker and Gregg Nathan present on the importance of stepping up the optimization team's work in Fidelity Investments. They discuss how they moved from a system of reporting once a year to a system of making monthly optimization changes.
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Rebecca Lieb discusses content marketing. She defines content marketers as publishers and discusses which metrics, both soft and hard, can measure the achievements of content marketing. She emphasizes that no measure is perfect, and that there is no measure which is complete, but that content marketers need to define their goals carefully, looking for the dialog and the interaction that proves their value to the company.
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Joseph Stanhope answers questions about whether this is the year of mobile for analytics, the role of mobile in bringing together an analytics program, and the future of digital marketing and analytics as a whole.
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