Omniture Summit 2008

I was previledged to attend the Omniture Summit in Salt Lake City. Here's my notes from Seth Godin's keynote Thursday morning.

Key ideas:
Ideas that spread win
A Marketers job is to spread ideas

He called the 20th century the century of idea diffusion

Marketers used to work primarily by TV through what Seth called the TV Industrial Complex.

Everyone watched the same tv shows. TV advertising was the power to interrupt consumers whenever they wanted to

I made it to one break out session at the Omniture Summit. I choose to attend a session on how to user web analytics to measure user generated content. Specifically how to identify the most popular and most influential content created by users

Why websites like ugc

Memorable Quotes

On Thursday I got the opportunity to attend two more breakout sessions at the 2008 Omniture Summit. The first session was entitled What to use When: Understanding the Key Features of SiteCatalyst. This session was presented by Doug Moore, Curriculum Manager, Omniture with a case study from Ted McDonald, Web Analyst, National Geographic.

The main purpose of this breakout session was to provide some introduction for some of the key features used in customizing SiteCatalyst. The following topics were covered:

The last breakout session I attended was based around Omniture's Discover. This product is amazing and Tim Lott, Discover product manager and Laura MacTaggard, best practices consultant, both from Omniture, did an excellent job in presenting on this tool. Aaron Wixom, internet marketing analytics manager, Dex Media and Paula Tellez, web analyst, ProFlowers also presented interesting case studies of using Discover.

The presentation began with the simple question "Why use discover?"
The answer was three-fold:

Over the past few days I have had an opportunity to attend four of the breakout sessions for the 2008 Omniture Summit. It was a great opportunity and I learned quite a bit more about Web Analytics.

The first breakout session that I attended was presented by Matt Belkin, VP of Consulting, Omniture. Matt's presentation was titled: Think Big: Using Analytics to Win in Today's Economy. The key theme of this presentation was to Maximize success with the tools you've got.

The second breakout session I attended was presented by Lily Chiu, Consultant, Omniture and Josh Friedman from Dell presented a case study.

Lily began by identifying one of the major problems for online marketers. This problem is that marketers have a whole bunch of different ideas that they would like to try, but the deployment of these ideas are controlled by IT. This leads to idea's not being deployed quickly enough. The solution to this problem is to use a product like Omniture Test & Target to quickly deploy and test these marketing ideas.

Overview:

• Landing page optimization strategy
• Making your landing page relevant
• Effective keyword strategy
• Reinforcement and continuity
• Test it

According to a Jupiter study CPC is rising dramatically over the years because companies are willing to spend more and the market is getting more competitive.

Up from 6 Billion in 2005 to 11Billion in 2010

How can we lower CPA (cost per acquisition)?

Landing page optimization -relevant content!

Case Study: Auto Anything

Trevor Klein – Principal, SVP Business Development

Leading online retailer of custom auto accessories and performance parts—

30 years in auto aftermarket

Pure play e-tailer for over 8 years

Site launched in 1999

Omniture parter since 2003 but also used offermatica and touchclarity

New Approaches for turning web analytics into action

Brent Hieggelke - Omniture VP Strategic Marketing