MODERATOR NOTE: AD:TECH New York Preview

From: Cliff Kurtzman <moderator_at_o-a.com>
Date: Fri 12 Sep 2003 08:38:51 -0500

Hey folks,

The next AD:TECH conference (http://www.ad-tech.com/)
will be held in New York City from November 3-5. There
are many more sessions than I could reasonably preview
in a single post, so I decided to include their synopses
of the sessions/panels in which one or more of our list
members are participating. After the event, I'll again be
providing summaries of the some of the conference sessions
for our readers that are unable to attend. NetIQ Webtrends,
and possibly others, will the sponsoring the coverage.

Cliff Kurtzman
Moderator
Online Advertising Discussion List
http://www.o-a.com
281-480-6300


-------------------------

Advertainment: Perfect for an Array of Targets

The word "advertising" actually means "in your face"
(literally to "turn towards"). In this ad-saturated world,
"invertising" may be the only sustainable form of marketing
ads and information that people seek out. Learn how Hollywood,
game makers, TV programmers and more are adopting strategies
like advermovies, advergames and hilarious commercials that
people don't pass over on their TiVo.

MODERATOR:
Rick Bruner, VP of Research, Up2Speed, http://www.up2speed.com

PANELISTS:
Ty Montague, Media Director, Wieden Kennedy
Kristen Kreibich-Staruch, Vehicle Saftey Office, Daimler Chrysler Corp
Dave Madden, EVP, Sales & Marketing, WildTangent, Inc.
Justin Kirby, DMC

-------------------------

eMetrics and the Science of User Experience

We've enjoyed experimenting - now it's time for the truth.
How do you know if your Web site is successful? How do you
take your site to the next level? How can you tell if
changes are having a positive or negative impact? You've
tried understanding the results of your Web marketing
efforts by counting click-throughs, page views and
conversions, but you need to know more. This session
delves into the business side of Web metrics and reveals
the whole spectrum of what you could and should be
measuring.

PANELISTS:
Tammy Sachs, President & Founder, Sachs Insights
Jim Sterne, President, Target Market of Santa Barbara,
http://www.targeting.com

-------------------------

On the Spot and in the Spotlight

Back by popular demand, and always lots of fun, the inimitable
Jim Sterne reviews websites submitted by AD:TECH conferees.
Are you brave enough to withstand the constructive criticism
of Jim's practiced eye when it comes to your website? It's
squirming, learning and laughs in this open forum session.
Submit your site to jsterne_at_targeting.com by 10/24/03
for consideration.

SPEAKER:
Jim Sterne, President, Target Market of Santa Barbara,
http://www.targeting.com

-------------------------

Web Metrics Workshop: Measuring Your Site's Success

This session, customized for business and technical professionals
needing to justify their Web design and development expenditures,
offers up advice and best practices that can be applied directly
to their own situation. This is a workshop, not a lecture. Come
prepared to discuss your goals and your situation with a team at
the forefront of the practical measurement of Web site success.
This hour is dedicated to identifying your toughest problems and
learning how others have solved them.

SPEAKER:
Jim Sterne, President, Target Market of Santa Barbara,
http://www.targeting.com

-------------------------

Conversion: Mapping the Buy Funnel - Click Tracking

Web conversion (converting visitors into business- relevant
action) has come to the forefront of many large marketers' minds.
There's also now an explosion in the use of web analytics
services, real-time conversion monitoring, optimization
technologies, and creative re-design services whose use is
geared toward improving conversion rates across all web channels
- and indeed even across all media channels in the context of
cross-media campaigns. How do you architect tags (both ad side
and visitor-tracking side) for multi-point tracking to make sure
you can track campaigns through to conversion? How do you tag to
optimize the buy flow or conversion funnel? Learn the tricks and
tips, as well as the big picture on how to approach this
important aspect of your web marketing efforts. Which campaigns
are driving traffic? Which are driving sales? Are they the same?
Which campaigns contribute to repeat customers? Which ones
provide only "bargain hunters?" Learn how tagging and web
analytics can help you truly measure the success and ROI of
marketing campaigns. The difference in spending between
campaigns that work, and those that don't can be significant.

PANELISTS:
Tom Goosmann, Executive Director, Creative, TrueNorth Inc.
Matthew Karasick, Director of Product Management, DoubleClick
John Marshall CEO, ClickTracks, http://www.clicktracks.com/
Karl Siebrecht, VP, Strategy and Product Management, Atlas DMT
Avi Steinlauf, VP Revenue Management, Edmunds.com
Rod Romero, CEO, America One Funding Group

-------------------------

Futurethink: How Tech Will Impact Brand

It's true - the best minds have not only mastered the present,
but are already enjoying the future. Take a step out of the
tactical trenches of AD:TECH, and enjoy a 30,000 foot glimpse
at the future of "brand", presented by two amazing and
experienced pros with opposing views. Decide for yourself
which of these worlds is in your future...

Attend this session, to learn why branding strategies that
worked before will no longer work. Find out what will be
necessary to build a successful brand in the future and what
an organization can do to take control and shape its future.
Get ahead of the curve, now.

SPEAKER:
Clifford Kurtzman, CEO, ADASTRO Inc., http://www.adastro.com/
Tim Smith, Chief Marketing Officer, Agency.com





Received on Fri Sep 12 2003 - 08:38:51 CDT