Jim Sterne about the eMetrics Marketing Optimization Summit

Wed 13 May 2009 16:06, Bas van den Beld

Jim Sterne about the eMetrics Marketing Optimization Summit

Next week in London at the New onnaught Rooms, Covent Garden there is not just SMX London which you can attend. This year SMX has chosen to join forces with eMetrics. At the SMX venue there will also be the eMetrics Marketing Optimization Summit.

The eMetrics Marketing Optimization Summit is the premiere global event and executive forum for optimizing online marketing value. The program of the summit looks at how to help "decision makers maximize the return from their digital marketing campaigns as they face challenging market conditions ahead".

Heading up to the Summit we had a chance to talk to Jim Sterne, the producer of the eMetrics Marketing Optimization Summit.

About Jim Sterne, President of Target Marketing
Jim Sterne, producer of the annual eMetrics Marketing Optimization Summit, presented the world's first "Marketing on the Internet" seminar series in 1994. Today, Sterne is an internationally known speaker on electronic marketing and customer interaction. A strategy consultant to Fortune 500 companies and Internet entrepreneurs, Sterne focuses his twenty years in sales and marketing on measuring the value of a website as a medium for creating and strengthening customer relationships. Sterne has written five books on Internet advertising, marketing and customer service including his most recent, "Web Metrics; Proven Methods for Measuring Web Site Success”.

Tell our readers about the eMetrics Marketing Optimization Summit, what is it about?
The eMetrics Marketing Optimization Summit is about continuously improving your marketing by measuring as much as makes sense to measure.  The London Summit takes place on 18-19th May see www.emetrics.org/london.  Everybody has an anecdote about how they got a 35% improvement in conversion by changing their blue button to a green button but that's not going to be true for every page on every website. So this conference is about how you tested which button would get the best results. This way people can learn how to test in order to make improvements rather than just be handed a list of improvements happened to work for somebody else. This is the difference between giving a man a fish and teaching him to fish. This conference is about improving all of your marketing by measuring it and finally conquering John Wannamaker's famous statement, "I know half of my advertising dollar is begin wasted, I just don't know which half."

You've been in sales and marketing for over 20 years now. What is the major change you've seen in the past two decades?
The Internet would be the big deal here  ;-)  

What's your stake on the future?
The immediate future belongs to those who take advantage of the Internet to connect with their customers. Five years from now, there's just no telling what might happen. Things move so fast that five years is the realm of science fiction. What will always be true is that open, accessible and customer-centric companies will succeed and if they use technology to do it better, they can gain a competitive edge.

How will the economic downfall influence the Internet business?
Some companies are cutting back with a cleaver and some with a scalpel. If you use marketing optimization tools, you can be more precise about where to make the cuts. Otherwise, you are just guessing and hoping that massive cuts will work. Multivariate testing, landing page optimization, advertising success analysis and more all lend themselves to making better tactical decisions with your budget. Some companies are taking advantage of these tools and they will not only win in the short term, but be in a much better position to surpass their competitors when things start looking up.

How important do you feel statistics are in these times?
Statistics are a tool. Statistics are the lumber from which one can build something of value. Use them for illumination and you will see where others cannot.

The eMetrics Marketing Optimization Summit is joining forces with SMX London this year, why did you choose to do that?
The two conferences are just different enough to bring in different audiences, but the subjects are of interest to both sides and we end up with a lot of people who wish to attend both events. We end up with a larger crowd because there are two different marketing campaigns focused at different market segments. The marketing department has search as one of their prime responsibilities and the search experts are always trying to measure their success and optimize their spend. Having both events together is clearly a case of the whole being larger than the sum of the parts.

What's the important of having events like this in Europe?
The most important aspect is local learnings. It's nice to read the blogs and listen to the experts, but it's critical to network with one's peers. Knowing what is possible in one part of the world does not always reveal what is practical in another. Differences in culture, climate and economics mean that local businesses need to hear each others' stories to get a real sense of what works best here and now.

Why should we visit the eMetrics Marketing Optimization Summit?
This conference is for people who want to get more out of their marketing efforts. They don't want to get caught spending money on marketing efforts that are not providing value. They do not want to be left behind. They do not want to be left without an answer when their executives start asking tough questions. Coming to the eMetrics Marketing Optimization Summit provides them with the strategic direction, the tactical knowledge and the networking connections that lead to innovation and competitive advantage. The networking is what I love the best. It's a chance to talk to some of the most intelligent people about some of the most fascination subjects.

Would you like to say something else to the readers of Searchcowboys?
I just want them to know that this conference is where they can come to learn how to make all of their marketing better. We've seen case after case where companies are using web intelligence for marketing optimization and now they're starting to use it for making better business decisions. The eMetrics Marketing Optimization Summit is where we examine how to use information about your website for business optimization.

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