Knowledge sharing for digital decision makers
Conference, 3-5 May 2011

Phil Kemelor

Vice President for Strategic Consulting Services, Semphonic

Biography

Phil Kemelor

Phil is Vice President for Strategic Consulting Services with Semphonic, one of the largest vendor neutral web analytics consulting firms in the US.

He has over 10 years of experience in web analytics and previously headed the web analytics program at Bell Atlantic, one of the largest US telecommunications companies. He founded and served as Principal Consultant for the web analytics consultancy at NetGenesis, one of the first web analytic software firms and led engagements with a number of Fortune 500 firms, such as General Electric and Pfizer. He has also headed web application and content management development, business process and web operations initiatives for Verizon, SAIC and government agencies including the US Postal Service.

Semphonic

Semphonic has over 10 years of experience as a web analytics consultancy for agencies and companies such as Answers.Com, American Express, AOL, Care2, Charles Schwab, Intuit, Morgan Stanley, Nokia, NPD, SurePoint Lending and many others. SEMphonic provides a range of services including tool evaluation, tagging, implementation and rollout support, end-user and analytic training, report development, highly targeted deep-dive analytic projects, SEM analytics, and full-service web analytics outsourcing. SEMphonic is headquartered in Novato, California.

Tutorial

Beyond Visits and Page Views…How to Develop Actionable Web Metrics, Reports and Analysis

Tutorial Day, Tuesday May 3rd, 1.00 pm - 4.00 pm

If you’d like to take your web analytics beyond counting page views, visits, and unique visitors, then this tutorial is for you.

In this session, Phil Kemelor will lead you through a step by step process on how to develop executive dashboards, as well as the web metrics and reports for your online marketing and content teams.

This is a tool neutral class that will focus on both the business and technical aspects of metrics development and report building.

The goal: Your understanding of the complete process required to get to the next level of web analytics. To do this, we will start with a set of requirements based on class participant use cases. We’ll use this baseline to develop metrics for the dashboards and reports.

We’ll also evaluate the pros and cons of creating scheduled management reports vs. ad hoc reporting vs. deep dive analysis of a finite data set.

We’ll then consider the technical implications of creating the metrics, such as potential data collection issues, integration with offline data and calculation of customized metrics, as well as when it makes sense to use Excel instead of the analytics’ solution interface.

Finally, we’ll discuss visual formatting options for presenting your reports and analyses. To be clear, this is not a “silver bullet” class, where you’ll get a plug and play solution to your challenges. This is a “teaching to fish” tutorial where you’ll learn what you need to create metrics, reports and analyses that can drive decisions and actions.

For more on this tutorial read: Let metrics, reports and analysis drive your digital decisions

See slides online

Presentation

The Nature Conservancy: A Coordinated Approach to Web Analytics and CMS Implementation

Track: Web content management
Conference Day #1, Wednesday May 4th, 11.15 am - 12.00 am

Founded in 1951, The Nature Conservancy (TNC) is a leading conservation organization whose mission is to protect the most ecologically important lands and waters around the world for nature and people. Operating in all 50 states and more than 30 countries, TNC has grown to more than one million members and supporters.

The web site, www.nature.org is comprised of a collection of 14 other web sites that provide key functionality to its overall operation, such as support.nature.org, the donation registration site hosted by Convio and shop.nature.org.

In this session, Phil Kemelor from Semphonic will describe how The Nature Conservancy implemented Omniture Site Catalyst analytics and an Oracle Unified CMS in parallel. Of note is TNC’s emphasis on defining web site visitor segments as a framework for its web metrics and as the basis for marrying this data with Convio to get a full picture of donor activity.

For more on this session, read: How to measure your online efforts

See slides online

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