TECHNOLOGY TRANSFER PRESENTS MARK BUSINESS INTELLIGENCE ESTENDING BI TO SUPPORT ONLINE MARKETING AND CUSTOMER ANALYSIS

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1 TECHNOLOGY TRANSFER PRESENTS MARK MADSEN SOCIAL MEDIA, WEB ANALYTICS AND BUSINESS INTELLIGENCE ESTENDING BI TO SUPPORT ONLINE MARKETING AND CUSTOMER ANALYSIS ROME MAY 12-13, 2011 VISCONTI PALACE HOTEL - VIA FEDERICO CESI, 37 ROME (ITALY)

2 SOCIAL MEDIA, WEB ANALYSIS AND BUSINESS INTELLIGENCE ABOUT THIS SEMINAR Almost every organization has a Web site, but few link their Web Analytics data with the rest of the information in the organization. Online advertising and campaigns are often measured by manually pasting multiple reports into Excel to tie them to Web Analytics data. The best performing organizations integrate their Web site, online marketing and customer data. Social Media applications like Facebook are the highest traffic sites on the Internet and generate the bulk of mobile data usage today. Many are opening access to their data or are allowing users to share that data with trusted third parties. The social and behavioral data that can be collected from online sources are a growing part of the information portfolio. These new information sources allow us to better understand customer sentiment and influence, brand awareness, purchasing habits, pricing strategies, segments and more. Combined with modern analysis techniques, Web Analytics and social data provide much deeper insights into people s behavior. This seminar provides an overview of Web Analytics, Social Media, online marketing and the data that is available for use. The goal is to show what data is available today, how to integrate and store it, and how analyzing this data can be used to improve customer acquisition, retention and service in our organizations. We will examine Case Studies from banking, retail, telecom and government. There will also be several workshop exercises and demonstrations of tools and techniques. WHAT YOU WILL LEARN How and why the Web, Mobile and Social Media are influencing companies About basic Web concepts, technical elements and Social Media sites Marketing and customer measurement and analysis How to get and use Web Analytics, online marketing and Social Media data Tools and technologies to extract, manage and analyze the data How leading companies are using Web and Social Analytics Best practices for integrating Web and Social Analytics in your company What online trends mean for the future of marketing, selling, and measuring the Business WHO SHOULD ATTEND Technical Professionals interested in learning how to collect and use data from Web sites and Social Media Business Analysts and Marketing Analysts Business Intelligence and Data Warehouse Architects and Designers

3 OUTLINE 1. Marketing and Customer Analytics overview The basics of marketing processes and measurement How the Web and online models affect marketing Introduction to online marketing concepts Customer analysis and measurement 2. Web 2.0 and Web Architecture Web technologies and how they work How data is generated and captured The evolution of Web monitoring Monitoring the Mobile and Social Web 3. Understanding Social Media What makes software social The Social Media and Social Networking landscape Why and how Social Media matter to organizations How organizations are using and measuring Social Media 4. Web Analytics How Web Analytics tools and services work Technology options for data collection from your sites and applications Understanding the data collected: accuracy and uncertainty Data collection dos and don ts Web Analytics database design 5. Online Marketing Analytics Review of online marketing and online service channels The online marketing landscape The most common techniques, tools and data Online advertising and search marketing marketing and online advertising database design 6. Social Media Analytics The five classes of social data Online data that is available for use Social Media monitoring tools and services Deeper dive into Social Network analysis, metrics and tools 7. Understanding customer data from an organizational strategy perspective Voice of the customer Building a customer master Linking Web, and online marketing data to transactions Factors to consider when integrating the data into an existing Data Warehouse 8. Technical architecture discussion Classifying the problems organizations face The solution components for different problems Desktop, Data Mart or Data Warehouse? Understanding when technology infrastructure is needed 9. Technologies for getting and storing data Writing code vs. using tools vs. third party services Types of data integration tools available New graph and analytic databases How to evaluate analytic databases and platforms 10. Analysis tools and concepts Tools and techniques to visualize and deliver information The role of text analytics Social measurement: sentiment, influence and social recommendations Customer analysis models and methods 11. The future of online data Understanding where the Web is headed Location based services Mobile data collection and use Data privacy issues 12. Getting started Determining which problem you have Goals, baselines and measurements Moving from customer analysis to decisions and actions

4 INFORMATION PARTICIPATION FEE 1200 The fee includes all seminar documentation, luncheon and coffee breaks. VENUE Visconti Palace Hotel Via Federico Cesi, 37 Rome (Italy) SEMINAR TIMETABLE 9.30 am pm 2.00 pm pm HOW TO REGISTER You must send the registration form with the receipt of the payment to: TECHNOLOGY TRANSFER S.r.l. Piazza Cavour, Rome (Italy) Fax within April 27, 2011 PAYMENT Wire transfer to: Technology Transfer S.r.l. Banca Intesa Sanpaolo S.p.A. Agenzia 6787 di Roma Iban Code: IT 34 Y GENERAL CONDITIONS GROUP DISCOUNT If a company registers 5 participants to the same seminar, it will pay only for 4. Those who benefit of this discount are not entitled to other discounts for the same seminar. EARLY REGISTRATION The participants who will register 30 days before the seminar are entitled to a 5% discount. CANCELLATION POLICY A full refund is given for any cancellation received more than 15 days before the seminar starts. Cancellations less than 15 days prior the event are liable for 50% of the fee. Cancellations less than one week prior to the event date will be liable for the full fee. CANCELLATION LIABILITY In the case of cancellation of an event for any reason, Technology Transfer s liability is limited to the return of the registration fee only. MARK MADSEN SOCIAL MEDIA, WEB ANALYSIS AND BUSINESS INTELLIGENCE first name... surname... May 12-13, 2011 Visconti Palace Hotel Via Federico Cesi, 37 Rome (Italy) Registration fee: 1200 job title... organisation... address... Stamp and signature postcode... city... country... If registered participants are unable to attend, or in case of cancellation of the seminar, the general conditions mentioned before are applicable. telephone... fax Send your registration form with the receipt of the payment to: Technology Transfer S.r.l. Piazza Cavour, Rome (Italy) Tel Fax

5 SPEAKER Mark Madsen is founder of Third Nature, a research and consulting firm focused on emerging technology and practices in analytics, Business Intelligence and Decision-Making. Mr. Madsen spent the past two decades working on analysis and decision support in many industries and countries. He is an award-winning architect and former CTO whose work has been featured in numerous industry publications. He is a principal author of Clickstream Data Warehousing and frequently writes and speaks on emerging technology topics.

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