Interview with Jeff Gillis and Justin Cutroni - eMetrics Marketing Optimization Summit

http://online-behavior.com/emetrics In this interview, Daniel Waisberg discusses about the Marketing Optimization industry today and tomorrow with Web Analytics titans Justin Cutroni and Jeff Gillis.

We discuss interesting developments seen during eMetrics Marketing Optimization Summit Washington DC 2010. One interesting trend is the fact that the conference keynotes were delivered by large enterprises such as Dell, Ebay and IBM and how they are using Web Analytics as a driver for inovation and accountability; we are now starting to be an essential part of the most developed organizations on the market.

As very experienced analyst, they shared tips on finding insights that can help analysts or executives to improve their websites. Justin's tip: asking why three times in order to understand the business behind the analysis. Jeff's tip: test in order to improve website results.

Regarding the directions to which we are heading as an emerging industry, Jeff believes that tools should be made easier so that website owners can use them more. Justin sees the industry evolving in two directions: one is the growing market that is just starting the conversion optimization journey and need the education and tools to help them, and the other is the super advanced companies that need more and more capabilities to optimize websites.

Below you can find more information about the participants on the interview.

*About Jeff Gillis*

Jeff Gillis has been working with Google Analytics since before it's launch in November, 2005, currently as a product marketer and lead author of the Google Analytics blog. He previously worked with AdWords, and currently helps manage marketing for conversion related products at Google. Jeff graduated from Stanford University with a BA in Modern Thought and Literature.

*About Justin Cutroni*

Justin Cutroni is currently the Director of Digital intelligence for WebShare, an online marketing and analytics firm based in Phoenix. He writes a blog called Analytics Talk, where he provides actionable tips on Web Analytics and has published two books: Google Analytics (O'Reilly, June 2010) and Performance Marketing with Google Analytics (Wiley, 2010).

*About Daniel Waisberg*

Daniel Waisberg is the Founder of Conversion Journey, a consultancy that provides insights on improving the performance of websites and the founder & Editor of Online Behavior. He is a frequent speaker & member of the Advisory Council of the eMetrics Marketing Optimization Summit.

*About Online Behavior*

Online Behavior is a source of knowledge for website owners and analysts looking to understand how their online customers behave. But that's not all, understanding does not make a website better, action is required. That's why a broad range of techniques and strategies is needed to help optimizing websites. You will find information pertaining to:

Market Targeting & Segmentation ( http://online-behavior.com/targeting ): Learn how to segment, provide the right message, and personalize your visitors' experience. Increased website relevance equals increased conversions and customer satisfaction.

Website Testing & Usability ( http://online-behavior.com/testing ): Learn how to prioritize testing efforts, understand what affects user experience, and get ideas on the most profitable way to test your website.

Web Analytics & Optimization ( http://online-behavior.com/analytics ): Learn the most advanced conversion optimization techniques to optimize your current traffic; turn new visitors into customers, and returning customers into loyal friends.

Category:

Education

Tags:

• Daniel Waisberg
• Jeff Gillis
• Justin Cutroni
• Google Analytics
• Web Analytics
• eMetrics Summit
• Online Behavior
• marketing
• measurement
• optimization
• digital