Despite over fifteen years of attention, investment, and evolution, most companies still fail to take advantage of the incredible volume of data pouring off of every single click, view, share, like, tweet, and transaction that happens on the Internet. Otherwise brilliant companies have developed an over-reliance on dashboards and reports that is hampering their ability to leverage digital data to create a strategic competitive advantage. In this keynote presentation, Mr. Peterson describes the solution based on a combined 30 years of experience with digital measurement, analysis, and optimization.

For many, lifetime value is an old-school concept that isn’t relevant in a real-time, conversion-based world. Others earnestly wish to measure lifetime value, but do not have the data or financial assumptions necessary to calculate lifetime value. In this session, Kevin Hillstrom explores simple analytics and metrics that help the web analyst understand and communicate the important differences between conversion analytics and lifetime/longterm value. Most important, Kevin will share information about the ways that marketers use financial assumptions and conditional probabilities to make informed decisions when perfect data doesn’t exist.

Jim Sterne has spent the past twenty years looking over the horizon and reporting what he sees. Will technology save us from the data deluge? Will the mysterious arts of analysis become required curricula? Jim reports back from his latest observations on the future of web analytics, marketing analytics and Big Data in general.