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Call for speakers for eMetrics London 2016

I have been privileged over the past three years to chair the London eMetrics Summit, gearing up now for #4. Besides chairing the actual conference, a big part of my responsibility is to select the speakers and content for the conference. Having attended numerous conferences with weak content and scattered with sales pitches, it is a responsibility I take quite seriously.

The next eMetrics is being held in London on the 12th & 13th Oct. We have the first few speakers already confirmed with Stephane Hamel returning from last year and Matthew Tod making his first appearance in a number of years. Plus of course Jim Sterne sharing his wisdom with us all.  There is a Speaker Application form on the website but I thought I would try putting it out there a bit more publicly to see who else is interested.

Speaking at eMetrics

I have brainstormed a list of topics that I believe would work well at eMetrics with these listed below.  Please have a read through and leave a comment if you think you would be right for one of these topics or if you want to suggest someone we should be talking to.

When considering speakers for eMetrics we aim for experts in the field.  It is a formal presentation, generally 35 to 40 minutes in length allowing some time for Q&A at the end. The standard of attendees is very high so the quality of the talks needs to be equally high. The talks should be practical in nature where ever possible, ideal are stories and case studies being shared by practitioners.

  • How to get value from a DMP
  • How/when to use Machine Learning
  • Analytics for start-ups
  • Analytics for small traffic websites
  • Analytics in very large organisations
  • Defining your analytics set-up
  • Choosing your analytics tool
  • My Analytics Toolkit
  • Performance Management (site speed)
  • Why you might want to build your own analytics tool
  • The Website Optimisation Process
  • Tracking customers – why & how
  • Media Mix Modelling
  • Data Driven attribution
  • The statistics of Customer Lifetime Value
  • Integration of analytics with marketing tools
  • Defining user personas within analytics tools
  • Best practices in data visualisation

This is not the definite list, we are happy to listen to any ideas and proposed topics (except for sales pitches). So take a look, have a think and get in touch, either via this blog or the speaker submission forms.

I should mention that speakers get a free ticket to the entire eMetrics Summit…

Come and Learn

Of course, if this has got you interested as an amazing opportunity to learn more (which it really is), tickets are now available. In face, there is currently a Super Early Bird special available with prices starting from only £795 for the two days of the conference – click through to register and get your ticket now.


Thoughts on eMetrics 2015


At the end of last month, the team at L3 Analytics attended eMetrics, an annual summit which facilitates learning and collaboration in the realm of digital marketing. As most of our clients are interested in improving this side of their business, we managed to dip into as many presentations as possible to get a broad overview of new tools, techniques and thoughts around marketing and analytics. Read on for two of our analysts describing their experiences.


Counting, Tagging, Transforming

On October 28 & 29, L3 Analytics attended eMetrics Summit, a conference which covers the impact of data and technology and dives into the latest tools and strategies. The first day started with Jim Stern opening the conference with a presentation stating that Einstein was wrong and everything can be counted. A presentation with useful insights about marketing data taxonomy and a Shakespeare poem (!) were his arguments to support his statement. I agree with the idea that everything can be counted and in analytics everything is able to be counted. However, let’s leave Shakespeare’s idea of love to be unconditional and uncounted.

Following that, a coffee break took place to keep us energised for the next talk. Simo Ahava took the lead, informing us how to transform tag management from a project into a process. It is well known that many organisations struggle to deploy the tagging system into their organisation properly. Simo explained to us how we can think of the implementation as a process. That way, we avoid messing up with data collection, and we get valuable and useful insights. L3 Analytics follows a strong implementation process, communicating with all people involved in that. We are available to explain and discuss every aspect of the process during the implementation project.

The day continued with Dave Rhee, talking about cultural changes in a complex organisation. His presentation was fun, interesting and insightful. The presentation provided information of how analysts can change from being data geeks to being cool Jedis. He shared with us his ideas of how to transform ourselves into wise analysts, and a set of skills that we need to evolve our career quickly and efficiently. Having in mind his instructions and advice, I am looking forward to transforming myself into a wise Jedi! And I believe I will soon!

Evi Anastasiadou



Finding Your Niche

After coming back from eMetrics I’ve found that one talk really stayed with me – ‘The State of the Analytics Nation’ by Stéphane Hamel. There were numerous things that I took home from this talk, but the one that stuck with me was ‘find your niche and specialise’. This leads me to think is it time for me, and others, to pick a speciality and to focus on this.

Personally, I’d consider myself to be a generalist in digital analytics. I have a broad selection of skills but wouldn’t describe myself as having a ‘specialist subject’. There are things I’m more interested in (user experience, understanding business problems and surveys) but I wouldn’t consider myself an expert in any one area.

With data science becoming more prevalent, as Digital Analysts we need to be able to provide more than just great analytics. We need to drive changes within our organisations or clients. This can be achieved by differentiating ourselves, which can be done through specialising in a specific area; below is what Stéphane listed:

  • Analytics
  • Business Outcomes & Actions
  • Enabling Capabilities

For me, it is a case of finding out where in this list my interests lie and how to explore them further.  One of the benefits of working within an agency is, by working with a wide range of clients, providing myself with exposure to many different aspects of analytics, which allows me to find my niche and to specialise. Doing this makes me feel like I’m in the best place to allow me to figure out where I want to specialise.

Apart from specialisation, another major theme from eMetrics was that it is time to get out into the business. I’ve found that the analyst sometimes can stay in their ‘cave’ and just been known as the ‘numbers guy’ – this needs to change. Getting out into the business, and having a really good understanding of it, enables an analyst to move from being considered the ‘numbers guy’ into being considered an agent of change. This progression would allow you to have a greater visibility within the business, and to get help from other departments when needed. I know we can all have our frustrations with IT and Marketing, but we need to learn to embrace them and to work with them – we are all working towards the same goal of making the business more profitable.

So there it is, the thing I took away from eMetrics: find your passion, explore it and specialise. Whilst you’re doing this, get out into your business/clients to truly understand how they work. Make friends with IT and Marketing – you’ll always need their help, plus they normally have bigger budgets.

Would I go to eMetrics again next year?… Yes!

Thomas Loveridge


Content Report

Presentation – Analytics for Publishers

L3 Analytics has worked with multiple publishers over the past few years, learning a lot along the way. Clients include Hearst Magazines (Elle, Cosmopolitan, etc), Euromoney, News UK and SciDev. From these experiences, we have developed a fairly standard approach around analytics for publishers, that provides the information they need to understand and improve their performance. The solution is customised to exact needs but we find the core components are common to any content website (articles, blog posts, etc).

For my recent talk at eMetrics London, I presented the approach used by L3 Analytics and these core components. Starting with the information needs of publishers and their actions that can be informed by analytics, the presentation details the information to be captured and how it can be used. Practical examples are provided with experiences of how publishers have used analytics and learnings from these experiences.

So have a read through and let me know what you think.  If this is the information your team needs but doesn’t have, get in touch.

Campaign Attribution is Broken

I recently attended the Conversion Conference in London, thanks to a free ticket from Conversion Thursday.  It was an interesting event although my attendance at sessions was impacted by a request I received at the start of the first morning.  eMetrics was happening at the same time and was suffering from a few cancellations – I was asked if I could take a session.  Some frantic thinking later and I realised this was an opportunity to put together my thoughts on Campaign Attribution.

It was a topic I have wanted to explore for some time, building on discussions from my former employer Matthew Tod and extending with my own experiences and thoughts since then.  I disagree with the current approach using Campaign Attribution models (last click, first click, weighted attribution, etc) as I believe the data it is possible to collect will always be incomplete – leading to incorrect interpretations & decisions.

This presentation explains why Campaign Attribution is broken and then goes on to explore the real business problems/questions and suggest alternative approaches which can work – even if very difficult.  Following Matthew’s description of Last Click attribution as the goal scorer in football, all points are made using football as an analogy…

I expect a large degree of disagreement with my thoughts here and look forward to these discussions.  I managed to get a reasonable level of agreement at eMetrics on the issues raised, although this was followed by “I will continue using campaign attribution” (which confused me).  Please have a read through and let me know what you think.