As if measuring standard Return on Investment (ROI) wasn’t enough of a challenge, online retailers also have to figure out metrics for marketing channels that aren’t as cut and dry – such as word-of-mouth marketing and the impact of online spend on store operations. At Shop.org’s Online Marketing Workshop, Mitch Joel, President of Canadian-based Twist Image, will discuss this issue during his keynote address Thursday, April 19 at 8:45 a.m. at the Seminole Hard Rock Hotel and Casino in Hollywood, Florida, as part of Shop.org’s Online Marketing Workshop.
At the two-day workshop, Joel will enlighten guests with his presentation, “Six Pixels of Separation,” which will discuss cutting-edge marketing channels like social networking, blogs, and podcasting and how they result in increased consumer loyalty and positive ROI.
Mitch Joel is often considered “Canada’s Rock Star of Digital Marketing” because of his expertise in different media outlets. He is a marketing and communications visionary, interactive expert, community leader, freelance journalist, blogger and podcaster. Joel owned one of the first publications to be published online in 1994. His company, Twist Image, has won several digital marketing awards over the years and in 2006, he was named one of the most influential authorities in the world on “Blog Marketing” by the UK-based research firm, Onalytica.
Other sessions and presentations during the event will focus on how to “Achieve, Measure and Communicate Positive ROI.” Below are some highlights of the two-day agenda:
Thursday, April 19, 1:00 – 1:45 p.m.
Improving ROI of Paid and Organic Search
Guests attending this session will hear discussions about how to improve performance and analyze results to maximize profitability. Speakers: Pinny Gniwisch, Founder, Ice.com; Craig Danuloff, Founder and President, Commerce360; Andrew Rodrigues, SEO Manager, Geary Interactive and Brian Klais, Vice President Search, Netconcepts
Thursday, April 19, 2:30-3:15 pm
Maximizing Performance of Online Affiliate Programs In this session, Forrester Research Vice President Carrie Johnson will lead a panel of executives from MSN, Yahoo! and AOL who will discuss new opportunities for retailers and positive ROI in the portal space. Moderator: Carrie Johnson, Vice President and Research Director, Forrester Research: Speakers: Tom Kersten, Senior Manager Retail, MSN; Chip Hall, Senior Director Global Strategic Partnerships, Yahoo!; Tony Biancalana, Director Retail Strategy, AOL.
Friday, April 20, 9:00 – 10:15 a.m.
Keynote Presentation – State of Retailing Online Report Results Sucharita Mulpuru, Senior Analyst at Forrester Research, will present hot off-the-press results of Shop.org’s 2007 State of Retailing Online report which will look into topics such as profitability, marketing, merchandising, and organizational structure.
Friday, April 20, 10:45 – 11:30 a.m.
Understanding Multi-Channel Metrics
In this session, retailers will share best practices of how to drive sales throughout their channels and analyze the results of cross-channel marketing.
Speakers: Brian Platter, General Manager Home Delivery, Peets Coffee and Tea; Kelly Beam, Manager Analytics and Strategic Planning, The Discovery Channel Store; Kevin Ertell, Vice President of E-Business, Borders Group, Inc.
Shop.org is the network for retailers online. Its 600 members include the 10 largest retailers in the U.S. and 70 percent of the Internet Retailer Top 100 E-Retailers. It’s where the best retail minds come together to gain the insight, knowledge, and intelligence to make smarter, more informed decisions in the evolving world of the Internet and multichannel retailing. Founded in 1996, Shop.org became a division of the National Retail Federation in January 2001. Shop.org programs and activities include benchmarking research, events and networking communities.