Too Much Cool Stuff
In my last post on X Change, I talked about some of the returning attendees who are going to be leading Huddles this year. Welcoming back people like James Robinson of the NY Times, Dennis Bradley and Kevin Chan from Charles Schwab, Francis Lavelle from HowStuffWorks, and Matt Jacobs from Adobe is, of course, a pleasure. And I didn’t quite exhaust the list either - Lynn Lanphier from Best Buy and Jim Hassert from AOL were out last year and both are coming back and leading Huddles. But we have great new attendees as well. People like Greg Dowling and Shubhra Shrivasta (from Nokia), Adam Greco (ex Omniture now leading measurement at Salesforce.Com), Gil Roeder (Barclays), Russ Rueden (Kohler), Michael Scherotter (Microsoft) and Matthew Wright (HP), will all be leading Huddles at X Change.
This is almost too much to write about and I strongly encourage you to check out the full-list of Huddles and leaders on our website. But I do want to touch on some of the Huddles just to give you a flavor of what they involve.
Let me start with Adam Greco. If you worked with Adam while he was at Omniture, you know why I’m so excited he’s coming out to X Change. When he recently left for Salesforce, I did a rare (for me) Twitter on what a loss it would be for Omniture, but even as I was writing it I was thinking “at least now he can lead a Huddle at X Change!”
Adam’s chosen to tackle the measurement of social media for his Huddle (Lynn Lanphier will also be tackling social commerce). Social strategy and measurement are top priorities for measurement at many companies (not least Adam’s new home at Salesforce) and I think X Change will bring together an amazing range of perspectives well worth hearing. And since Adam was responsible for Omniture’s Twitter integration, he has deep hands-on experience in tackling social measurement from both the tool and the enterprise perspective. I will bet that Eric Peterson signs himself up for this Huddle as well – and being a part of this discussion is probably worth the conference cost all by itself!
At the San Jose eMetrics, I got to co-present with Greg Dowling of Nokia on Mobile Measurement. It was probably the most relaxed and enjoyable shared presentation I’ve ever done. Greg is a natural for a Huddle leader: he’s been an analyst and now he’s on the enterprise side leading a huge and cutting edge measurement effort and he’s just a lot of fun to talk to. That's really important at X Change because our Huddle leaders aren't presenters - they are more like "guides" for a conversation that everyone shares.
I’ve been working with both Greg and Shubhra for much of the last year on Nokia’s measurement initiative (which Greg keynoted on at that same eMetrics) and they are both doing work at the forefront of web analytics. Greg is going to reprise eMetrics and lead a Huddle on mobile measurement. Shubhra will be leading a discussion on transitioning web analytics from a discipline focused on content measurement to a discipline focused on audience measurement. Her work helping Nokia create a 360 degree view of the customer is exactly where I think most sophisticated analytics organizations want to go.
This topic leads inexorably to a discussion of data warehousing and data integration. Web analytics data is growing outside the boundaries of the traditional web analytics tool (even as the tools themselves grow outside their traditional boundaries). That’s reflected in our Huddle leader’s interests and Lynn Lanphier of Best Buy will be tacking Integrating Online and Offline Customer Data in one of her Huddles. I’m not surprised this is a top-of-mind topic for Best Buy since it’s a top-of-mind topic for most of our mature web analytics clients. But it’s an area of great complexity and high-cost.
Getting a chance to think through integration strategies with leaders from Nokia and Best Buy is the kind of rare opportunity that X Change affords.
And speaking of getting where most companies want to go, Russ Rueden of Kohler is another Semphonic client whose work leads exactlyto where I think most large organizations want to be. Kohler has used a wide variety of opinion research and voice of customer tools – from ForeSee to Omniture Survey to OpinionLab. But their experience isn’t just about tools; they’ve made integration of survey data a cornerstone of their reporting and analysis strategy. I recently did a series of blogs covering survey integration, and a good deal of that series was inspired by work led by Russ.
He’ll be leading a discussion focused on your experiences with online surveys and voice of customer integrated with web analytics. This may seem like an old topic, but in the real-world very few organizations have successfully blended these disciplines and many companies are still struggling to sort out the role each type of tool should play in their organization. This is a chance to help sort out these issues and get a better understanding of how online surveys, customer feedback mechanism, and analytics fit together.
And I’m not done yet. In my next post on X Change, I’ll cover what our AOL, Barclays, HP and Microsoft leaders have decided to focus on. And we have our analysts (Bill Gassman of Gartner and John Lovett of Forrester) back and leading Huddles as well – including a shared look at the analytics ecosystem that should not be missed!