I’m looking forward to this year’s digital governance session after the popularity of last year’s roundtable session. This year there will be three key parts to the session.

In the first part of this session, I’m going to be reviewing findings from a recent survey that we are conducting, the Adobe Digital Measurement Maturity Assessment. The survey ties into an analytics maturity model and framework that I’ve developed for aspiring data-driven companies, which I introduced at last year’s Summit. If you’re at all curious about how your company stacks up against the industry in terms of web analytics maturity, I’ll encourage you to participate in the survey (soon if you’d like to be included in the results we’ll share at Summit).

The second part of the session will feature Ken Seiff (EVP, Direct and Omni-Channel) and Cindy Lincks (Director, Analytics) from Brooks Brothers. In this panel discussion format, Ken and Cindy will be sharing their insights from the data-driven transformation that they’ve been leading at this prestigious retailer. Look forward to some great insights into how their organization has been embracing a more analytical and testing-focused approach.

In the final part of the session, we’ll be focusing on peer-focused roundtable discussion on various digital governance topics. It’s a great opportunity to network with other web analytics professionals and share challenges as well as best practices. Every year the roundtable discussions make this session extremely popular (what do you mean you don’t want another PowerPoint presentation?). Typically, I’ve provided the discussion questions each year, however, this year I’d love to hear the top-of-mind burning questions you’re dying to ask your peers at Summit. Please send me any questions that come to mind, and I’ll include the most compelling ones in the materials for the roundtable discussions.

See you at the Adobe Digital Marketing Summit 2012!

Session Description:

Digital governance: Defining a strategic roadmap for data-driven success

For many companies, organizational challenges—not technical issues—impede the success of analytics programs. Unclear strategies, internal politics, budgetary issues, and resource limitations can limit data-driven effectiveness. Successful companies have made an investment in more than just the analytics tools by backing the people and processes behind them. Learn from a panel of online analytics experts about the challenges and triumphs they’ve experienced in fostering data-driven success within their organizations. In this session:

  • Discover how Adobe’s new maturity model can help your company determine where it thrives and has potential opportunity for growth
  • Discuss ideas, challenges, and best practices with peers from other organizations

This session is for marketing executives sponsoring implementations, managers navigating challenges within implementations that extend beyond technology, and key stakeholders looking to drive the maturation of their organization.


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