eMetrics Summit schools users on social media measurement

Participants can learn about the full potential of classic tools like Omniture and Google Analytics at the Toronto summit that starts this weekend.

Speakers at the eMetrics Marketing Optimization Summit in Toronto from Mar. 29 through Apr. 1 will discuss new ways of using and understanding some classic measurement tools, as well as advances made in newer ones that track the effectiveness of social and mobile media.

‘We’re now at a point where we can understand quite a bit about how different types of media and acquisition channels actually drive different types of behaviours,’ says Patrick Glinski, a senior strategist and experience architect at Toronto-based digital consultancy firm Idea Couture, and a moderator at the event. ‘While tools are always interesting, the heart and soul of the conference is about learning the practical skills that help marketers, media buyers and publishers better understand their audience and their results,’ Glinski tells MiC.

On March 30, a ‘Google Analytics Conversion Workshop’, explains its potential in tracking consumer behaviour and bounce rates, and a comScore discussion looks at new digital audience measurement methodology, led by Pat Pellegrini, VP research for international operations, comScore Media Metrix.

‘There have been a lot of hot discussions about exactly how to effectively measure social media effectiveness. And those conversations are definitely going to be centre stage over those three days,’ says Glinski.