Beyond Page Views: Modern Analytics for Online Marketing
July 31, 2013: 6:00 PM - 9:00 PM
Casey Winters, online & interactive marketing director at GrubHub, will walk us through the changing world of web analytics, introducing the tools which allow marketers to better measure key performance indicators.
450 North Cityfront Plaza Drive
While big data grabs all the headlines, web analytics is quietly undergoing a transformation to closer align to the metrics marketers need and shift from a post-PC world to a world dominated by smart phones and tablets.
Marketers are moving away from tools that measure antiquated concepts such as page views, impressions, visits, downloads or other so-called "vanity metrics" and looking to tools that actually measure their KPI's and individual user behavior. Previously, this data was carefully collected in internal databases if at all, but new tools are democratizing access to the key metrics that should be driving our reports and our businesses.
Casey Winters has worked through this transition, and has lived to tell the tale. He will walk through the key metrics that are driving today's online marketing campaigns and web/mobile products as well as show us the tools that help him and GrubHub get access to the important data for their business.
The presentation will cover:
- The most important metrics to focus on
- The move beyond "last touch" success models to attribution modeling
- Challenges and solutions to measuring mobile marketing campaigns
- Tracking user behavior across different devices
- A survey of tools that make all of the above easier
- The difference between web analytics and the burgeoning big data/data science field
$15 (Price includes hors d'oeuvres. There will be a cash bar as well.)
6:00 PM-7:00 PM: Networking & Hors d'ouevres
7:00 PM-8:30 PM: Presentation, Discussion, Q&A
8:30 PM-9:00 PM: Continued Discussion & Networking
Casey Winters (Speaker)
Online & Interactive Marketing Director, GrubHub
Casey Winters is the Online & Interactive Marketing Director at GrubHub, a web and mobile company that connects hungry diners with nearby restaurants to order food online.
Casey joined GrubHub in 2008 as the first marketing hire, and has been with the company through four rounds of funding, four offices, five logos, and two awful Transformers sequels. During that time, GrubHub has grown from three cities to 500 and from 15 employees to over 300. Casey and his team at GrubHub touch and optimize every part of the consumer marketing funnel, from driving awareness and usage of the service through online and offline advertising to driving repeat purchases though analysis of consumer behavior and user retention-focused marketing initiatives.Previous to GrubHub, Casey managed online marketing and analytics at Homefinder.com and did analytics and search engine marketing at Apartments.com.
Casey received his degree in marketing at Loyola University Chicago and is currently pursuing his MBA part-time at Chicago Booth. He blogs way too infrequently at Casey Accidental, and you can follow him on Twitter as @onecaseman, but unless you're way into music and/or brevity in general, it's probably not worth it.