Unlike Lisa Davis’ initial impression of SMX Toronto, I walked into the eMetrics Marketing Optimization Summit knowing many of the speakers and attendees for years – these are my people.  Being a member of the Web Analytics Association (WAA) has its privileges, as I started the conference a day earlier than most at the WAA Industry Meeting and Elbow Rub Reception.

WAA members were treated to a great show from Theresa Locklear and her team from NHL.com, who provided a run-down of the organization’s online goals (no pun intended), their approach to web analytics and real-world examples of reports they provide across the organization.  In what had to be a first in our industry, real reports with real numbers were presented by the team to the crowd assembled, showcasing one of their latest email campaign wins.  (more…)