September 11, 2007 08:30 ET

Web Analytics Demystified's Eric Peterson Promotes More Effective and Wide Spread Use of Measurement Technology at X Change Conference Keynote

X Change Releases Final "Huddle" Line-Up

NOVATO, CA--(Marketwire - September 11, 2007) - Web Analytics Demystified's Eric Peterson will be sharing his personal thoughts with the unique peer audience during the X Change Conference Keynote about the reality of web analytics and what the industry can collectively do to promote more effective and widespread use of web measurement technology, conference organizers announced today. X Change, a highly focused web analytics conference for and by real-world practitioners and web analytics managers, also announced today the final "Huddle" line-up. The Conference is unusual in that it consists of many small discussion groups ("Huddles") hosted by facilitator experts in specific topic areas. During the intimate setting, conference participants will be able to share experiences, exchange ideas and brainstorm new approaches with experts, as well as with each other in a structured environment.

X Change Huddles

Enterprise Topics

Advertising vs. Direct Response Marketing            Rand Schulman

Building cooperation between IT and marketing in
  large organizations                                Phil Kemelor

Building Web Analytics Process                       Eric Peterson

Convergence of Online-Offline Marketing              Rand Schulman

Deploying measurement systems across the globally
  distributed enterprise                             Judah Phillips

Focusing senior management on the business value of
  web analytics                                      Phil Kemelor

Multi-Channel Optimization: Effective Integration
  of online and offline channels                     Matt Belkin

Understanding Consumer Attitudes on the Web          Joseph Carrabis

Deep Dive Analytics

Advanced Visitor Segmentation                        Matt Belkin

Behavioral Targeting                                 Anil Batra

Best Practices for Attitudinal Research on the Web   Duff Anderson

Buying Online Media                                  Jimmy Hampton

Campaign Analysis: Going beyond conversion to
  Cost/Revenue                                       Jacques Warren

Customer and Web Behavioral Integration              Matt Jacobs

Determining KPIs without a consultant                Jacques Warren

Internal Search Measurement and Optimization         Olivier Silvestre

Measurement Outside the traditional Web Analytics
  Toolbox                                            June Dershewitz

Measuring Return on Engagement                       Terry Cohen

Optimization: Shifting from Manual to Automatic
  Actions                                            Matt Belkin

Optimizing Main and Secondary Navigation on a
  Web Site                                           Olivier Silvestre

Persuasion Architecture and Functionalism            John Quarto-vonTivadar
                                                     and Gary Angel

Practical Approach to Online Campaign Measurement    Anil Batra

Reports that Work - Uncover the best practices for
  creating reports that work for you instead of
  reports that make you work                         Clint Ivy

SEM Analytics                                        Gary Angel

Using Web Behavioral Data                            Aaron Gray

WebTrends Tools                                      Aaron Gray

Social Media and SEM

AJAX and Search Engine Marketing                     Paul Bruemmer

Measuring Blog Performance                           Manoj Jasra

Measuring Engagement for Media Sites                 Joseph Carrabis and
                                                     Paul Legutko

Measuring Second Life and Other Social Media         Marshall Sponder and
                                                     Jared Freedman

Universal Search - Implications                      Paul Bruemmer

Using and Measuring Social Networking                Joseph Carrabis 

"I'm very honored to have been asked to address this unique audience of industry thought leaders, consultants and practitioners," said Mr. Peterson. "Given Semphonic's approach towards this event, and the desire to promote conversations as opposed to delivering presentations, I have little doubt that X Change will quickly become a 'must attend' event much like Jim Sterne's eMetrics."

Each expert will lead "Huddles" at the event to be held September 20th and 21st, 2007 in Napa, California, at COPIA -- the Premier Wine, Culinary and Arts Center, nestled in the heart of Napa's Wine Country. Semphonic, a leading web analytics consultancy, is sponsoring X Change. To learn more about the X Change Conference and to reserve your spot, please visit

About Semphonic

Semphonic has over 10 years of experience as a web analytics consultancy for agencies and companies such as Answers.Com, American Express, AOL, Care2, Charles Schwab, Intuit, Morgan Stanley, Nokia, NPD, SurePoint Lending and many others. Semphonic has partnered with most of the major web analytics tool vendors and provides a range of services including tool evaluation, tagging, implementation and rollout support, end-user and analytic training, report development, highly targeted deep-dive analytic projects, SEM analytics, and full-service web analytics outsourcing. Semphonic is headquartered in Novato, California. Visit us at for more information.

Contact Information