Tuesday - June 10th, 2014
Concurrent Sessions F

Metrics Madness: Find & Measure the Metrics That Matter

You are a marketing researcher, not a digital or social media hot-shot. But these days, the dividing line isn’t always clear. In fact, you may even have clients questioning whether they need to do formal market research instead of just “listening” to the conversations on social media.

Whether for your own business or for those of your clients, you need to be able to advise others on what works and what doesn’t in the digital marketing and research world. This session will help you understand where social and digital media fit into marketing strategy and how to measure whether it is being done effectively.


Tema Frank


Marketing Strategist, Frank Online Marketing & Web Mystery Shoppers Inc.

Tema Frank is a digital marketing research pioneer. She put up her first website in 1995 and founded Web Mystery Shoppers Inc., one of the world’s first companies to do remote usability testing of websites with statistically significant sample sizes, in 2001. Using social media techniques before “social media” existed she recruited 75,000 mystery shoppers worldwide using no paid advertising. Clients included the Royal Bank of Canada, Bank of America, Sabre Holdings (then-owners of Travelocity), ING Direct, the Government of Alberta, Cruise Ship Centres, and many more.

In October 2012, Tema launched Canada’s only podcast devoted entirely to the success of Canadian businesses online: the Frank Online Marketing Show (http://frankonlinemarketing.com/show). The weekly show, with founding sponsor, IBM Canada, features interviews with Canadian companies that are marketing their products and services effectively online, and with thought leaders such as Bruce Croxon of Dragon’s Den, Guy Kawasaki (former Apple Chief Evangelist), and Steve Matyas (CEO of Staples Canada).

A published author (of Canadian best-seller, Canada’s Best Employers for Women: A guide for job-hunters, employees and employers), she is currently working on her new book, PeopleShock: Why People Matter More Than Ever in the Digital Era, on how companies can better align internal processes with their external marketing promises.

She has spoken at many conferences and events in Canada and the United States, always receiving excellent ratings. She has also taught e-commerce in the University of Alberta’s School of Business, in France at the Université de Pau et des Pays de l’Adour, and given smaller courses and workshops for companies and industry associations.