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16 to 18 May 2012
Lisbon, Portugal
Gerry McGovern
Gerry is the founder and CEO of Customer Carewords. He is widely regarded as the number one worldwide authority on helping large organizations create more customer-focused websites. This is achieved through a unique management model that Gerry has developed called Top Task Management. Gerry has spoken, written and consulted extensively on web content management issues since 1994.

His new book, The Stranger's Long Neck: How to Deliver What Your Customers Really Want Online, was published in 2010.

Gerry McGovern


Top Tasks Management


Did Toyota, British Airways or BP think that having lots of visitors to their websites was a good thing? If customer A spends 2 minutes on a page and customer B spends 4 minutes on a page, which was more satisfied? Is it really a good thing that employees are looking at lots of pages on your intranet?

The old web metrics are broken. Not just broken. They give a false and damaging impression of your website's performance. High volumes of visitors, spending lots of time, looking at lots of pages could be positive but could just as well be negative. The scary thing is: WE DON'T KNOW.

Top Task Management gives you a way to truly know how well your website is performing. It is used by organizations such as Microsoft, Cisco and IBM. It gives you real metrics that truly measure how well your website is doing. But more than that, it gives you a roadmap for improvement. It will show you what to fix to make your website a world class one. What's even better, most of the fixes do not involve expensive investment in technology or design.

This masterclass is about giving you a model of management that will prove to senior management how your website or intranet is both saving and making money for your organization. It presents the type of metrics that senior management truly understand and relate to. It will help you advance your web career by learning world class customer centric web skills.

Thursday, 17 May @ 9:00-12:30
180 minutes + 30 minute break @ 10:30-11:00
Room 2


The Long Neck Versus the Long Tail

Why the tiny tasks in the Long Tail get in the way of the top tasks of the Long Neck—and what to do about it. All websites are made up of a series of customer tasks. Some—the top tasks—are much more important than others—the tiny tasks. Unfortunately, many organizations spend more of their time on the tiny tasks than on the top tasks. This talk will give you a way to prove that the top tasks are where the majority of the focus and attention should be.
Friday, 18 May @ 15:25-16:00
35 minutes
Auditorium I

Our Sponsors and Supporters

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Gold Sponsors:
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Gold Partners:
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Silver Sponsors:
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Silver Partners:
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