The emetrics summit is a global event which has been coming to London annually since 2003. Hosted by Jim Sterne, the world-renowned authority on web analytics and the Founding President of the Web Analytics Association, the Emetrics Summit is the web analytics industry’s premiere event. Thought leaders, industry analysts, consultants, vendors and members of the media identify and discuss the latest issues, insights and trends in web analytics. The Brief: We have been promoting the summit since 2003. Our brief is to promote the London emetrics Summit by creating a buzz within the marketing community in the months leading up to the event. The Campaign: We have used a number of approaches over the years, all of which have been extremely successful in raising awareness of the summit, its content, its speakers, why people need to attend and indeed ensuring that attendance figures are high. The Results: In the first year we placed a number of articles in targeted media to demonstrate Jim’s expertise in the run up to the event. We then arranged a roundtable event, hosted by Jim, and attended by senior online marketing people representing retail, search engines, and industry bodies (inc Argos, MSN, ABCE) The issues surrounding web analytics and web metrics in the UK was discussed and the whole event was covered in a 3 page spread by NMA. This placed web metrics on top of the agenda for UK marketing decision makers and, with listings in all major titles (on and offline) running alongside the campaign, the first London event was a huge success. Since then we have focused on personal profiling for Jim and his key speakers, developing a strong media relations programme. Jim is now one of the industry’s most recognised and respected authorities on web analytics and the Emetrics Summit is a sell-out every year.