Analytics as a Revenue Driver: Creating an Analytics Strategy that helps Make Money

March 01, 2012—7:20 pm

About the Session


The days of data-driven marketing are finally here in the APAC region. Digital measurement and ROI are no longer fancy buzz words. Lawrence's previous role at Adobe and now his role at XM put him at the center of the analytics ecosystem. He will share with the group his experience in setting, building, implementing and optimizing site analytics that help drive revenue.


About the Speaker


Lawrence Chua

Analytics Director, XM Asia


Lawrence is the Analytics Director of XM Asia Pacific, a pioneer in Internet consultancy in this region that has been helping customers achieve their goals and grow their businesses since 1994. He has over 8 years of experience in Japan and Asia Pacific helping businesses shape strategy and direction for their online presence. Customers are from different sectors spanning across Financial (ANZ, CBA, St George, Standard Chartered, Citibank, DBS), Consumer (Kimberly Clark), Government (Ministry of Defence, Ministry of Education), Media (Mediacorp, TVNZ and Foxtel) and Travel (Zuji, Air China and Starwoods). Lawrence helps customers connect the dots by understanding business speak and converting it into key performance indicators to be implemented by developers and measured against. He interprets reports and reveals hidden gems buried deep within data and recommends actions or change of direction when necessary. He also tests hypothesis and optimizes online presence through A/B and multivariate testing, enabling data to drive innovation. In his previous position at Adobe, Lawrence was a proven business leader managing a team driving both sales and delivery across the region. He started up Adobe's Training Services in Japan and Asia Pacific establishing a strong partner network and doubling revenues till 2011. He managed P/L, Margin, Trainer’s Utilization and Customer Satisfaction. Lawrence holds a Masters of Science in Information Studies from NTU and a Bachelor of Business in Computing from RMIT.