SEO & PPC ROI
Search is likely the most successful way for you to find new customers. A healthy chunk of your promotional budget is dedicated to pay per click keyword search. How do you measure those results? How do you know how much to invest in brand advertising to increase search traffic? More clicks aren’t your best result if your bounce rate is high. Come to this track to learn about the latest in selecting, assessing and tracking from the keyword to the purchase.
Moderator: Rachael Gerson, Analytics & SEO, SEER Interactive
Tuesday, April, 16, 11:15am – 11:25am •Room: Salon 3 & 4
Gold Sponsor Presentation
Jon Morris, Founder and CEO, Rise Interactive
Tuesday, April, 16, 11:25am – 12:15pm •Room: Salon 3 & 4
A More Sophisticated Approach to SEO Metrics
98% of companies are expected to either maintain or increase their search engine optimization budgets this year. Whether this work is being done in-house, by an external consultant, or by an agency, your company understands the potential for organic search to power the future growth of the business. Take full advantage of this investment by empowering your SEO team with actionable analytics. Learn how to identify new opportunities for your site by leveraging what you already know about your existing audience.
At SEER Interactive, Rachael thrives at the intersection of SEO & Analytics. For the past 6 years, she has helped SEER develop data-driven strategies to acquire additional qualified traffic and conversions from organic search. In this session, Rachael shares her experiences, tools, and tricks of the trade to help you utilize both marketing and analytics tools to realize the greatest return on your company’s SEO investment.
Rachael Gerson, Analytics & SEO, SEER Interactive
Tuesday, April, 16, 1:30pm – 2:15pm •Room: Salon 3 & 4
Search Marketing Analytics for an Analytics Company. No Pressure!
When you work for “the world leader in enterprise software and software-related services”, being responsible for global demand generation across more than 56 markets, covering Paid and Organic search, Partner search and the intersection of Search and Social Media, it is more than a full time job. Oh, and he also manages the SAP.com Test Lab. Crispin, a ten-year veteran of the eMetrics Summit, shares his history, his proudest achievements and lessons learned. See how SAP allocates budgets based on an in depth pilot around true digital attribution – the best blend, cadence and sequence of SEO, Social, PPC, Content Syndication, Display etc. Crispin shares a case study that provides a holistic understanding of customer behavior across all digital channels to optimize future efforts.
Crispin Sheridan, Global Enterprise Search and Testing Lead, SAP
Tuesday, April, 16, 2:20pm – 3:05pm •Room: Salon 3 & 4
Identifying Your Key Keywords
Keyword selection management seems very straight forward at first – then it all goes horribly complex. Broad keywords, branded keywords, competitive keywords, subordinate keywords, long tail conversion quotient – simpler things have driven people insane. Barbara shares her guide to getting organized and getting executive buy-in. Learn how to approach a keyword text corpus using analytics and subject matter experts to optimize of all web elements and content. Choosing the top 20 phrases for a company is a matter of art and science. Hear how Barbara adds years of experience and a touch of magic to the mix.
Barbara Coll, CEO, Webmama.com Inc.
Tuesday, April, 16, 3:30pm – 4:15pm •Room: Salon 3 & 4
Data That Persuades: How to Prove Your Point
Half an internet marketer’s job is data analysis and presentation. Well-presented data explains what’s working and what’s not, and helps executives and the C-Suite make smart decisions about marketing initiatives. Ian dishes out great techniques for data presentation including: 3 ways to get folks to focus, tips for data visualization and data presentation missteps.
Ian Lurie, CEO, Portent
Wednesday, April, 17, 2:20pm – 3:05pm •Room: Salon 3 & 4
Confessions of a Split Tester: Toolsets and Hard lessons from 6 years at the Coalface
You’ll find no shortage of opinion on what to try on your website – inside or outside your company! But what are the tools that the best practitioners are *really* using to drive behavioral change? What stuff is working for them? How do they measure the impact? What do they learn? How does analytics fit into the picture?
Drawing on personal experience of 35 Million page tests and a large community of Conversion Optimisers, Craig will show you the toolsets used by practitioners and companies to drive the focus of testing and continuous improvement. He’ll also explain what lean and agile methodologies are working for people in the field and give answers to some of the top testing questions you have. With concrete examples, split test results and real data from experiments, he’ll explain why testing is the killing field of all our cherished notions, however good they might seem!
Craig Sullivan, Director of Optimisation, RUSH hair, Optimal Visit, PRWD
Wednesday, April, 17, 3:30pm – 4:15pm •Room: Salon 3 & 4
Advanced PPC Bidding Techniques Using Big Data
Optimizing the ebb and flow of retail buying patterns is a complex problem. Too complex, in fact, to allow for overly simplified bidding strategies based on the day of the week – or worse – the whims of anecdotal recollections from the guy who managed the account two years ago. Jeff shares the data driven system he created at Local.com, embedding a day-of-the-month bidding strategy. He adjusted bidding based on pay days, retail buying patterns, and more. Jeff has since applied these methods to a variety of retail and ecommerce clients with similar results. Learn about his process and methodology via case studies.
Jeff Ferguson, CEO, Fang Digital Marketing