Search Analytics Track
Wednesday, October 21
More and more, more of your budget is moving to pay per click keyword search. How do you measure those results? Brand advertising might be your best investment 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 the keyword to the purchase.
Moderator: Anil Batra, POP
Tuesday, October 20 • 11:00 - 11:50 am • Search Analytics 1
Optimizing Online Search for Offline Sales
Caroline Bradley, Prime Outlets
Prime Retail owns and operates 21 outlet shopping centers in the U.S. and Puerto Rico. Spanning more than 8.2 million square feet throughout major United States markets and Puerto Rico, Prime Retail is home to more than 450 leading designer and name-brands. Caroline's challenge is to convert website visitors into retail shoppers. Learn how she optimizes their spend on search in order to drive traffic and sales to the brick and mortar stores in their outlet shopping centers. Developing sales promotions, recognizing that coupon downloads are not a standalone Key Performance Indicator and focusing attention on strategic marketing objectives is all in a day's work. Conversion is conversion, but Caroline's perspective is far wider than the shopping cart.
Tuesday, October 20 • 4:25 - 5:15 pm • Search Analytics 2
Measuring Search in a Non-Ecommerce Environment
Susan Fariss, American Chemical Society
Slava Sambu, Vance Publishing Corp
So much wisdom about search marketing is offered to help fill the shopping basket. But even ecommerce websites are publications. How do you measure the impact and value of key phrases when there's no sale involved? How do you evaluate search optimization efforts on a content website? Join our panel of web managers as they recount their efforts to evaluate visitors from various search terms in websites that depend on readership. Our panelists share their perspectives, their processes and their progress in this journey of making the most of online metrics.
Tuesday, October 20 • 5:20 - 6:00 pm • Search Analytics 3
Online Metrics & Search Insights from HP
Sibel Satiroglu, Hewlett Packard
Measuring search is all about the traffic - or is it? Sibel describes metrics at HP focusing on post-click metrics and the micro-conversions that lead to macro-conversions. She shares best practices on what type of search (site, content, standard) works the best for various segments and content types and shows how HP used the numbers to improve their results.