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eMetrics Marketing Optimization Summit
Optimizing Online Marketing Value

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Washington D.C. 2007 Tracks

Track Descriptions | Schedule at a Glance | Speakers

Search Analytics Track

Who Moved the Goal Posts?

Mike Grehan

What if, just when you thought you had figured it all out, SEO, that is, all the rules changed. You used to optimize all of your pages so that you could monitor the stream of referrals from search engines to your web pages. But then they started showing videos in the SERPS and podcasts and blogs and news results and local results about businesses. And Google then simply says, it's called universal search, guys: Deal with it. What do you optimize and how do you measure? This is the immediate future of search marketing.

Monday - 11:15 am - Executive Room

Rethink SEM / PPC Analysis: Ego Bidding, Cannibalization, Long Tail Exploitation and More.

Avinash Kaushik, ZQ Insights

Search engine marketing (pay per click) has been established as one of the most effective ways to acquire traffic and improve your website outcomes. You bid, they come. But is it relevant traffic? Is it converting at the level that it should be? Are you making your budget go as far as it can for you? In this session Avinash will share tips, best practices and real life lessons that you can apply to your search engine marketing strategy to ensure that you are getting the best bang for your buck. There is more to doing pay per click than simply paying per click.

Monday - 1:30 pm - Executive Room

Blog Promotion and Measuring its Success

Manoj Jasra, Enquiro Search Solutions

With blogging and social bookmarking so popular, measurement leads to leverage. Manoj looks at applying various SEM/Promotion strategies to a blog or website and then measuring the success or downfalls of the promotion strategies through Web Analytics.

Case studies reveal:

Monday - 5:00 pm - Executive Room

Measuring Paid Search Success: Non-Obvious Insights

Andrew Goodman, Page Zero Media

Integral to any discussion of benchmarks and statistics related to a paid search campaign, to state the obvious, is why each number is important, and what the statistics either reveal or obscure. Andrew will:

  1. Provide an overview of how different types of measurement are used for different business models. Custom strategies rather than out-of-the-box reporting methods are required to gain insight into campaign success.
  2. Explain which reports and stats in eg. an AdWords reporting interface, Google Analytics report, or other reporting interface are likely to be most valuable, and which are most likely to get in the way or trip you up.
  3. Explain which components of quality-based bidding algorithms are causing campaigns to succeed or fail.
  4. Explain which testing methodology will optimize your campaign to make the most money in light of these algorithms, even if their main role is to benefit users and the search engine's bottom line.
  5. Explain why well-designed campaigns nearly always experience less click fraud, and show how to prove this with a third-party click fraud audit service.
  6. Make the case for simplified reporting and actionable analytics.

Tuesday - 11:15 am - Executive Room

Predicting Future ROI from SEO and SEM

Chris Boggs, eMergent Marketing / Brulant, Inc.

More and more marketers are learning of the powerful synergy that exists between Search Engine Marketing (including Search Engine Optimization or SEO) and the use of properly configured advanced analytics tools. Will an advanced understanding and use of such past data allow marketers to consistently and confidently predict future ROI from both Paid Search and SEO efforts? Agencies and Search Engine Marketing Firms (SEMs) are now more often faced with the ROI question during the RFP process. This session will explore some of the possible ways to use analytics to more confidently predict future performance in a dynamic marketplace like search engine results pages. Chris will also address some of the specific metrics that are likely to be volatile, due to consistent changes of both searchers’ behaviors as well as ranking methodologies.

Tuesday - 4:00 pm - Capitol Room

Horse or Cart? Media Mix and Search Engine Marketing

Pat Stroh, Vice President Analysis Decision & Support, IMPAQT

What is the role of non-branded searches in an eventual branded conversion? How do other elements of the media mix (TV, radio, online banners, etc.) interact with search campaigns? How can the value of a search-related conversion be correctly (proportionately) credited to “upstream” media influences on a customer? Likewise, how can conversions that are “downstream” from search be correctly attributed for performance measurement? Once an understanding of how the media mix impacts paid search activity and how search impacts downstream conversions, the next question is: how should paid search budgets and bids be coordinated with planned media activity and sales objectives? In this session, participants will learn how to quantify the contribution of search marketing to the bottom line, while taking into account the impact of other marketing efforts. Furthermore, it will be shown how budgeting and bidding strategies should dynamically be adjusted in order to best leverage the wider marketing and purchase environments. Specific topics of discussion will be: marketing and media mix, predictive modeling and forecasting, incremental sales measurement, conversion attribution, and search marketing tests.

Tuesday - 5:00 pm - Capitol Room

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