San Jose, May 4-6, 2010
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.
Tuesday, May 4 • 11:00am – 11:50am • Search Analytics 1
Wheat and Chaff of Search Analytics
Andrew Spoeth, Enquiro Search Solutions, Inc
Calculate the real value of search in a multi-channel integrated campaign, and know how to show it. With the mounds of data that marketers now have at their disposal, it is becoming increasingly difficult to find the data that truly matters. This is especially true in complex, multi touch-point campaigns. Your department is spending time with social media, investing in online advertising, sponsoring trade shows, syndicating content, and spending money on search. In order to make budget decisions for SEO and PPC, you need to know how these are contributing to the bottom line. We’ll look at examples of companies have successfully done this, marketers that know the “how” and “how much” of their search programs. And the right lens on search analytics not only allows us to make smarter budget decisions. It can also drive product development, behavioral scoring, and social media strategy.
Tuesday, May 4 • 4:25pm – 5:15pm • Search Analytics 2
Serious Search Panel - Graduate Level
Barbara Coll, WebMama.com Inc.
John Mark Troyer, Senior Social Media Strategist, VMware
We all want to be proactive in our 'conversation' with our customers. We should all strive to be just as proactive with the search engines. VMware is working to define and direct the product release process (pushing out information) and support flow (taking in questions/calls for help) by consciously thinking about what will be visible in search results in real-time. Come listen to what a busy company like VMware is doing to be proactive, and how they are trying to/thinking about measurement.
Tuesday, May 4 • 5:20pm – 6:00pm • Search Analytics 3
New Signals to Search Engines: Future-Proofing Your Search Marketing Strategy
Mike Grehan, Incisive Media
Mike has been working in search for so long that he's now the Conference Chair at the Search Engine Strategies conference. Join Mike as he gazes into his crystal ball and divulges what’s shaking up the search landscape, including the booming influence of Social Media, Universal Search and Connected Marketing. Most importantly, learn how to excel in this new environment and stay a step ahead of your competitors.