Allan Dick, Vintage Tub and Bath - Moderator

Speakers:
Stacy Williams, Managing Partner, Prominent Placements, Inc.
Laura Thieme President of Biz Research

Q&A
Akin Arikan, Unica
John Marshall, Click Tracks
Chris Knoch, Omniture
Brett Crosby, Google Analytics
Barry Parshall, WebTrends

Laura Thieme
Search Marketing Without Web Analytics – Its all about proving value
Conversation become more interesting web analytics

Is Search Delivering -- Leads, Sales (At loss or at profits?)

Strong analytics – can you track to the product and keyword data?
Is the data accurate

Key Performance Indicators -- Impressions, CTR, Average CPC

Advanced KPI’s
Dissecting ROI & ROAS
Average Cost Per Order
Cost Per Action
Gross Profit
True Customer Acquisition Cost

Tracking Organic vs. Paid
Without tracking strings that are updated and accurate this report in your analysis

Web Analytics – ROAS Analytics
Provide more information than visibility report
Provide more than just traffic reports

“Managing Customers as Investments”
What is your acceptable customer acquisition cost?
You need to know this to truly understand your costs acoss all channels

How can you track?
Visibility, Spider Activity, etc.
Recommend Web Position Gold to help track rankings

Why Ranking Reports Matter?
Typically an issue when you‘re getting ready to redesigning , keyword embed, or otherwise changing URLs in anyway.
Make sure 301s are in place

When to run reports – 1 and 15th of the month

Tracking Spider/Robot Activity – make sure that you understand how long it takes the spiders to go through your site

Launching a new site?
Her experience was that MSN first to index, Google first to visit. Took weeks for Google to have her “live”

NetTracker – very easy to understand
Path analysis is great
Better is the funnel analysis

Click Tracks Pro – shows the power of certain pages and content over others

Blogs can change your traffic demographic entirely
May increase your visibility in other ways
Blogs can generate leads

Cross Segment Performance
Make sure you select 50 or more keywords

Web Analytics is extremely time consuming
Should be broken out, different than SEO, SEM

Products: Omniture, CoreMetrics, WebTrends, Hibox, Nettracker, Click Tracks, Google Analytics

This influences what customers think
Latency tools are very important

No tracking tool will do with everything, you might need to use 2 or 3
SEM/SEO people do not make the best analytics people

Stacy Williams – Prominent Placement Corporation
Basic Concepts – those need to be understood before your proceed
Why should you measure – SEM is strategy and planning
Web analytics is like the backend to your online marketing plan
What should you measure?
B2C vs B2B
Big Brand vs. the Boutique
Business Goals
It’s all relative to you
You should ask yourself these questions
What do you really want to know?
What will we do with the information?
Have a clear understanding of your company or project goals
Don’t let the data hold you down, don’t get stuck inside of the really minute stuff
Don’t get tied up in what your competitors are doing
Where do I start?
Start small – do little and learn from it
Set a time to look at your data reports
Avoid analysis paralysis
Maintain a diary – to help you track metrics over time to see seasonality
Create a checklist
Atlanta Childern’s Shelter
Online visibility was non-existing
Goals: build awareness, acquisition of quality prospects who would donate money, goods a nd time to the shelter
Market Leap’s free tool to help see market saturation page was use
Showed that holidays were big time for them with volunteers and donations

Minimize the “spazz factor”
Bounce Rate –
you can be high because you “accidentally” rank for something you shouldn’t
Using it as a rolodex (contact information)
You cannot make your site invisible for words you don’t not want to come up with in organic
Outside Factors
There are thing you can control
There are things you can’t control (seasonality)
If you are doing marketing internationally be aware of the culture and their holidays
In lieu of reporting – seek discovery – tell a story
Don’t waste time on measures that don’t tell you much

Liana “Li” Evans is the Search Marketing Manager that is responsible for all SEO, Social Media, and WoMM at Commerce360. Li also is the owner, editor and chief writer of SearchMarketingGurus.com.

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