Analytics & Conversion

Analytics & Conversion focused videos, slide presentations, and podcasts recorded at various Search Marketing Expo conferences. To see the full presentation, click on either the screenshot, or the session’s title.

SMX Advanced – June 4-5, 2012 – Seattle, WA

Slides & Speaker Audio:

Hardcore Analytics

In this session, we get outside the box and look at unique, different and useful ways to drill-down into and get more out of your analytics and tools.


SMX East – September 13-15, 2011 – New York, NY

Slides & Speaker Audio:

Ecommerce & Retail Search Marketing Tactics

Online retailers have unique needs and face unique challenges when it comes to search marketing. This session looks at a variety of tips and tactics to help retailers and ecommerce merchants do well in search results, and tactics to help stand out among competitors in paid search campaigns.


The Hidden Treasures Within Google Analytics

All analytics packages come with dozens, if not hundreds of reports that slice, dice and segment countless variables, all purporting to offer comprehensive metrics about the performance of your search marketing campaign. While many of these reports are great, you can often get much deeper insights – and "ah-ha" takeaways – from lesser known or even undocumented reporting options. Speakers in this session show you how to tap into these undiscovered gems.


SMX Advanced – June 7-8, 2011 – Seattle, WA

Slides & Speaker Audio:

Overlooked, Underloved & Unknown Analytics

Overlooked, Underloved & Unknown Analytics

All analytics packages come with dozens, if not hundreds of reports that slice, dice and segment countless variables, all purporting to offer comprehensive metrics about the performance of your search marketing campaign. While many of these reports are great, you can often get much deeper insights – and “ah-ha” takeaways – from lesser known or even undocumented reporting options. Speakers in this session show you how to tap into these undiscovered gems.


SMX West – Mar 8-10, 2011 – San Jose, CA

Slides & Speaker Audio:

Search And The Complex Sale

Search And The Complex Sale

Search is well established as an effective marketing channel for ecommerce. If you’re selling books, videos or music online, you probably know exactly what you can afford to pay for a click and an order (down to the keyword level). But what if you’re selling a high-consideration, complex product or service? What if the typical sales-cycle is over 6 months? What if multiple people are involved in the purchase decision, and the sale is almost always negotiated face-to-face or over the phone? What if you sell something that is a very important, personal, or “emotional?”; What is the value of search marketing to you? And how do you measure it? This panel will explore the complicated issues associated with search and the complex sale.


Visual Analytics: Conversion Juice For The Whole Brain

Visual Analytics: Conversion Juice For The Whole Brain

SEOs are constantly pulling data from analytics programs, keyword research and ranking tools and other tools, but the sheer quantity of numbers can be a challenge to master. A new generation of data visualization tools distill data into images that reveal patterns, trends and other useful information at a glance, sometimes even providing an up-to-the-minute snapshot of website activity by updating in real time. This session looks at a range of visualization tools and how they can aid your search marketing efforts.


E-commerce & Retail Search Marketing Tactics

E-commerce & Retail Search Marketing Tactics

Online retailers have unique needs and face unique challenges when it comes to search marketing. This session looks at a variety of tips and tactics to help retailers and ecommerce merchants do well in search results, and tactics to help stand out among competitors in paid search campaigns.


SMX East – Oct 4-6, 2010 – New York, NY

Slides & Speaker Audio:

Actionable Metrics and Diagnostics

Actionable Metrics and Diagnostics

We have hundreds of data points to track how the search engines and visitors are accessing our sites, but what’s really actionable and what’s not worth spending time on? How can you best use data to diagnose issues and make improvements to your site? In this session, we’ll show you how to cut through the clutter and zero in on what’s really important.


Analytics for Social Media

Analytics for Social Media

How can you quantify the value of a tweet? Measure the importance of gaining a friend or follower? Map the scope of a viral marketing campaign? Until recently, measurements of social media marketing campaigns were vague and relied mostly on instinct and intuition. But new objective metrics have emerged, along with a set of tools that help marketers get a more quantitative handle on the value of social media campaigns – offering valuable insights that can help persuade clients (or bosses) of their value, and leverage current efforts to improve results.


Conversion Optimization Science

Conversion Optimization Science

Testing alternative landing page content can dramatically increase conversion rates. But how do you come up with ideas for what to test? Should you go with straightforward A/B testing, or invest the time and resources to conduct more complex multivariate tests? How do you know when to stop? Or should testing and tuning be an ongoing optimization process? Our scientists will share their insights on these and other questions to help you get the most from your landing pages.


Credit Where Credit Is Due: Demystifying Attribution

Credit Where Credit Is Due: Demystifying Attribution

Measuring ROI is key to effective online acquisition efforts. When you know what’s working (and what isn’t), you can react quickly. Just as important are the insights online data can give you about your customers: what were they searching for that caused them to buy? Did that display ad make all the difference? Unfortunately, attributing all conversions to the last click is easy to do with current analytics products, yet doing so obscures real customer data and effectiveness measurements. This panel will provide real answers on how to track a customer’s searches through all phases of the buying cycle, how to measure cross channel “assists,” and how to avoid the dangers of last click attribution.


SMX Advanced – June 8-9, 2010 – Seattle, WA

Slides & Speaker Audio:

Demystifying Online Attribution

Demystifying Online Attribution

Measuring ROI is key to effective online acquisition efforts. When you know what’s working (and what isn’t), you can react quickly. Just as important are the insights online data can give you about your customers: what were they searching for that caused them to buy? Did that display ad make all the difference? Unfortunately, attributing all conversions to the last click is easy to do with current analytics products, yet doing so obscures real customer data and effectiveness measurements. This panel will provide real answers on how to track a customer’s searches through all phases of the buying cycle, how to measure cross channel "assists", and how to avoid the dangers of last click attribution.


Pump Up Those Conversions

Pump Up Those Conversions

You’ve got them to your site – that’s half the battle. Win the war. Convert, convert, convert! Convert them on the landing pages! Guide them past landing page as necessary, converting them deeper in the site. But convert! This session looks at tools, testing and techniques for the advanced search marketer to increase those conversion odds.


SMX West – March 2-4, 2010 – Santa Clara, CA

Slides & Speaker Audio Only:

Measuring How Search Ads Drive Offline Conversions

Measuring How Search Ads Drive Offline Conversions

ROBO – This Terminator-like acronym actually means "research online, buy offline." Despite the fact that well over 90% of all purchases are made at brick and mortar stores, a study by Yahoo and comScore found that consumers exposed to online retail marketing campaigns were more engaged and spent more dollars in physical stores than otherwise. Good news – but how do you measure the effectiveness of your search marketing campaigns that drive offline sales – and more importantly, justify and increase your search marketing budget going forward? This session looks at tools and attribution models that can help you make sure you (and your finance people!) are giving credit where credit is due.


Landing Pages & Multivariate Testing to Increase Conversions

Landing Pages & Multivariate Testing to Increase Conversions

You say ta-may-toe, I say toh-mah-toh… It’s easy to assume that the landing page you (or your boss) likes the best is best. But research conclusively demonstrates this is a false and a profit-limiting assumption. In this session, we’ll look at what happens when you test alternative versions of landing pages with multivariate testing tools –sometimes with surprising results that can lead to dramatic (we’re actually talking 100%+ or more, according to Google) increases in conversion.


Analytics Action Plans For PPC & SEO

Analytics Action Plans For PPC & SEO

More than 90% of all search marketers are using an analytics solution of some kind, according Marketing Sherpa research. But all too often, the insights provided by search analytics languishes in ignored reports, yielding little meaningful support for PPC spending and SEO effort. Too bad, because effective use of analytics significantly boosts click throughs, conversions, return on ad spend and dozens of other metrics that may be important to your organization. But to benefit fully from your analytics solution, you need to create meaningful action plans based on data. Speakers in this session will offer case studies from their own successful analytics-driven search marketing action plans.


Conversion Ninja Toolbox - A Review of Tools & Technologies

Conversion Ninja Toolbox – A Review of Tools & Technologies

Testing alternative landing page content can dramatically increase conversion rates. But how do you know what to test? A number of powerful, inexpensive and easy-to-use new tools now make the process much easier. Learn the secrets of the pros by seeing a rapid-fire review of the best conversion improvement tools and technologies.


SMX West 2009 – February 10-12, 2009, Santa Clara, CA

Full Video:

Measuring Search & Offline Marketing Success

Measuring Search & Offline Marketing Success

OK, you’ve gotten the integration of search and offline campaigns working. How’s it going? What ways are you using to measure success? This session looks at techniques.


Podcast:

Listen to the Integrating Search & Offline Marketing Campaigns Session

Integrating Search & Offline Marketing Campaigns


SMX East – October 5-7, 2009 – New York City

Full Video:

The Cross-Media Attribution Battle

The Cross-Media Attribution Battle

Did that lead come from search? Or whas it PR driven? Or did it come from a traditional branding campaign? Who gets the credit? How do you divide it up? This session looks at the challenges in apportioning credit, necessary to better apportion budgets.


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