WAA Base Camp Workshops
Web Analytics Association Base Camp:
Website measurement from the ground up
Search Analytics for Search Marketers 201
This new one-day program is dedicated to improving results of your search marketing through search analytics. Attendees include those folks who are knee deep in search marketing and would like to expand their knowledge of search analytics processes and tools. Key emphasis will be on paid and organic search analytics including:
- Search analytics definitions and terminology
- Key Performance Indicators for paid and organic search
- Search Analytics when content consumption, sign-ups/subscriptions and/or leads are the goal
- Search Analytics when a sale is the primary goal
- Organic Search Visibility and Defining Data Points of Value Beyond Rankings
- Using baselines and the audit process for optimization – paid and organic
- Leveraging insights between paid and organic
- Leveraging insights from internal site search
- Structuring paid search campaigns with analytics and optimization in mind
- How to improve your campaign performance & profitability
- Winding up, winding down – Finding the perfect balance
- Real-time, performance based budgeting
- Creating meaningful reports – numbers, ratios and trends that tell a story
- Search Analytics tool talk
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