At the SES Chicago session “Measuring Success in a 2.0 World” the panel discussed different strategies to use to track success.
(Coverage of SES Chicago continues at Murdok Videos. Keep an eye on Murdok for more notes and videos from the event this week.)
Matthew Bailey, President, SiteLogic, said information + context = knowledge. Bailey said to “add context to the data.”
The knowledge hierarchy is:
Data
Information
Knowledge
On segmentation you need a different conversion rate for every situation. (Everyone comes to a site for different research).
Richard Zwicky, Founder & CEO, Enquisite, talked about the path to monetizing search. Fixed value contracts offer no incentive and it’s a difficult compensation model.
The conversion rate of PPC is higher. The value of organic query and PPC query patters (more search time in organic).
“If you do work and get products listed, it means your opportunity is bigger, not necessarily better, but bigger,” said Zwicky.
Kristen Nomura, Central Region Manager, Search & Analytics, Google, said to identify the most effective landing pages.
To do this you can use Google Analytics. Broaden the idea of success and look for user intent.
Chuck Sharp, Managing Director of Analytics & Business Intelligence, iCrossing, said customer’s surf but don’t exactly use traditional keywords.
He said to focus on key performance indicators.
Andrew Wheeler, Managing Director, iProspect Chicago, said celebrity endorsements have immediate impact on CTR, SPS, conversion rate and quality score.
He offered these four tips:
1. Leverage free tools that are available
2. Monitor the marketplace
3. Review your data daily
4. Look beyond the obvious
