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August 25, 2008

SES: Measuring Success in a 2.0 World

By MarySue Eckstrom

Measuring Success in a 2.0 world

The focus of this session was knowing whether or not you have been successful with search engines and your website in general. By knowing that there are many both classic and cutting-edge techniques to measure success,what statistics you should really care about,ways to be more strategically focused,and how to drive increased revenue for your business.

The panel consisted of:

Moderator

* Richard Zwicky, Founder & CEO, Enquisite
Speakers

* Jim Sterne, Target Marketing & Chairman, Web Analytics Association
* Matthew Bailey, President, SiteLogic
* Avinash Kaushik, Author,Blogger, Analytics Evangelist, Google
* Marshall Sponder, Senior Web Analyst, Monster.com

Avinash Kaushik was the first speaker and he talked about Why is "2.0" such a challenge?

    *Content  -------- *Creation

    *Content  -------- *Distribution

    *Content --------- *Consumption

New ideas for New world

    * Use many different tools

    * Unique measures

    * Unique data collection

Don't need to rely on fake page views

A Quote from Avinash that I think will forever stick in my head "Get On Board or Get Run Over!"

Jim Sterne is the next speaker and he starts out by saying "Data,Data everywhere and not a thought to think"

Web metrics grows up

    *reporting

    *analysis

    *dynamic

    *hearts

    *benchmarking

    *promotions

    *minds

Search metrics grows up

    *ranking

    *analysis

    *traffic

    *dynamic bidding

    *predictive bidding

Tough times call for tough measures

Rank, traffi,c pageviews, loyalty, sales, profits.

The question to ask is which Keywords are getting me to the profits?


Matthew Bailey was up next to speak and he gave us "Analytics According to Captain Kirk"

Get away from creating charts and graphs

There are three C's of Analytics

    *Context

    *Comparison

    *Contrast

Tell the story of what is going on

Ask questions

Then do something

Basically what he was telling us is not to wait for someone to tell you what to do, ask what they want done and then go and do something about it!

He left us with a quote by Neil Postman about asking questions  "Question-asking is the most significant tool human beings have."

I think that pretty much sums it up!

The final speaker of this session was Marshall Sponder  he talked about how he had gotten into the industry.

{note from Li:  This was Mary Sue's first real crack at posting this all on her own, reporting back what she got from this panel at SES As a total newbie to search, so these are the things a new person at SES is taking away.  I hope you all can enjoy the session from her perspective!]

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