It’s a wrap! Day three of the Online Marketing Summit in San Diego, CA, focused on the Search Engines Strategies (SES) Search & Social accelerator. This is a day of training targeted toward advanced marketers. Content included sessions on advanced search tactics and keyword modeling, HTML 5, YouTube strategies, and “Killer Facebook Tactics”, presented by our own Li Evans.
Opening remarks began with Mike Grehan, Chair SES Advisory Board, Global VP Content, SES/Search Engine Watch/ClickZ . This was followed by the Keynote Address: “Misleading & Myopic” vs. “Meaningful” Multi-Channel Marketing Measurement by Mikel Chertudi, SES Advisory Board & Sr. Director, Online & Demand Marketing, Adobe. Chertudi informs us analytics is moving from a “siloed” single channel measurement approach to a multi-channel measurement approach. Instead of just measuring how your digital assets impact each other, look at how your offline actions such as print, public relations, direct mail etc. play a roll in the entire marketing mix.
Similar to what Adam Greco said, it is about closing the loop or divide between your data sources. The issue is how to tie together information from your web analytics and CRM to provide meaningful insights. Analysts need to work to optimize the entire marketing budget – not just the digital channel.
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