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Search Analytics from SES Chicago '09

Dec 7, 2009 - 11:15 am 0 — by Barry Schwartz

Filed Under SES Chicago 2009

Below is live coverage of the Search Analytics from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Brian Ussery - Beu Blog .

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Search Analytics

(12/07/2009)

10:48

Brian Ussery (@beussery):

Welcome to Search Analytics

Search Analytics
Cut to the chase! Use analytics tools to get the specific answers you need about your search marketing campaign's economic performance, your users' on-site behaviors, and how to look for major red flags in traffic patterns. This slate of experts will keep you focused rather than poring through hundreds of pages of meaningless statistics.

* Moderator:
Richard Zwicky, Founder & CEO, Enquisite

* Speakers:
Matt Bailey is instructing a one-hour Express Site Clinic entitled "Small Changes, Big Results"
Matthew Bailey, SES Advisory Board & President, Site Logic Marketing
Jim Sterne, Chairman, Web Analytics Association & Founder, eMetrics Marketing Optimization Summit
Dennis R. Mortensen, Director of Data Insights, Yahoo!

Jim leads off

When it comes to analytics the question is what should you use? Answer behavior

Search & Purchase Process

Goal is to optimize process

Optimize a specific process

How to prioritize

-judah phillips

revenue
boss asked for it
doesn't overwhelm dept
requires analysis

Velleity

hamster wheel analytics

not all visitors are the same > key segmentation what did user want and expect

Monday December 7, 2009 10:48 Brian Ussery (@beussery)

10:53

Brian Ussery (@beussery):

7 segments
- buckets
- Acquisition
- segment bounce rates (ie target "ups" but not UPS)
- segment content (pages people look at before conversion) pair up "boyfriend girlfriend" data
- segment behavior (abandoners, fliters, browsers….)
- segment entry points (right page wrong entry) deeper entry = higher conversion in many cases
- acton (do something)

Thanks Matt

Monday December 7, 2009 10:53 Brian Ussery (@beussery)

10:54

Brian Ussery (@beussery):

Up next is Dennis from Yahoo!

Monday December 7, 2009 10:54 Brian Ussery (@beussery)

11:08

Brian Ussery (@beussery):

Search engine de-Optimization and the bogus celebration of yet another Google organic search lottery winner.

Is the most descriptive snippet of value, maybe not if no conversions. If sites remove themselves from search engines other companies may be forced to come directly for content. Not sure if this is a statement about the Murdoch "affair" or not but interesting to note….

Monday December 7, 2009 11:08 Brian Ussery (@beussery)

11:14

Brian Ussery (@beussery):

Q&A:

Which is better SEO or social for ROI? (question avoided)

Is this the Murdoch model? (Dennis says maybe)

Quesiton about Google DNS? (look at goals)

Monday December 7, 2009 11:14 Brian Ussery (@beussery)

11:17

Brian Ussery (@beussery):

Previous question leads into impact of personalization on analytics. Answer, is that analytics can provide help in terms of SEO ROI measurement....

Monday December 7, 2009 11:17 Brian Ussery (@beussery)

11:19

Brian Ussery (@beussery):

Dennis says it's possible to extrapolate to other engines in order to look into the future and mentions it as a good signal. Matt chimes in with measuring behavior of users and how they arrived at search results as well as page. Different users use different engines.....

Monday December 7, 2009 11:19 Brian Ussery (@beussery)

11:20

Brian Ussery (@beussery):

How to deprogram traditional marketers? What, change language to ROI terms....

Monday December 7, 2009 11:20 Brian Ussery (@beussery)

11:22

Brian Ussery (@beussery):

Rep management question question... (don't like question)

Monday December 7, 2009 11:22 Brian Ussery (@beussery)

11:24

Brian Ussery (@beussery):

Keep analysis in context and not in a void of pure analytics. User behavior is different depending of page they came from....

Monday December 7, 2009 11:24 Brian Ussery (@beussery)

11:29

Brian Ussery (@beussery):

Dennis says says new Google analytics features illustrate the direction of the industry....

Monday December 7, 2009 11:29 Brian Ussery (@beussery)

11:29

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