SES San Jose: Identify, Analyze, Act: SEM by the Numbers
What is it about web analytics that that intrigues and yet scares companies at the same time? Everyone want to understand analytics, yet once one starts digging in, it can get complicated. In Identify, Analyze, Act: SEM by the Numbers, they gave tips on what you should be looking at and what you should be paying attention to.
Here are a few of the tips & thoughts that were shared:
Craig Danuloff
Invisibility; what can’t we see?
Every search is a question, every ad is an answer. Keywords simply connectors.
ROAS is a ‘feel good’ metric. don’t take it seriously.
Deception - Can you trust what you see?
Accuracy - What’s the margin of error. Is there statistical significance?
Banish brand terms as they throw everything off.
Unlimited power from huge data volumes. Lots of campaigns lots of data and a fluid business environment.
A change is not a test. Test design, test tracking, scoring […]
Written by on August 19th, 2008 with
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