Multi-Channel Analytics: Tackling the Toughest Measurement Challenge
- Avinash Kaushik
- Valerie Witt
- Thu., Jun. 3, 2010, 12pm ET (9am PT)
- 90 minutes
Yes, online marketing is cool. Yes, you are measuring bounce rates and goal conversions on your website (finally!) Yes, you have spent time trying to understand which online marketing channel works the best. But with average online conversion rates hovering around 2%(!) have you wondered if your online efforts have had any impact on the 98% that never convert online? Did they visit your retail store? Call your call-center and ordered there? Did they show up at the protest you were organizing?
Everything we do online has an impact on our offline channels, and everything we do offline (TV and radio and billboards and ... ) has an impact on our online existence. As David Hughes points out, "We live in a non-line world!"
Attend this seminar to learn how to do real multi-channel analytics to measure your non-line impact. You'll get practical tips that will help you identify how to measure your campaigns (and hence claim as much of the credit as possible for your hard work!).
Avinash Kaushik is the co-founder of Market Motive and the Analytics Evangelist for Google. Through his blog, Occam's Razor, and his best selling books, Web Analytics: An Hour A Day and Web Analytics 2.0, Avinash has become an authoritative voice on how marketers, executive teams and industry leaders can leverage data to fundamentally reinvent their digital existence. Avinash puts a common sense framework around the often frenetic world of Web analytics. He passionately advocates for customer centricity and leveraging bleeding edge competitive intelligence techniques. Avinash has received rave reviews for bringing his energetic, inspiring, and practical insights to companies like Unilever, Dell, Time Warner, Vanguard, Porsche, and IBM, as well as delivering keynotes at a variety of global conferences. He also lectures at major universities such as Stanford University, University of Virginia and University of Utah. Avinash recently received the 2009 Statistical Advocate of the Year award from the American Statistical Association.
Who Should Attend?
Anyone involved in online or offline acquisition and marketing. It will be particularly helpful for senior managers who are unable to create a clear vision of how to measure non-line marketing strategies.
What Will You Learn?
- Why multi-channel analytics is important
- The core challenge that bedevils our ability to measure success effectively
- Five specific strategies you can use to measure the impact of your offline campaigns on your website
- Six specific strategies to measure the impact your website is having on your offline existence
- Practical actionable tips you'll be able to implement the next day!
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