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Don't Be a Report Monkey: Three Steps to Optimizing Online Marketing

Jim Sterne
Thu., Sep. 16, 2010, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 5 star(s)

You're under pressure to boost sales, lower costs and increase customer satisfaction. So you turn to Web analytics tools, but find they do not deliver practical, actionable insights. This seminar focuses on the three things you need to do in order to use your Web data to succeed online.

1. Have Real, Live Goals

2. Read No Reports

3. Engage Your Colleagues

Learn what it takes to make the most of the tools and data you have to become an indispensable source of insight for your firm. In this lively session the approach to marketing optimization will take precedent over technology.


Jim Sterne focuses on measuring the value of the Web as a medium for creating and strengthening customer relationships. Sterne has written eight books on using the Internet for marketing, is the current Chairman of the Web Analytics Association and produces the eMetrics Marketing Optimization Summit. His latest book is Social Media Metrics: How to Measure and Optimize Your Marketing Investment (Wiley & Sons, April 2010).

Who Should Attend?

Anyone responsible for making your website better, making your customers' experience better, or for proving the value of your website and reporting on its progress. Marketing managers, directors, analysts, and anybody with "Web analytics" on their task list should listen in ... and ask questions.

What Will You Learn?

  • How to prioritize and cut through the politics of online marketing and Web analytics data
  • How to get the most out of the tools and data you already have
  • How to stop being a report monkey and become a business analyst
  • How to get others on your team to understand—and then use—your Web data to generate valuable business insights

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