Dan Antonson, Lead Analyst for SMC Pros, presents on how crucial tagging websites is for tracking goals, on page events, and understanding how customers interact with site content.
Imuk13 The Absense of Context is bad for your health Kieran FlanaganDeeply Digital
This document discusses the importance of context marketing. It defines context marketing as personalizing the customer experience based on integrated data about individuals. It recommends developing a broad context strategy that includes dynamic content across emails, websites, social media, and devices. It emphasizes using context to advance customer goals at different stages of their journey. Finally, it stresses the importance of treating customers like people rather than just metrics.
BlueStar Canada Social Media Keynote #vtca13Shane Gibson
The document discusses strategies for using social media at a hyper-local level to improve business goals such as SEO, business intelligence, and brand amplification. It recommends aligning social media with business goals, identifying target markets, choosing appropriate platforms, developing social media policies, creating focused content and conversations, and scaling through community and relationships. It also lists related social media services around planning, assessments, monitoring, reports, engagement, content creation, and campaigns.
10 Tips to Boost Attendee Engagement at EventsDoubleDutch
DoubleDutch and Eventbrite come together to share their "Top 10 Tips to Boost Attendee Engagement at Events."
Learn how you can use technology to create interactive events that boost ticket discovery and sales, generate buzz and publicity, and increase attendee loyalty.
Mastering the Art of Social Media at EventsDoubleDutch
Give your social media strategy a pick-me-up in 2015.
Watch DoubleDutch's own social media mastermind, Justin Gonzalez, as he shares his secrets to success in conceptualizing and executing innovative strategies across Facebook, Twitter, Instagram and every network in-between.
You will learn how to create award-worthy social media strategies for your events in this video presentation.
View the webinar on demand here: http://info.doubledutch.me/webinar-mastering-social-media-for-events.html
This document discusses using analytics and metrics to measure the outcomes of online projects. Susan Mernit, the instructor, explains how to use basic tools like Google Analytics and Facebook Insights to track key metrics for a project's website and Facebook page. These include numbers of unique visitors, pages viewed, referral sources, and popular posts. The instructor emphasizes analyzing the data to understand what strategies and content are most effective at driving traffic, engagement, and other goals. Regular measurement allows projects to assess what's working and focus future efforts.
Maven Social Influencer & Social Media PlatformMavenSocial
Maven Social measures, identifies and activates influence See how. Data is stored in a Social CRM for further data augmentation and processing. Full integration with Mail Chimp and SalesForce.
This document discusses how using analytics can help businesses understand website data and visitor behavior to improve performance. It highlights Google Analytics as the most widely used free analytics platform and outlines some key metrics and reports it provides such as top landing pages, goals, traffic sources, dashboards, annotations, location data, and integration with Google Ads. The presentation encourages businesses to set up analytics to track sessions, bounce rates, page views, traffic sources, and more in order to optimize their website and marketing.
The document discusses how the Kim & Chris Social Team at GDS uses social media. It covers how they monitor social platforms, engage users, and what their key performance indicators are to measure success. The team uses tools like Brandwatch for social media monitoring and analysis. Their goal is to provide customer service, raise awareness of products, gather feedback, and understand community sentiment.
Imuk13 The Absense of Context is bad for your health Kieran FlanaganDeeply Digital
This document discusses the importance of context marketing. It defines context marketing as personalizing the customer experience based on integrated data about individuals. It recommends developing a broad context strategy that includes dynamic content across emails, websites, social media, and devices. It emphasizes using context to advance customer goals at different stages of their journey. Finally, it stresses the importance of treating customers like people rather than just metrics.
BlueStar Canada Social Media Keynote #vtca13Shane Gibson
The document discusses strategies for using social media at a hyper-local level to improve business goals such as SEO, business intelligence, and brand amplification. It recommends aligning social media with business goals, identifying target markets, choosing appropriate platforms, developing social media policies, creating focused content and conversations, and scaling through community and relationships. It also lists related social media services around planning, assessments, monitoring, reports, engagement, content creation, and campaigns.
10 Tips to Boost Attendee Engagement at EventsDoubleDutch
DoubleDutch and Eventbrite come together to share their "Top 10 Tips to Boost Attendee Engagement at Events."
Learn how you can use technology to create interactive events that boost ticket discovery and sales, generate buzz and publicity, and increase attendee loyalty.
Mastering the Art of Social Media at EventsDoubleDutch
Give your social media strategy a pick-me-up in 2015.
Watch DoubleDutch's own social media mastermind, Justin Gonzalez, as he shares his secrets to success in conceptualizing and executing innovative strategies across Facebook, Twitter, Instagram and every network in-between.
You will learn how to create award-worthy social media strategies for your events in this video presentation.
View the webinar on demand here: http://info.doubledutch.me/webinar-mastering-social-media-for-events.html
This document discusses using analytics and metrics to measure the outcomes of online projects. Susan Mernit, the instructor, explains how to use basic tools like Google Analytics and Facebook Insights to track key metrics for a project's website and Facebook page. These include numbers of unique visitors, pages viewed, referral sources, and popular posts. The instructor emphasizes analyzing the data to understand what strategies and content are most effective at driving traffic, engagement, and other goals. Regular measurement allows projects to assess what's working and focus future efforts.
Maven Social Influencer & Social Media PlatformMavenSocial
Maven Social measures, identifies and activates influence See how. Data is stored in a Social CRM for further data augmentation and processing. Full integration with Mail Chimp and SalesForce.
This document discusses how using analytics can help businesses understand website data and visitor behavior to improve performance. It highlights Google Analytics as the most widely used free analytics platform and outlines some key metrics and reports it provides such as top landing pages, goals, traffic sources, dashboards, annotations, location data, and integration with Google Ads. The presentation encourages businesses to set up analytics to track sessions, bounce rates, page views, traffic sources, and more in order to optimize their website and marketing.
The document discusses how the Kim & Chris Social Team at GDS uses social media. It covers how they monitor social platforms, engage users, and what their key performance indicators are to measure success. The team uses tools like Brandwatch for social media monitoring and analysis. Their goal is to provide customer service, raise awareness of products, gather feedback, and understand community sentiment.
Social Media Analytics and Measurement - The Internet Show April 2014Reading Room
Margaret Manning, entrepreneur and CEO of Reading Room, has won an award for Women in Technology Leadership in Singapore. Her presentation discusses developing a social media strategy using analytics and actionable insights. She emphasizes the importance of having SMART goals and measuring key metrics to understand audiences and create shareable, relevant content. Developing a content plan and identifying social media champions within an organization are also important aspects of a successful social strategy.
Google Analytics for non-profits | Gilli Goodman – Agency Product Specialist ...reach-out
This document summarizes a presentation about using Google Analytics for non-profits. It introduces Google Analytics as a free tool to understand website traffic from different sources like search engines, social media, mobile, etc. It discusses setting goals in Google Analytics related to metrics important for non-profits like donations, newsletter signups, content engagement. Top reports and insights are covered like real-time analytics, location reports, traffic source breakdowns, and identifying high-bounce pages. Resources for learning more about Google Analytics are provided.
Is it Working? How to Track Your Social Media Strategy's SuccessPotluck Consulting
You've developed your social media strategy, spent time creating content, and managing your social media accounts, but are your efforts actually producing results? In this presentation, you'll learn the social media metrics you need to know to track your goals, how to get your data straight from the source, and how to track your progress over time and match it to your goals.
Thinking Outside of the Text Box: 6 Ways To Increase the Life of Your Content...Search Engine Journal
Event: SEJ Summit London Hosted by Searchmetrics
Beyond the Publish button: Kelsey demonstrates techniques to wring the most value out of your best content by re-purposing and leveraging multiple channels and media.
This document outlines a social media communications approach to support policing. It recommends using targeted, evidence-based engagement on key social media networks like Twitter. Local police Twitter accounts would focus on geographic areas to build local followers. Content would engage the community and measure outputs like views, likes and shares. The goal is to keep communities safe and reassured through open, credible communication.
This document provides guidance on how to complete a digital audit using free tools like Google Analytics. It discusses key aspects of Google Analytics like audience, acquisition, and behavior metrics. It also explains how analytics can be used to measure performance and seek funding or investment by demonstrating growth, as was the case for a project that saw a large rise in website visitors from 2017 to 2018, which helped in obtaining a grant. The document concludes by offering some best practices like measuring engagement regularly, integrating analytics across platforms, focusing on needed metrics, and includes links to Google resources for setting up accounts and free training.
Know Thy Visitor - Understanding Social Media VisitorsWill Saunders
Slides from our Leeds Digital Festival 2018 talk, where we talk about the importance of understanding the mindset of your social media visitors.
Find out more at http://www.thisisbeacon.com
Hosted by MCN Data & Insights SIG co-chair, Elena Villaespesa, this hangout is an introduction to Google Analytics. Brian Alpert, Web Analyst at the Smithsonian will join Elena and show you how to get a handle on this important analytical tool.
Topics covered:
Introduction to digital analytics
Navigating Google Analytics reports
Setting goals and targets
Google Analytics features
Segmentation
Custom reports
Event tracking
Views and filters
Dashboards
Resources & tools
Q&A
Video
https://www.youtube.com/watch?v=kQDCWS4bye4
Kavita Jain is a digital marketer and consultant who has worked with clients like Singapore Government and large multinational companies. She is active on LinkedIn, Facebook, and Twitter. The document discusses the modern digital marketing landscape and provides tips for social media marketing best practices. It emphasizes the importance of understanding analytics, choosing the right tools and platforms, consistent branding, and engaging users through shared stories.
Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten S...Kate O'Neill
From search and social media to analytics and optimization, marketing has really gotten geeky. It's nearly impossible to keep up, so what should business owners know about online marketing in order to make good decisions about their web presence? This presentation is both a broad overview of key web marketing disciplines as well as a quick dive into some of the concepts and vocabulary behind them.
Presented on Wednesday, August 18th to the Women Business Owners Special Interest Group of the Nashville Area Chamber of Commerce.
Web analytics and social media metrics provide you with powerful ways to track how people interact with your content and what they’re saying about your foundation. They help you understand what works (and what doesn’t!) with your constituents and donors.
Presentation given to GoWeb. Overview of several important areas that a communicator needs to know about Google Analytics, Tag Manager, and Data Studio.
Presentation on how to start, and how to fine-tune digital marketing. Start by understanding the digimarketing mindset...everything else follows from that.
Advanced Google Analytics with Andy Crestodina - Part 2Digital Megaphone
Are you getting the most from your Analytics? Are your analytics set up properly or are you new to Google Analytics? And which of your marketing activities have the most impact?
In this session, Andy will show you how to maximize the value of your Analytics. You’ll go beyond the basic reports, into the deeper analysis with the real value is hiding. We’ll take you step-by-step through setup, finding insights and taking action.
You'll learn how to find the nuggets that will make you a better marketer. Be prepared to level-up your digital marketing expertise. The truth waiting to be discovered in your Analytics
Join us LIVE for a summit or workshop in Chicago: Find out more about our latest events at: http://digitalmegaphone.com/chicago-digital-marketing-workshops-conferences-and-summits/
You'd like to be more rational and data-driven in your decision making. You know that your museum has been collecting web traffic metrics using Google Analytics, but you've never fully understood what those reports mean for you or your department. How can you use this popular software to find actionable data that helps you do your job better? In this session you will get a practical tutorial, led by two Google Analytics veterans at the Smithsonian, who will provide an overview of the current Google Analytics, including some of its newest, most powerful features. The presenters will also discuss the step-by-step process for moving beyond measurement just for measurement's sake, using real-life museum case studies as examples.
Presenters: Sara Snyder, Smithsonian American Art Museum; Brian Alpert, Smithsonian Institution.
Presented at the American Alliance of Museums 2016 Annual Meeting & MuseumExpo, 5/27/2016.
"Empathy Behind the Algorithms" by Chris Corak - Now What? Conference 2017Blend Interactive
This document discusses creating search engine optimization (SEO) strategies that are people-driven by understanding user intent. It outlines a 4-step process for human-centered SEO: 1) understand search intent through keyword research and analytics; 2) improve tools, features and navigation based on intent; 3) make content more helpful by answering questions and satisfying passive intent; and 4) use smart metadata and markup like titles, descriptions and structured data. The goal is to cater search results to what users want by understanding their intent and improving the overall experience.
How to Leverage Social Media to Grow Your BusinessJa-Nae Duane
Want to know how to leverage social media to grow your business. Here is a presentation Ja-Nae Duane did for the Internet Bootcamp in Boston on how a small business can build out its strategy.
Analytics Tune Up! Google Analytics workshop for beginners, intermediatesBrian Alpert
Workshop presented 6/14/2016 to digital practitioners at the Smithsonian Institution, Washington D.C. Workshop includes:
- Web Analytics Process
- GA Basics
- Exercise: “Solutions Gallery”
- Exercise: Segments
- Exercise: Custom Reports
- Demo: Goals
- Exercise: Dashboards
- New(ish) features
- Universal Analytics
- A few best practices
- A few ‘real world’ questions
Search engine algorithms are always changing, and it can feel impossible to keep up. But effective search engine strategy always strikes a balance between technical optimization and understanding the people behind the keywords.
In this talk, I'll will show you a practical approach to human-centered SEO that you can use to make sure your content is helpful, relevant, and findable, too.
In this session, you’ll discover how to:
- Understand search intent
- Use that understanding of intent to improve navigation, information architecture, tools, and functionality
- Make content more helpful by answering questions
- Use smart metadata and markup
Download a guide of my tips and takeaways from this talk >> bit.ly/understandingintent
This document summarizes a presentation about content marketing strategies. The presentation was given by Peggy Winton from AIIM and Christie Gunden from Brightfind and focused on how to develop an effective content marketing plan. They discussed defining customer personas, creating a content taxonomy, assessing current content, developing new content for personas, automating content distribution, and using metrics to track goals and measure results. They provided examples from their own organizations and emphasized focusing content on helping customers rather than just marketing.
Digital marketing requires measuring impact beyond just impressions and reach. Marketers need to understand how digital touchpoints improve the customer experience, increase engagement, and ultimately drive business results. Effective measurement looks at how interactions influence brand opinion, purchase intent, and other expressions of customer value. It is important to analyze audience motivations and content in order to optimize the experience across all digital channels in a consistent way. Simply counting fans or clicks is not enough - marketers must understand the quality of connections in order to improve performance.
Social Media Analytics and Measurement - The Internet Show April 2014Reading Room
Margaret Manning, entrepreneur and CEO of Reading Room, has won an award for Women in Technology Leadership in Singapore. Her presentation discusses developing a social media strategy using analytics and actionable insights. She emphasizes the importance of having SMART goals and measuring key metrics to understand audiences and create shareable, relevant content. Developing a content plan and identifying social media champions within an organization are also important aspects of a successful social strategy.
Google Analytics for non-profits | Gilli Goodman – Agency Product Specialist ...reach-out
This document summarizes a presentation about using Google Analytics for non-profits. It introduces Google Analytics as a free tool to understand website traffic from different sources like search engines, social media, mobile, etc. It discusses setting goals in Google Analytics related to metrics important for non-profits like donations, newsletter signups, content engagement. Top reports and insights are covered like real-time analytics, location reports, traffic source breakdowns, and identifying high-bounce pages. Resources for learning more about Google Analytics are provided.
Is it Working? How to Track Your Social Media Strategy's SuccessPotluck Consulting
You've developed your social media strategy, spent time creating content, and managing your social media accounts, but are your efforts actually producing results? In this presentation, you'll learn the social media metrics you need to know to track your goals, how to get your data straight from the source, and how to track your progress over time and match it to your goals.
Thinking Outside of the Text Box: 6 Ways To Increase the Life of Your Content...Search Engine Journal
Event: SEJ Summit London Hosted by Searchmetrics
Beyond the Publish button: Kelsey demonstrates techniques to wring the most value out of your best content by re-purposing and leveraging multiple channels and media.
This document outlines a social media communications approach to support policing. It recommends using targeted, evidence-based engagement on key social media networks like Twitter. Local police Twitter accounts would focus on geographic areas to build local followers. Content would engage the community and measure outputs like views, likes and shares. The goal is to keep communities safe and reassured through open, credible communication.
This document provides guidance on how to complete a digital audit using free tools like Google Analytics. It discusses key aspects of Google Analytics like audience, acquisition, and behavior metrics. It also explains how analytics can be used to measure performance and seek funding or investment by demonstrating growth, as was the case for a project that saw a large rise in website visitors from 2017 to 2018, which helped in obtaining a grant. The document concludes by offering some best practices like measuring engagement regularly, integrating analytics across platforms, focusing on needed metrics, and includes links to Google resources for setting up accounts and free training.
Know Thy Visitor - Understanding Social Media VisitorsWill Saunders
Slides from our Leeds Digital Festival 2018 talk, where we talk about the importance of understanding the mindset of your social media visitors.
Find out more at http://www.thisisbeacon.com
Hosted by MCN Data & Insights SIG co-chair, Elena Villaespesa, this hangout is an introduction to Google Analytics. Brian Alpert, Web Analyst at the Smithsonian will join Elena and show you how to get a handle on this important analytical tool.
Topics covered:
Introduction to digital analytics
Navigating Google Analytics reports
Setting goals and targets
Google Analytics features
Segmentation
Custom reports
Event tracking
Views and filters
Dashboards
Resources & tools
Q&A
Video
https://www.youtube.com/watch?v=kQDCWS4bye4
Kavita Jain is a digital marketer and consultant who has worked with clients like Singapore Government and large multinational companies. She is active on LinkedIn, Facebook, and Twitter. The document discusses the modern digital marketing landscape and provides tips for social media marketing best practices. It emphasizes the importance of understanding analytics, choosing the right tools and platforms, consistent branding, and engaging users through shared stories.
Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten S...Kate O'Neill
From search and social media to analytics and optimization, marketing has really gotten geeky. It's nearly impossible to keep up, so what should business owners know about online marketing in order to make good decisions about their web presence? This presentation is both a broad overview of key web marketing disciplines as well as a quick dive into some of the concepts and vocabulary behind them.
Presented on Wednesday, August 18th to the Women Business Owners Special Interest Group of the Nashville Area Chamber of Commerce.
Web analytics and social media metrics provide you with powerful ways to track how people interact with your content and what they’re saying about your foundation. They help you understand what works (and what doesn’t!) with your constituents and donors.
Presentation given to GoWeb. Overview of several important areas that a communicator needs to know about Google Analytics, Tag Manager, and Data Studio.
Presentation on how to start, and how to fine-tune digital marketing. Start by understanding the digimarketing mindset...everything else follows from that.
Advanced Google Analytics with Andy Crestodina - Part 2Digital Megaphone
Are you getting the most from your Analytics? Are your analytics set up properly or are you new to Google Analytics? And which of your marketing activities have the most impact?
In this session, Andy will show you how to maximize the value of your Analytics. You’ll go beyond the basic reports, into the deeper analysis with the real value is hiding. We’ll take you step-by-step through setup, finding insights and taking action.
You'll learn how to find the nuggets that will make you a better marketer. Be prepared to level-up your digital marketing expertise. The truth waiting to be discovered in your Analytics
Join us LIVE for a summit or workshop in Chicago: Find out more about our latest events at: http://digitalmegaphone.com/chicago-digital-marketing-workshops-conferences-and-summits/
You'd like to be more rational and data-driven in your decision making. You know that your museum has been collecting web traffic metrics using Google Analytics, but you've never fully understood what those reports mean for you or your department. How can you use this popular software to find actionable data that helps you do your job better? In this session you will get a practical tutorial, led by two Google Analytics veterans at the Smithsonian, who will provide an overview of the current Google Analytics, including some of its newest, most powerful features. The presenters will also discuss the step-by-step process for moving beyond measurement just for measurement's sake, using real-life museum case studies as examples.
Presenters: Sara Snyder, Smithsonian American Art Museum; Brian Alpert, Smithsonian Institution.
Presented at the American Alliance of Museums 2016 Annual Meeting & MuseumExpo, 5/27/2016.
"Empathy Behind the Algorithms" by Chris Corak - Now What? Conference 2017Blend Interactive
This document discusses creating search engine optimization (SEO) strategies that are people-driven by understanding user intent. It outlines a 4-step process for human-centered SEO: 1) understand search intent through keyword research and analytics; 2) improve tools, features and navigation based on intent; 3) make content more helpful by answering questions and satisfying passive intent; and 4) use smart metadata and markup like titles, descriptions and structured data. The goal is to cater search results to what users want by understanding their intent and improving the overall experience.
How to Leverage Social Media to Grow Your BusinessJa-Nae Duane
Want to know how to leverage social media to grow your business. Here is a presentation Ja-Nae Duane did for the Internet Bootcamp in Boston on how a small business can build out its strategy.
Analytics Tune Up! Google Analytics workshop for beginners, intermediatesBrian Alpert
Workshop presented 6/14/2016 to digital practitioners at the Smithsonian Institution, Washington D.C. Workshop includes:
- Web Analytics Process
- GA Basics
- Exercise: “Solutions Gallery”
- Exercise: Segments
- Exercise: Custom Reports
- Demo: Goals
- Exercise: Dashboards
- New(ish) features
- Universal Analytics
- A few best practices
- A few ‘real world’ questions
Search engine algorithms are always changing, and it can feel impossible to keep up. But effective search engine strategy always strikes a balance between technical optimization and understanding the people behind the keywords.
In this talk, I'll will show you a practical approach to human-centered SEO that you can use to make sure your content is helpful, relevant, and findable, too.
In this session, you’ll discover how to:
- Understand search intent
- Use that understanding of intent to improve navigation, information architecture, tools, and functionality
- Make content more helpful by answering questions
- Use smart metadata and markup
Download a guide of my tips and takeaways from this talk >> bit.ly/understandingintent
This document summarizes a presentation about content marketing strategies. The presentation was given by Peggy Winton from AIIM and Christie Gunden from Brightfind and focused on how to develop an effective content marketing plan. They discussed defining customer personas, creating a content taxonomy, assessing current content, developing new content for personas, automating content distribution, and using metrics to track goals and measure results. They provided examples from their own organizations and emphasized focusing content on helping customers rather than just marketing.
Digital marketing requires measuring impact beyond just impressions and reach. Marketers need to understand how digital touchpoints improve the customer experience, increase engagement, and ultimately drive business results. Effective measurement looks at how interactions influence brand opinion, purchase intent, and other expressions of customer value. It is important to analyze audience motivations and content in order to optimize the experience across all digital channels in a consistent way. Simply counting fans or clicks is not enough - marketers must understand the quality of connections in order to improve performance.
This document summarizes a presentation about how psychology is essential for marketing products and making data-driven decisions. The presentation discusses how the brain uses heuristics and is subject to cognitive biases, which marketers can leverage through controlled experiments. It also provides an overview of the skills and teams needed at different levels of a conversion optimization process, from lone specialists to distributed multi-team structures, and how to build an optimization culture.
Attribution and ROI Measurement was presented by Steve Latham at Search Engine Strategies 2010. To request a soft-copy please reach out via Twitter, LinkedIn or Facebook.
http://twitter.com/stevelatham
http://linkedin.com/in/stevelatham
http://facebook.com/slatham
This document provides guidance on effectively engaging with social media. It emphasizes listening first before talking, and monitoring conversations to understand audiences and identify where they are engaging online. It also stresses the importance of integration across different communication channels and tools for listening, as well as focusing on outcomes over outputs when measuring the value of social media efforts.
A Web site gives a nonprofit access to data that makes old school direct marketers salivate. But many organizations find themselves getting bogged down in producing graphs every month, obsessing over drops in pageviews, throwing their hands up on the air, and deciding they don’t have enough resources to maintain this kind of analytics analysis. Stop obsessing about the small stuff, and start learning about creating a goal-oriented, actionable analytics plan that can help your Web site thrive.
Data and Analytics are all the rage these days and the appeal to use data to inform comms strategy is coming from all sides. You're collecting data everywhere. In your CRM, in your offline database, from your direct mail programs, from your social media, your events, etc. Perhaps you're even doing data appends from outside sources. You’re swimming in data! However, data in and of itself is useless. How do you get to a place where you’re able to transform your data into something meaningful?
Similar to "Tag, You're It" by Dan Antonson on Tagging for Goal & Event Tracking (20)
We’ve heard it all before: “Right User. Right Time. Right Message.”
In a world of automation in the PPC landscape, it seems that marketers can lose control of their ad messaging if they’re not careful. Learn how to navigate ad formats such as RSAs and other responsive formats, create winning ad copy that resonates and “test” ads in today’s world.
As automation opportunities expand and creative needs grow, this is sure to be one presentation you don’t want to miss! So join us on Wednesday, September 25th, at Rocket55 in Northeast Minneapolis to hear Brooke Osmundson of NordicClick Interactive give the skinny on all the above!
Let’s face it, you’ve been cranking content out for years and the majority of it isn’t successful. Learn how The Motley Fool’s Alli Berry has been applying the principles of the popular KonMari Method™ to allow their best web pages to flourish by pruning unsuccessful content. In this session, you will learn a systematic way to uncover and improve your best performing content, find “too similar” pages that are cannibalizing your efforts, and develop a redirect strategy that will lead to organic growth.
The document outlines Jenny Halasz's presentation on the next frontier of SEO and analytics. The presentation agenda includes considering search engine results pages, predicting changes, opportunities in voice search, developing a data-driven plan, and using the KICC Method to understand user intent. The KICC Method is a four-step approach involving keyword mapping, intention analysis, click-through rate optimization, and content gap analysis. Halasz also discusses the importance of understanding what the user "wants" from a query and focusing on the customer rather than just the product. The goal of the presentation is to help attendees optimize their SEO and analytics using techniques like intention analysis, CTR optimization, and identifying new content opportunities.
Will Scott, CEO of Search Influence, gave a presentation on how local businesses can build their brand through PR, social media, and local engagement. He discussed how brands create trust, credibility and recognition. He provided examples of small, local brands that have successfully built their brand identity through consistent messaging, audience engagement, online reviews, and influencer marketing. Scott also presented case studies of how Tulane University's School of Professional Advancement used PR and content marketing tactics to build awareness of its career-focused programs for adults and veterans.
These days, almost all discussion of local search revolves around GMB. However, this is a concept that needs to change. As more searches crave more local results, Google will continue to deliver those across its platform. How do you increase your search market share beyond GMB? And just what do you do with GMB after you have exhausted your options?
Creating a successful content strategy is really hard. Competition is growing and Google continuously refines its understanding of relevance and authority.
Blogs are the wrong approach to tackle that challenge. Instead, I want to propose Microsites as a vehicle.
In this presentation, I’m using examples from Atlassian, G2, Backlinko, and others to show how Microsites 2.0 are being built, why they’re the better framework and how you can set them up for yourself.
Search engines have spent years telling marketers to just focus on "making great content," but what does that truly mean to a robot? When you dig into Information Retrieval, the Computer Science behind search engines, it becomes clear that there is a specific statistical expectation that drives the understanding of what content is relevant for which queries.
In this talk, Mike King will be discussing the text analysis concepts behind how content is processed and how we as marketers can harness it to develop more optimized content.
Telling clients everything is going great? Best! Spending hours downloading CSV files and taking screenshots? Worst! Going over that report you spent hours on and realizing that no one understands it but you? The absolute worst!
In this talk, you'll learn how to make better reports — including automation, design, and goal setting.
Cindy Krum is the Chief Executive Officer of MobileMoxie, LLC (Previously Rank-Mobile LLC), which launched in 2008. For the past 10 years, she has been bringing fresh and creative ideas to her clients, regularly speaking at national and international trade events about mobile web marketing, mobile SEO and app SEO. Her company launched the first mobile-focused SEO toolset and APIs to help other SEO tools provide better insights into the mobile market and use-case.
In-Market and Affinity Audiences. Customer Match. Custom Intent. Demographic targeting. Google’s catalog of audience targeting options has exploded over the past couple of years.
In this talk, we will cover how to make Google Ads’ ever-growing audience targeting options work for you on a layer-by-layer basis. Attendees will be given strategies for simple tests that can be rolled out right away, to campaign overhauls through data analysis and audience discovery. We will introduce new ideas for new audience layers including remarketing and customer match approaches.
We will discuss some examples of tests gone wrong, such as the common problem of limiting audiences so severely that they halt spend altogether. And we will discuss how to overcome these key pitfalls for those who are just starting to use Google audience targeting in earnest across their search ad campaigns.
This document provides an overview of paid search advertising options across Amazon, Google, and Microsoft. It discusses how each platform has rebranded and expanded their advertising offerings in recent years. Key points covered include Amazon's DSP and various ad formats, Google's Shopping Actions and Express, and Microsoft Advertising's co-op bidding and expanded capabilities beyond search. The document recommends that marketers diversify across channels, learn more about each platform's transaction features, and ensure quality product data to take advantage of emerging paid search opportunities.
LinkedIn Ads features, hands-down, the best B2B targeting on the planet. It’s also unapologetically expensive, meaning that any mistake becomes an expensive one. Join AJ Wilcox, LinkedIn Ads expert and founder of B2Linked.com, as he walks you through advanced strategies that you can use today to get the most out of your LinkedIn Ads campaigns. We’ll focus on achieving scale and performance while minimizing costs. Using these strategies, you’ll become the marketer whom the sales team worships!
Advances in machine learning are responsible for ever-more automated campaign management from Google in the form of close variants, smart bidding, smart campaigns, similar audiences, etc. Do these automations really drive better results? How can PPC managers leverage this free technology to free up time to work on new things? And what are the best new things to focus on to drive exponential growth? Join Fred Vallaeys to learn more about free automation tools you can start using today to become a PPC rockstar.
Google Data Studio is a great way to create compelling data visualizations...for free! And Google Sheets is a powerful free tool that many search marketers swear by. Individually they are awesome tools that can help you communicate your value to stake holders. But when you add Supermetrics to the mix you've created a data visualization powerhouse. I'll show you how to put these three tools together to prove your value.
Keyword research is imperative when writing any type of content on your site or for your clients. With so many tools out there, learn what some of the best tools are there in the market and how to utilize key features from each of them from Ahrefs to Google Keyword Planner and more.
Screaming Frog scrapes a lot of critical information by default; page titles, H1 elements, canonical tags, etc. But what if you want to pull other data points into your site crawls? With Custom Extraction, you can program Screaming Frog to scrape just about any information you want. Once you get a handle on how to use it, you can conduct more advanced site crawls and analysis.
Getting the attention of someone that’s never heard of your brand before gets more and more difficult every year. Securing influential advocates to link and share is critical to both top of funnel awareness and conversion-driving trust. But counting on free samples and demos won’t be enough to entice influencers to shout your praises. You are going to have to market the value of a business partnership to them just like you are marketing your product/service to your customers.
The value of storytelling for marketing has been all but evangelized in recent years, and for good reason. A well-crafted story has the ability to clearly convey a message, motivate emotion in a buyer, and even build loyal relationships to a brand. But how do you actually create a storytelling campaign from beginning to end? How do you incorporate it into blogs, emails, and brief social media posts. This talk will discuss the steps you need to take to find the right idea, put it to the keyboard, and create your campaign from beginning to end.
In the fast-paced world of Facebook advertising, cutting edge is king, and the marketplace is rife with people selling silver bullets. Savvy marketers know they can’t lazily rely on a conversion campaign to get it done for them any longer: higher-funnel awareness, ongoing engagement and good ol’ fashioned brand building are key to kicking ass.
In this session Joy Hawkins and Darren Shaw will take a deep dive into some of the changes that have happened in the last year for local search. They’ll highlight 6 of the most-talked-about changes and tell you what you need to know to stay ahead in your Local SEO strategy. They’ll answer questions such as does this change impact my visibility on Google? Does this new feature Google launched impact my ranking? Does this change impact the strategy you should be using regularly when approaching SEO?
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10. Tagging
Tagging is all about generating additional data within
your analytics to allow you to segment deeper, know
more about your visitors and what they’re doing on
your website.
Getting you to 1% with…
+Auditing your Site
+Event-Level Data
+Custom Variables
+Smart Goal Tracking
12. Audit
Auditing your website involves taking the time to
identify areas of analytics that are inaccurate or
missing. Know how to build yourself a foundation.
Steps for Auditing your site
+Identify key goals
+Identify micro-conversions
+Find the holes!
15. Events
Think of this as “actions” that happen on-page.
Newsletters, mailto: links, outbound links, social
interactions, navigation tabs, pop-ups, forms, just
about anything…
Getting you to 1% with…
+Tag any on-page interaction
+Category, Action, Label
19. Custom Variables
Think of this as a “cookie” for a visitor. Custom Variables
allows you to identify visitors who have performed an
action on the visit, session, and visitor level.
Custom Variable Basics
+How they’re used
+Why it’s useful
+CV’s in Reports
23. Goals
Goals are everything. The most important thing – don’t
forget micro-conversions! Anything you want people to
do (follow you on Twitter, click on Facebook, download
a PDF) is a potential goal.
Getting you to 1% with…
+Goals done right
+Multi-channel Funnels
+Ecommerce Analytics
24.
25.
26.
27. Welcome to the 1%.
Now it’s your turn.
Tag, you’re it.
@DanAntonson
Lead Analyst @SMCpros
Editor's Notes
Thanks for the opportunity Happy to be here Today I’m presenting “Tag, you’re it” I’m super excited about this… it’s a brand new presentation… and I think it’s pretty killer. Let’s do it.
One click… Any one know this number? It’s the number of websites out there with GA
http://econsultancy.com/us/blog/10925-80-of-online-retailers-are-using-google-analytics-incorrectly 73% are inflating traffic 67% weren’t tracking social media 33% of the site weren’t tracking “search phrases” in their search bars 73% aren’t tracking mirco conversions
Anyone know this number? Psychologists have a name for it: illusive superiority -- the cognitive bias that causes people to overestimate their positive qualities and underestimate their negative ones. 93% of people think they’re better than the average driver…. No possible.
My goal is to make you the 1%... Not like that…. I want to get you to the 1% (or 20% according to econsultancy) …
Since my time in analytics, I’ve come to appreciate simplicity, I find that analytics is just…. Story Telling with Data.
Here’s a metaphor… Your site is like a maze… Newsletter Social Media Tagging Video Plays Downloads Conversions The more you see, the more you KNOW about your visitor, you’re not going to eliminate all the black spots, n
Let’s do some freaking tagging….
Tagging all about more DATA. It allows you to segment and learn more about the actions that are happening…. So what do you need to do to tag your site?
First you have to find the BLACK SPOTS
LIST EVENTS Social Actions Newsletters Sign-ups YouTube Plays Outbound links Any click you can make on a website can be tracked… “ASK YOURSELF WHAT CLICKS AREN’T YOU TRACK?”
Garbage in, garbage out… with tags – Nothing in, nothing out. Less data in analytics is never going to help you.
So how do you tag or get deeper click level data? You use events! (or Batman… co-worker bet me I wouldn’t do it… I just made $20)
Pieces of code… 8 clicks…. Here’s a client example….
What does it look like in the reports? 335 events on SMCpros.com… now I can answer questions like “Social Outbounds, blog comments, or how many people use the logo on top to go home.” Something Cool? Rick Roll > Me.
Awww Custom Variables, the Robin of Tagging.
22% I can identify if people who use BAB are more likely to come back, I can tell if people interacting with the BAB are more likely to request a sample. What is that conversion rate? Custom Variables are SWEET! But… Goals are even cooler.
Promise this is the last batman reference, let’s talk about goals.
Goals are one thing…. Really really smart goals is another… remember, micro-conversions (requesting a sample) is a GOAL. If people do that they are more likely to buy a bed. Let me show you an example…..
TruScribe, whiteboard videos. They have a whitepaper download form… using ecommerce code snippet, we can actually track the whitepapers as a product? Why?
Because it gives us information like this… that we can use to make better decisions…. With goals we get multi-channel funnels, and don’t forget! Your events can be turned into goals! So now, you can see how long it takes people to interact with something…. This is just on a PDF download, and you can do the same type of thing for a “mailto: link” or a newsletter sign-up.
Remember the metaphor…. eliminate the black spots with tags and you’ll know more, If you auditing your site will show you the black spots, and you can remove those with event tracking, custom variables… and truly know what is “clicking” with your site visitors.
Hopefully, what I’ve shared with you today, will put you in that 1%. The 1% that sees the full picture and gets the most out of web analytics