Sessions at SES Chicago 2011 on Wednesday 16th November

Web analytics can be an extremely powerful tool when used appropriately. There are a myriad of metrics that can be tracked and the data can be analyzed and presented to identify crucial weak and strong areas on your website. All of this information can be translated to increase your knowledge about your customer base and their reaction to your site, which will in turn, increase your bottom line. What do marketers need to do to make individual clients special in terms of reporting? What levels of customization should report design reflect? Although some of these aspects of reports are auto generated by computer, the key is to not just handover a summary report filled with facts or plain numbers, but what should the focus be? Structure? KPI's? Next Steps? Dimensions? All of the Above? This session will explain the process of reporting and how to use and present analytics to show your wins at search marketing with web analytics.

Seth Godin's inspirational little book, The Dip, anticipates a downturn in business anytime you must apply foresight to re-engineering and re-launching a product or service on a sounder footing. To take things to the next level, sometimes you must break the happy continuity of your existing but stagnant operations. This session provides criteria for deciding when a full website re-launch is warranted, and what to expect in terms of short-term hiccups and continuity problems. Manage your 301 redirects? Sounds good on paper, but what really happens to all your business metrics when you re-launch? Case study speakers address medium to long term goals in terms of improved conversion rates, site architecture, user experience, and more, that should improve bottom-line performance from all channels, with particular attention to best practices in SEO and PPC. Panelists report recent real-world results, not just armchair theory.