Social Media as a Performance Channel with Google Analytics

A session at SES Conference

Tuesday 20th March, 2012

11:00am to 12:00pm (EST)

Social media has changed the way we shop and interact with brands, but marketers still lack a clear way to measure how their social investments lead to more sales. According to MarketingSherpa, only 20% of CMOs think social media marketing produces measurable ROI, while 62% consider it to be a promising tactic that will eventually yield ROI.

The good news is that better measurement can help marketers make smarter decisions about their investments in social. Vanity counters, such as friend counts and reshares, can be augmented with bottom line metrics like conversions and purchases, allowing marketers to measure true social ROI of each campaign and compare the effectiveness with other channels.

Join Phil Mui, Group Product Manager and Ilya Grigorik, Lead Engineer to learn how to tie the influence of the social web to the metrics you care about using in Google Analytics.

About the speakers

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Ilya Grigorik

Web performance engineer at Google; co-chair of W3C Webperf WG. In short, an internet plumber.

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Group Product Manager, Google Analytics bio from Twitter

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Time 11:00am12:00pm EST

Date Tue 20th March 2012

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