Cheshire, CT (PRWEB) November 30, 2012
Search Engine Marketing New England (SEMNE) announced the December 6th presentation topic for members and the invited public as “Better Analytics,” beginning at 6:30 pm at the Rocky Hill (CT) Sheraton. The speaker is Michael Briggs, president of @Website Publicity, a digital agency specializing in Search, Social and Mobile advertising. SEMNE is sponsoring the event, which is a reprise of an earlier event in NH. SEMNE director Jonathan Hochman said: “The topic was of such interest to our members that we asked Mike to present it a second time further south.”
Briggs developed the topic to address what he sees as a shortcoming in many e-commerce marketing strategies: “For a decade we have been stuck in the rut of trying to measure and pay for only the last touch in our marketing efforts, whether it is PPC, e-mail, or any channel. Many marketers have lost sight of the power of being there when a customer first begins to build desire and awareness, because they have been unable to place direct value on it,” he said.
He will walk attendees through how the tools and rules have changed in Google AdWords and Analytics. With advanced data analysis, paid search campaign managers can now measure the true impact of the top of funnel influence that digital has on other channels to grow the size of last touch programs.
Briggs explained that doing this is more important now than ever because many are finding the ability to grow their search program is limited by the finite number of relevant searches performed. He said: “After a decade of focusing on the last interaction with web visitors, it’s time to focus on the first and middle interactions to continuously fill your conversion funnel. And the best way to start is to go after an audience before it is searching.”
Briggs, a columnist for Multichannel Merchant Magazine and a Certified Google Professional, has been involved in e-commerce since 1995 and a search strategist for a dozen years. He manages his company’s campaign teams and develops the strategies for its clients which include Yankee Candle Company, The Republic of Tea and American Meadows.
For more information about SEMNE, visit the website at http://www.semne.org. For more information about the speaker and @Website Publicity’s Search, Social, Mobile and Customer Research solutions, visit the website at http://www.websitepublicity.com.