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First up, Avinash Kaushik, Author, Blogger, Analytics Evangelist, Google

Avinash is the author of Web Analytics: An Hour a Day, a great book if you are looking to learn more about analytics by the way.

His explanation of search engine marketing is this:

• Keyword discovery
• Keyword management
• Keyword bidding and optimization
• Website and landing pages
• Business Outcomes

Avinash states, “This is the basics of SEM.”

In order to understand analytics, you have to understand what your goal is. It is not always to “get the sale.” The goal may be for a customer to make an account, sign up for your newsletter, etc.

VERY IMPORTANT TIP... Focus on your bounce rate. Where are your customers bouncing out of? What page do they come to and bounce right out? What keyword phrase were they using when they bounced in and bounced back out? This information is the perfect place to start using your analytics. If your customers did not bounce out right away, compare these pages to the others that did get a higher bounce rate.

And finally Avenash said, “Web analytics is bout creating experiences for your customer.”

Next up to the stage, Lauren Vaccarello, Founder, LVLOGIC who states, “Your conversions should make your money.”

First things first when it comes to your analytics, you need to add all of your tracking. Then you create metrics in your analytics tool. Then you build dashboards. Finally beware of data overload.

Lauren also states to increase ROI by using segmentation and taking action. You should segment out your best performing traffic. Integrate with your CRM and pass campaign data into your CRM.

Learn how to filter report by highest conversions to get best performing leads.

Integrate e-mail with analytics. If time to purchase is 5-7 days, on day 3 email them a coupon. No purchase after 10 day market more aggressively.

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