Workshops

• Workshop A: Search Marketing and Web Analytics Fundamentals – What is involved and what is needed to create a sustainable analytics and search program
• Workshop B: Search Marketing And Analytics Advanced – How to integrate and optimise your efforts for better success and what is around the corner
• Workshop C: Pay per click advertising
• Workshop D: Social media and word of mouth marketing

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Sunday 26th October 2008

9:00 am- 12:00 pm Pre event Workshop A:Search Marketing and Web Analytics Fundamentals – What is involved

Pre event Workshop A: Search Marketing and Web Analytics Fundamentals – What is involved and what is needed to create a sustainable analytics and search program

This workshop trains you in measuring your success (or non-success!) of your web site, and provides you with management processes and scorecards to define the trends so that you can act on the findings. Your workshop leader is Brian Clifton.

• Web analytics and search marketing overview - the industry, the techniques and where it fits in.
• Creating and action plan that can meet your organisations need. Setting standards and goals for the search and analytics program.
• Discover visitor goals and organisational KPIs to measure the success (or not) of your online strategy. Identifying potential changes that can be made to improve performance.

Brian Clifton
Author, ADVANCED WEB METRICS WITH GOOGLE ANALYTICS
Former Head of Web Analytics EMEA

Brian Clifton (PhD) is an internationally recognized search marketing and web analytics expert who has worked in these fields since 1997. Brian is also the author of a number of industry whitepapers and recently published the book entitled Advanced Web Metrics with Google Analytics.

In 2005 Brian joined Google as Head of Web Analytics for Europe, Middle East and Africa. Defining the strategy for adoption and building a pan-European team of product specialist for operational support, the Google Analytics product became the market leader for the world’s largest online advertisers within two years. Brian is now Senior Strategist for Omega Digital Media - a company specializing in search integration and conversion marketing for European clients.

14:00 pm - 17:00 pm Pre event Workshop B: Search Marketing And Analytics Advanced – How to integrate and optimise your efforts for better success and what is around the corner

• How to integrate search marketing and web analytics into your organisation. Building strong relationships with key stakeholders and how to help your organisation meet the business goals with the help of search as a research and a marketing channel and the actual web visitor data.
• How does search overlap with your other online and offline activities and how can you measure the correlations.
• Check-list for defining 'success' in your search marketing efforts and how to use web analytics as your ongoing support.
• What's next in these fields and how to focus your efforts in this fast developing industry.

Sara Andersson
Founder & Senior Strategist
Search Integration Sweden AB

Sara has an international marketing degree and has worked with search engine marketing since 1999. She was the founder of the first search engine marketing department of the Outrider group (part of WPP) in Sweden and is still one of the pioneers in the market. She later became Head of Search EMEA at Global Strategies Intl. managing clients such as IBM, Samsung, BP and P&G. Global strategies Intl. was acquired by neo@Ogilvy in 2007. Sara has 10 years experience in conducting high level strategic search consultancy for clients with high complexity and is now managing her own company; Search Integration Sweden AB.

Sara is also Chair of SEMPO Svandinavia and the local host of SMX - SearchMarketingExpo Stockholm.

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Wednesday 29th October 2008

09:00 am - 12:00 pm Post Event Workshop C

1. Keyword & Search Advertising

Isam Bayazidi
CPO
Maktoob.com

• Key word strategies that maximizes your advertising budgets
• Identifying ads and keywords that really work
• Precision consumer targeting to focus on your most valuable customer segment
• Defining advanced bid strategy

2. Online Marketing 101

Hussein Freijeh
Director of Advertising Sales
Maktoob.com

• Definitions & Explanations
• Discuss online advertising options
• Develop a strategic online marketing plan
• Examine case study material of online marketing campaigns

14:00 pm - 17:00 pmPost Event Workshop D

Hitwise will be covering topics such as:

Understanding Consumer behavior & trends

Competitive marketing strategy incorporating Customer & Company Acquisition, Search marketing, Affiliate analysis, Advertising and Promotions, Content Development, Lead Generation and Business Development.

On areas such as:

Property, Travel, Golf Breaks, Shopping & Finance.

Cheetahmail topic is on:

“Delivering Relevant & Response Driven Email Programmes”

Explore how we help our clients develop dynamic relationships with their customers that evolve over time, ensuring an effective and consistent interaction in their lifecycle. Understand the optimal tools and approaches for building effective, comprehensive customer lifecycle marketing programmes that will sustain your business objectives.

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