SMX Analytics Conference Offers Key Insights

Toronto has the analytics spotlight this week as the Search Marketing Expo (SMX) Analytics Conference opens.

The SMX Analytics Conference is the first conference to focus on search analytics – the convergence of search marketing and analytics. This two-day conference programmed by search industry gurus Danny Sullivan and Chris Sherman is unique in that it focuses on using analytics to leverage your investment in search marketing and emphasizes analytics best practices to get the most out of the search budget.

Online companies are turning to web analytics to better understand visitor behavior and to improve a web site’s organization, message, and user experience, according to KeyRelevance’s President Christine Churchill.

“Web Analytics gives a quantitative measurement of various aspects of visitor behavior. By analyzing how visitors use a web site (which pages they visit, how long they stay on the site, which areas interest them most, etc.) companies can adjust the content and presentation of information to better serve those visitors,” shes says.

“Analytics provide quantitative feedback on performance and allows us to quantify the value of search. By using analytics and tracking metrics of key relevance, we can help clients identify which campaigns are working best. This knowledge empowers clients to make better informed marketing decisions,” Churchill says.