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WAA Base Camp – Search Analytics for Search Marketers 2011

April 27, 2011 at SMX Toronto

The official Web Analytics Association Base Camp workshops deliver a solid foundation of online marketing analytics knowledge and authoritative course material in a workshop environment.

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Paul Legutko

Paul Legutko is Vice President of Analytics at Semphonic. Paul has over a decade of experience in research and analysis with a specialty in designing and applying analytical solutions to a wide range of datasets and problems. He leads Semphonic’s Boston office and is an expert in Web design, data management and statistical analysis.

Since joining Semphonic in 2004, Paul has overseen a number of challenging Web analytics and SEM analysis projects. He is a lead contributor to many of the research and design initiatives which are the framework for the company’s software and consulting solutions.

Prior to joining Semphonic, Paul was a data analyst and research consultant at the Center for the Social Organization of Schools. He oversaw the design, processing and analysis of hundreds of thousands of surveys and tests. He was able to quadruple the center’s data capture and cut data processing costs in half. Paul received a Doctorate and Masters degree from the University of Michigan and a Bachelor’s degree from Harvard University.

Mark Ryan

Mark has an extensive background in web application development, Search Engine Marketing, and Web Analytics. As a founder of Extractable, Mark manages the Strategy, Creative, Engineering, and Project Management groups. Mark sits on various committees of the Web Analytics Association.

Date:	April 27, 2011
Instructors:	Gary Angel, President Semphonic and Mark Ryan, VP Client Services & COO Extractable
Workshop Schedule:	9am to 5pm – Includes morning beverage service, mid-morning and afternoon snacks and lunch.
Venue:	Sheraton Centre Toronto, 123 Queen Street West, Toronto
Single Day Price:	Early Bird Price (up to March 25): $595 (see the register page for discounts)

What Will You Learn?

This workshop is aimed at marketers and SEM professionals who would like to expand their knowledge of search analytics processes. Key emphasis is on paid and organic search analytics including:

• Definitions and terminology
• Metrics for success for non ecommerce sites
• Key Performance Indicators for paid and organic search
• Organic search visibility and defining data points of value – beyond rankings
• Leveraging lessons learned from organic for paid, and paid for organic
• Structuring paid search campaigns with analytics in mind
• Creating meaningful reports
• Leveraging Site search insights for SEO and Paid
• Getting Started: Benchmarks and the audit process for optimization
• How to improve your campaign performance & profitability
• Winding up, winding down and finding the perfect balance
• Real-time, performance based budgeting
• Search analytics tool talk

Take advantage of super early bird prices, register now.

SMX Toronto is co-located with the eMetrics Marketing Optimization Summit, April 28-29