Monday, November 2, 4:00 p.m. – 5:15 p.m.
At 7th Digital Dealer:
You know analytics are important, but do you know what to look at and how to apply what you learn from them to improve your Web marketing efforts? Successful dealers are utilizing the power of Web analytics to realize the full potential of their Web sites, developing deeper customer interactions that lead to measurable value. When you understand how to use Web analytics, you can drive more leads, increase sales and profits, and improve your customers’ online experiences.
In this session, you will learn:
- Key concepts, tools, techniques, and practices of Web analytics .
- Key Performance Indicators (KPIs) and why they are important.
- Conversion chains.
- The difference between data collection methods.
- How to measure online marketing campaigns.
- Fundamentals of Search Engine Optimization measurement.
- Fundamentals of visitor behavior analysis.
- How to measure and optimize paid search campaigns.
- How to measure offline campaigns with online data.
Al Carl:
Al has over 14 years of experience in both B2B and B2C Web marketing, with a proven track record of helping businesses achieve successful, cost-effective Web marketing strategies. As the Search Engine Optimization (SEO)/Search Engine Marketing (SEM) Product Planning Manager for Reynolds Web Solutions, he is instrumental in guiding strategy and product planning to help dealers gain the most from SEO and SEM on the Reynolds WebMakerX platform and maximizing results from paid advertising campaigns. He is an established SEO and SEM specialist delivering on-point Web solutions strategy and planning, and assists dealers in implementing Internet strategies that deliver results.
Heather Hansson:
Heather has over 10 years of experience working directly with dealers with a vast knowledge of dealership data management and reporting, as well as the day-to-day processes that impact inventory sales. As a Product Planning Manager for Reynolds Web Solutions, she is focused on key elements of successful dealership Web strategies, including reporting, analytics, performance metrics, and inventory data, both in new software development and performance, measurement, and analysis best practices. Hansson helps translate what dealers need into tools they can use to increase sales and make their business more cost efficient.
