If you’re at SES New York this week for three action-filled days of education, new ideas, and networking, be sure to include Google in your plans. Avinash Kaushik, Digital Marketing Evangelist, will be on hand to kick off the event with a Tuesday morning keynote on “Business Optimization in the Digital Age.” Later that morning, hear how to tie the influence of the social web to the metrics you care about using in Google Analytics, or listen in to the discussion on making the leap from search to display marketing. Here’s a summary of the sessions:
Business Optimization in a Digital Age
Tuesday, March 20 from 9:00-10:00am
We were promised that Marketing one day would become rocket science. Well, we are almost there! Search continues to become more complicated, and more exciting. Then there's Social and Email and Display and Video and... so many more things. It is hard to understand how to do one thing right, much less try to do all of them right. In his exciting keynote Avinash will share his unique perspective on balancing multiple media channels, leveraging super awesome metrics, grounding your digital existence in driving economic value, and leveraging the Clear Line of Sight model to ensure you are optimizing across all four of the most important business drivers (come to the keynote to learn which four!).
Keynote Speaker:
Avinash Kaushik, Digital Marketing Evangelist, Google
Social Media as a Performance Channel with Google Analytics
Tuesday, March 20 from 11:00am-12:00pm
Social media has changed the way we shop and interact with brands, but marketers still lack a clear way to measure how their social investments lead to more sales. According to MarketingSherpa, only 20% of CMOs think social media marketing produces measurable ROI, while 62% consider it to be a promising tactic that will eventually yield ROI.
The good news is that better measurement can help marketers make smarter decisions about their investments in social. Vanity counters, such as friend counts and reshares, can be augmented with bottom line metrics like conversions and purchases, allowing marketers to measure true social ROI of each campaign and compare the effectiveness with other channels.
Join Phil Mui, Group Product Manager and Ilya Grigorik, Lead Engineer to learn how to tie the influence of the social web to the metrics you care about using in Google Analytics.
Speakers:
Phil Mui, Group Product Manager, Google Analytics
Ilya Grigorik, Lead Engineer, Google Analytics
Crossing the Digital Divide: The Leap from Search to Display
Tuesday, March 20 from 11:00am-12:00pm
Many advertisers who embrace the highly measurable, highly efficient world of search engine marketing remain on the sidelines in display. Historically, display advertising has lacked the precision in pricing, placement, and ROI of search. The advent of new display optimization technologies and next-generation ad exchanges, however, is offering a radically fresh take on an evolving media model. In this session you will hear:
- An Introduction to DSPs and ad exchanges
- An overview of the new display optimization technologies
- Sage advice for experienced search advertisers who want to take a first foray into exchange-traded display
Google speaker:
Julie MaGill, Head of Agency Business Development, Google
We hope to see you at the event.
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