Extreme Measures: Website Performance and ROI
Presented to: Online Marketing Summit - Chicago
By: Kelly Cutler, CEO of Marcel Media and Grant Gannon, Interactive Marketing Coordinator at NorthShore University HealthSystem
When: June 30, 2010
In this session, Kelly Cutler, CEO of Marcel Media and Grant Gannon, Interactive Marketing Coordinator at NorthShore University HealthSystem shared key lessons learned in achieving online success through the use of web analytics and additional tools. The team demonstrated web tools that the "Pros" use. This allowed audience members to view extremely relevant data-points and see an analysis of specific web elements that serve as excellent action steps for the group as a whole.
Session attendees also heard how this team made a case to an executive level team to increase online marketing budgets and open up the "social media floodgates" to build an online community around their brand.
Key Learning Objectives:
- Utilize tools/resources that gauge online performance and trending such as:
- Google Analytics
- Google Insights for Search
- Google Search-Based Keyword Tool
- In-Page Analytics
- Usability Testing (Online Focus Groups)
- Use of Social Media to build an online community in a traditionally offline industry (healthcare)
- Working internally to increase budgets for online, integrate online with traditional media and use of web data to make business decisions
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