In many cases, search is the first step in the customer buying process, when they're in research mode. But, at other times, search comes into play in response to an offline campaign. In today's Web Analytics and ROI column, "Measuring the Impact of Multichannel Marketing," Eric Enge describes the ways Web analytics tools can be one powerful component in measuring the impact and effectiveness of an offline marketing campaign.
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.