SEW Experts: Lies, Damned Lies, and Statistics

Search Engine Watch Expert - Gregg StewartOver the past year, I've been in numerous meetings with advertisers, agencies, and online media vendors, and I'm often amazed at the confusion surrounding how local search campaign analytics are reported, and sometimes twisted, to create a desired story. In today's local & mobile search column, "Lies, Damned Lies, and Statistics," local search expert Gregg Stewart lays out the basics you need to know to implement useful Web analytics for your local search campaigns.

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About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.