Stylman adds that even better is for marketers to set up their online analytics in a way that they can compare results in this channel to those achieved by their offline channels, enabling a 360-degree view of marketing ROI.While some marketers already might have this on-staff expertise, to a degree, they likely have not trained these analysts how to interpret the online channel, says Lisa Wehr, found and CEO of SEM firm Oneupweb.
When companies talk at search conferences about Web site improvements they implemented based on analysis of search users' behavior, they typically throw around increased sales numbers in the millions. These case studies likely represent some of the best results possible, but experts note that solid revenue is at stake for all companies willing to drill down into their online analytics to uncover conversion opportunities. This report takes a look at the impact of online analytics on paid and organic search, but with a stronger focus on paid. The reason? As Lisa Wehr, founder and CEO of search engine marketing (SEM) firm Oneupweb, puts