Thu. 20th January, 2011 / 6:30pm

How Much Is Your Web Site Worth? How to Leverage Web Analytics and Web Marketing, SEO & SEM!

Speaker: Keith Wilkinson

Google Analytics, Web Marketing & CMS Consultant

Web sites can be quite costly: a memorable domain name alone can cost several million dollars, and you need to keep adding fresh material to your site to keep people coming back for more. Companies often spend a lot of money on slick-looking web sites—but don’t test usability, create a simple slogan to differentiate themselves, analyze customer searches, or continuously measure and improve.

The web has revolutionized market research, test marketing, sales, support, and CRM—and web analytics can help you measure and improve the effectiveness and profitability of these activities. The web has also revolutionized advertising: you can target narrow demographic or geographic market segments, avoid email spamming or costly blanket TV or newspaper advertising—and measure the ROI of your marketing.

Site analytics tools tend to be either free or extremely expensive—but people with analytical skills are scarce. Having in-house people who can turn raw data into actionable strategies is a big competitive advantage.

Keith Wilkinson is a systems engineer and consultant involved in strategic marketing, copywriting, and IT training. He has been teaching web marketing and analytics for more than two years, and recently passed the Google Analytics IQ exam. He plans to get AdWords certification as well. He is VP Web, and maintains / programs the ICA’s Content Management System.

  • Date: Thursday, 20th January
  • Time: 18:30 open, 19:00 start, 20:30 end.
  • Venue: Foreign Correspondents' Club (20F) Map
  • Cost*: ¥4,000 ICA members,
    ¥6,000 non-members. Open to all; RSVP & pay at door.
    *Light buffet dinner included.
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