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Shannon Yelland - Understanding Online Lead Generation Efforts & Spend w KPIs

For our March Meetup we’re lucky to hear from Shannon Yelland. Shannon's experience, training and resourcefulness in this city is as good as it gets - it's a priviledge to have the opporunity. She is also a dear friend of this Meetup!

We’re also very happy to have WiderFunnel Marketing Optimization support for this Meetup. They’re a world-class conversion optimization company helping high-traffic websites like iBay, Salesforce and the 2010 Olymnics to increase online conversions.


  • What are the most important metrics?
  • What is the difference between metrics and key performance indicators?

Shannon will share key differences and why you should ignore stand alone metrics and invest more time in defining and understanding your company’s key performance indicators for your online lead generation efforts (SEO, SEM and Social).

By doing so, it will give you more confidence to benchmark and allocate funds and resources in the right places. You will also be able to optimize your efforts and online advertising spend later on by doing deeper dives to get the most out of your return on investment.

Shannon will explore samples as well as some insights on best practices for tracking, implementation, reporting and human analysis.



Shannon Yelland

Shannon Yelland,, a Certified Web Analyst, has over a decade of online marketing experience working in-house as well as a consultant for B2B and B2C businesses.

Web analytics and search engine marketing has always been on the forefront of her investment of time. She is currently an independent web analyst with focus on defining and setting up KPI’s, tracking audits and processes, custom dashboards as well as business analysis with key stakeholders.

She consults and clarifies what is working and what needs tweaking to increase online marketing return on investment.


  • 6:00pm - 6:30pm - Relaxing, drinking, talking with colleagues.
  • 6:45pm - 7:30pm - Presentation and Q&A
  • 7:30pm on - More relaxing, drinking and talking with colleagues.

Join or login to comment.

  • A former member
    A former member

    Great insights on what works and what doesn't when it comes to KPIs. Thank you Shannon!

    March 23, 2011

  • Matt

    great presentation. Shannon gave some good samples and insights in what to look after while studying website statistics ...

    March 23, 2011

  • Oliver

    well thought out arguments. simple and to the point.

    March 23, 2011

  • mike s.

    always great to hear from someone who knows their stuff. Learned micro vs. macro conversions.

    March 23, 2011

  • Steven T.

    I thought it was very good. Sometimes the presentations can be a bit general, but Shannon's presentation had very specific information on how and why to measure KPI's - very helpful.

    Good job - I learned a lot. Looking forward to the slide deck.

    March 23, 2011

  • A former member
    A former member

    High level stuff! Running away from the "Search Engine traffic rose 20% in the last 3 months" typical report you see on and on providing no insights at all.

    March 22, 2011

40 went

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