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Finding Online Insights to Re-Energize your Marketing Campaigns

Coming back from summer vacation? Need inspiration to re-energize your online marketing campaigns?

Join us for a session related to using your metrics to find insights and areas where you can improve your game based on your online analytics data.

This Meetup will focus on setting up online goals, measuring goals in different ways, and sharing tips and tricks for data collection and analysis across search, social and online paid campaigns.

Hear from speakers that will help you and your company find insights in your data that will help you re-vamp your online marketing efforts.

Confirmed speakers:

Brian Alpert

Web Analytics and SEM Analyst, Smithsonian Institution

Brian Alpert has been professionally dedicated to the Web since 1996. In his current role as the Smithsonian Institution's Web Analytics and Search Engine Marketing Analyst, Brian helps Smithsonian 'web practitioners' pursue these disciplines in a variety of ways from training and consultation, to analysis and hands-on program facilitation. In his previous role as Texas Instruments' Worldwide Search Engine Marketing Manager he created and managed TI's first comprehensive, roadmapped SEM program. In addition to helping SI'ers with their web and social media analytics, Brian plays drums for a variety of bands located in-and-around his Washington DC metro area home.

Brian will discuss how he commonly hears from professional that it's challenging to make data-driven decisions with which to improve their websites and associated programs. While popular tools such as Google Analytics are intuitive and seemingly easy-to-use, when the time comes to use that data to measure a program's stated goals, often the main question surrounding the data is "So what?" This presentation will focus on bringing clarity to this challenge, cutting through the analytics "fog," looking at the web analytics process, and setting goals in that context.

Alex Cecala

Digital and Social Media Research Manager, Ketchum

Alex Cecala is the manager of social media & digital research with Ketchum GlobalResearch & Analytics. He has been with Ketchum since the beginning of 2010 and specializes in social media insights and measurement as well as web analytics. Alex is familiar with a wide array of social media listening tools and software and keeps up to date on the technology behind the tools.

Alex will share case studies (research that he conducted to further industry standards and knowledge – not for clients) that illustrate how social media conversation drives search.  His examples show how social media conversation spikes align with search interest spikes with no headline, as well as social conversation spikes preluding an interest in search spike. Alex will also explain how integrating social listening can inform and keep you ahead of the curve on breakout search terms around your brand or topic. In addition, he will discuss Twitter’s new Headlines feature and how it affects your brand or company’s search traffic.  

Ignatius Hsu

Business Analyst, NavigationArts

Ignatius Hsu uses data and insights to make websites more intuitive and awesomer. He has led online measurement activities and implemented search engine optimization strategies. Ignatius is now at NavigationArts in a dual business analyst and digital analytics role. In his previous role at Georgetown University, he led the analytics deployment across 300 sites and provided business insights to communications teams. Through his career, he's lightly dabbled in Web development, set internal Web standards, advised on content strategy and rolled up his sleeves with content production. Ignatius is Google Analytics Individual Qualified and is a Project Management Professional.

Ignatius will explain how to use beacons to track pages without JavaScript. Beacons can help us collect more data about visitors in this multi-channel world, and allow us to arrive at higher quality customer insights. We'll look at how and in what situations we can use beacons in our digital analytics. Channels such as email and externally hosted sites force content into straight jackets and prevent us from deploying JavaScript based analytics to track our content. Beacons provide us with an oft-forgotten rudimentary method of tracking content page views where scripts simply are out of the question. He will discuss how we can use Beacons on email messages, online forums, and many other channels.


Enrique “Rick” Gonzales

Senior Web Metrics Analyst, AARP

Enrique J. Gonzales for almost 20 years has worked on the cutting edge of digital media, including the past eight years in digital analytics. Currently, he serves as the top digital analyst across AARP where he provides insights, analysis, and data from web, mobile, and social media across the non-profit.  In previous roles, he has work in digital media and analytics at NPR, USA Today, Gannett, and HISPANIC Magazine. He ran the first major Latino forum on America Online, a site twice recognized as an AOL Members’ Choice site.  A former journalist, his work has appeared in the Wall Street Journal, the Austin American Statesman, the Washington Times, and the San Antonio Light among other publications.

Rick will discuss search metrics. Search metrics are constantly changing and evolving along with the medium it tracks and anyone analyzing the data needs to be aware of the shifting sands of data collection.  Without being keenly aware of these changes, you will end up only optimizing for the data you have – users not logged into Google. This presentation will highlight recent analytics tracking challenges.


We look forward to seeing all of you on Tuesday, September 17th at 6:45 pm.

*Interested in speaking at this Meetup or future ones? Contact the Meetup hosts! We'd love to hear from you. Email the organizers.*

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  • Katherine Watier O.

    The presentations that we have received have been shared in the Google+ Community:

    October 11, 2013

  • Chief K.Masimba B.

    May you please send me the presentations to [masked]

    October 11, 2013

  • A former member
    A former member

    Great having a panel of specialist sharing their insights with us on digital marketing.

    2 · September 18, 2013

  • Mark A.

    Looking forward to some great presentations. We're using the hashtag #SEMdmv so please join the conversation on Twitter. You can also follow @SEMdmv.

    1 · September 17, 2013

  • A former member
    A former member

    Messed up my back and can't make it tonight. Have a great meetup!

    September 17, 2013

  • Katherine Watier O.

    For all of you on the wait list - please do crash the party! We always have folks who RSVP but can't make it last minute, so we'll make room for you.....

    1 · September 12, 2013

  • A former member
    A former member

    Great topic and speakers. Wish I didn't have a conflict!

    September 9, 2013

  • Iggy

    Looking forward to contributing to the discussion on online measurement and customer insights.

    August 31, 2013

  • vilma

    :( can't make it, will be out of town.

    May 8, 2013

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