Squiz Seminar: Optimising Online Channels
Yesterday, Squiz hosted a seminar at the RSA in London, focusing on online channel optimisation. Organisations now need to do more than just manage and publish information online; they need to constantly analyse and optimise their online presence to ensure that it is always answering the needs of the audience, and delivering on the organisation's business objectives. This seminar presented a number of strategies, tools and services which can help to achieve this.
Case Study: Clearswift - Nick Peart
Nick Peart, Director of Corporate Marketing at Clearswift, presented a great case study which showcased how Clearswift are managing their multilingual websites to deliver personalised content to their global users.
Clearswift use the contexts functionality of Squiz CMS to make it easy to serve contextually appropriate content, whilst keeping the system easy to maintain and manage for the web team - ultimatley delivering a better experience for their users.
Nick has also recently started to use Squiz's analytics services to optimise their PPC campaigns. Since beginning this engagement with Squiz, they have reduced their PPC spend by 30% and increased conversions by 120%! This is a great example of how much of a positive difference analytics, done well, can make.
Nick Peart's Presentation:
A Clearer Path to Online Success - Phil Taylor, Squiz
Phil Taylor, Squiz's Head of Analytics, gave an overview of the best approaches to using analytics and search marketing to build relevant traffic, improve engagement with your users and maximise conversions.
Phil highlighted the need to make sure that you use analytics to answer the right questions. The goal should be to obtain insights from your data which enable you to make informed improvements which have a positive effect on business outcomes. Therefore, you need to make sure you identify key performance indicators which directly relate to your business objectives.
Phil also emphasised that it is often very difficult to know the right action to take to make improvements, but controlled experimentation can help you to find the right course and cut out the need for guesswork. A/B testing should be a constant process to make sure that your website is always improving and evolving alongside your users and their needs.
Phil Taylor's Presentation on Analytics and Optimisation:
Alister Cattell, Pre Sales Manager at Squiz, then demonstrated the power of a selection of products from the Squiz Suite. He highlighted the usability of Squiz CMS, even for those with very few technical skills, and showed how Squiz Analytics puts your site's Google Analytics data into an easy to understand and actionable format, whilst also adding a number of additional features.
It was a great morning with lots of interesting discussion. We'd like to thank the attendees for coming along and participating, and we'd also like to pass on massive thanks to Nick Peart for his excellent talk, and to the RSA for being great hosts.
Our next event is being planned already and we will release details soon. If there are any topics you would like us to cover, please let us know.
Published:
27 Oct 2011 2:10pm
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