So SES London 2009 has begun and the opening keynote speech was delivered by Matt Mason, Author of The Pirate’s Dilemma. Great opening to the conference, not related directly to commercial search but a very interesting and useful keynote. One of the running themes of this day was intellectual property and Matt covered this in his presentation. Showing how certain piracy is something to be copied rather that fought. He produced some great examples of real world pirates and their eventual affect on society and the products we use today.
I then attended Search around the world: US, Europe and Asia which explored search markets in other countries, namely China, Germany, Russia and Brazil. This had some very useful stats around search engine usage, user behaviour and tips on entering a local search market. I will present these stats once the slides are made available to me. But this was a must see for anyone considering search in another country.
Next was Search Marketing Best Practice. This was put on by the IAB (Internet Advertising Bureau) and covered intellectual property relating to SEO copy and PPC accounts, it also covered trademarking and some top tips on what to look for when choosing an agency. Informative presentation overall but nothing revolutionary or shocking came out of it.
There was then a panel discussing how to measure success in a 2.0 world. The was a lot of discussion around different analytics packages In the end the discussion boiled down to ensuring you have defined your KPIs and building your web analytics package around them. No one should just be looking at visits and bounce rate as a measure of success.
The final session I would like to report on was Matt Bailey’s excellent presentation on Analytics: Data Into Action. This again was focused around showing success, but also how you need to act upon your data. It focused on segmentation as a way of looking at your data and making decisions from it. This was a must see, for all types. I will be trying out some of Matt’s suggestions in the coming weeks, I will report back on any success.
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