You create a cool web experience using cutting-edge tools and techniques. Then some green-eyeshade-wearing bean-counter — who admittedly paid for it — inevitably wants to know if anyone’s using your site/app/feature, and how it can do more for his bottom line. That’s where web analytics and conversion optimization come in. Peter Howley from the ABQ office of Google Analytics Certified Partner Empirical Path will present techniques to track visitor interactions with rich user experiences that don’t follow the traditional URL-to-URL path. He’ll review how to roll up, segment, and deliver that tracking as reports that a marketer and accountant can understand. And he’ll show techniques to get more widgets/signups/donations/shares from key pages on sites and apps via split testing.
ABOUT THE SPONSOR
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ABOUT THE PRESENTER
Peter Howley, a seasoned consultant, strategist, and manager. Howley has advised diverse organizations — from household names to startups — in media, finance, retail, not-for-profit, and government.
Howley developed Empirical Path’s data-driven approach while at strategy consultancy Bain & Company and in the MBA Program at Harvard Business School. He started the Business Research and Analysis practice at social marketing firm Noral Group International.