Offline Conversions: The Missing Metric

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Speaker: Christine Churchill, Key Relevance
Event Date: July 19, 2007
Duration: 48 minutes

In this webcast, search marketing expert Christine Churchill will discuss why it can be so difficult – but why it’s so important – to measure your offline conversions. More webcast info below…

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More Webcast Details

From the moment the web emerged as a marketing channel, marketers have been trying to bridge the chasm between online advertising and offline sales. How do you track conversions when your customers search online but buy offline? How do you evaluate the success of your keywords?

The challenge is significant. Studies indicate that 63 percent of all sales that begin online are closed offline. The capability to track and measure customer activity as it migrates from the web to the call center is absolutely imperative.

In this webcast, search marketing expert Christine Churchill will discuss why it can be so difficult – but why it’s so important – to measure your offline conversions.

You’ll learn:

• What metrics are important – and why
• Which tools can help you measure offline conversions
• How to improve conversion tracking from keyword to final sale

Christine Churchill, the President of Key Relevance, is a recognized expert in search engine marketing. She is a contributing columnist to Search Engine Land and a member of the founding Board of Directors of the Search Engine Marketing Professional Organization (SEMPO).

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