Bill Muller, iProspect on CMOs who use search to maximizing ROI at SES New York 2009

John Mulligan, SEO-PR, interviews iProspect Chief Marketing Officer, Bill Muller at SES New York 2009. Bill says CMOs often make the mistake of judging the success of a search campaign solely based on the conversions or revenue that are generated directly through a website. Bill says while search is an excellent research channel, CMOs are making a mistake if they judge only what converts online and don't develop mechanisms for tracking purchases that take place over the phone or in a brick and mortar establishment, for example. CMOs could be drastically underestimating the ROI produced by their search marketing efforts. Bill gives a key tip on how to measure offline conversions contributed by an online search marketing campaign.

Category:

Science & Technology

Tags:

• ses
• new
• york
• 2009
• Bill
• Muller
• iProspect
• conversions
• campaign
• search
• ROI
• research
• online
• sesconference
• seo-pr
• john
• mulligan