Optimizing Online Marketing Training

Course Description

This one-day course has two main parts: First, you will learn how Omniture’s tools can help you track the success of your online marketing. Topics include Campaign Management, Classifications, Data Sources, Genesis and an introduction to SearchCenter. Then, armed with a functional understanding of Omniture’s tools, learn how to evaluate a campaign from start to finish and improve conversion and usability. Also, dive deeper into one of online marketing’s most effective channels, Search Engine Marketing, with best practices for increasing campaign performance.

Target Audience

This course is designed for marketing professionals who want to use Omniture products and tools to maximize conversion.

Objectives

After taking this class, you will be able to:

1. Create and manage a Campaign strategy in SiteCatalyst.
2. Understand campaign segment effectiveness.
3. Import additional marketing numbers for end-to-end business analysis.
4. Integrate third-party partner data for closed loop reporting.
5. Use industry best practices for online marketing to increase conversion.
6. See how SiteCatalyst reporting can apply relevance to the conversion funnel
7. Learn how to incorporate Search Engine Marketing best practices into an on-going SearchCenter optimization process

Topics

The following topics are covered in this course:

1. Tracking campaign success with SiteCatalyst tracking codes
2. Organizing tracking codes into campaigns Grouping and organizing tracking codes and campaigns into useful segments
3. Importing offline data for end-to-end success analysis
4. Using Omniture Genesis to integrate third-party partner data
5. Seven best practices for online marketing
6. Seven best practices for search marketing

Course Materials

• Optimizing Online Marketing Training Manual