With Search Engine Strategies San Jose around the corner, the hosts spend the show looking forward to the training, sessions and networking opportunities at the conference. Bruce, Susan and Virginia also take an in-depth look at the session Credit Crunch: The Death of Last Click Attribution and its Impact on Paid Search Advertising. The challenge of giving credit to various marketing channels for a single conversion is one that the Internet marketing industry is striving to simplify through advanced attribution models.
Gina Poole, vice president, IBM Software Group Marketing 2.0, then talks to Virginia about the subject she’ll be exploring in her panel, The View From the CMO’s Office. Gina identifies the difference between traditional CMOs and today’s digital CMOs and how a search marketer can pitch the value of SEO in a way that’s best appreciated by a marketing officer. Gina recommends that an SEO evangelize by demonstrating successes and by taking full advantage of data intelligence.
Finally, Susan, Michael and Virginia examine the multiple social media educational opportunities happening at SES. On Tuesday, ClickZ, Google and YouTube are presenting a full-day forum focused on social media and video strategies. And on Wednesday the session Social Media: White Hat vs. Black Hat will evaluate any potential dos and don’ts of social media.