DFW Search Engine Marketing Association

The Dallas/Fort Worth Search Engine Marketing Association’s goal is to promote search engine marketing and increased ROI for companies and their websites through best practices. Learn more about our organization >>

NEXT MEETING – Personas: Understanding the User Behind the Visit

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Date(s) - 04/16/2014
6:30 pm - 8:30 pm


Hyatt Regency


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Effective measurement of users and their activities is a must in the modern era of digital marketing. Understanding those users allows marketers to plan campaigns and distribute marketing dollars efficiently. However, the question is how do we do we understand these users and collect the right data at scale. Mike King, Executive Director of Owned Media at Acronym, will give a detailed discussion of how to perform ethnographic research using social media and leverage a variety of free and paid data sets to truly understand the user behind the visit.

After this meeting, you will be able to:

  1. How to Account for Audience & Buyer Personas
  2. How to Build and Effectively Leverage User Journeys
  3. Using Personas to Thwart (not provided)


Mike King

Michael King is an SEO Engineer by trade and Inbound Marketer by evolution. He is currently an independent Digital Marketing Consultant at iPullRank.

Michael King (better known as @iPullRank on Twitter) has an extensive background in software, web development and a proclivity for creative solutions. That experience has afforded him a track record of successfully coordinating the efforts of Creative, Strategy, Technical and Paid Media Teams to achieve synergistic solutions in harmony with long-term client campaign goals for several Fortune 500 brands. Previously, Mr. King was responsible for the SEO campaigns of LG, Citi, Sanofi Pasteur, Cartier, and General Mills as the SEO lead at Publicis Modem. Before that, he was member of the SEO team at Razorfish where he contributed to many wins for Ralph Lauren, ABC, ADT, State Farm, and several Johnson & Johnson and Genentech brands.

DFWSEM EXCLUSIVE WEBINAR: 5 Things You Can Do Today with Google Analytics

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Date(s) - 04/17/2014
10:00 am - 12:00 pm


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Following up on E-Nor’s DFWSEM presentation this month, turn your knowledge to ACTION, whether you are just starting out with Google Analytics or need to get better insights from your existing Google Analytics. Attend the webinar on April 17th at 10AM and how to use your analytics data to take actions to improve your website.

In our webinar, Eric Fettman, Analytics Instructor & Coach at E-Nor, will show you five things that you can do today for more meaningful and actionable Google Analytics.


#1 – Install the Google Analytics Tracking Code

While there are many considerations for a complete implementation, basic tracking is very straightforward. We’ll discuss the how the tracking code works and how you can install it.

#2 – Set Up Goals

We’ll show you how to set up your KPIs (key performance indicators) at goals in Google Analytics.

#3 – Visually Compare Landing Page Performance

As the first touch points in visits, landing pages are critical to website success. A landing page performance chart is easy to generate…but you have to know where to look.

#4 – Segment Your Traffic

Better segmentation means better insights. We’ll learn how you can break your traffic down for better understanding.

#5 – Understand Page Value

We’ll look at one of the most important (and overlooked) metrics that Google Analytics provides for you to measure the real performance of each page on your site: Page Value.

BONUS – Install Google Tag Assistant

We’ll quickly install Google Tag Assistant in the Chrome browser so you can quickly check the Google Analytics tracking code on any page within any website.

Join us for a fun and informative hour of discussion and learning, and start getting better insights from Google Analytics for better business results.

GREAT NEWS: The discount has been extended ’til 4/13 for the 1-3 day Google Analytics training April 30-May 2.
Use code DFWSEM for total of 15% (early bird discount plus DFWSEM discount).
REGISTER HERE: www.e-nor.com/training

If you aren’t a member, this is a great time to join the DFWSEM

If you missed our last meeting, we have published a couple of recaps.

The presentations are located in the member area.

Refer any questions to info@dfwsem.org


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