Getting the Most from Your Web Presence

Participants will learn how to get the most from their organizations' investment of time and money into digital media such as websites, email and social media by measuring and optimizing each channel.  The workshop will review multiple approaches to understanding how people interact with an organization's online presence.  Participants will learn to install and customize one free web measurement tool, the free Google Analytics web analytics software.

Participants will gain an understanding of how to enhance and customize a free web analytics tool to measure conversions such as donating, volunteering, contacting and sharing, and to measure off-site outreach such as email, search engine marketing, blogs and social media.

Peter Howley has created and measured online marketing and market research for government, commercial and not-for-profit organizations since 1999.  He founded Empirical Path in 2002 to bring his data-driven approach to clients nationwide, including St. Louis Children's Hospital, BabyCenter.com, the New Republic, and the U.S. Department of Health and Human Services.  A certified expert in Omniture and Google Analytics, Howley synthesizes web analytics, survey research, and third-party data to provide unexpected insights into audiences and markets.