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Eric Peterson Talks Up Analytics

Scroll down to the middle of this post to find the Q&A with analytics guru Eric Peterson. Josh Dreller encapsulates the week's news from search engines Google, Microsoft and Yahoo, but also shares excerpts from his interview with Peterson. The topic includes mastering pre-click and post-click conversion attributes. Microsoft calls it "engagement mapping." That's where analytics determines the weight of each click that consumers take to reach the desired end result, whether it's making a purchase, signing up for an email newsletter, or downloading a white paper.

Peterson talks about analytic tools that a search marketer might find helpful, ways Web analytics can assist with keyword creation and optimization, and insights on analyzing paid and organic search. He also shares thoughts about search traffic -- not what it means to convert consumers, but actually engage them.

Read the whole story at Search Engine Land »

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