Your obsession with tracking is wrong

Talk:

Many PPC and SEO professionals spend their days justifying their work by using tracking information that is, at best, misleading and, at worst, completely wrong. In this session, Bart Burggraaf, Partner at MediaGroup Worldwide, discusses the pitfalls of tracking, how we got into this mess and what to do about it (hint: it involves statistical analysis!).

3 Takeaways:

1. Understanding what the tracking data REALLY tells you
2. Understanding how we got to the point that we are tracking all the wrong things
3. Understanding how to get reliable, accurate data that measures actual incremental business