However, he said, “You have to get good at measuring this. You have to have key performance indicators. Otherwise, you won't get the attention of your key executives.”
Peterson explained some of the differences between Web 1.0 analytics and Web 2.0 analytics.
For example, Web 1.0 analytics were designed to track access via traditional Web browsers, while Web 2.0 analytics are designed to track access via multiple browsing applications, including browsers, RSS readers, widgets and mobile devices.
Some of the key metrics used to measure activity on widgets, gadgets and rich media ads include use rate, interaction rate, click-through rate, conversion rate, distribution rate and cost per interaction.
“Every day there's something new you have to think about,” Peterson said.
Other sessions provided strategies for e-mail marketing, Web site strategy and search techniques. M