The Art of Search: Beyond the Numbers

'Brands get most from search when they use it in tandem with other channels to create a unified customers experience’. Kim Benjamin from Revolution explores how search is being used increasingly strategically for branding as well as direct response. Paul Mead of VCCP Search said “Just because search is not being used for direct response doesn’t mean brands can’t measure its effect accurately. A more refined set of metrics is required as is bringing together data from the wider campaign, social media data and web analytics”