McGraw-Hill Construction News
Potoula Chresomales of McGraw-Hill Construction Offers Perspective on Using Web Analytics to Drive Growth in Online Media and E-Commerce
NEW YORK,
Speaking at American Business Media's Digital Velocity Online Conference on
"Web analytics add a new dimension to our customer-centric mindset," said
"We used web analytics, and specifically conversion metrics, to improve the usability of our Sweets.com website (www.sweets.com). We were able to reduce the number of clicks to get to our richest data from 5 to 2, which increased customer satisfaction by 50% and increased lead generation by 52%," she added.
"We also use web analytics to gain insight on how people search for our information online. We develop keyword-driven Search Engine Marketing strategies for each of our customer segments and each of our websites. By optimizing these strategies we were able to better serve our customers and reduce our Google SEM cost-per-click by 53%."
"In a way, having this information at our fingertips has given us a continuous dialogue with our customers. We act. They react. We learn. We adapt. And the cycle continues. It has made us smarter and significantly increased the pace of innovation at MHC."
For more information, please contact Kathy Malangone at (212) 904-4376 or kathy_malangone@mcgraw-hill.com.
About McGraw-Hill Construction
McGraw-Hill Construction connects people, projects and products across the design and construction industry. For more than a century, the Company has remained North America's leading provider of construction project information, plans and specifications, product information, industry news, and industry trends and forecasts. In print and online, The Company offers a variety of tools, applications, and resources that easily integrate with its customers' workflows. Backed by the power of Dodge, Sweets (www.sweets.com), Architectural Record (www.architecturalrecord.com), Engineering News-Record (www.ENR.com), GreenSource (www.GreenSourcemag.com) and 11 regional publications, McGraw-Hill Construction serves more than one million customers within the
About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies (NYSE: MHP) is a leading global information services provider meeting worldwide needs in the financial services, education and business information markets through leading brands including Standard & Poor's, McGraw-Hill Education, BusinessWeek and J.D. Power and Associates. The Corporation has more than 280 offices in 40 countries. Sales in 2007 were
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