Rand Fishkin, CEO of SEOmoz.org spoke next; Glenn Alsup of Viewmark did not show up.

Rand’s client is a company he can share the name of, Avatar (don’t have the url). Rand’s company acts as the IT Staff, Marketing Staff, Contact Center and Call Center and therefore can measure many things.

They use Index-tools for all aspects of the analytics.  They looked at the home page and defined what happens next; they do alot of soft consulting and are able to track offline conversions fairly well as well as all online conversions.  They look not only at the keyword traffic but the referring urls. 

Avatar also uses Voicestar Pay Per Call solutions to drive qualified traffic to the site that can be tracked; also the phone calls are recorded and can be listened to and broken down to text to get additional keywords and intelligence.

Rand’s company also produced Web Traffic dashboards for executives so they could see only the data they need to see.  

I believe, if my notes are correct, that Rand’s work with his client increase overall conversion rates by 15%.