SOURCE: Covario, Inc.

Covario, Inc.

May 12, 2011 06:00 ET

MEDIA ALERT: Covario's CMO Tapped for Two Panels at SMX Advanced London

Craig Macdonald to Address Europe's Top Search Marketers on Attributing ROI of Online Media Spend and Adjusting to the Impact of Google's Recent Algorithm Changes

LONDON--(Marketwire - May 12, 2011) -


Craig Macdonald, CMO and SVP for Products at Covario, Inc., one of the top global search marketing firms, will appear on two panels at SMX Advanced London. He will address some of Europe's most experienced search marketing professionals with respect to ascertaining the value of different channels in the online media mix (first session) and in regard to the highly visible algorithm changes made recently to the Google search engine (second session).


SMX Advanced London, a search marketing conference designed exclusively for experienced Internet marketers, will feature Covario's CMO Craig Macdonald on two panels May 17, the second day of the event, both hosted by Chris Sherman, conference organizer and executive editor of Search Engine Land.

"Credit Where Credit is Due: Demystifying Online Attribution" headlines the late morning session, which will focus on measuring the ROI of online acquisition efforts. Attributing all conversions to the last click, while easy to do, obscures real customer data and effectiveness measurements. This panel will address how to track a customer's searches through all phases of the buying cycle, how to measure cross channel "assists," and how to avoid the dangers of last click attribution. Craig will be joined by executives from Microsoft, Adobe, C3 Metrics and ROI Labs.

"Refriending Google: Dealing with Penalties & Suspensions" is the title for the early afternoon session. Google says only 12% of all websites were affected by its recent "Farmer" update, yet many legitimate websites felt the sting of new ranking algorithms. This panel will focus on how marketers should respond and adapt their paid search strategies to this development, including how to deal with penalties from Google. The panel will also include experts from Google, SiteVisibility, ClickEquations and


Tuesday, May 17 (second day of SMX Advanced London)

10:45 a.m. - 12 noon - "Credit Where Credit is Due: Demystifying Online Attribution" (Vertical SEM Track)

1:15 p.m. - 2:30 p.m. - "Refriending Google: Dealing with Penalties & Suspensions"
(Issues & Tactics Track)


Millennium Gloucester Hotel & Conference Centre London Kensington, 4 -18 Harrington Gardens, London, United Kingdom

Contact Information

  • Contact:
    Rick Clancy
    Sr. Director, Public Relations
    858-397-1500, ext. 1643 office
    858-527-9199 cell