1. SEARCH Analytics Pubcon 2008 Richard Zwicky [email_address]

2. Industry Recognition “ Enquisite’s unique and focused approach to search visitor intent was invaluable to me during my agency days. Now, as the first-ever, in-house SEO Strategist for the Wall Street Journal, I’ll be relying on Enquisite to help me propel our visibility in search for high value terms that convert.” Alex Bennert, Wall Street Journal - August 2008 August 2008 SES Award Winner “Technology Platform Search Marketers Can’t Live Without”

3. The Search Marketplace Organic: Search Engine Optimization (SEO) Paid: Pay-Per-Click (PPC)

4. The Search Relationship Advertiser Agency Google / Yahoo!/MSN Retains an Agency Buy Ads on Client’s Behalf Ad Buying Function Television Radio Internet LOCATION Geographic Geographic Geographic DEMOGRAPHICS Show Segment Keywords PLACEMENT ABC/NBC/HBO NPR/CBS Google/Yahoo!/MSN CREATIVE Commercials Spots Text Listings PPC AUDIT SEARCH ANALYTICS WEB ANALYTICS Nielsen Arbitron PPC Assurance Enquisite, Compete Google, Omniture GOAL Monetize Monetize Monetize

5. Different Analytics Reporting for Different Functions © 2008

7. The Analytics Ecosystem

8. Track the Lifecycle of each Visitor © 2008 Unique Visitor

10. Tracking Your Visitors © 2008 <!-- SiteCatalyst code version: H.0. Copyright 1997-2005 Omniture, Inc. More info available at http://www.omniture.com --> <script language=&quot;JavaScript&quot; type=&quot;text/javascript&quot;> var s_account = &quot;nikeall&quot;; var s_currencyCode=&quot;USD&quot;; var s_charSet=&quot;UTF-8&quot;; //--></script> <script language=&quot;JavaScript&quot; type=&quot;text/javascript&quot; src=&quot;http://www.nike.com/nikeos/global/js/s_code.js&quot;></script> <script language=&quot;JavaScript&quot; type=&quot;text/javascript&quot;> // following causes issues for LT s.pageName = &quot;GLGW>lang_selector>main&quot;; //end issue s.server = &quot;nikeuslanding&quot;; s.channel = &quot;nike.com&quot;; s.prop17 = &quot;language_selector&quot;; s.prop18 = &quot;language_selector&quot;; s.prop21 = &quot;language_selector&quot;; s.prop22 = &quot;non-id&quot;; // following causes issue for LT // end issue s.trackExternalLinks=true; s.linkInternalFilters=&quot;javascript:,nike,rga&quot;; /************* DO NOT ALTER ANYTHING BELOW THIS LINE ! **************/ var s_code=s.t();if(s_code)document.write(s_code)//--> </script> <script language=&quot;JavaScript&quot; type=&quot;text/javascript&quot;><!-- if(navigator.appVersion.indexOf('MSIE')>=0)document.write(unescape('%3C')+'-'+'-') //--></script> <!-- End SiteCatalyst code version: H.15.1. -->

13. Items to Track for Organic (& Paid) Campaigns © 2008

15. The Analytics Ecosystem

16. Goals of Advertiser / Agency / SEM / SEO © 2008

17. SEARCH Analytics Richard Zwicky [email_address] LEARN MORE - VISIT US AT OUR BOOTH