SMPS April 1, 2021 Professional Development Session 4: Figures Lie and Liars Figure: Understanding Web Analytics

April 01, 2021
11:30 AM - 1:00 PM

Zoom Virtual Platform

Session Overview:

We already know that web analytics are important and can provide key insights into the performance of a firm’s web presence. But how do we know which analytics are applicable to us, and what can we do with them to improve our web presence, company website content, and a qualified audience?

This dynamic session will help us cut through the data-overload and allow us to interpret which metrics should be our focus in the AEC industry, and which ones may not be as important as we’re led to believe.

Learning objectives:

During this session, you will learn:

  • How key data leads to a brand voice
  • Your firm's level of investment into building an audience
  • How to track and interrpret analytics in regards to ROI 
  • How to develop a plan based on your current analytics


CPSM CEU's: 1.0 hours
Domains: 2 - Marketing Planning, 5 - Promotional Activity

Featured speaker:

Ryan Lockhart
President,  group46

Ryan is the Founder & President of group46, a boutique advertising firm located in Bluffton, South Carolina. An award winning thought leader in advertising, he is a subject matter expert in both branding and strategic marketing direction. Utilizing a unique, tailored approach, Ryan partners with each client to define their branding and identity in a granular way, creating the strategy for engagement on all mediums and connecting them with the emotions of their ideal target market. As part of his expertise, Ryan devises campaigns using a collection of digital, mobile, social, and conventional media mediums that are blended in innovative and unconventional ways.

Through the implementation of exclusive methods in content creation, hard coding, development, and design, Lockhart delivers client branding solutions and output at a level that is unparalleled. Conveying the human side, Lockhart often leverages core human needs to distill client’s brands to their own apex, down to a pointed essence of their business.  Excelling in crafting brand vision, position, and DNA, he has also been featured as a contributor in several publications, including Entrepreneur and Inc. magazines. 




Event Champions:

  Michelle Erste, CPSM, Marketing Director

           Barbara Hicks, CPSM, Owner/Principal


$30.00 SMPS Member Ticket

$30.00 CPSM Member Ticket

$30.00 Non-Member/Guest Ticket