There are 3 things I really like about going to conferences:

• It (hopefully) confirms that what you’re currently doing is on track with industry leaders.
• If you’re not doing the things industry leaders are, then you can listen and learn as they tell you how to do it.
• The events! (This one doesn’t require any additional explanation).

I just got back from speaking at the Webtrends Engage 2010 Conference in New Orleans, and the show delivered on all three points. The sprinter format of the conference – where multiple speakers were given just five minutes each to present on different aspects of a singular theme – was especially fantastic. It showed just how much valuable content you can get in just a few minutes. Quality over quantity!

“Real-Time Data and the Power of Visualization,” presented by Ben Cerveny, was another outstanding session. I was actually on my wireless connection the entire time he was talking and playing around on all the sites he was reviewing – as he was reviewing them! It was a great way to see first-hand how to turn mountains of data into clear and concise visualizations.

Focus on turning data into clear – yet powerful – insights.

This idea of gleaning clear – yet powerful – insights from an abundance of data was a theme also echoed in my session, “Hidden Gems & Top 10 Reports of Webtrends Analytics.” (I had the privilege of presenting alongside Derek Fine and Chris Fine – two of the nicest people you’ll ever meet!). I titled my talk, “A Lunch Date with Webtrends,” and the concept was fairly simple: if you have only have an hour a day to poke around your Webtrends tool, where should you look? There’s so much you could possibly analyze, so I focused on the best places for time-strapped marketers to direct their energy.

The first tip I talked about had to do with mining internal search data. I began by asking the group how many used this report, and I was surprised when only a couple of hands went up. For those unfamiliar with the concept, internal search data is one of the clearest indicators of your customer’s needs and preferences. This type of feedback is invaluable, and you can apply what you learn to a number of different areas: content development, site navigation improvements, PPC strategy, email campaigns, etc.

Another tip that really resonated with the group was the importance of conversion funnel optimization. Oftentimes, conversion funnel optimization is considered the realm of the web design team, but analyzing your scenario analysis data can provide unique insights into what’s broken and why – not to mention help ensure a better ROI. (My colleague, Dianne Ignacio, does a great job of diving into the value of conversion analysis. Be sure to read her take here.)

This is an absolutely exciting time to be involved in analytics!

Most importantly, Engage 2010 confirmed what’s already been a growing conviction of mine: that this is an absolutely exciting time to be involved in analytics! So much is going on: new ideas, breakthrough techniques, powerful tools – it all adds up to a wealth of insight and intelligence that marketers can use to better reach customers.

And I’m especially excited about ROI Labs, the latest in cutting-edge analytics from Acronym Media. ROI Labs dives into the “science behind revenue-driven analytics” – essentially, analytics solutions that deliver measurable increases in efficiency and ROI. We’re doing some great work in the areas of web analytics, landing page optimization and site usability, so be sure to check it out and be on the look-out for more tips and strategies for turning your analytics into a revenue-generating machine!

Hear Tami speak at SES London, to be held February 15-19! She’ll be giving a solo presentation, “Introduction to Analytics,” on Tuesday, February 16 at 10:45 a.m. She’ll also be speaking during “Deep Dive Into Analytics: When Bounce Rate No Longer Floats Your Boat,” to be held Tuesday, February 16 at 3:30 p.m.