Today, I grilled 
Bill Scully, Director of eMarketing at Siemens and Lauren Vaccarello, Senior SEM Manager at salesforce.com to find out whether search engine marketing is really working and how it stacks up against some of the other techniques in the digital marketing mix. To attend the recorded round table webcast, simply click the play button below. With search now firmly established in the digital marketing mix, ROI metrics are evolving. It started with hits, then moved to click-through rates and finally conversion. This round table discussion looked at today’s search market, explore best practices on measuring search ROI and look at real life examples to establish the effectiveness of search in building brand/messaging awareness and demand. The panel will tackled questions such as:
- How do we think of search ROI today?
- What are the best practices for measuring ROI in search?
- Is search money well spent?
- Have you seen some alternative applications for search?
- The future of measuring ROI?
