The session covered the growing importance of Digital Marketing in both its online and offline forms in marketing products and services as also tracking number of customers and sales through Analytics and use of tools like SEO (Search Engine Optimization). She laid emphasis on setting benchmarks, organic rankings for a set of approximately 30 to 50 keywords and monitoring fluctuations in average monthly organic traffic and conversions, year-on-year data to track annual trends and seasonality and improving keyword rankings,
driving more site traffic, and boosting conversions.