This quote from yesterday at the Search Engine Strategies conference captured the spirit of search marketing:
You don't know who is swimming naked until the tide goes out
This was to illustrate that without web analytics, you can't track what your customers want and where they are struggling to find it.
Further, Google Analytics apparently has automatic uploads to CRM systems. This level of sophistication means there's an incredible opportunity for Advisen to further raise the bar for insurance professionals looking to grow their book of business.
In a soft market (see posts here), the job is to increase efficiency by doing more without increasing your expense line and the tools & techniques I saw can definitely help Advisen help our customers.