2017 Preconference Sessions

Sunday, September 17

10:00 am - 12:30 pm

$75 TSAE member; $100 non-member

Who, How and What? An In-Depth Exploration on Getting the Most from Google Analytics

Patrick Wicker, Online Marketing Manager, TradeMark Media

Your website is your association's brand. You need to know how well it's performing—and how it can produce better results.

This hands-on workshop, led by a certified Google Analytics professional, focuses on getting the most out of Google Analytics by looking at conference attendees' actual websites. By the end of this session, you should be able to:

Describe who's visiting your website
Identify how visitors get to your website—and what they do once there
Create "destination goals" in Google Analytics
Craft dashboards and reports that make sense of all that data

In the weeks before this workshop, we'll be in touch with you to get access to your Google Analytics account. With your permission, your reports may be used as helpful examples. But to ensure your privacy, only the presentation slides will be available after the session; not the real-world examples. You'll leave empowered to finally tackle Google Analytics with confidence and sophistication.

Attendees should be familiar with and already using Google Analytics.

Patrick is TradeMark Media’s Online Marketing Manager and works with clients to create strategies that improve website visibility and achieve measurable goals. A consummate numbers guy, Patrick constantly evaluates data to improve the effectiveness of search engine optimization, search advertising, banner advertising and social media campaigns. He has also completed Google AdWords and Google Analytics certifications to provide maximum expertise to the campaigns he manages.

Essentials of Nonprofit Finance and Accounting

Julie Hart, President, CFO By Design

This session will give you a baseline for really understanding your financial statements, what questions you should be asking of your finance/accounting team and what areas of the financial statements require the most attention.

The session will also review information about your annual audit and what it covers and – more importantly—what it doesn’t. Leave with confidence and a better understanding around the financial operations of your association.

This will be interactive, so please bring your questions with you or send them in advance to jhart@cfobydesigntx.com.

In her 10 years as the CFO and Vice President of Austin Convention and Visitors Bureau, Julie honed her expertise in budget development, cash forecasting models, and easy-to-understand financial statements. Before that, she spent nine years working in the areas of manufacturing, distribution, service and nonprofit overseeing accounting functions, performing cash flow analysis, and implementing effective cost-cutting methods. Julie graduated from the University of Texas at Austin, earning her BBA in Finance. Since then, she has gone on to serve as a two-term council member for the City of Bastrop.