In addition to Mike, Martijn Beijk also presented at SMX London. Below is his presentation.

I contacted Martijn about his presentation and asked him what was the key point(s) that he would share. His reply,  “Most important thing is that you need to track as much as possible.  For all else, you will have to use an attribution model that fits your  business.”

Martijn also was featured in a podcast over at Webmasterradio, Using Local Search back on May 4th. Yesterday, May 25th,  they had a podcast reviewing SMX London. So if you have a few minutes check them out.