In the last year or so, heads of marketing of several large companies have told me that they are interested in cross channel optimization and want the right media mix recommendation across all their channels, both online and offline. However, as I spoke to many digital marketing teams, I realized that they were not set up for success. In this post, I would like to talk about some best practices for setting up a high performance digital team, in three crucial areas: hiring, team structure and budgeting. As Henry Ford said, “If everyone is moving forward together, then success takes care of itself.” Hiring Go for wills ahead of skills. I have often heard that it is hard to find people with good domain knowledge when it comes to search, display or social media. While I understand the importance of prior experience, I do not think it needs to be emphasized. Search as an industry is less than ten years old, social advertising less than two. Moreover, both are constantly … [Read more...] about Is Your Digital Marketing Team Poised For Success?
5 attributes of high performing teams
Attribution is important, no matter your industry or your buying cycle. As more attribution models are created, it becomes more difficult to understand which one is the right one, and it seems that conversations about attribution models tend to occur with the expectation that each person has chosen a camp and believes in one particular model. The reality, though, is that no single attribution model can be the standalone source of truth — because no single attribution model can paint the full picture. Part of the reason that attribution models are so difficult to agree on is what they are designed to do: to determine what is adding the most value. Each person, team or agency is likely to be partial to the attribution model that gives the most credit to their work. Obviously, if you bring your team — or your agencies — into one room to agree on an attribution model, you’ll make them very uncomfortable. So how can you decide which model to use? The truth is that … [Read more...] about Choosing an attribution model: When, not which
It’s an old trope of the Search Engine Optimization industry that SEO is the channel with the greatest return of any online marketing channel. But, given Google’s increased ability to identify and penalize sites employing poor-quality link-building practices, my experience in the new business trenches with QueryClick (my employer) tells me that many agencies today are failing to deliver return for their clients. And, in some cases, they report fantastic ROI figures despite presiding over declining organic traffic! If you oversee SEO and want to get a true picture of your (or your agency’s) real return on investment improvement, what criteria do you need to use? Though this is a seemingly simple question, it’s a very important one to ask because SEO truly can — and should — be at the very core of your online marketing strategy. So, what is my baseline? Again, a seemingly simple question with an obvious answer: year-on-year improvement in revenue from … [Read more...] about True performance baselines & ROI for SEO without attribution modeling
While this can get tricky to measure accurately, I’ll share some basic techniques to connect online and offline data — and, more specifically, how marketers can measure the impact of TV and seasonality on their SEM efforts. 1. Pick Relevant Data Ideally, you’d want to run a test on a significant sample of your audience and compare the results with the rest of your audience. Unfortunately, that is not always possible in real life. For example, if you run TV ads nationally, you won’t be able to target a randomized sample of the population and compare the results with the rest of population, so you won’t be able to form nice and tidy test and control groups. Instead, you’ll have to analyze how much of an impact national TV has on your online initiatives over time. Assuming our response variable is the weekly SEM impression volume we’re getting on a selection of branded search queries on Google and Bing, then our first variable would be how much … [Read more...] about 3 Steps For Connecting TV & SEM Performance
Quality people to fill high-profile SEO jobs are in high demand. There is a talent war ongoing between advertisers and tech companies that compete ferociously for SEO people who have data science knowledge. That talent is scarce and comes at a premium price. One of the reasons this talent is so rare is because the SEO world moves at a fast pace, presenting unique challenges for its practitioners. Search data is now being encrypted, for example, so keyword data is no longer available for organic clicks. This encryption was done quietly and without fanfare. Only SEOs with a deep technical understanding and a passion to follow the game as the rules change will be successful. Finding A Purple Squirrel In the world of headhunting, we call these ideal employees purple squirrels. You only find one of these once in a lifetime. They are game changers and visionaries. They are most difficult to find and even harder to keep from being poached once on board. This tempts many employers to ask the … [Read more...] about SEO Talent In High Demand — How To Hire An SEO