“TUV SUD has been fortunate to partner with MarketingMojo for more than seven years. I was impressed after hearing Janet present at the MarketingProfs B2B conference on the importance of SEO/SEM, not to mention her knowledge of all things Google and leveraging social media to increase rankings and grow lead generation. MarketingMojo is a true extension of the regional marketing organization all these years. Janet and her team have been integral in growing our online brand and service visibility in the Americas both efficiently and effectively, and to drive conversions. Our MarketingMojo team is diligent, professional, and are true experts, making trusted recommendations along every step of the way. Not surprising they keep receiving top agency awards annually.”
Charlottesville, Virginia, United States
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How can you prevent inaccurate SEM data from sabotaging your marketing campaigns?
Test, test, test. There's always a new feature to try and there's always room for improvement, even incremental improvement. However, be sure you give your tests ample time and budget to have a fair opportunity to provide enough traffic to accurately predict outcomes. For smaller budgeted campaigns or sites without high traffic, you may need to extend your test or provide additional budget to ensure that the sample size is ample.
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How can you prevent inaccurate SEM data from sabotaging your marketing campaigns?
One specific area I recommend to evaluate is devices, demographics and time/day. In Google Ads, for example, you can adjust your bid strategy based on these factors. For example, for one client who sold dental products to dentists, we found that mobile devices were getting clicks but no sales. Why? Dental office managers were using computers at the practice to do this type of ordering -- not mobile phones. By adjusting bids on mobile devices, we were able to redirect more of the campaign budget to the devices that we knew would get more sales -- in that case, desktop.
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How can you prevent inaccurate SEM data from sabotaging your marketing campaigns?
The first question I ask organizations I work with is, "what is your attribution model?". You'd be surprised how many companies, regardless of their size, either don't have an answer to that question or have conflicting answers! Without a common attribution model across your organization, you are likely inaccurately giving too much or too little credit to certain marketing channels. The attribution model you select also impacts which channels are most likely to receive the most credit. For example, I studied ten years' worth of data across over a hundred clients from a variety of industries and company sizes. The aggregated data showed that ads often were a first interaction and direct or organic was often a last or late interaction.
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How can you prevent inaccurate SEM data from sabotaging your marketing campaigns?
This is probably the most important step. There are so many organizations that inadvertently create issues in their data tracking, often because different marketing channel teams work in silos. Perform a full audit of your tracking steps first to be sure the data you're working from is accurate.
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This book is like that great friend who never lies to you, no matter how much they love you or how much they know you need to hear that you're…
This book is like that great friend who never lies to you, no matter how much they love you or how much they know you need to hear that you're…
Liked by Janet Driscoll Miller
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Come work with me and some other amazing people!
Come work with me and some other amazing people!
Liked by Janet Driscoll Miller
Experience & Education
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Marketing Mojo
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Publications
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Data-First Marketing: How to Compete and Win in the Age of Analytics
Wiley Publishing
See publicationDo you have the data you need to target the best leads, continuously improve campaign ROI, and help grow your business? Are you using it? For too many marketers today, the answer to one or both questions is "no&", "I don't know" or "only in a limited way".
In today's age of analytics, marketers and companies who don't have better answers to these questions will increasingly find themselves left behind. The marketers and the companies who win will do so by harnessing the power of data and…Do you have the data you need to target the best leads, continuously improve campaign ROI, and help grow your business? Are you using it? For too many marketers today, the answer to one or both questions is "no&", "I don't know" or "only in a limited way".
In today's age of analytics, marketers and companies who don't have better answers to these questions will increasingly find themselves left behind. The marketers and the companies who win will do so by harnessing the power of data and analytics to do more, better, faster.
Data-First Marketing goes beyond traditional marketing data analytics books, presenting a comprehensive framework for developing a true data-first marketing culture. This state-of-the-art resource enables you to get the most out of the vast amount of data available in the digital age, from information provided by social media users to quantitative results from your sales and marketing operations. This real-world playbook teaches you how to implement a marketing strategy that combines data-driven marketing, business strategy, organizational goals, and the transformation of people, processes, and technology.
Drawing upon their decades of experience in digital marketing, Janet Driscoll Miller and Julia Lim provide clear guidance and actionable steps for embedding data and analytics into your daily work life. Divided into two parts, the book first presents an overview of data-first marketing principles, illustrates their value to businesses of all sizes, and offers expert advice for overcoming the challenges common to data-first marketing adoption. The second part of the text delves into the five steps to data-first transformation, featuring a self-assessment to locate your organization's place on the innovative Data-First Marketing Maturity Model.
Data-First Marketing will help you create a dynamic shift in your company and use marketing data analytics to help you compete and win in the digital marketplace. -
Getting Started with Google Analytics: How to Set Up Google Analytics Correctly from the Beginning
See publicationGoogle Analytics provides a wealth of information about how visitors arrive at your website and what they do while they are there. However, it's critical to set up Google Analytics on your website correctly from the beginning. This book walks you through, step-by-step, on how to set up Google Analytics, from the code on your website to the reporting views you should create.
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Forbes Agency Council
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MediaPost Search Insider
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Search Engine Land
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Honors & Awards
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IMPACT Awards – for Women’s Leadership
Internet Marketing Association
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Marketing Agency of the Year (Bronze)
The Stevie Awards
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Excellence in Marketing (EMMA) Award – Marketer of the Year
Central Virginia American Marketing Association
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Marketing Agency of the Year (Gold)
The Stevie Awards
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Marketing Company of the Year (Silver)
The Stevie Awards
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Women Helping Women in Business (Bronze)
The Stevie Awards
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Gold President's Volunteer Service Award
Points of Light Foundation
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LinkedIn User
9 people have recommended Janet
Join now to viewMore activity by Janet
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Data. It's important. And if you feed your ad platforms bad data, you're going to get stinky results. My latest article for Search Engine Land is…
Data. It's important. And if you feed your ad platforms bad data, you're going to get stinky results. My latest article for Search Engine Land is…
Shared by Janet Driscoll Miller
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