Kelly Wortham

Quality Data In = Quality Data Out 👏 I've seen it time and time again: businesses get lazy with data input and system maintenance, and suddenly, HubSpot turns into a junk drawer overflowing with outdated information and clutter. 🫣 A junk drawer might be fine for old batteries and random knick-knacks, but it’s a graveyard for your business opportunities. Over the years, I’ve helped countless clients clean up their HubSpot instances. Don’t invest in a tool designed to HELP you sell more, only to let your leads languish in disarray.

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🐇 Changing TOO Fast 🐇 VS 🐢 Failing TOO Slow 🐢 There is a natural tension between: - waiting TOO long to collect enough data to ensure you aren't pursuing a flawed strategy AND - making changes SO quickly that you aren't taking the time to achieve statistically relevant data to make a sound decision Of course everyone wants to "fail fast", but in today's digital environment where campaigns are "algorithmic" in nature, we need to give these campaigns time to train up and get traction. Too frequent changes to strategy and budget saps the data 'superpower' from these types campaigns. Now, I'm not advocating for agencies to execute on strategies and ask their clients to cross their fingers and wait. As good partners, we must communicate the why behind our recommendations, what we would like to see as early indicators of success and then provide updates on 'how's it going'. Acknowledging this tension exists is the first big step in developing a shared mindset with clients and a clear understanding of how we must communicate, set strategy, execute and report. #digitalmarketing #agencypartner #googleads

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Marketers are like scientists. 👩‍🔬 We should be running experiments regularly to prove our assumptions. A smart place to start is determining whether your budget is being used to its fullest potential. See how. 👉 https://lnkd.in/gXjpH9D2 #testing #optimization #marketing #directmarketing #directmail

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Interesting episode of the search off the record podcast about search quality. Here are some insights: 📜 **Role of Quality Rater Guidelines**: They provide instructions for evaluators to rate search results, influencing how data about search quality is collected and analyzed. 🌟 **Evolution**: The guidelines initially focused on topical relevance but have grown to cover various aspects of search quality. 🌐 **Transparency and Accountability**: Google published the guidelines externally to show what they aim to achieve and to allow the public to hold them accountable. 🔍 **Evaluator Influence**: Instructions given to evaluators significantly impact the quality measurements, which is why these guidelines are continuously refined. 🤝 **Collaboration with UXR**: User experience researchers help identify important aspects of search, influencing the content and focus of the guidelines. 📊 **Impact on Metrics**: The guidelines help ensure that the measurements reflect true user satisfaction and that search improvements are aligned with user expectations. 🔄 **Continuous Improvement**: The guidelines support evaluating and iterating on the search experience to adapt to changes in user behavior and content quality. 🌟 E-E-A-T (Expertise, Authoritativeness, Trustworthiness) is a mnemonic device used in Search Quality Rater Guidelines to guide evaluators but is not a direct ranking signal. 📜 The guidelines are used to ensure evaluators consider crucial aspects like expertise and trustworthiness across different types of content. 🔍 Different search queries require varying levels of E-E-A-T; for example, health-related queries demand high trustworthiness, while simpler queries like "cute kittens" may not. 🌐 E-E-A-T is essential for providing a balanced and comprehensive assessment of content quality, helping Google deliver the best search results to users. 📈 There is no one-to-one ranking signal aligned with E-E-A-T, but concepts like PageRank can be seen as related to authoritativeness. 🧪 Short-term query counts are not used to measure search effectiveness. Long-term successful improvements usually result in reduced search frequency. 🤖 Transformer-based ML models have significantly improved complex query interpretations. 🚀 Search quality improvement is an ongoing challenge due to evolving technology and changing user behavior. 🔍 Topics for user research arise from various sources, including user feedback and internal queries. 🔄 Collaboration between user experience research (UXR) and data science in understanding and improving search. 📊 Various dimensions and systems in search quality, including content relevance. 🔍 Google search data scientists aim to understand user search behaviors and overall search performance. 🧩 Improvements in natural language understanding continue to be an ongoing effort.

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20% off Marketing Analytics Summit discount code in this month's TLC Connector newsletter y'all! (And great content!) Check it out. The link for the newsletter is in the comments! #TLC Test & Learn Community (TLC) Marketing Analytics Summit

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Data analytics and visualization isn't just about crunching numbers and running through potential scenarios-- it has the possibility to influence and change how people interact and interpret data. As Blue Cottage of CannonDesign's Melissa Alexander writes for the Data Visualization Society: "In a sea of information, visually appealing and emotionally resonant designs stand out, drawing viewers in and prompting them to explore the data further. By incorporating elements that trigger curiosity, surprise, or intrigue, data visualizations can spark interest and keep viewers engaged, ultimately leading to a deeper understanding of the insights presented." Learn more about how Melissa incorporates beauty into the business of data visualization: https://lnkd.in/exVZ4uJy

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VP of Analytics and Marketing Intelligence Kevin Dugan's recent Google Next presentation on Looker Studio dashboarding put him in a reflective mood... ...which led to an examination of how centralized dashboarding has paid off many times over for the DMi team and our clients. If your company's not centralizing its marketing data yet, this may just be the incentive you need to lean in. #marketinganalytics #dashboarding

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I don't think hourly billing is a good idea for clients buying digital analytics services. Shifting from hourly billing to fixed retainers could align the incentives of analytics agencies with the client's goals. Retainers encourage agencies to focus on delivering value and results, not on accumulating billable hours through complex setups. The focus on lowest possible hourly fees just multiplies the hours needed. This is a bullet-proof method of creating misaligned incentives - created by the procurement. ❤️ Follow me for more posts about #digitalanalytics in the #realworld!

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To avoid the trap of misinformation, it is important to be both offensive and defensive. Use research and insight to avoid obvious traps as well as be ready to respond robustly if misinformation impacts your business. https://ow.ly/Yfwo50Sp8Fg Mercury Analytics #marketing #martech #technology

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Every new lead for Speero that is interested in our testing program work, I ask for analytics access and we do this type of analysis. "Where is the money?" ROI-type analysis. With this we can get a feel for potential relative velocity and impact for not only AB testing, but ALL work done on this journey. We often add other KPIs, but always start with this revenue-based perspective. Each metric can have it's own table. Eventually this table gets automated, and linked into the testing infrastructure so pre-registration of test ideas include this prioritization as well. If you have a testing program, do you have this? If you don't have this analysis per device type, for your major channels, you should. Ping me and we can do this for you.

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If you read anything today - make it this. Mark Ritson talks to the advantages of running testing on ads, and rightly so. And the same principles apply to your packaging. Very often, the first engagement a consumer has with your product is when they see it on the shelf. If that packaging does not capture attention and convey a reason to buy - then it won’t work. Even tiny changes to your packaging front can affect how shoppable it is - yet you are blind to this unless you test the impact. The money needed to understand performance pales in comparison to the downside if you get it wrong. Why take that risk?

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C-Suite Confused by Your Marketing Data? They're Not Alone Is your boss constantly asking "Can you explain this in English?" In Mike Ruff's first piece for MarTech, he reveals the culprit: a data literacy deficit. Learn how to bridge the gap, build trust, and finally get buy-in for your data-driven campaigns. Get the details 👉 https://lnkd.in/eUBvtpsd P.S. Want to know the secret handshake for "statistically significant"? We got you covered. #marketing #datadrivenmarketing #marketinganalytics #dataliteracy

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Welcome back paginated search results! I am not sure I prefer the paginated experience, but I prefer saying "first-page" when explaining SEO average position/ranking. "Initial results" or "First loaded", didn't have the same sparkle. https://lnkd.in/eQv-_u5g #seo #google

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By 2028, brands’ organic search traffic will decrease by 50% or more as consumers embrace generative AI-powered search, says Gartner. If organic search is your primary avenue to attract and close customers... 😬 But, if it's not (for the VAST MAJORITY of you it isn't!), then relax. Hone your audience where it's at instead. Gain market share by solving your customer's pain points in their:  👉 inbox, via email 👉 on your corporate social page 👉 on your executive's social page 👉 with earned media 👉 with paid media 👉 with targeted advertising ...and more SEO is just one tool in your toolbox, #insurancemarketers. And if you have earned tight positioning in the marketplace over years, SEO shouldn't be your main squeeze. 🍋 #contentmarketing #insurancemarketing #contentstrategy #seo

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We're getting a lot of insight from seoClarity's user search journey feature. Here are some of my favorite ways to use it. https://lnkd.in/gC-5qrWd.

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