Annie Cushing will be speaking on “Analytics” at SearchFest 2015 which will take place Friday, February 27, 2015 in Portland Oregon. For more information or to purchase tickets, please click here.
1) Please give us your background and tell us what you do for a living.
My background is in marketing with an emphasis on data collection, management, and visualization. I’m currently working for Tango Media as Vice President of Marketing.
2) Google Analytics has evolved quite a bit in the last couple years. Can you share some of the improvements that you see as being most valuable?
The Channels report is Google’s best-kept secret, in my opinion. It replaces the super-messy Mediums report, which no one knew how (or why) to use it anyway. Along the same vein, the Multi-Channel Funnels report is pretty awesome but will never really get off the ground until Google can integrate it with the rest of Google Analytics’ reports.
3) Google Analytics offers users a choice of multiple attribution models. How should a business consider which model best fits their needs?
It really comes down to how they want to credit their marketing efforts. At minimum, everyone should take the Linear model out for a test drive to see which marketing channels are under-reporting in their standard reports. (Spoiler alert: Expect to see social at the top of the red-headed step child list.)
Todd Mintz knows PPC…knows Social Media…knows SEO…knows Blogging…knows Domaining…and knows them all real well. He runs growth marketing for )and is also a Director & Founding Member of SEMpdx: Portland, Oregon’s Search Engine Marketing Association, and he can be found here on Twitter and Facebook.