Leslie To will be speaking on Analytics at Engage 2018, which will take place March 8th, 2018 in Portland, Oregon. For more information or to purchase tickets, please click here.
1) Please give us your background and let us know what you do for a living.
I started working in digital marketing in early 2011 as an SEO Analyst at a boutique agency named iSearch Media. iSM was later acquired by 3Q Digital in 2014 and here I am today! I emerged through the ranks and currently, I am the VP of SEO at 3Q.
2) What factors should a business consider when choosing an attribution model?
It’s important to think about how your customer will ultimately make his or her purchase. Is the decision a multi-step process? Is there a lot of research required? How long does it take for someone to make a decision? You’re never going to have a perfect attribution model that will account for every customer so just aim to have a model that accounts for the majority of your customers.
3) What are some tactics that you use to make analytics data actionable by its intended recipients?
First and foremost, the insights should always answer the “so what?” question. Traffic is up, so what else can we do? Conversions are down, so what do we do now? Rankings are really fluctuating, so what else should I look at? When your analysis answers that basic question, it’ll usually be actionable for you and your clients.