Some examples of things I can help you with. Also, the answer to the question “What do you do all day“?
I have used the below tools and tactics, among others, to achieve hyper-growth for my clients, multiply their ROI, increase their profitability and achieve their growth and marketing goals.
For every section below you will find a sample list of business questions and problems I have helped my clients answer and solve to help grow their business.
You will also find examples of dashboards and analyses I use to answer these questions. My work is data-driven and I use insights to help companies achieve growth.
Channel Optimization
PPC
PPC Optimal Bids
What is the optimal bid for our campaigns and what bid adjustments should we make?
Google Ads Day and Time Optimizations
What is the optimal day and time to run Google Ads in order to optimize performance?
Google Ads Impression Share
What is our impressions share for Google Ads? Are we losing conversions because we are not ranking or not optimizing our budget?
Google Ads Campaign Automation
What is the percentage of automation in our Google Ads campaigns and how can we improve it?
Google Ads Creative Optimization
Google Ads Creative optimization: which ad types perform better and how can we optimize them?
Resources:
- Google Ads Bid Adjustments
- Google Ads Time and Day Optimization
- Google Ads Impression Share
- Google Ads Campaign Automation
- Google Ads Creative Performance Insights
SEO
Trending Queries
What queries are trending right now so we can capitalize on them?
Questions that users are asking (for content ideation)
What questions are people asking that are relevant to our website? Can we write content to answer these questions?
Landing pages cannibalization
Are we cannibalizing our landing pages with multiple queries?
Share of Search
What is our share of search compared to competitors?
Image Search
Can we capitalize on image search? What images can bring traffic to the website?
Resources:
Google Updates impact on SEO
What is the impact of Google Updates on our SEO performance?
Paid Social
Optimal Frequency for Ads
What is the optimal frequency for our ads in order to avoid ad fatigue?
Audience Saturation
Are we saturating our audiences? What is the percentage of new people that we’re reaching?
How should we allocate our budget?
Cost Curves/Diminishing Returns
What is the relationship between our spend and conversions and what is the point of diminishing returns?
Marginal CPA
What is the marginal CPA (i.e. how much more are we paying for an extra conversions) for each level of spend?
Budget Optimizer
How should I allocate my budget between paid channels?
Try out the app I made to allocate budget optimally based on cost curves for marketing channels.
Resources:
What is the incremental return of channel/campaign X?
Causal Inference Test/Analysis
How do I measure the incrementality of a TV campaign? How do I measure incrementality if I can’t run a proper experiment?
GeoLift Test
Can I measure the incrementality of a channel or campaign by splitting the test and control group by geographical area?
Check out the Apps I have made for GeoLift Power Analysis (i.e. which markets should I select for my test, for how long and with what budget?) and Geolift Post-Test Analysis (i.e what was the incrementality of the test vs the control group).
Incrementality/Lift Test
How can we measure the incrementality of a digital channel (conversion lift)?
Resources:
- Google’s Causal Impact for Causal Inference (GitHub)
- Meta’s GeoLift for running incrementality experiments with test and control in different regions (GitHub)
Forecasting
Forecast App
Use the app below to forecast your conversions or other metrics that are important to your business. The app is based on Meta Prophet and uses trend, holidays and seasonality to forecast the metric.
Try out the Forecast app here.
CPM Price Forecast based on seasonality
Can we forecast CPM prices based on seasonality?
Resources:
Attribution and Marketing Mix Modeling
Marketing Mix Model
What is the incremental contribution of each channel? How can we improve our attribution given the limitations of iOS14?
Attribution Models
How can we improve our attribution?
Resources:
- An MMM using Meta Robyn (GitHub)
- An MMM using Google’s Lightweight MMM (GitHub)
- Case Study: How I created a custom attribution model for NA-KD and improved their ROI (8X incremental return on ad spend for new customers, 5X incremental return on ad spend for all customers)
- Guide: How to create your own data-driven custom attribution model
- Creating different attribution models with Conversion Path data (GitHub)
Retention, LTV, Churn, Lead Generation
LTV, Retention, Churn
LTV Calculation/Cohort Analysis
What is the LTV of our clients?
Aha Moment
What is the Aha Moment of our users?
Resources:
Lead Quality and others
Lead Quality Scoring/Lead Pipeline Analysis
What is the quality of a lead based on the data we have at the time of the lead generation? How can we help the sales team select the highest quality leads and increase the lead quality?
Sentiment Analysis
What is the emotional tone associated to the online reviews of our product?
Example sentiment analysis of online reviews (GitHub)
Pricing Analysis
What is the optimal price for our product?
