Using Big Data and a Free BI Tool to Break Down Your Marketing Silos
Wil Reynolds | Founder & Director of Strategy | Seer Interactive
Jessie Beck | SEO and Content Strategist
Bridging organic and paid data brings a competitive advantage to almost every industry, allowing teams to talk strategies based in revenue rather than search volume in a way that hasn't been possible since Google began encrypting organic search data.
In this session, you’ll get two perspective. First, Wil will talk about Big Data from an agency perspective. Using Power BI – a free software – he’ll show you how to bridge your often siloed marketing data from PPC, SEO, and traditional marketing into BI dashboards. And he’ll share how this approach is resulting in cross-channel marketing teams coming together in the same room for the first time in his 20 year career to glean insights and make educated, strategic cross-channel decisions that were previously impossible.
Jessie will provide explain the in-house perspective. She’ll illustrate how these bridged-data strategies affect in-house teams to work across divisions, and the impact this approach has on marketing performance.
Together, they’ll share Big Data strategies that are actionable and accessible to change the way your marketing teams approach Search.
At the end of this session you will be able to:
Use actionable insights from cross-divisional data to find pockets of opportunity in Search
Create a symbiotic relationship between agency account teams and a company’s internal team, in which both provide the resources the other needs to get the job done correctly and efficiently
Present information in a way to prioritize your needs and gain internal buy-in from company stakeholders
Attendee Experience Level: This session will be of value for those experienced in the topic, but haven not gotten to advanced concepts, and for those who are advanced but not yet experts.