Your Digital Marketing Coach with Neal Schaffer

How to Analyze Marketing Data To Improve Your ROI [Emma Lo Russo Interview]

• Neal Schaffer • Episode 319

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Has your marketing data been feeling a little flat?

Are you looking for ways to increase your ROI? 

Look no further! 

In this interview with the digital marketing analytics and ROI dashboard Digivizer CEO and co-founder, Emma Lo Russo, we'll show you 3 actionable strategies to help you analyze your marketing data and maximize your return on investment. 

Learn how to:

  • attract quality web traffic to your site, improve your website ranking and optimize your SEO.
  • boost paid advertising performance and maximize your ROAS.
  • optimize your SEO position by harnessing the search terms your customers are using.

So don't delay - tune in to learn how to better maximize your marketing data today!

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Neal Schaffer:

data, it's all about the data. You got to understand marketing data and apply those insights to improve your business. But how do you do so? I think this is a challenge that I face that a lot of marketers and businesses face and I believe you my podcast listener faces as well. That's why I decided to reach out to an expert on this very topic to teach us how to best leverage marketing data to fuel our business growth. This is going to be a free masterclass where I'm gonna know Russell, CEO and co founder of one of digital marketing's best kept secrets. A digital marketing ROI dashboard, called Digi advisor is going to come and present on 10 ways to use data to transform your digital marketing and drive business growth. Tuesday, May 30 11am, Pacific 2pm Eastern free masterclass, go to Neal schaffer.com/did your visor dash webinar, this will be in the show notes as well, but Neal, schaffer.com/di GIVIZ e r dash, w EB i n AR, divisor dash webinar Neil's you have a.com/divisor-webinar Don't make me repeat that again. I will see you on May 30. As marketers and business owners content creators, we use lots of tools for our marketing. And every tool is bombarding us with lots of different data that shows our performance. But how do we piece together this data and actually connect it to actionable insight that will drive our business forward. That is the topic of this next episode of the digital marketing coach podcast. Digital social media content influencer marketing, blogging, podcasting, blogging, tick talking LinkedIn, Twitter, Facebook, Instagram, YouTube, SEO, SEM, PPC, email marketing, who there's a lot to cover, whether you're a marketing professional entrepreneur, or business owner, you need someone you can rely on for expert advice. Good thing you've got, Neil, on your side, because Neal Schaffer is your digital digital marketing marketing coach, helping you grow your business with digital first marketing one episode at a time. This is your digital marketing coach. And this is Neal Schaffer Digital Marketing ROI. There's a lot to be said for digital being measurable, getting lots of data and being able to analyze it. But what exactly do we do with all that data? I don't care what digital or social media marketing or content marketing tool you, us, marketers, and entrepreneurs and content creators, we're flooded with data. And we need to make sense of this. In my career, I've always thought there should be a tool that can help us better measure this core ROI. In fact, I'm so passionate about this subject, that a while ago, I actually planned on creating such a tool. I even went as far as as creating a beta version, which never saw the light of day, this is like 10 years ago. And that's why I was really excited when I had the chance to learn about a tool called digitizer, which basically does what I wanted that tool to do for me. There aren't many tools out there that does this. So I don't want to talk about the tool. This is not a sales pitch, I want to talk to the founder, so that we can all get some basic advice on how we can better leverage this data for our own business to grow our business. That's the whole intent. The whole reason why we're doing all of this digital marketing. So without further ado, I want to welcome Emma Laura. So who is the CEO and founder of Digi visor to the stream, it's really an honor to have you on today. Emma, we've we've you know, talked about doing this for a while so glad to finally make it happen.

Emma Lo Russo:

Now, thanks for having me. Now, I always love chatting to you. I think we're very aligned on where we see opportunities for brands.

Neal Schaffer:

Absolutely. And well, I guess, you know, you did something you founded a company that provides this tool, something I always wanted to do. I'm curious as to what your backstory is that got you involved in all of this what you know, before starting visualizer what is it that you did that got you so passionate about, you know, analytics and digital marketing measurement?

Emma Lo Russo:

I think I mean, I spent my career started in advertising but very quickly flipped into marketing. I liked the strategy side of it headed up marketing for corporate. So that was my history. So when you're responsible for budgets and resources, you're always looking for how to maximize that return. Yeah, how can you get a better cost per call? decision of a customer or you know how to drive greater upsell or retention strategies or loyalty referral programs. And so data became something that I was seeking as a CMO. In those organizations. My career then went further into technology, I headed up as President, Chief Operating Officer of Altium, which is a ASX listed top five tech company here in Australia. And I think they're in electronics design, just seeing what was happening with smart devices. And it was just that realization of the whole world changing where the consumer would own the brand brands would no longer own their brands and the way that they had before, and the power was going to be all won, or lost in how people interacting with their devices, whenever, wherever, and at their convenience that coincided with social. So social was emerging, and like just seeing that how quickly people wanted to engage and learn and trust people rather than brands as well. And so it was just seeing this huge sort of untapped data market, if you like it was That's how I felt that every brand would would end up on digital because the consumer was going that way. And whoever could make sense, and meaning from all that data and help brands make better decisions would win. So I left the safety of corporate set up Digi visor, and have just been on that journey. Like how can I help brands understand that digital footprint of their customer, those they wish with the customer and really understand that journey on their terms? Right? Where are they? What do they care about? You have that social search on their website? And then, you know, still make that really easy? Because I've got that lens of the ultimate customer, right? What did I need to make better decisions? How can I drive a better return on on where I'm choosing to invest my money? So that's, that's just been really a passion, I guess, that I've seen right through my career and still at digitizer?

Neal Schaffer:

Yeah, no, that's fantastic. Because I mean, when I created my tool, I had to explain why the data was important. Yeah, to I even did sort of like not like a startup. But I met with a few local angel investors, and I had to sort of convince them why it was important as well. So I find that there's a lot of technology out there, that was developed by technology, people that are sort of looking for a market, right, whereas you have the marketing expertise. And you know, you know, similar to my perspective, you know, what the market needs, and therefore, you're gonna go out and create that tool because it doesn't exist. So I love that, you know, that that sort of background, when you started digitizer? I'm assuming you had to go out there and get your first initial clients, and maybe the company you used to work for, maybe they became one of them. But what were some of the value points, what were the things, some of the things you talked about? What were the few key struggles that you found, that you've been able to help customers with since starting the company.

Emma Lo Russo:

So now I think you're right, just going back to when you might have been looking 1012 years did you guys is now 12 years, social was still very new. So I was just assuming everyone will just get what the way social was going to go and that everything would go to mobile commerce and the things that are all played out. But actually back then most companies were resisting, because they would refer to like their young child, you know, the data point of one, you know, my child said, this is just for kids. This isn't for my, my company. And so it was quite an interesting time. I also thought it would be adopted by agencies very early. But agencies also were learning about this. And going from big ideas, selling an idea, the measurement wasn't really part of the strategy or how they forged it. So one of the ways that we did, we were very successful, because I had come I guess from enterprise selling technology, I was able to sell technology into enterprises, and that actually provided the first customers and the first opportunity to prove the value. So using insights everyone did still this is right at that time, cloud was still very early, where people were trying to get an understanding of their customer so that that matcher of single view of the customer, and customer centricity and, you know, that was kind of the themes of the day. And so that's basically where I position is, this is how you could know more about your customers, you could know where they are, you could know what they cared about, you know, back then data was a lot freer. So we could also do a lot of appending of data from social on to CRM. And so it became an NF and that actually helped fuel because when you sell to enterprise, then they're not interested really like once you've gone through, you know, whatever the proof of concept, or their initial project is generally once they've got an idea of it, they'll then adapt it and they'll still stay with it. So some of those customers from now, you know, over 10 years ago, you know, like Lenovo and Optus and some of these bigger ones, they're still our customers today. So that's been been an interesting journey. We then realized and again back to kind of passion points. I don't like that the best technology He's only available to a few companies and a lot of technology companies priced that way. So only the best get it. And it's and it's quite expensive and it prices, those who are trying to innovate, or come up with great ideas to be able to do it. So, as our journey continued, we were really like, motivated to how can we make the best of our technology available to everyone, we launched that as SAS, and now we've got something that can help any business, from a creator, small business all the way through. And that's it's the same challenge, right. And it's actually the same week for those companies, if they take that data driven approach. They know that their customers are out there, like they are on their phones, as we see when we go out to restaurants, and out in the street, public transport, like everyone is on their phone. And that's how they're learning. And that's how they're researching. And that's how they're engaging, communicating and buying, right, it's convenient to buy. So, you know, knowing then how to structure and read those insights of where your customers are, and what content is actually working. And what when you're investing time and money. So resources, whether that's in house creative or in house, you know, content that they're writing, or publishing to a to have a blog or to the website, or paying paid media, like this is an investment. So they need to know what that return is. And so we've made that possible now for everyone.

Neal Schaffer:

So you started with obviously the experience, the expertise, launched the company, which it sounds like at the beginning was more of a technology, consult consultants last technology of helping the Lenovo and these big enterprises. And then at some point, you productized that experience into the dashboard that did advisors today, is that sort of the correct sort of, yeah, that's

Emma Lo Russo:

the way to look at the journey. I mean, it was it was consulting insights, initially, it was very much all project based work. And we did that primarily for enterprises for a good good part of our history, it's only been the last three years that we've been able to really take the best of all that technology because we you know, we've done a lot of work on the algorithms around, you know, natural language processing, and you know, just how to transform data at its crudest point, like what you see in platform, but into things that actually make it easy for people to be able to investigate, make decisions on. And so that journey has been very much from, you know, get a handle on all that data is a lot of data out there. So, you know, you think of all the social platforms, all the search platforms, everything, it's a lot of data. And then you know, taking that from enterprise project into a one platform now everyone can take advantage, Bob.

Neal Schaffer:

Yeah, it's interesting, just because you know, I can you're, you're an entrepreneur, I consider myself an entrepreneur, I know, we have a lot of entrepreneurs that listen to this podcast, as well. And just that entrepreneurial journey of actually productizing consultant experience, and when we hear about, like Hootsuite was developed by an agency, right. So we've heard about a lot of agencies that they create products that they productize, you don't hear a lot about consultants that are able to productize their knowledge. So that's just fascinating, obviously, well done. So through all this experience, you've been doing this for a decade, you know, the dashboard, the current iteration, I'm assuming has been around several years. And as well, big, you've helped and seen a lot of the issues that come up with data measurement, and ROI measurement, visa vie digital slash content, slash influencers, slash social media marketing, which is like the scope of, of, you know, the podcast, and the live stream for those that are watching. So I'm curious, you know, before we began this recording, I'm like, Hey, I'm gonna, let's focus on three things that our listeners and our viewers can take away, that can help them three insights that can help them improve their marketing. So let's move on to you know, based on all your experience, what is you know, if you were to say three things, you know, what would that number one thing be that, that we're just leaving money on the table, if we're not taking advantage of this insight that our data shows us?

Emma Lo Russo:

So I think I mean, the first thing and this has been true, whether it's a large organization or a small organization is generally like, a customer will ultimately engage with you on your website. And that is generally the worst performance. And the easiest way to get a gain in a company. So once you are measuring everything, so that that's the foundation, make sure you are measuring anything, a speed of a website, how mobile friendly that is there, the first two things, then setting that as the structure up so that it sound for search, those principles just you know, mobile friendly speed of sight. And that structure can make the biggest difference when it comes to getting a return on any anything you do from there. So whether you build in and we're going to talk about that and now the tips, but you know, your organic search strategy, that's foundation to like everyone can win on that. So how do you actually think about that, and I'll talk about that in detail that paid as well. So linked to the health of your website. So measuring and being across that and being aware of how that's performing what's driving your traffic. Yeah, what's driving the highest converting traffic being able to measure that, but really looking at those health measures of, you know, mobile friendly speed, and structure?

Neal Schaffer:

And are those things where you recommend your clients to, you know, every every day, every week, every month, go to, you know, PageSpeed, you know, whatever the website that Google has at the time to measure how you're doing, or are there other metrics that you look for in like a Google Search Console?

Emma Lo Russo:

Yeah. So I think so let's that I think let's touch on them. Maybe the second point, which is the search strategy, because I actually think that insights that you want to be looking at is, you know, how is your traffic growing over over time? What is your share of that traffic based on organic search, or paid search, and then how much of that is converting and understanding where that traffic is coming from, because the end that I believe you should be, I mean, a marketer should be looking at that every day. And then minimum once a week, the health kind of structure underneath that's like a foundation thing, like you have to have that right. So I would hope that that's part of like, at least kind of, you know, here is the before we spend money, let's get this right. And then we're going to measure this month later to make sure that, you know, with that kind of continuous kind of SEO, technical support, that your site's going to be be maintained at a healthy rate, obviously, every time you publish something, so people forget, they put the, you know, the sexy, great image that looks amazing, or a video on their site, and it slows it down. And so they don't realize like, as they're adding these things that they need to think about, or publish a page without putting in the right kind of technical headings, etc. But I think the measures ultimately, for people to look at this need to be, you know, where are you trying to win ultimately, like, what is your space? What is your content strategy? What are those pillars that you're looking to win on so that you can actually develop a content strategy? To win on those? And then really measure then? What it how much of that, that you're winning in terms of your search, share your organic search, share their click through rate? And then you know, what's actually converting on site. And then from a paid perspective, you're looking at how much of that is coming from paid and the places that you're, you're paying to do that? What's converting from that versus your organic, so you can also kind of weigh up what's you know, what's actually working? Often you get? Well, any brand can get the best clue where to spend their money, in paid search by looking at organic search and where they're ranked and how well they're performing. You don't want to go after terms where there's high competition, you're going to be scored poorly, right? You want to be somewhere where already Google's recognizing you some authority, but there's still money on the table, you haven't got a click through rate. But you're actually in a reasonably good competitive position. And then you've got both a content strategy and a paid strategy that can help you lift on that. And that will always be more cost effective.

Neal Schaffer:

Gotcha. So it sounds like what you're saying. So SEO being this main point. But before we get into the the actual measurement, it's the house in order. And that's absolutely you know, what is that stat for every that Amazon said, for every second, your website is slower, you lose whatever billion dollars in E commerce, I forgot what it was, but or 0.1 seconds. So we know that so it almost sounds like, you know, with paid, it's like, well, we have keywords, we throw money out, we check our conversions. But we're looking a little bit more holistically, starting with the organic, almost like that funnel that says what, you know, what are the keywords? How many impressions This is generating on search engines? What is the click through rate of those organic impressions? And then further down the funnel? What is actually converting at the end of the day? And you know, how are we doing better month, a month? And now that we see we have certain organic keywords that are converting better than others? How do we double down on those as part of the paid strategy, which is going to help that part be more effective as well?

Emma Lo Russo:

Yep. And I think now the key here is like, what, where do you want to win? So I think a lot of, you know, back to, you know, between the advertising agencies, the old days where it was just sell the idea. And of course, you do need to make sure that you're highlighting your differentiation, right? Like your position that's different, like how are you helping make you know, this person's life easier or sexier? Or, you know, creating greater value for them? So yes, that has to be communicated. But understanding the way people search does it in their context. And so actually understanding and you know, we talk about this jobs to be done, which is your help people actually searching. They're searching to solve their problem. And so the language that they use can really help you determine what your kind of strategy is going to be your content strategy. So actually even getting that narrowed down to here's where we're going to play, this is where we're going to win. Therefore, everything we do is going to work towards this, that that focus of resources, both from the content that you're creating or the campaign and creative and where you're putting paid they have to work together. And that those measures you were talking about of being out to then see, how are you winning and hopefully growing that share of it? And how much of that is converting for you? How is that improving like in terms of Google's recognition of your authority by by page ranking, like, they're the things that can actually give you a really good sense of continued focus, right. And that's where your win, like anyone can do this, you can do this without that paid budget. So coming back to how the How does everyone win websites, you know, a search strategies, like anyone can do that. Right?

Neal Schaffer:

Yeah, you know, it's fascinating. I just came off a fractional cmo call with a client, and, you know, what are those keywords that generate business? And I'd hate for, you have a misaligned keyword strategy. So you go into your divisor dashboard, it's like, wow, this is my number one, you know, traffic in terms of, you know, everything organic, but it drives zero conversions. And you basically misaligned with what you should be targeting? Yes. And so really does start with the keyword strategy. And you know, I'm sure you'd agree, it's a lot of it is also about search intent of actually going into Google like anything else, right? If you want to get big on YouTube, consume a lot of YouTube videos in your industry, you want to go big on Tick, tock consume a lot of similar tiktoks. Same thing with search, look at the search intent of that keyword. And, you know, because Google is using their AI to tell you, this is what they think people are looking for. And, you know, you might find, like branded content, keywords in keywords you think you should be targeting when you're never going to rank number one, et cetera, et cetera. So I couldn't agree more that, you know, you can get a lot of data, but the data is only as good as the keywords. And that's only as good as that infrastructure that you have set up to begin with. Yeah.

Emma Lo Russo:

And actually, I mean, it's a good point to make, just in general, like when we talk about data and ROI, like, to me, it's, it's important that you're making data driven decisions, it's not enough to have the data. And so if we look at why a lot of organizations get in trouble, it's because all that data, or those that hold, the Insights is quite hidden in their organization. So those that are actually good at determining strategy or an organization to have sort of a common view of what's going on, and where to focus and to have that aligned all the way down in their, you know, kind of go to market strategy. Therefore, yes, their marketing strategy, but every piece of that, like you do want to have that level of transparency, and decision making and making you know, that data driven decisions, which is different from having data, right. So think, you know, to your point of like, look for those intent, that's a that's a, an important way of saying, Where are we going to play? How do we understand the job that needs to be done or input making sure this is aligned to where we can actually help them? How do we tell that story better, right? Because people, particularly in search, right, they're looking for an answer. And most people just blurb what they think they're great at, as opposed to answering what that intent was.

Neal Schaffer:

Well, and I love your point about and I, you know, obviously, with a dashboard like yours, you can bring that transparency throughout the organization. So the product, marketers can understand what's working from an organic keyword, you know, perspective, for instance, the performance marketing can see the organic that your, your PR team can can check your you know, it just the more data that's easily accessible to everybody, the data truly becomes the asset as it should for the entire organization. And I see so many, I'm sure you do as well. siloed and fragmented, even within marketing, why don't they all have access to the same data? Yeah, it's crazy.

Emma Lo Russo:

I mean, what we've got custom and even some larger ones were like, it's literally started from the CEO saying, I'm sick of seeing different sets of data, everyone fights over it, you know, they're inconsistent, they come late. So that was these other bugbear you know, three weeks after the end of the month or quarter, too late, because, you know, the decisions already been made to put to play that next month or Porter's budget. But they've even extended it, we've got instances into their finance team because of modeling, right? How much is actually being spent what what does it look like in terms of, say early loan applications to what's actually going to fall through in terms of likely revenue. So it's a really interesting thing, if you create that one single source of truth platform for everyone to go out, no one can hide. And actually, you know, in that I think, you know, we back to those early days of trying to you know, sell social like the one of the the resistance we come up sometimes is just the person who doesn't want their performance to be seen by others. And it's a really interest I think those people won't be around for much longer because the pressure from the top is coming down so boards see EO Ayios you know, you know, the C level are saying let's have a better handle on what's going on because so much of our business so much of the way we engage our customers is now digital, we have to have this this you know, single platform to all this source of truth that we can feel confident and rely on and not have anyone hide and I think when you have your organization go back to this is all hypothesis. It's all learning, test and learn. But we learned together, right? The point is to learn there's nothing fixed. That's the beauty of digital, it is measurable it can, you can change it at Not, not the same cost the same rigging off your, your Superbowl ad, right. Like, it's a very different way to be able to, to make change, to win on. So

Neal Schaffer:

I've seen it a lot, you know, Facebook will always say that their ads delivered this month sales, Google will say that, you know, attribution and what you do with that, but when you have different divisions that are measuring differently, I have seen firsthand of marketers because they want to make their job look good. They will attribute revenue that's like, Well, wait, where did you get that number from? But unless you have a digital dashboard, you don't know, you know, if, and I know a lot of small businesses are still doing Excel and what have you. And that's okay. But at some point, you need to get digital, so that it's impartial, as you said, it's a learning it's not about selling good or bad. It's just about understanding the investment and the ROI and where you shift that investment over time.

Emma Lo Russo:

Yeah. So back to that I think that data driven decision making, like if you can get everyone in an organization to see it that way that this is just like, Everything we're doing is is a hypothesis, it's intestine, learn their stages of that customer journey from you know, they don't know you to, they're considering you to they're buying from you or they're buying again from you like if you're measuring that in one place, then you can start to test all the way through like if we do this differently or put to play an A B like is the better than a if B is then then push that forward. And so you you can actually incrementally be in a continuous improvement, you know, towards greater ROI by taking that view that there is no perfect world, right? This is all, something that's just able to be measured, giving great insight as to what's happening with your customer and how they're interpreting or feeling about the content that you're putting out there. Or the needs for your product. Right. So this is this is just a great source of insight to make this never

Neal Schaffer:

ending experiment, but the data and data we trust. So on that note, so one of the insightful sort of ways that we can analyze the data is that whole, you know, that whole funnel the organic versus paid the keywords that sort of SEO, so what would be another, you know, instance of an area where we should really be as marketers locked in, to better understand how our business is doing do digital marketing.

Emma Lo Russo:

Yeah. So I think as soon as you're putting anything, which so so maybe your customer doesn't know you, right, so you do need to think about a paid strategy, I think, then looking at where your customers are. So again, this is still test, you can test this in organic before it goes into paid. But understanding that when you go out into social, you're generally interrupting people from what they want to do. And so you need to think about the ways that you build your content to be in that context. So like a top of funnel, quick video, in a kind of infotainment way can be a really great way to start to introduce your brand in a way that is not offensive or not going to be immediately blocked by the person that you're trying to target. But making sure that that has, is able to be you know, retargeted so that you know that that first interruption in hopefully that customers terms is able then to be taken on a journey at a much lower cost rate. So seeing that funnels that we talked about, if they don't know you, how do you interrupt them there to what do they see next to when they start to look for you? What is that consideration, journey all the way through to conversion, think same content also, that way, like I'm playing to that, and then when you're thinking about your budget, the it's really about the size of the funnel, you need to close to understanding those metrics. So a lot of people get traditional sales, and they'll know exactly how many people they need to speak to, you know, to get someone to sign up digital is the same how many people do we need to reach? So making sure that funnel is wide enough at that top and you're looking at low cost ways video is a great way to what are those next steps and the content to take someone on a journey if they don't know how to they want to buy from you that being a deliberate strategy put to play and then being able to put your budgets against that to then be able to measure its effectiveness. So back to measurement. How is your top of funnel going to how's your middle of funnel going versus your bottom of funnel conversion like understanding it in those tears that that can also be incredibly insightful to drive better decisions.

Neal Schaffer:

So within an you know, within my divisor dashboard I'm looking at you have this concept of followers. And then how many people did you touch with your content? engagements, right? And then obviously within your content with what is driving more engagement and then below that, obviously, then you get into the Google Analytics part which is how much traffic does that generate? And then at the end of that, how many leads and how many conversions?

Emma Lo Russo:

That's right. And then if you're doing paid media, you've got the same reflect on how many people did you reach how many people engaged or clicked through or took an action all the way through to conversion? So you want to be able to see that and then what's your return on advertising spend? So that's all modeled by platform or by campaign? Like, it's, everything's designed to be able to answer that question of like, what's working best for you, so you can do more for it, or what's not working, so you can stop doing it. But actually understand the standing what's driving that value all the way through, including what's bringing new cut new visitors to your website, right. So you also want to have that, when you're looking at the data of how many of the people visiting me are new visitors to my site versus those that have visited me before, because that's really showing your you're growing, who you're likely to reach, and hopefully put into your funnel to conversion.

Neal Schaffer:

Awesome. So we covered some SEO data that can give us some insights, we look at how the social media data fits into the whole picture of the funnel, what would be another sort of point, another data point that we can look at to gain some more insights?

Emma Lo Russo:

Yeah, look, I think, you know, so I know you talk a lot about influencers, I think, knowing who's talking about your brand is another really good thing to have a look at who's tagging you, or using a hashtag that you might be interested in, to identify those that actually are talking about you, but may also be someone that you want to engage from earn media perspective, and by that it's just engaged with it right socially is, is just what the name suggests, right? It should be an engagement or conversation. And people I think, forget that they put their content out there, they're so busy measuring whether someone seen it first and you know, click through but you know, the opportunity in building loyalty and interest, and particularly like, this is important b2b strategies actually engage with people who are engaging with you, and see who are experts around the things that you, you might have a solution for. Because if you can engage a, having someone say something about you, you or having someone genuinely reflect their feelings, apart from a great insight you can get can actually influence many more than anything that you can do from paid media. So we always look at it from measuring your organic, so your own media, that's a really important way. And there's still a lot of value to be driven there. Like I know, Neil, like, you drive so much for your organic strategy as as does divisor because we've learned how to do that very well, right, just keep producing content people really care about that then sits on your website, that they could, you know, are also searching to see that's bringing this incredible stream of people who are just continuing to get value and learning. But if you want to enrich them, like having that, you know, having a pixel on your site to be able to retarget them so that if they've come through a particular topic, and you know that you could potentially help them then then being able to do that. So that's organic, earned is that actually understand who your fans or people who are experts or you know, are really creating the most engagement around the topics that might be something that you want to engage them around. And then, you know, looking at paid media, how that's working for you, because that's the biggest opportunity to get a was it, it's going to be the most expensive mistakes, or it can be the most optimized return, right? No one cares if you bring in a customer if the customer makes way more money than than what your cost per customer acquisition is, right? So you need to see that as investment. And you can set that up. So you can really understand if I spend$1 Here, what do I get back? And then I think you know, that website is is your how do you actually learn what's converting for you, so that you can actually have a look. So even your best performing pages? How are they set up? To be able to capture the next step? Like what's the value piece? Potentially, if you're getting great traffic to those pages, that you could take them somewhere else? Like how have you structured your site to harness them?

Neal Schaffer:

Yeah, this has been a lot to digest. And I know that a lot of people listening may be wondering, like, philosophically, yes, we need to measure all that. Yeah, but nobody has time to go from Facebook Insights to twiddle analytics to Google, or they just get stuck in Google Analytics. They miss out on Google Search Console, they miss out on the social media and sites. And if you're one of them like I was, I want to invite you and I think this is a good time to bring us up. To try out divisor I am actually a official officially certified yes had to go through a certification test of the divisor and therefore for my community. They have a very, very special plan that allows you to have a free trial if you go to this link, which is Neal schaffer.com/digi advisor and if you want to find And now more I've actually invited him. I know this is only, I mean, this is a pretty long interview. But there's a lot more to the story that I think Emma wants to share. And I want me to share with my community as well. So actually, we just launched this landing page today, but on May 30, hopefully you listen or watch this in time, we are going to be doing a joint webinar, it's really, um, it's going to be presenting more in depth. And not just three data insights. But we're planning on having about 10. So if you want to dig deeper into this topic, please join us for the webinar, go to Neal schaffer.com/divisor-webinar. Disclaimer, it is limited to 500 attendees last time I did one of these it got full really fast. So make sure you sign up earlier rather than later. But Emma, this has been fantastic. Is there any other you know, last piece of advice because you know, you've covered the own the earn the paid, we covered but you know, the the web, the social, the influencer, any other sort of last piece of advice that you want to throw out for our listeners?

Emma Lo Russo:

Now, I think you made the point of don't waste your time getting bogged down trying to get it from all those different places, right, because they make it difficult. They don't, platforms don't want to be measured against other platforms either. Right? So we've also made that easy by making it apples to apples comparison. But like, if we want to survive, and there's all that talk about AI and taking jobs and other assets, just like make sure you're putting your mind to making better decisions, like where are your what is the information that allows you to weigh up opportunity, or risk and to make just ultimately better decisions and think about that strategy of like, what do we do next? Being free to do that is going to drive much more value than being caught in those weeds and thinking that, you know, trying to put this into one place. Without spending money, it's a it's a waste of money trying spinning it an analyst trying to wire this up yourself or no, you tried to do this, it's expensive to do this, right? It's hard to do. It's a lot of time, don't spend your time there, right, spend your time making better decisions. That's what we all love doing is seeing our strategy comes into play. So that we win.

Neal Schaffer:

Yeah, if you're spending, you know, or if you have an employee spending one day of their month to create this monthly report, that's 5% of their salary. There's, there's obviously value, it's also just the time, you shouldn't have to wait for a report to be manually generated to have access to this information. I mean, you know, when there was a new Google algorithm change, when there was a Twitter algorithm change, you want to know right away what the impact is. So you really need a real time data. And I'm a big fan of digibytes because you provide that obviously, in real time to help all of us so we're near the end. Obviously, I gave the Link Neal schaffer.com/digi. Advisor, any other place you might want to send people.

Emma Lo Russo:

Um, look, I mean, I think you've got incredible resources on your website. Did you guys a.com has a lot of how to like how to get going in these platforms. You know, you touched on Tik Tok before is a potential strategy for for someone who wants to win on tick tock, I mean, any of these platforms is huge opportunities. We've got how tos on all of them, how to get going. So I think you know, I'd love to see you at the next event. Really happy to answer questions. Love you to follow us. Please check out Neil's offers that we've we've partnered with Neil. I do love everything that Neil says. So he's someone to listen to, because he's put it to play and that people like Neil, and you know, like, what did you advise has been based around it's like, genuinely helping you understand how to get more value, use your time more wisely and get a greater return.

Neal Schaffer:

Awesome. Thank you so much. I want to end with just some shout out. So Charlie, boy, always appreciate your dropping in. So thank you. If any of you are still tuned in, if you want to toss in a question, there's still time to do that. Jordan, always appreciate the support my friend, hopefully this was educational for you. We have a long one, I'm going to put on my reading glasses for this one from Tony untapped data market. This is at the core of what we're doing with a device. So I think that Tony is an employee of the divisor. But nevertheless, it's really about tapping into the data. Marketers can better understand their bang for buck in terms of digital marketing performance, exactly what channels performing or not performing, and what insights will inform when this strategy is working. So Tony, appreciate that comment coming all the way over from LinkedIn. And I think that about sums up really what this This interview was all about. Right?

Emma Lo Russo:

It Yeah, absolutely. Thank you, Neil. Really appreciate your taking the time.

Neal Schaffer:

All right. Thank you. And once again, we'll see you on the webinar may 30. Neil's here. for.com/divisor das webinar until next time, have a good one. Hope you enjoyed that interview with Emma as much as I did. I can sometimes geek out on the data. But in the back of my mind, I'm not geeking out I'm always trying to find the data find the connections find In the insight, and at the end of the day, you need to have output. It's not data analytics for data analytics sake. It's finding something and putting it into action inputting that data into a process, or activity, whatever that is, that is the connection that I want you to find. Now, I know that this interview was a little bit short, as mentioned, and I'm accelerating the publication of this podcast so that it comes out in time I am doing a special one hour masterclass with me on this very topic, where we're going to go broader and deeper into these topics. So make sure that you go to Neal schaffer.com/deviser-webinar. That's di GIVIZ e r dash webinar, and you'll be able to apply and hopefully grab a seat for the special master class on May 30 2023. If you're listening after that, go to that URL or go to Neal schaffer.com/events. And you can put your email address in there and then I will notify you in the future. I am trying to do these free educational master classes on a monthly basis. So make sure you stay tuned so that you can connect the dots between this podcast in your business. All right, well, that concludes another. Hopefully you agree with me. I'm always excited by these interviews and recording this podcast but another exciting and hopefully actionable and insightful episode of the digital marketing coach podcast. This is your digital marketing coach. Neal Schaffer signing out. You've been listening to your digital marketing coach, questions, comments, requests, links, go to podcast dot Neal schaffer.com. Get the show notes to this and 200 plus podcast episodes and Neal schaffer.com to tap into the 400 Plus blog post that Neil has published to support your business. While you're there, check out Neil's Digital First group coaching membership community if you or your business needs a little helping hand. See you next time on your digital marketing coach.