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By Jaimee LaTorra and Rachel Zinanti Have you ever looked at a marketing persona and wondered what to do with the information? We love personas when it comes to ad targeting, especially for display or Facebook campaigns, because they ensure that we stay focused on key audience characteristics. But when it comes to creating content,
By: Maggie Castle and Jaimee LaTorra Storytelling transcends industries and is often a focus in business books, conferences, sales trainings, and much more. Storytelling, specifically as it relates to data and analytics, is a routine challenge for digital marketers. Certainly in an agency setting, we’re frequently in a position where we need to explain complex
Part III – Automation Everywhere Two Octobers has become a hotbed of automation. Around the office, people are creating tools to monitor shopping campaigns, forward emails based on client names, and manage ad copy programmatically. The complete list is far too long to include here, and I’m sure there are some I don’t know about. This
As an SEO consultant, I often find myself discussing user experience (UX) with my clients. This is in part because UX factors influence search engine ranking, but mostly because we measure our success in terms of engaged visitors and conversions, as opposed to ranking and clicks. As I discuss UX with a client, I often
Part II – My First Project The problem: automated budget tracking and management My first project with Google Sheets and Google Apps Script (GAS) was to rebuild the campaign budget tracker we use to monitor budget pacing in paid search campaigns. This was the core functionality I had tried to replace first with a
At Two Octobers, we are always striving to better understand consumer behavior as it relates to our client’s business goals. The more we understand about how consumers research and make decisions, the more we can sharpen our messaging, offers, and UI interactions. Over the past year, I have been doing a considerable amount of consumer
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