Actual Case Study - Please ask specific questions during our call. I have a more up to date Case Study below this one, but this one covers a lot of digital space.                                                   

Case Study                                                   
“Increase the GAP for us. (Accounting GAP by increasing Gross Sales and/or decreasing Digital Expenses/Marketing Expenses). Provide the results with the actual books you will have access to. Teach me what you learn. Bring me the most cost-effective software we may need.) I managed digital for 5 brands with one person for many years

        From 2012 – 2020
After the company's initial growth in 2002, we drove Company A EBITDA again to the hypergrowth phase, part II.
Primary Growth was in digital efficiencies, increasing NI by well over 100%, well into the millions, in two to three short years. The increases continued as long as I had the books. Digital spend remained constant. We scaled the business by millions.       

·       Decreased PPC spend from $1200/day to $500/day in less than one year with better results from active management. My budget became whatever it took.

·       Increased organic traffic from 30,000 unique monthly visitors to over 70,000 in three years, with branded terms showing a huge drop in search via “Google Trends” over the same period.

·       Increased organic traffic for another site from 3,000 unique monthly visitors to over 12,000 in two years.

·       Placed key sites on page one in the SERPs for literally hundreds of keywords and phrases of relevance.

·       Worked with all digital strategies to formulate a plan of action that incorporates each strategy’s role to advance the site of interest, including ads, media, SEO, social, A/B test of each button on the site, etc. We learned that every touch along the journey is the best. We tested it over one year.

·       Reviewed and made recommendations for various systems to help with rankings and UX, user experience, including but not limited to YOTPO for reviews, loyalty, and social, SEMrush, Ahrefs, and Moz for analytics, Google Search Console & Google Analytics for analytics, Perfect Audience and Adroll for display, and Emma for email marketing.

·       We were segmenting data by 2014 and A/B testing any ideas we could think of. What if you “should put the 20% button in the line item then above or below?”. The numbers told us once we reached 80% over X visitors to go with that placement.

Case Study: 5 Years as the Head of Digital Strategist for Company “S”

Background

Company X was a brick-and-mortar brand that decided to go D2C. They needed help creating an optimized website with the tools to compete in their industry. They needed someone to lead the digital division, bring all the digital strategies to the project, implement them, keep the owners up to date on their site, understand how to create a budget with the strategy involved and report the numbers to the business owners weekly or monthly. The requirements also meant knowing when to add, pause, or lower the spending in each area to change or update the digital roadmap.

The Challenge

Company “S” planned to sell the business in 4-7 years. The biggest obstacle was creating a digital powerhouse with owners who had never gone digital. Planning the stages of when we should add another strategy was vital. Auditing the site, implementing plans to increase loyalty and review programs, adding content management, and trying to help them understand each step was quite a task.

Goals

·       Keep up with the Net Revenues monthly and provide seasonal objectives with content, ads, and spending.

·       To keep spending in check, determine the percentage of spend to Revenues and allocate spend within each digital strategy.

·       Create systems to keep spend the same or lower as a percent of income with increased sales.

·       Brind vendors and software to help with various strategies, including A/B testing almost every button placement on the site by waiting for “80% of users” before making a firm decision versus using input without numbers backing up ideas.

·       Remain up to date on all vendors and strategies on a daily basis

·       Help the owners understand “why more than 4 emails per week”, for example, or “why are we spending on CTV without KPIs to prove it works”, and many other factors that have to be in play to have a full funnel.

 

Results

 

 

 Spend reviewed and recommendations made for various systems to help with rankings and UX, user experience – systems purchased included but not limited to YOTPO for reviews and social, SEMrush, Ahrefs, and Moz for analytics, Google Search Console & Google Analytics for analytics, Perfect Audience and Adroll for display, and Emma for email marketing