Russell McAthy says “Using smart analytics is allowing brands to drive improvements in their marketing activity without the need for guess work.“
Russell McAthy is the CEO of CUBED. They are a marketing attribution platform that works with brands to show them the true impact that marketing has on their consumers. Russell’s role as CEO spans the entire business – from strategy to marketing, sales to design.
Russell says “I’ve been in analytics for over 15 years – and i’m super passionate about changing the way brands understand their performance”.
Telling a little more about himself, Russell says, “I moved to London 7-8 years ago. I didn’t know anyone here and threw myself into the digital marketing conference scene. A lot of my closest friends are people I’ve met from the industry. I get to travel around the world with my now friends – innovating and educating.”
Russell talks about Smart Analytics at 3XE Search
At the upcoming 3XE Search Conference, Russell is talking about the effective usage of analytics. The topic of this presentation is ‘Everything you think about your analytics is probably wrong!’
In this talk Russell will go through a number of ways brands are using data and show where they are not always seeing the full picture. This will range from the basics like conversion rate through to his passion topic, marketing attribution. He is going to talk about the mistakes even big brands are making and ensure that you’re set for an accurate and actionable analytics led future!
From Russell’s keynote presentation we will understand the importance of marketing attribution for the future of our companies. He will explain the process of determining the events that help in achieving the marketing objectives of a company. His talk is also going to cover the reporting adjustments needed to improve a company’s bottom line.
Russell explains that “Brands (but more often agencies) often focus too much on vanity metrics or correlation rather than revenue. We know that SEO is great for consumer research, and potential customers use search to find more about the brands or products. The Last click analytics does not show the true value of SEO and therefore the wrong metrics are used to look at performance.”
SEO Tools to use in 2018
He suggests ‘people’ as one of the most effective optimising methods that a company should focus on.
“Human resource is overlooked too often for simply buying a tool. No technology on its own will answer any brands questions. We need brands to invest in people to drive insight and action before they focus on spending cash on platforms.”
Russell uses twitter & Linkedin to find content, Reddit for latest trends and Google Now for more personal content.
Discussing the future of SEO, Russell tells “Everyone loves to talk about voice, AMP etc. The issue is that 99% of the time – it’s about scaling the simple stuff well. Making smarter decisions and creating content for the RIGHT reasons. Quite often the magpie logic of new and shiny objects are massively overvalued.”
“If you are the market leader then its about small increments, otherwise it’s about GAP analysis and finding where you can take market share. We are now in a place (with data in Google Search Console, Analytics & SEO tools) that we have “enough” data to make smart decisions based on actualities rather than opinion. Maybe this should be the first call rather than building an Alexa recipe!”
Find the event schedule: 3XE Search
Read blogs by Russell: CUBED