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Keith Moehring

Keith Moehring is the vice president of strategic growth at PR 20/20. He joined the agency in July 2006, and is a 2004 graduate of the University of Toledo. Full bio.
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Recent Posts

In most cases, marketers are creative sorts. We are communicators and storytellers, strategists and promoters. When we signed up for this gig, few (if any) of us came at it from an interest in statistics and math. 

Yet here we are, marketing in the digital age, where everything we do is trackable and we are without want for performance data. We are now expected to make marketing decisions based more on metrics than experience and intuition.

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Personalized, actionable marketing recommendations in minutes.

In 2012, we launched Marketing Score. This online assessment tool was designed to help organizations think critically about their marketing programs. By evaluating marketing across 10 aspects of your business, you can uncover valuable insights that drive growth.

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Google Analytics can capture more than 360 metrics and more than 260 dimensions. Long story short, there are thousands of reports you can run in Google Analytics to evaluate the strength of your marketing program, in particular your website.  

But, when you’ve got access to vast amounts of data, where do you start and how do you avoid falling into endless, fruitless rabbit holes?

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Editor's note: This post was originally published in 2013 and has been updated to be more current and comprehensive.

A flowchart—the visual representation of a logical progression of things. 

In my humble opinion, one of man’s greatest accomplishments, right next to the spork. 

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Editor's note: This post was originally published in June 2013. The content has been edited for comprehensiveness.  

Hello World!

There has been a tremendous push to learn programming, led in large part by code.org.

Their video below features some of the most accomplished technology innovators, including Bill Gates, Mark Zuckerberg, Jack Dorsey and the Miami Heat's Chris Bosh, and has been viewed more than 13 million times. 

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By losing our biggest family golf championship, I stumbled upon an insanely powerful, free platform that lets you build your own marketing performance tools. 

The platform I'm referring to is the combination of Google Sheets and Google Apps Script. With it, I’ve managed to:

  • Connect sheets to data sources like Google Analytics through APIs.
  • Strategically build large data sets from multiple sources.
  • Marry marketing activities to performance metrics.
  • Build small algorithms to sort through and pull insights out of thousands of data points.
  • Allow multiple Google Sheets to communicate with one another.
  • And much more.

If you’ve got some coding background or are interested in learning to code, I’ve tried to incorporate everything you need to get started building your own marketing tools, including:

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Moz recently released its biannual Search Engine Rankings Correlation Study and Expert Survey. This is consistently an excellent read for anyone hoping to improve their optimization tactics and approach. 

The No. 1 item in Moz’s Ranking Factors summary reads: We continue to see lower correlations between on-page keyword use and rankings. This could likely be because Google is smarter about what pages mean (through related keywords, synonyms, close variants, and entities) without relying on exact keyword phrases. We believe matching user intent is of the utmost importance.

It was this aspect of search that Will Critchlow (@willcritchlow), CEO of Distilled, focused a large part of his INBOUND 2015 session on. The session, “The Future of Search,” described some of the dramatic changes affecting search results, and what we as marketers should be doing now to set our companies and clients up for success. 

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A polished landing page or blog post can mean the difference between conversion and lost opportunity. Fortunately, content management systems (CMS) exist to make creating, updating and testing websites easy for anyone who can use a word processor.

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On April 21, Google rolled out its mobile-friendly update. If you listened closely, you heard the online marketer community collectively start to hold its breath.

Reason being, the full impact of the update could be significant (either positive or negative). It will play no favorites, as all websites across all locations and languages are subject to its judgment. 

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I am a huge fan of Pixar. In 1995, Toy Story became the first completely computer-animated, full-length motion picture, and by doing so made it socially acceptable for me to watch cartoons again. For this, I am eternally grateful.

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