David Fothergill is a search marketer with a wealth of experience in Paid Search, Conversion Optimization & Web Analytics. As Head of Product Development & Insight at performance-driven SEM agency QueryClick, his main focus is working with the account team to ensure that client search marketing campaigns are of a strategic nature and deliver the optimal return-on-investment. Additionally, David is responsible for managing delivery of cutting-edge reporting & analysis tools and supporting development of Web Analytics and Programmatic Advertising services. He has handled search marketing accounts for clients in over 30 countries and a similar number of languages, in verticals including retail, finance, travel & the entertainment industry. Being a graduate in Mathematics, David is an advocate of the power of numbers within marketing, but believe that any analysis only adds value when it is tied to business objectives and is insightful enough to lead to actions which improve the marketing strategy.
Looking to improve your attribution modeling for better insights into your analytics? Columnist David Fothergill shares his method, which uses a Markov model to determine the relative value of each channel in your conversion path.
Can machine learning be applied to your PPC accounts to make them more efficient? Columnist David Fothergill describes how he utilized machine learning to find new keywords for his campaigns.
Accurate forecasting can serve to inform the direction of your digital marketing campaigns and properly set client expectations. Columnist David Fothergill provides some food for thought to those new to the practice.
Columnist David Fothergill shows how data visualization can unlock insights about AdWords performance you may not have gleaned otherwise.
Columnist David Fothergill makes the case that automation can free up valuable time to let search marketers do what they do best: strategize.
Columnist David Fothergill explores the question many a paid search specialist has pondered: What is the ideal bid price?
Columnist David Fothergill provides a handy primer on statistical principles that can help make your sense of and glean insights from your marketing data.