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Monday 9am - 5pm Tuesday 9am - 5pm Wednesday 9am - 5pm Thursday 9am - 5pm Friday 9am - 5pm

SPT Agency, 45 Garrick Terrace, Brisbane (2026)

18/01/2022

Last year I made a new Facebook friend, also known as Robyn.

She just so happens to be Facebook (I mean, "Meta's") open source media mix modelling code.

She packs a punch, directing insights for a lofty increase in marketing mix ROI simply from reallocating channel spend...

Then she simulated where to put ADDITIONAL budget to yield a further increase in revenue.

Here's a little snapshot of what I learned about her.

03/11/2020

I used to put off my reporting until I saw:

⏰ How much time it saved my team and our agencies, guiding and empowering us to focus to the right few things, rather than scrambling to implement the many, ineffective opportunities available.

🙋🏻‍♀️ The confidence it brought to our decision making.

💰 The attribution and effectiveness of our marketing strategies leading to short and long term business growth.

A little time investment to get things right *now* might be just what you need to get what you want later.

28/10/2020

Hey you guess what?

Tomorrow is 5 Minute Friday which means for the 2,000 data driven marketers who have signed up to my email list, there'll be a 5 minute, practical tutorial delivered right to your inbox to help you make more profitable moves.

Last week we covered off some of the key reasons you see discrepancies in your data. Why DOES Facebook say one thing and Google Analytics say another?

Check out the lesson recap over on my blog [LINK IN BIO]. Lessons *will* become blog posts but always one week later, so if you want to keep your finger on the pulse of what's new in data, be sure to sign up to my newsletter.

Oh and while I have you, tell me something. Would you like to LISTEN to 5 Minute Friday data-driven tutorials if they were a PODCAST? 🎙

Let me know in the comments 👇

26/10/2020

Oh, did you forget to set up the new Google Analytics 4 (GA4) code on your website last week?

You're missing out.

Don't be that person who wishes they had installed it earlier. Link to tutorial in my bio.

Get the jump on your competition by acting fast and embracing change.

Oh and sign up to my 5 Minute Friday email newsletter if you want fast, practical tutorials on what to expect ✉️📣

21/10/2020

One thing I know for sure, is that you are capable of more than you think.

How are you challenging yourself today?

Earlier this year, I took on the biggest, boldest project of my life... and it paid off.

There were moments throughout though where it didn't feel like it was possible. Where it felt like everything was going wrong. There were tears and there were difficult conversations - but through every challenge, we found a way to problem solve, empower cross-functional team members and deliver what we set out to.

It's a lot easier to pick what's easy over what's challenging - but my experience working on this bold project not only afforded me the opportunity to learn more, but taught me that I could rely on myself.

The outcome, beyond the incredible feeling of delivering value to my client, is the resilience and self-trust that I built which I know, will allow me to accomplish absolutely any challenge I face.

My mission as a Marketing Intelligence Consultant & Data Driven Marketing Mentor is to afford *every business* and *every consultant* the opportunity to be a data leader. To ask hard questions and push to find answers that lead to insight and empowered action.

So again, how are you challenging yourself today?

07/10/2020

Exactly one year ago today I was enjoying an Italian dinner in NYC, contemplating leaving my full time role as a Marketing Manager, back into the consulting world.

It’s been a whirlwind and let me tell you, I have been the QUEEN 👸🏻 of PIVOT since this date.

It wasn’t until I saw this picture on my phone just now that I took a small moment to reflect on what I’ve achieved since this day in NYC.

✖️ I landed a 3 month contract role working for a team of incredible creatives I truly admire (boys, you’re a bloody talented bunch and I’m a better marketer having known you all)
✖️ I landed the biggest, boldest, at times *seemingly impossible* project of my life and delivered it (through ups and the downs)
✖️ I made my first hire and then realised I wanted to be the one “doing” the consulting, not managing people (PIVOT)
✖️ I build 3 x versions of my website (the link to my latest and hopefully, final version for a while in my bio)
✖️ I refined my packages to focus on the areas I add the most value to the world
✖️ I’m committed to teaching other small business owners and digital marketers who can’t afford a dedicated Marketing Intelligence Consultant - all my tricks of the trade (Trustworthy Tracking Set Up Kit and Digital Marketing Strategy Vault coming soon)!

What. A. Year. And it’s not even over yet? 🎉

2020 has been a curly one for many, including myself, but I couldn’t be happier to have failed fast, learned lessons and taught myself to pivot and follow my heart.

Was it worth the jump from corporate life? Absolutely!

01/10/2020

Let’s talk about FB's announcement that they’re changing their default attribution window FROM 28 day post click and 1 day post view TO 7 day post click and 1 day post view.

As the attribution gal, I've been asked by a few people to weigh in.

Here are my notes on what it means and why they would do it.

Oh and if you haven’t yet signed up to my 5 Day Marketing Attribution Challenge - do so NOW! We kick off Monday.

29/09/2020

Hey! Are you running Facebook ads? You’re going to want to be measuring this...

Join me and start measuring the few RIGHT attribution metrics that matter. From Facebook attribution window, email marketing and retargeting overlap to path length, time lag and conversion windows in Google Analytics.

I’ll take you BTS on the exact metrics I track for my clients. Plus I’ll help you build out your own custom attribution model to start measuring the effectiveness of your campaigns.

Register your spot via the link in my bio!

17/09/2020

The fail that cost me $5.5K...

(Swipe right to see it ➡️🙈)

Yep, I'm letting my dirty laundry air out for this one guys.

It's one thing to know that data integrity is important, it's another thing entirely to find out your data is a total mess... the hard way!

This is only 1/3 of a pile of direct mail flyers that came back from a local area marketing campaign I ran a few years ago.

And the first thing I thought was...
"If this many postal addresses are wrong... I wonder how "targeted" our Facebook lookalike custom audiences are...”

AND I wonder how much MORE profitable that audience would be if the data was clean and qualified... 🤗

(Reasons NOT to take our clients word for it when they ship us over an excel file to use in our FB custom audience campaigns)

A fail can be costly, but the only thing more costly is not fixing it and allowing it to happen again. This is what we did to get things back up to scratch and keep them there!

✔️ Had the customer experience teams ask *every customer* to check whether their details were correct as they engaged with us
✔️ Proactively reached out to customers who hadn't been in touch (we also asked why we hadn't seen them in a while for qual insights, two birds, one stone)
✔️ Implemented form field validation to limit human error
✔️ Integrated multiple data capture points so we could update records to the last one provided (like in our venue ratings systems, marketing competitions, lead capture forms)
✔️ Investigated third party data cleaning (we looked at Experian)

When was the last time you checked the quality of your data?

15/09/2020

Fun fact! Do you know what “SPT” stands for?

Small Paper Things (I know, the irony!)

It was the name of the digital marketing blog I birthed in circa 2015. Which feels like a LIFETIME ago now.

It always had such a special place in my heart. Blogging these days isn’t what it was just five short years ago, but back then? It opened a WORLD of opportunity for me.

✏️ I learned more being a practitioner truly trying to build an audience, navigate SEO and find clever tactics (oh hey Pinterest!) to generate traffic (way more than I would have just by reading about it on other digital marketing blogs)!
✏️ I learned that done is better than perfect. Yes, it’s true that what we publish to the Internet lives on forever (just check out Wayback Machine if you’re curious) and there’s a boatload of blog posts I wrote that I’d totally cringe to read now! But it was all part of the journey and if I hadn’t taken action, I wouldn’t have the learnings or the small but meaningful audience who watched me grow as a marketer.
✏️ I learned that the love of people is fickle, with the exception of your true fans. Don’t get distracted trying to serve the wrong folk. Going “viral” doesn’t mean a thing when you don’t have a true connection through the screen.

I’ve learned that life is too short to not put your message out there. If we have something to say, we need to say it. We never know who we could connect with, the lessons we’ll learn or the opportunities it could bring.

If for nothing else but an experiment, a set of learnings and an anecdote at parties. In case you needed to hear it today, here’s my permission slip to you, to DO YOUR THING! No matter how weird, wacky or unconventional it might seem to you...

Ahem... do you see this “digital” marketers obsession with paper? 🤣✏️📚🖇

14/09/2020

Is your agency double counting your ROAS?

A friendly reminder that channels love taking *all* the credit. Facebook alone has a default attribution window of 28 days post click and 1 day post view.

That means... if you've got a bunch of money tied up in Facebook remarketing, you might just have Facebook taking credit where credit isn't really due...

How SHOULD we measure it? It depends on our product and the path length to purchase. But one thing is for sure, our attribution models should always be custom fit to our strategies.

On Friday I built a custom attribution model for one of my clients to understand how their channel mix was performing as a whole.

Here's what I found, just in their Facebook campaigns!
- They were reporting on ROAS and cost to acquire with the default attribution window
- Remarketing accounted for 20% of total campaign spend
- Remarketing campaigns had an average frequency of 8
- No automatic audience exclusion for conversions

What would that tell *you*?

Are you keen to learn how to build out and interpret your custom attribution model?

I'm thinking about running a masterclass on this topic.

Slide into my DM's if that piques your interest and tell me what you'd love to learn about attribution!

09/09/2020

I’m coming up to my 1 year in biz anniversary and wow, what a year.

I feel like I’ve been queen of pivot 👑

I’ve changed my website, positioning and packages many times, but in stumbling across this photo, I’ve realised my focus has never wavered.

I thought that changing my business so often was holding me back, but I see now that it’s been the total opposite.

As a consultant and marketing mentor, I encourage my clients to be nimble and adapt to changing macro environmental impacts and their own data.

And that’s exactly what I’ve done.

✔️ Flexed to meet demand
✔️ Flexed to bring clients immediate value (how can we get quick wins on the board NOW)!
✔️ Refined the focus to what brings me the most joy which in turn, brings my clients the greatest level of impact

It turns out, the “how” isn’t nearly as important as knowing your “why”.

I’m taking on a small number of 1:1 Marketing Data & Reporting Mentees for my new BETA Marketing Measurement Mentorship Program.

Details to come soon though if you want the scoop early, shoot me a DM! 🚀

SPT Agency

18/01/2022

03/11/2020

28/10/2020

26/10/2020

21/10/2020

07/10/2020

01/10/2020

29/09/2020

17/09/2020

15/09/2020

14/09/2020

09/09/2020

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Monday	9am - 5pm
Tuesday	9am - 5pm
Wednesday	9am - 5pm
Thursday	9am - 5pm
Friday	9am - 5pm