Breaking digital silos — Katy Keim // LQ Digital

CEO of LQ Digital, Katy Keim, discusses why it’s important to break down the walls between the different digital marketing channels. Teams that work in silos tend to have different goals and different measurements of success. This makes it difficult to align their goals for the overall success of the customer. Today, Katy discusses how to break down these silos and why it’s important.
About the speaker

Katy Keim

LQ Digital

 is a little camera shy

Katy is CEO at LQ Digital

Show Notes

  • 02:07
    What does a digital silo look like?
    When building a digital marketing team, youll have a paid search manager, social media manager, creative team, marketing analyst, affiliate manager, etc. Each of these individuals will have their own goals, channel tactics, channel measurement, and channel spend that they manage.
  • 03:06
    Because all these individuals have their own data sets, how do you thread them together?
    It can get difficult, especially when it comes to moving different teams budgets to achieve the best financial outcome.
  • 04:40
    What common language or goals do you use to connect the different channels/silos?
    At LQ, we say segments before channels. We work to first understand who our target customer is.
  • 06:57
    Do all the different channels have commonalities when measuring success metrics?
    Yes. We typically go for the channels that deliver the highest returns for the customer.
  • 09:20
    How do you help different customers manage change?
    Have discussions with your clients, and present them with all their alternatives.

Quotes

  • “I have no affinity to any of these channels. I'm looking for who is gonna deliver the return that improves upon last quarters return for our customers.” Katy Keim

  • “I do not like to have one option. And I don't think anyone does.” Katy Keim

  • “Let's have a practical view of what it is you're trying to do when you're trying to make your channels work together.” Doug Bell

About the speaker

Katy Keim

LQ Digital

 is a little camera shy

Katy is CEO at LQ Digital

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