Marketing IT infrastructure and measurement
Travis built and connected the marketing technology stack at a national non-profit so data flowed across systems and leaders could see what was working, growing the email subscriber base from 22,000 to 80,000 in two years.
What we did
Marketing data was siloed across tools. Each system had its own view, and there was no reliable way to see what was actually driving results. Travis built and connected the marketing technology infrastructure across SEO and GEO, the websites, Google Ads, Search Console, GA4, Google Cloud, email marketing on Salesforce Marketing Cloud, and Salesforce. The integration work had one goal: unsilo the data and make the full picture visible. He built a feedback loop where paid search and social campaigns with interest-based targeting drove traffic to matched landing pages, which converted visitors to email subscribers. The landing page visit created or updated a Salesforce record, and UTM data capturing the visitor’s interest area passed through the system to trigger the right interest-based email journey automatically.
What it enabled
The email subscriber base grew from 22,000 to 80,000 in two years, driven by the connected paid-search and social campaigns feeding into interest-based journeys through Salesforce Marketing Cloud. Marketing data stopped living in separate tools and started informing decisions. Measurement became more honest.