Wil is the Founder and Vice President of Innovation at Seer Interactive[1], and will be back at MozCon[2] this year with his presentation: The 3 Most Important Search Marketing Tools…Your Heart, Your Brain, & Your [Small] Ego.
Ahead of the show, set to take place on July 12-14, 2021, we talked with Wil about the impact of 2020 on Seer Interactive, what challenges marketers must overcome when analyzing data, and the key insights he’ll cover in this year’s MozCon presentation.
Question: 2020 was quite a year, how did the Seer team adjust? What were some of your favorite projects?
Wil: We went through all the emotions :)
Everyone stayed healthy for the most part, that was always my focus — how are our teams and their parents doing? The focus was on helping people manage this time.
My favorite project was the work we did to help our clients use all their warehoused data to find quick places to trim spending… The fact that our data was warehoused for all clients made it easy to support them, as they were being asked some pretty tough questions about budgets and how customers are changing.
Question: You have a long history of mind-blowing presentations at MozCon, which always include innovative ways of looking at data and strategy. What’s your creative process?
Wil: I read. I like to go back to psychology and how people buy. I love reading books on marketing before the web existed. How can I think differently if I’m reading all the same things as my peers?
I love taking books that have nothing to do with search and apply those learnings to our day to day. I usually am finishing my presentations up until