The Analytics Maturity Framework: A Digital Marketer's Guide to Data Success
Are you making the most of your analytics or just making noise?
There’s a big difference between reporting data and using data to make decisions. Too often, we fall into the trap of dashboards, spreadsheets, and slide decks that look impressive, but don’t actually move the needle.
That’s where the Analytics Maturity Framework comes in. It helps you figure out where your analytics practice really stands and what to do next. Whether you’re still operating on gut instinct (👋 hello Chaos) or your entire organization is powered by predictive insights (💪 Embedded), this framework gives you the language and structure to assess your current state and plan your next step.
Inside the guide:
- A breakdown of the 5 levels of analytics maturity (Chaos → Embedded)
- Real signs and symptoms of each stage so you can self-diagnose
- Practical steps to move up the ladder—from getting buy-in to building better habits
- A quick quiz to pinpoint your current level (takes 2 minutes!)
Why does this matter? If you want analytics to do more than check a box, you need a solid foundation—and a roadmap. This framework gives you both.
WEBINAR
ROI-Boosting Measurement: Google Leader Shares What's New (And Next) in GA4
Millions of businesses use Google Analytics, but few are truly unlocking its full potential. On June 25, join Steve Ganem, Director of Product Management at Google, for a behind-the-scenes look at how GA4 is evolving to drive business growth. From improving data quality to integrating agentic AI and enhancing cross-channel measurement, this session will give you a front-row seat to what’s new and what’s next.
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Can you use competitor names in Google Ads?
Yes—but it’s complicated. You can bid on competitor names as keywords, but using those names in your ad copy comes with strict rules and real risks.
📹 TL;DR - Watch Sammy explain the ins and outs in this video →
What is allowed:
- Bidding on competitor keywords: Your ad can show up when someone searches for another company.
- Mentioning a competitor in ad copy: Only if they haven’t filed a trademark complaint against your account.
- Trademarks in ad copy: If you're an authorized reseller of a brand with a trademark, you can use the brand’s name in ad copy without getting permission.
What to avoid:
- Don’t include competitor names in ad copy unless you're confident it won’t trigger a trademark complaint.
- Don’t use Dynamic Keyword Insertion (DKI) when bidding on competitor keywords. You don’t want to look like you’re impersonating them!
- Turn off automatically created assets—Google may pull competitor names from your landing page into your ads.
Strategic tips if you do want to run competitor campaigns:
- Create a separate campaign to control spend and track performance.
- Use a comparison landing page to boost ad relevance and reduce confusion.
- Focus on what makes your offer better—think value props, not name drops.
- Only target competitors similar to you—don’t go after giants if your budget can’t compete.
What to do if someone’s bidding on your brand:
- Launch a branded campaign to own your name in search.
- Reach out and try a mutual no-compete agreement.
- Report it to Google if your name is used in their ad copy.
- Use tools or manual checks to monitor your brand’s visibility.
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Articles worth reading
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🧠 Emotional Targeting by Talia Wolf
Every decision is fundamentally emotional. (Yes, even in B2B.) Yet companies continue optimizing features and pricing while conversion rates barely budge, staying trapped on the deadly hamster wheel of optimization.
In Emotional Targeting, Talia Wolf shares her proven framework that's helped companies boost conversions by recognizing a simple truth: the person approving that enterprise purchase isn't just evaluating features. They're wondering if your solution will make them look smart to their boss, solve their 3am worries, or advance their career.
Preorder it here →
Homepage traffic is up 10.7% from AI Overviews and LLMs [50-Site Study]
Worried about AI stealing your clicks? It might be sending more valuable traffic your way. Ross Hudgens analyzed 50 sites and found a 10.7% increase in homepage traffic—even as overall traffic dipped. If you’ve invested in building brand authority and your homepage is solid, you might be doing better than you think.
See what’s driving the shift →
📍 Local ranking factors in ChatGPT
There’s no official “ranking” in ChatGPT, but some businesses show up more than others. Joe Youngblood analyzed hundreds of local queries and uncovered what actually moves the needle: strong online mentions, complete profiles, and fresh reviews.
See what influences visibility →
🚀 Reddit marketing guide: why brands are using Reddit In 2025
Reddit has quietly become one of the most powerful platforms for influencing purchase decisions—especially in B2B. Thanks to Google’s content deal and user frustration with SEO fluff, Reddit is now dominating SERPs and shaping LLM responses. Ross Simmonds breaks down how to tap into high-value threads, engage with niche communities, and build trust in a place where traditional marketing doesn’t work.
Make Reddit part of your strategy →
📚 How to measure topical authority [in 2025]
Google’s AI Overviews and LLMs may be changing search, but topical authority remains a powerful signal. Kevin Indig breaks down how to measure it, why it matters more than ever, and what content strategies actually build it.
Get the framework →
🧪 Can LLMs actually read your site?
If your site runs on a JavaScript-heavy stack, there’s a good chance LLMs—and even Google—can’t see the content you think they can. Daniel Foley Carter walks through a simple method using DevTools to test what’s actually being rendered and offers tech-specific advice for making your content more crawlable.
Test what bots really see →
💬 AI Max: opinions from top PPC experts
Google’s new AI Max feature is here, and the PPC world has thoughts. Thomas Eccel asked top experts what they make of it. Some see it as a necessary step toward intent-based advertising, while others are wary of reduced control, inflated metrics, and confusion with existing campaign types. There’s clear interest in testing its potential—but most agree it should be approached with caution, not blind adoption.
See what the PPC community’s saying →
REFERRALS
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- Refer 2 people: Get a shout out from Dana DiTomaso on LinkedIn
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Turn less traffic into more revenue
Search is changing fast. AI Overviews, zero-click results, and algorithm shifts are rewriting the rules of SEO. Join industry experts Dale Bertrand, Dana DiTomaso, Juliana Jackson, and Santi Clarke, on June 12, 2025, as they share how to build content that educates AI, attracts high-intent visitors, and converts traffic into revenue. Want the strategies that’ll keep working in 2026 and beyond?
Register here →