This time we put the questions to Amy Bott, ClickThrough’s new Head of Paid Search. Amy explains why she believes cross-channel attribution is key to PPC and reveals her signature dish…

Who are you? – Amy Bott, ClickThrough’s new Head of Paid Search.

When did you start at ClickThrough? – I joined on 19th September so I’m now into my 3rd week. I’ve really enjoyed it so far as it’s great to work with other people that are so passionate about digital!

What will you be doing at ClickThrough? – I have been employed as Head of Paid Search in order to provide training for the team, improve current processes and support Account Directors in delivering great results to all PPC clients. It’s also my job to ensure that we are following best practice for all PPC clients and we are aware of all the latest developments in the industry.

What were you doing before you arrived at ClickThrough? Where did you work? – In my previous role I worked as Account Director at TradeDoubler Search where I worked for just under five years (previously The Search Works). I was responsible for a number of retail clients including The Body Shop, GAP and Net-A-Porter. I also have experience working on a number of travel brands including Accor Hotels, First Choice Holidays and Opodo.

What are you most proud of in your career to date? My proudest moment was driving huge growth for Hayes & Jarvis PPC whilst keeping the account performing within target. This change in strategy helped the brand increase revenue by 300% year-on-year for their peak month of January. The optimization techniques I developed and learnt during this time have been extremely valuable to me in my career ever since.

What do you love about your job?I love analysing data and forming strategic plans based on my findings. I enjoy monitoring the impact of account development actions and seeing PPC client accounts become more efficient and driving greater revenue. It’s also really exciting to be part of an industry that changes so quickly and is so innovative.

What do you think is the number one thing for online marketers to watch out for in the next year? – Cross channel attribution will become increasing important for online marketers to understand in the future. This is key to ensure budgets are being allocated correctly and that all online campaigns are working as effectively together as possible. The line between online and offline marketing is going to become increasing blurred in the future. For example, QR codes in offline advertising connecting people directly to a brands website.

Who do you most admire and why? – I went to see the Dalai Lama talk a few years ago. I find his philosophy and approach to life very inspirational.

What is your favourite book? I recently read a book by a Japanese author Haruki Murakami called ‘Hard-Boiled Wonderland and the End of the World’. It was a very well written and well thought out book. All of his books I’ve read blur the lines between reality and the unconscious mind.

What is your favourite film? – I watch a lot of films so it’s difficult to name a specific one. I do love ‘Anchorman’ though. It never fails to make me laugh – even after watching it over ten times!

What do you like doing in your spare time? – If I’m not planning to go on holiday I’m going on holiday! So far this year I have been to the South of France, Bali, Berlin & Barcelona. Next year I’m hoping to visit India, New York, Amsterdam & Paris. I also love photography, visiting art galleries, going shopping and cooking. My signature dish is a Red Thai King Prawn Curry.

Name your top three songs? – Very tough question! My answer will change depending on my mood. 1) Arctic Monkeys – ‘View from the Afternoon’ 2) Radiohead – ‘Reckoner’ 3) Elbow – ‘One Day Like This’.

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About the author:

John Newton has 14 years of strategic marketing experience across Online Display, Search Marketing and TV and Outdoor Advertising, in companies which include Yahoo!, ITV and TNS Global. John has written on blog monetisation for Web Designer magazine and was the editor of ClickThrough’s two books. John is a CIM Chartered Marketer.