Role: Marketing Specialist for Mitchell Press
Project: Digital Marketing & Lead Generation
Analysis Period: April–August 2026
Channels: Website · SEO · Paid Media · Email · Analytics
Overview
As part of my role at Mitchell Press, I manage digital marketing across the website, search, paid advertising, email and campaign landing pages. I wanted to better understand how that activity was contributing to new-business inquiries rather than looking at clicks, impressions and engagement in isolation.
I brought together marketing and RFQ data to create a clearer picture of how prospective customers were finding Mitchell and which channels were contributing to lead generation.
The Challenge
Marketing activity was being measured across several platforms, while RFQ and sales information lived separately. Each source provided part of the story, but it was difficult to see the complete path from marketing activity to a confirmed inquiry.
The goal was to create a more practical view of performance and identify which channels were actually helping generate new-business opportunities.
My Approach
I reviewed incoming RFQs alongside website analytics, advertising data and campaign tracking to identify the most reliable source for each inquiry.
I organized the information into a consistent reporting structure, reviewed attribution gaps and used tools such as campaign landing pages, UTM parameters and source tracking to improve visibility across channels.
This allowed me to compare organic search, paid advertising, referrals, events, social and emerging channels based on confirmed inquiries rather than digital engagement alone.
Selected Marketing Activity
Organic Search + Website
Reviewed search and website performance alongside RFQ data to better understand how prospective customers were finding Mitchell through organic search.
Paid Media
Evaluated Google Ads against confirmed RFQs and used those findings to inform campaign and landing-page decisions.
OpenAI Ads Beta
Set up and managed an early advertising campaign during the OpenAI Ads beta, including campaign structure, creative, landing pages and UTM tracking.
Campaign Tracking
Used dedicated landing pages and campaign-specific tracking for initiatives such as DesignThinkers, connecting digital activity with event leads and subsequent inquiries.
Results
$60K+
identified business value
17
Active prospects or open opportunities identified during the analysis period
48
Confirmed new-business RFQs
62.5%
Of confirmed RFQs came from Organic Search and Google Ads combined
The analysis showed that search played a significant role in lead generation and provided a stronger foundation for evaluating performance, prioritizing channels and improving campaign tracking.
Takeaway
This analysis helped identify how some of my marketing initiatives were directly contributing to new-business value.
Bringing marketing and sales information together made the data more useful, while also highlighting where better tracking could improve future decision-making.
