Digital Marketing Strategist

I’m a digital marketing strategist with over 15 years of experience helping businesses start, grow, and improve their results online. My formal training is in marketing communications as well as computer-tech. If you want to know more about that, please visit my LinkedIn profile.

As a full stack digital marketer, I focus on integrating result-focused organic and paid traffic generation. Besides that, I am also passionate about streamlining processes with automation and performance marketing.

Digital Marketing Consultant - Lex Gabrees
Digital Marketing Strategist – Lex Gabrees

In a nutshell

I started working online in 2001, as a web developer and designer. After some years of working for clients, I started developing an interest in digital marketing and online entrepreneurship. Because of this, my work slowly started to shift primarily towards planning and building digital marketing strategies.

In 2007 I started running performance marketing campaigns through paid search channels, such as Google Ads and Bing Ads, amongst others. I quickly fell in love with running lots of volume (traffic) to high-quality offers and optimizing the customer journey (the funnel) for conversions. Over time, my work for clients led me down the path of B2B lead generation.

Over the years I’ve also started to do hourly consulting. This usually entails getting businesses started, or up to speed with what’s necessary to achieve their goals online. If you’re stuck, in need of professional advice regarding your business digital marketing, you can contact me, or book a free discovery call – in order to see if I can assist you.

What I do

I am a full stack digital marketing strategist. My work is growth orientated, which means I focus on the entire customer journey – from lead generation to improving life time value of customers over time.

  • Digital Marketing Audits
    • SEO / Content / Website Audits (WordPress only)
    • Analytics and Tracking Audits (Google Analytics and GTM)
    • SEA / CRO audits (Google Ads and Customer Journeys)
  • Building / Optimizing result-focused strategies for SEO, Content, and SEA
  • Streamlining digital marketing processes and campaigns with marketing automation.

My approach

Digital marketing is multi-faceted. In order to compete, it’s necessary to leverage the correct channels, connect with the right audience, and effectively communicate your objective. To accomplish this, you have to work systematically and be creative.  Additionally, each business and every industry has its own unique challenges.

I utilize a full-stack, process-based approach. This allows me to deliver custom solutions for your specific business’ needs. It all starts with a thorough assessment of your current strategy and activities. This makes it possible to identify what’s needed to build and an effective digital marketing plan to help you achieve your goals.

My work is:

  • Full-stack – meaning that a wide spectrum of disciplines is used in order to maximize the effects of your marketing. Hence, this is called ‘full-stack’
  • Driven by data –  Whenever possible, marketing activities are measurable and decisions are based on the collected information

Do you need help?

If you’re having issues with your digital/growth marketing, don’t know where to start, or don’t know where to go next, feel free to contact me and tell me about your needs. You can also book a free 20-minute intro-call with me, in order to get acquainted.

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Cookies

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What are cookies and why are they used?

Cookies are small pieces of text that are placed on your computer. They hold simple information for various different reasons. Cookies can be deleted anytime. There are different types of cookies, for different tools and they all have different functions. Cookies have a specific lifetime set to them. This means that after this time passes, the cookie deletes itself.

This site places cookies because the bits of information that the cookie holds make it possible  to:

  • improve the way the site works,
  • serve you better content, because it’s more relevant to your interest(s),
  • increase the site’s reach by using targeted advertising. This means that if any advertising is done through one of the mentioned partners, you might see advertising messages that are relevant to your interests, instead of irrelevant ads.

Different types of cookies and what they are used for

  1. Session cookies – these are temporary cookies that are deleted once you end your session. Session Cookies make sure that you remain recognized when you move from page to page within one site, and this way you are not required to e.g. log in.
  2. Functionality Cookies – these enable using the basic features of sites (e.g. remembering information about sites visited in order to enable ‘recalling’ them upon visitor’s request).
  3. Analytical Cookies – these provide analytical and statistical information about your site use.
  4. Targeting and Advertising Cookies – these allow measuring the effects of our advertising campaigns and personalizing advertising messages for individual users on this and other sites. Using these cookies enables us to show you advertising messages which are tailored to your interests, instead of serving you ads that are unrelated to your like(s) and interest(s).

Below you can find the list of third-party Cookies and outline of the purposes for which this site uses cookies.

You can be sure that I work with renowned and trusted vendors, who ensure a transparent approach to privacy. Such vendors have their own privacy policies with respect to the protection of Personal Data and using Cookie technology. I always recommend that you read their privacy policies so that you can understand the manner in which your personal information will be handled by these providers.

Analytical cookies

Google Analytics
Google Analytics allows us to measure and thoroughly analyze the traffic on our Site. With this information, we can make informed decisions about what content is relevant for our audience and which content is less relevant. We basically use Google Analytics to optimize the choices we make about the type of content we publish on this website.

More info:

  1. Google’s Privacy Policy
  2. Types of cookies placed
  3. Opt-Out of Google Analytics

Google Optimize
Google Optimize allows us to test our site solutions and personalize them in order to deliver engaging content to Visitors and End Users. With the Google Optimize service, we are able to test different web pages against each other and determine which of the two are more interesting to our readers (A/B split test). Based on the results we will continue adding more content to the site that is of more interest to our audience(s).

  1. Types of cookies placed

Hotjar
We use Hotjar to personalize our Site, collect your feedback and analyze site traffic. This enables us to make choices about the content we deliver. It allows us to analyze which content is most popular with our readers so that we can give them more of that type of content.

  1. HotJar privacy policy
  2. Opt-out of HotJar

Targeting and Advertising cookies

Adroll
Adroll is a service that enables us to extend our reach around the web. It allows us to make advertising messages more relevant to our audience. This means that on certain (3rd party) sites, our readers might be served relevant (and hopefully for them interesting advertisement messages), instead of non-relevant ads.

  1. Adroll Privacy Policy
  2. Opt-Out of Adroll

DoubleClick
As a Google Company, DoubleClick allows us to extend our reach while delivering relevant advertisement messages on certain (3rd party) sites to our readers. Our aim is to serve advertisement messages that are relevant to their interest(s) instead of showing irrelevant ads.

  1. DoubleClick Ad Policy
  2. Opt-Out of DoubleClick

Facebook Pixel
We have embedded a Facebook pixel on our site. This allows us to serve relevant messages across Facebook to our readers. Furthermore, it helps us make advertising messages more relevant to our audience and lets us analyze some site statistics, such as number of conversions.

  1. About the Facebook pixel

Google AdWords
We use Google Adwords, to extend the reach of our advertisement messages and campaigns. The service allows us to serve relevant advertisements to our readers as well as introduce them to our newest content.

  1. Google Adwords Ad Policy
  2. Opt-Out of Google Adwords

Opting out and removing cookies

Cookies can be removed at any time, and there are several ways of doing so. You can:

Changes to this cookie policy


The right to make changes to this cookie policy is reserved. This means that there might be changes made to this cookie policy whenever necessary. Though the policy changes will usually be minor, we do encourage our visitors to re-visit this page periodically.

For more information about cookies, you may also visit this link.

Privacy

This Privacy Policy describes how your personal information is collected, used, and shared when you visit or make a purchase from this website. It is policy to respect your privacy regarding any information that might be collected while operating this website.

Summary

  • We do not store any privacy-sensitive data about you unless you give consent to do so. For example: if you subscribe to one of our email newsletters.
  • We do not collect any personally identifying data in web server logs.  Actually, we don’t hold any logs at all, meaning we do not store your IP address on our server(s).
  • Whenever we work with partners who store IP addresses, we make sure they comply with EU privacy law.
  • We only work with partners who comply with EU and Global privacy laws and/or directives. You can find a list of our partners and links to their privacy and cookie policies further down this page.
  • You may opt-out of the cookies we use at any time, however, this might have an influence on the operation of the website or the personalized experience we try to deliver.
  • You have the right to opt-out of email subscriptions whenever you want. There is an unsubscribe link at the bottom of each email send you.
  • We use analytics tools, tracking services and advertising services, which are compliant with the EU privacy law and are registered with the US-EU privacy shield. We select our partners to be of the highest quality in regard to their service as well as their privacy and security policies.
  • If you subscribe to any of our email newsletters, we will send you updates about our content, send you important notifications (updates to the site), messages about our services, and commercial messages in which we promote products and/or services, which we feel could be of interest to you, our reader.

Personal information that’s collected

When you visit the Site, we automatically collect certain information about your device, including information about your web browser, (anonymized) IP address, time zone, and some of the cookies that are installed on your device. Additionally, as you browse the site, we collect information about the individual web pages you view, which links you click, what websites or search terms referred you to the site and information about how you interact with the site.

From this point on we will refer to this automatically-collected information as “Device Information.”

Our purpose in device information is to better understand how our visitors use this website so that we can make better choices about the content we serve our audience(s) and optimize our advertising message(s). For example: if we notice that a certain topic (or article) on the site is more popular than others, we might serve our audience more similar content. In regard to advertising messaging, we make choices based on device information in order to make our message(s) more interesting for new audiences and more relevant to existing audiences.

We collect Device Information using the following technologies:

  •  “Cookies” – these are data files that are placed on your device or computer and often include an anonymous unique identifier. For more information about cookies, and how to disable cookies, visit: http://www.allaboutcookies.org. You may also opt-out of cookies by using an online tool or our consent mechanism. Please visit our cookie policy to learn how.
  • “Web beacons,” “tags,” and “pixels” – these are electronic files used to record information about how you browse the Site. These are little pieces of JavaScript code which we place on our pages. They are harmless and only tell us that someone visited that specific page. That data is then aggregated into our analytics tool, so we can analyze it.
  • “Email subscription forms” – these are used in order to collect your name and email address when you decide to sign up for one of our newsletters.  We use EU privacy law compliant forms and store the information with compliant and trusted partners.

How your personal information is used

We use the information which we collect to make a better choice about the type of content we serve our audience. This means that we analyze the aggregated information we collect and determine which articles, videos, email articles, product offers and so forth, our audience(s) are most engaged with. Based on the conclusions we draw from this information this we decide which new content to add to the site.

Additionally, we use the device information that we collect to help improve and optimize the functioning of our Site. For example, by generating analytics about how our customers browse and interact with the site, we can redesign the user experience to better suit the needs of our visitors (think about better and more clear navigation to certain parts of the site).

We also use the information we collect from cookies to assess the success of our marketing and advertising campaigns. In some cases, we use the information in the cookies in order to set up advertising and where applicable retargeting campaigns. Retargeting campaigns are advertising campaigns that allow us to serve you relevant and personalized advertisements or commercial messages on other sites.

Cookies and tracking technologies

We use tracking technologies, such as cookies and pixel tags on this site.

Cookies are small pieces of text that are placed on your computer. They hold simple information for various different reasons. Cookies can be deleted at any time. There are different types of cookies, for different tools and they all have different functions. These cookies have a specific lifetime set to them. This means that after this time passes, the Cookie deletes itself.

We place cookies because the bits of information that the cookie holds make it possible for us to:

  • improve the way the site works,
  • serve you better content, because it’s more relevant to your interest(s),
  • increase our reach by using targeted advertising and retargeting advertising. This means that if we run advertising through one of our trusted partners, you might see advertising messages that are relevant to your interests, instead of irrelevant ads on other sites. In this case, the messages will be relevant to your interests. If you opt-out of cookies, you will still see advertising on other sites, however, the chances are bigger that the ads will be irrelevant to your interests.

You can read about cookies and the different types of cookies we place in our cookie policy.

Sharing and transferring your personal information

We share your personal information with EU privacy law compliant partner to help us use your Personal Information, as described in the paragraphs above. Whenever our partners are not located in the EU, we make sure that our partners are registered members of the US-EU Privacy Shield, to ensure the security of your personal information.

As described above, we use your Personal Information to provide you with targeted advertisements or marketing communications we believe may be of interest to you. For more information about how targeted advertising works, you can visit the Network Advertising Initiative (“NAI”) educational page.

Finally, we may also share your Personal Information to comply with applicable laws and regulations, to respond to a subpoena, search warrant, or other lawful requests for information we receive, or to otherwise protect our rights.

Opting out of targeted advertising

We use targeted advertising technologies in order to improve the relevance of the advertisement message for our audience and in order to increase our reach. You can opt-out of the cookies that make this possible in several ways, however, you this does not mean that you will suddenly not see ads. It means that you will not see our advertisements messages, which are tailored to your interest, and might see relevant messages from other companies that use the same advertising services as we do.

You can read how to opt-out of cookies that make the above possible in our cookie policy.

Do not track

Please note that we do not alter our Site’s data collection and use practices when we see a Do Not Track signal from your browser.

Your rights as an EU citizen

As noted above, we do not keep any web server logs. However, our partners such as email list hosts, analytics services, and some tracking services do. As stated, we work with EU privacy law compliant partners and the data retention time they adhere to is listed in their policies. You can find a list of all our partners and links to their policies in our cookie policy.

Retaining, modifying, and erasing your information

If you are a European resident, you have the right to access personal information we hold about you and to ask that your personal information be corrected, updated, or deleted. If you would like to exercise this right, please contact us through the form on the contact page.

Additionally, if you are a European resident we note that we are processing your information in order to fulfill contracts we might have with you (for example if you make an order through the site), or otherwise to pursue our legitimate business interests listed above. Additionally, please note that your information will be transferred outside of Europe, including Canada and the United States to our trusted partners.

Changes to this policy

We may update this privacy policy from time to time in order to reflect, for example, changes to our practices or for other operational, legal or regulatory reasons.

Contact me

For more information about our privacy practices, if you have questions, or if you would like to make a complaint, please contact me email through the form on this page.