David Fothergill is a search marketer with a wealth of experience in Paid Search, Conversion Optimization & Web Analytics. As Head of Product Development & Insight at performance-driven SEM agency QueryClick, his main focus is working with the account team to ensure that client search marketing campaigns are of a strategic nature and deliver the optimal return-on-investment. Additionally, David is responsible for managing delivery of cutting-edge reporting & analysis tools and supporting development of Web Analytics and Programmatic Advertising services. He has handled search marketing accounts for clients in over 30 countries and a similar number of languages, in verticals including retail, finance, travel & the entertainment industry. Being a graduate in Mathematics, David is an advocate of the power of numbers within marketing, but believe that any analysis only adds value when it is tied to business objectives and is insightful enough to lead to actions which improve the marketing strategy.