Meet the Mindstreamer – Kiley Cowley

She’s the social media expert behind the scenes, ensuring campaign strategies are executed accurately, on time and in the most efficient way possible. Consistently exceeding client social media goals is her forte, working on the strategy and analytics side of agency business. And she loves bean burritos so much that she could eat them every single day.

Meet Kiley Cowley, Supervisor, Social Media at Mindstream Media Group’s Dallas headquarters.

Kiley first became interested in the media industry while earning her Master’s degree. She recalls, “I fell in love with analytics. Gathering, analyzing and finding the implications of the data from Facebook and Google sparked my interest. Once I graduated, there was an analytics position open for the Search and Social team – I applied and the rest is history.” Now she’s been with the agency for over four years.

According to Kiley, one of the most interesting topics currently in the industry relates to how data is being used and shared in media. When she first started out, platforms were integrated with 3rd party data sources and marketers could target audiences very gradually. Over the years, though, restrictions have been put into place that have consistently challenged advertisers to find new ways of connecting with consumers. Words of wisdom from Kiley? “First party data is king. The sooner companies can understand the power their first party data has, and harness it, the better.”

The ever-changing nature of social platforms is what keeps Kiley on her toes. With new platforms always on the horizon, she stays informed through a variety of thought leaders and media sources, like the Daily Carnage, Facebook Marketing Partners resources and Digital Chadvertising on Instagram. “It started as a meme account but does post very informative news stories as well (yes that is the millennial coming out in me).” Kiley also follows Steven Bartlett, who is the Founder of Social Chain. “I got to see him present in person at the Social Shake-Up conference. He is one of the most interesting people I have met.”

Often having been one of the youngest people in the room and speaking about topics like social media which are newer and less understood, Kiley has faced challenges like not being taken seriously and doubted in her abilities. She has overcome those challenges by displaying confidence in her knowledge of the industry, sharing her expertise and finding a way to draw comparisons between social media and more traditional media types.

For someone starting out in the industry or wanting to pursue a media career, Kiley recommends being adaptable. Because the industry is constantly changing, “you should always be learning and keeping up with what is going on. Also, don’t be afraid to raise your hand when you don’t know something or need help. The industry isn’t a one-man industry, it relies on teamwork and collaboration.” Since collaboration is one of the most valued qualities of a Mindstream employee, we totally agree. Kiley also recommends David Ogilvy’s book “Confessions of an Advertising Man” to any prospective or current media and marketing professionals.

In addition to Ogilvy in the marketing realm, Kiley has always looked up to Emmitt Smith as a personal and professional role model. His grit and determination to not only achieve, but exceed, goals and expectations is something she has strived for in her own life.

Some of Kiley’s hobbies include watching football, cooking, reading, traveling, doing connected fitness workouts and hanging out with her sassy wiener dog, Kuechly (named after one of her favorite football players, Luke Kuechly).


 An enormous part of what makes Mindstream Media Group successful is the collective talent and collaboration of its employees across the country. While we as an agency love to share stories about client successes, industry news and product updates on our MMG Blog, we also want to feature the actual people behind the work we are doing to grow client business.

 Our recent video series, Fast-Forward the Conversation, discusses the HOW behind supporting client growth through media strategy, with topics like shopper marketing, franchise work, QSR challenges, agency partnerships and more.

We’re also featuring a Mindstreamer (as we like to call ourselves) periodically to share their stories and celebrate the diverse people, backgrounds, interests and qualities that make us unique.

New Performance Reporting for Google My Business

Google has kicked off the new year with updated Google My Business performance reporting. The new reports appear in the Insights section and include metrics detailing how consumers discovered listings and business profile interactions. The time frame has also been extended with data now available for up to six months rather than three months.


When listing managers log into their Google My Business accounts and view the Insights section, they will be greeted with a message that says, “Your insights are moving.” Once users click through to the new performance reporting they will see a pop-up window allowing them to choose a date range to view their metrics within a six-month timeframe.

Source:  Google

The number of business profile interactions including calls received and messages sent are displayed. A breakdown of search terms visitors used to find the business profile is included as well.


Source:  Google

Business Profile Focus

Google has released a help document to provide information about the new performance reporting and the refocus on the Business Profile. One of the changes within the updated performance reporting is a change in frequency. The searches detailed in the report will now be updated monthly, instead of quarterly. While metrics that are included in the current Insights, such as driving direction requests and website clicks, are not included in the new performance reporting, Google notes that this version of performance reporting is still evolving, and we will see the appearance of additional metrics in the coming months.

Source:  Google

What’s Next?

Google says that interactions within the new performance reporting are just the start. New metrics will be coming soon and the old versions will be removed from Google My Business. Although the new performance reporting is only available on Search, it will soon be available on Maps as well with the same six-month data timeframe.

We believe the evolution of these Insights will prove to be helpful in managing Google My Business profiles and evaluating the value they provide to our clients. Stay tuned for more updates to the GMB platform throughout 2021.

[Video]: Success Through Strategic Partnership

The pandemic wreaked havoc on many industries in 2020. But for GMAC (Graduate Management Admission Council), the performance gains created by a new paid media funnel strategy helped offset their market losses. In this episode of Fast-Forward the Conversation, Julie Slovin, GMAC Senior Director of Strategic Marketing joins Fabio Ramos, Mindstream VP of Business Development to discuss our strategic partnership and the success that has driven for their organization.

Fast-Forward the Conversation

We believe the daily pressure on CMOs to move their business forward is real, intense and not going away. Join our media practitioners, as we discuss the HOW behind making meaningful progress, on well-defined targets.



Catch the Highlights

  • GMAC is the parent brand of the GMAT exam (among other products and companies), the entrance exam that 9 out of 10 people pursuing an MBA or Master’s degree will take. They’re a global organization with testing centers across 6 continents which has created additional challenges for navigating unpredictable market dynamics.
  • The global nature of their business has been both a blessing and a curse, allowing them to balance healthy markets with those being impacted as the pandemic spread from country to country and across the U.S.
  • Throughout our 4-year relationship, Mindstream has gained a strong understanding of GMAC’s markets. That knowledge, combined with historical and current data allowed us to monitor changes in consumer behavior in real-time, providing reassurance and confidence to guide marketing decisions.
  • Julie states, “I think hands down, one of the biggest wins for us this year was this new paid media funnel and the strategy that… your team brought to us for discussion back in 2019 and we were finally able to activate that.” She continues, “The funnel performed so well that the performance gains that we saw this year I think were so significant that they sort of outweighed the market losses that resulted from the pandemic, from an advertising and marketing effectiveness and efficiency standpoint.”
  • Julie attributes their success to the strategic partnership that we’ve built together over the last 4 years. “That partnership drives everything. The cadence and the productivity around all of the ongoing communications that I have with your team and the collaboration, the analytical reporting that we get, not only monthly but ad hoc as needed. Your team has pivoted quickly on everything that we’ve needed you to all along the way as our business needs change. The dashboard – two of them – both dashboards but certainly the current one, is even better than the first one.  You’ve customized the dashboards for us and for our business and for our needs specifically. I think everything that defines a good partnership really comes down to trust. And, I think that that’s where both teams benefit. In my opinion you can’t really put a price tag on that.”
  • Listening goes a long way. Julie adds, “You guys, you’ve listened to us from day 1. I’ve worked with so many agencies over the years and they don’t all listen, really listen to what you need, what you don’t need. You’ve always listened from the first day and we know we’re being heard by your team all the time.”
  • At Mindstream we strive to operate as an extension of our clients’ team. We can only be successful if we make our clients successful. Julie agrees, “We’re part of the same team…the commitment that you guys show our business goals, our outcomes and the expertise that you bring. I think that you’re essentially an extension of our business and it’s just been such a great thing.”