Evidence-Based Marketing, Palo Alto, CA
415-548-0937 roslynlayton-at-gmail-dot-com
Evidence-Based Marketing
Evidence-based marketing relies on data, not intuition for decision-making. Now with sophisticated web analytics tools, marketers can access consistent, reliable, and transparent information to maximize their marketing investments.
Director of Agency Services, Coremetrics
Our Agency Services team helps the world’s leading online retailers get more sales and better return on their marketing investment. Using the Coremetrics state-of-the-art analytics platform and applications, we perform SEO (search engine optimization), PPC (pay-per-click) marketing, and multichannel marketing (maximizing sales both online and offline). Our unique capabilities also include including proprietary methods to maximize Google’s Quality Score, merchandising, product categorization, and online shopping cart efficacy. Our Coremetrics Search™ application is a powerful, comprehensive software solution to conduct internet marketing. Over 150 major brands, including Macy’s, Vegas.com, and Bass Pro Shops, choose our software and services.
Search Engine Marketing
This book will tell you how to maximize leads and sales for your online business as well as introduction to important concepts in online marketing. I wrote Chapter 4, an explanation of how to calculate the relevant key performance indicators (KPIs) you need to run your business: Customer Lifetime Value (CLV), Cost per Lead (CPA), Cost per Action (CPA), Project Rate of Return (PRR), and Close Rate (CR). In June 2009, the Chinese edition of the book will appear, published by Tsing Hua University in Beijing and McGraw-Hill. The updated version will feature a discussion of the web in China, further ROI analysis for online marketing, and detailed comparisons of Google Analytics, Omniture, Unica, and Coremetrics.
Outsourcing for Innovation
Outsourcing is an important evidenced-based strategy that can make your business more competitive. Outsourcing can also be a vital part of research and development (R&D). The first American woman hired by India's leading information technology (IT) outsourcing company, Tata Consultancy Services, I worked at the TCS Innovation Lab in Hyderabad and can provide valuable insight about how companies can use outsourcing for innovation.
Global Experience
Leverage my global experience to help you innovate your business. I have worked in China, Japan, India, Europe, and Latin America. My MBA comes from the innovative OneMBA, an intensive global business program coordinated by five of the world's leading business schools, UNC-Chapel Hill, Rotterdam School of Management, Chinese University of Hong Kong, EGADE-Mexico, and FGV-Brazil.
Awards
I won The Wall Street Journal Europe Women in Business competition. Read my winning essay on corporate governance. My essay on corporate shareholder responsibility was commended by the Ashridge School of Business.