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
The Agency Services team helps leading companies get more leads and sales and improve the return on marketing investment. Using Coremetrics’ industry leading continuous optimization platform, the Agency Services team performs SEO (search engine optimization), PPC (pay-per-click) marketing, and multichannel marketing (maximizing sales both online and offline). Our unique capabilities also include proprietary methods to maximize Google’s Quality Score, the Unique Value Proposition Workshop, and social media for marketing value. Coremetrics customers include leading companies IBM, Bank America, and Macy’s.
Search Engine Marketing
Read my chapter from Search Engine Marketing (McGraw-Hill, 2009). This is an introduction to evidence-based key performance indicators (KPIs) for marketing return on investment: Customer Lifetime Value (CLV), Cost per Lead (CPL), Cost per Action (CPA), Contribution Margin (CM), and Close Rate (CR). In 2010, my book on Marketing ROI will appear as well the 4th edition of Search Engine Marketing and its translations in Chinese, German, and Spanish. Buy the book at Amazon.com.
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). I was the first American woman hired by Innovation Labs Hyderabad of Tata Consultancy Services (TCS), India's leading information technology outsourcing company. Contact me about how your company 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.