Evidence-Based Marketing, Palo Alto, CA
415-548-0937 roslynlayton-at-gmail-dot-com
Evidence-Based Marketing
Evidence-based marketing uses the best available scientific evidence for decision-making. Now with the web and sophisticated analytics tools, marketers can access consistent, reliable, and transparent information. I discuss how to measure the effectiveness of marketing in a chapter in Search Engine Marketing published by McGraw-Hill. With data obtained by Google Analytics, Yahoo! and MSN, I calculate the 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). Working with a leading certified Google advertising agency, we manage analytics-based marketing for organizations such as Cisco, MIT, and Aveda. Our next step is to collaborate with software companies to link the web analytics data to the company's business intelligence (BI) tools and financial statements. Then the economic value add (EVA) of the marketing investment can be calculated.
Outsourcing
Outsourcing is an important evidenced-based strategy that can make your business more competitive. As the first American woman hired by India's leading information technology (IT) outsourcing company, Tata Consultancy Services in Hyderabad, I provide valuable insight about the industry. This white paper is an outline of my forthcoming book The Insider's Guide to Outsourcing: Making India Work For You.
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.