Overview

Once you've actually bought internet media and been responsible for Google Analytics reporting, you see creative differently.

Unless your primary interest is branding, it's all about conversions. A website shouldn't primarily be a brochure, It needs to be a powerful sales and lead generation tool. Focus needs to be on getting forms filled out and phone calls made. Complementary email campaigns must bring prospects to the website with the right mindset.

To do this, nothing beats integrating creative skills with a high level of web marketing knowledge. I believe that my being conversant with today's most evolved tools helps me create better performing campaigns:

AdWords Search* Facebook Mktg Associate*

AdWords Display* Screaming Frog SEO

Google Analytics* Spyfu / Swydo

Google Tag Manager Act-On Marketing Automation

*Certifications

It's not creative unless it sells.

This rubric from an agency creative director in the 1970's is as true today as it was then. Maybe more so because today's web Key Performance Indicators have become the unforgiving judges.

A/B testing--whether for landing pages, web ads, email campaigns, or direct mail pieces--still shows that creative makes a huge difference.

Give me the opportunity and discover what I can bring to the table.