The Work that I Do

I'm a director at Acxiom. I do enterprise-level digital marketing strategy consulting.

Acxiom combines geodemographics, analytics, and IT to manage digital marketing for 350 of the Fortune 500 corporations. With $1.4B in revenues, Acxiom has 12% of the direct marketing industry. Offices are in NYC, Silicon Valley, Chicago, Little Rock, Nashville, China, Germany, France, Netherlands, Portugal, UK, Poland, and Australia. Acxiom has been listed several times as one of the 100 best places to work.

MIT asked me to manage their $500,000 Google Foundation Grant for the MIT OpenCourseWare Project. I grew MIT's traffic from 52 visits per day to 17,500 visits per day and dropped the cost-per-click from $0.70 to $0.07 to reach 4.1 million people.

I created campaigns to reach teachers and professors. If the teacher uses MIT courseware, it helps thousands of students throughout their teaching career. I launched this global campaign with 50,000 keywords in Chinese, Korean, Japanese, Russian, and Arabic, along with all the major European languages. I've been managing this since 2005. MIT placed me on their thank-you page between Google and the United Nations.

Read my MIT Case Study.

Stephanie Cota and I wrote courseware for our book. The courseware is being taught at several US universities, including Tsing Hua University in Beijing, China.

In October 2011, I had dinner with professors at Tsing Hua. They asked if there was courseware for ecommerce. I gave them my files along with a site license for the People's Republic of China. Tsing Hua University is the MIT of China.

I was the analytics strategist for Stanford's Graduate School of Business (their MBA school).

I often speak at conferences and events. I've spoken at AdTech Shanghai, SES San Jose, and BAM Chicago. I've spoken at conferences in New York City, Los Angeles, Beijing, Vienna (in German), Aarhus Denmark (in Danish), and many other cities. I've also presented at events in Spanish (I speak four languages fluently). If you want me to speak at your conference, contact me.

In 2007, I cofounded The CCG Group with Stephanie Cota. We used Omniture, Coremetrics, and Google Analytics to manage online marketing in SEO, PPC, radio, TV, newspapers, mobile, and email. We also used multivariate testing to optimize for maximum leads and sales within the client's target cost-per-lead (CPL) and cost-per-action (CPA).

I wrote Search Engine Marketing, published by McGraw-Hill, 2009. Get your copy at Amazon, Borders, Barnes & Noble, and on the Kindle.

The book covers theory/practise and strategy/tactics of multichannel marketing. How to use analytics, KPIs, USP, multiple media channels, landing pages, microsites, and multivariate testing. Want a free chapter? Get the KPI chapter: how to calculate KPI, ROI, AOV, LTV, CPL, CPA: all with just 4th grade math.

My book Search Engine Marketing was translated into Chinese and published by Tsing Hua University Press in Beijing (2010).

"China's companies can use the new Internet technology to open up new markets both in China and around the world. How can you use those technologies to help your company? This is the first book to bring analytics, digital marketing, and traditional marketing together."
-- Foreword by Haoyu Shen, Chief Operations Officer (COO) and #2 at Baidu.com

My book has also been translated into Traditional Chinese and published in Taiwan by McGraw-Hill Taiwan, where it is in multiple printings.

The book gets around. I've seen it in Chinese bookstores in Cupertino, Silicon Valley.

In 2005, Rajiv Parikh arranged venture capital and we co-founded Position2.com. In early 2006, we acquired a 30-person company in Bangalore, India and grew it to +100 staff employees with offices in Silicon Valley, Bangalore, and Bombay. I developed the strategies, processes, and so on. Position2 continues to grow and now has over 175 staff employees.

Stephanie and I also wrote Insider SEO & PPC (2nd ed., Jain Publishing, 2006, ISBN 978-0875730882). We started CCG in 2002. We built ecommerce sites, shopping carts, transaction processing, SQL databases, and shipping fulfillment. By 2004, we began to focus on internet marketing. Google Adwords became our main project.

More Leads at a Lower Cost per Lead

These graphs show how we increase leads (the pink line) and drop the Cost-per-Lead (CPL) (the blue line). By optimizing campaigns, projects become profitable.

About Me

I live in Palo Alto. I've worked in engineering teams at SGI, SUN, Brio, Dialpad, and other Silicon Valley companies.

I'm also on the advisory board of several Silicon Valley startups.

Contact Andreas