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Managing Director |
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Managing Director |
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Brent J. Dreyer iMarketing Strategy
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DETAILED E-MARKETING EXPERIENCE E-Marketing Management
– Strategy, design,
management and execution of objective driven, integrated e-marketing services.
Active e-marketing channel experience includes on-site web, email, off-site
banner, search engine placement, micro sites, extensive domain name purchase and
redirect, reciprocal links, chat room and forum branding. Marked results include
an 800% growth in web site linkage (18 month), click-through response rates
exceeding 15%. E-Mail – Designed management program and wrote
detailed white paper for a 200,000 name, email address asset. Program included
staffing requirements and inter-departmental business processes for multiple
email campaigns. The process includes email conception, design, contact
strategy, email development, vendor selection, appends, data scrubbing,
tracking, maintenance and management at asset and campaign levels, asset
security, and executive reports. Results have produced a 30-month, net email
asset growth rate of 735%. Customer Share Expansion – Designed and deployed
automated online cross sell / up sell campaign based upon customer actions (i.e.
email notification, popups, selective banner blocks). Supported outbound
telemarketing channel with comprehensive tracking of customer product views
(non-purchases), words searched and articles read. Created infrastructure to
provide real time selects based upon customer profiles. Identified, tracked,
extracted and exploited customer migration paths across product lines, and
across channels. Notable results (24 month average) have produced a 50% higher
AOV of online transactions, and 65% customer migration to online from the
catalog channel. Market Share Expansion – Designed and deployed
numerous online campaigns to deliver new prospects via the web channel. Programs
included strategic search engine placement through multiple hallways leading to
10x doorways, banners and links directing ‘targeted’ prospects to the
appropriate sections of the web site. Programs were driven by economic events
and / or marketing campaigns, and were supported with strategic placement of
on-site landing pages, banners, popups and promotional offers. Notable results
(18 month average) are yielding an astounding 33% new ‘site’ customers and
39% new ‘individual’ customers. Emarketing Tracking and Reporting – You can not manage what you do not measure. Established and tracked 193 eCommerce metrics, with 332 measurements. (see http://www.iMarketingStrategy.com/web-metrics.htm ) A custom tracking program was developed in Microsoft ASP, pulling information from a SQL database, generating ‘Real Time’ user statistics. With one click of the mouse, full web user registration and detailed site navigation could be displayed. This included previous orders, shopping cart history, products viewed, words searched, IP resolution, articles read, and marketing offer response and customer service contacts.
DETAILED E-COMMERCE EXPERIENCE Ecommerce Development – Developed 30 category,
vendor selection process evaluating quantitative and qualitative abilities.
Project management of a $1 million vendor site rebuild. Designed and managed
internal web site redevelopment, migrating from Cold Fusion to Active Server
Pages, including integration into a legacy system (AS400) with a three-tier
architecture using MQ Series and COM Objects. Designed and deployed, best of
breed, customer tracking system. Design and deployment of advanced marketing
response system, tracking credits to product bundling, pricing specials, offers,
discounts, coupons and awards. Ecommerce Management – Utilized on-site surveys,
opinion polls and best of breed customer tracking system to identify process and
flow deficiencies at their onset, followed by immediate correction and continued
monitoring. Deployment of this campaign lead to reduction of abandoned shopping
carts from 77% to 42% over a 30-day period.
The culprit was a flawed checkout process inherited from an existing
system. Another example is the addition of an “order by catalog” online. The
frequency of model numbers in the client search logs warranted the immediate
development of a tool that is used by 25% of all orders. Results have produced a
30-month, 300% online growth curve. E-CRM Designed, deployed and managed ecommerce
customer relationship management system. Customer touch points include technical
support micro site, live person ‘real time’ help, process and routing for 17
email boxes, coordination of contact with telephone customer service
representatives dedicated to the web site, and the appropriate routing of
inquiries into the call center. Marked results include a sustained, 100%
increase to AOV of customers ordering online, assisted with live person chat. New Product Development – Designed, managed and
deployed new online ASP and hard-line (CD ROM) testing software. Products
include 32 pre-employment tests with Web based administrative GUI for tracking
results, delivering tests and creating new tests. Other products include an
interactive series of 12 medical books, with text and image mapped databases,
delivered on CD-ROM and a 2,200 question nursing guide delivered in HTML for an
Intranet application. Developed an authoring tool (MdxPress) which allowed
physicians to create electronic textbooks, with six layers of image annotation,
hyperlinked to corresponding text, fully exportable to HTML. Affiliate Relationships – Worked with partners and
affiliates to designed and deployed online programs with co-branded personalized
web sites, transaction tracking, managed through a web based, administrative
front-end. Business Intelligence - Designed, deployed and managed competitive intelligence campaign tracking activity of current and new entrants into competing product lines. Online technologies utilized intelligent spiders, monitored log files and performed targeted reporting with complex logic in Boolean searches.
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