Alex L. Cohen - Interactive Marketer

Hi, I’m Alex L. Cohen (not to be confused with Alex Cohen the DJ or Alex Cohen the NPR reporter). This blog, Digital Alex, is about internet marketing optimization–how to plan, execute, measure and optimize your website and promotions.

New here? My archives are a good starting point.

I am currently a Strategic Analyst at Commerce360, a fast-growing, venture capital backed search marketing company in Plymouth Meeting, PA (outside of Philadelphia). You can email me at alex @ alexlcohen . com. You can also follow me on Twitter.

What Kind of Internet Marketer Am I?

Well, half of my job is developing interactive marketing strategies, i.e. how to help my clients achieve their business goals online. Strategy, as I define it, is about making the right choices and setting priorities among a sea of options. It’s the result of a deep understanding of my client’s business, customers, competitive landscape and business limitations.

The other half of my job is web analytics. Simply put, I help measure and analyze the success or failure of our strategies and tactics. Based on that analysis, I pull out key, actionable insights to improve results.

Most people understand web analytics through tools like Omniture, Google Analytics and WebTrends (all of which I have used or currently use). I expand the view of “web analytics” beyond these behavioral metrics (the “what”) to include the experience and outcomes of customers and prospects (the “why”).

Interactive Marketing Interests and Specialties

My professional experience has mostly been in interactive marketing and direct marketing. My specialties/interests include:

• Marketing optimization
• Strategic planning
• Web analytics
• Ecommerce
• Conversion rate optimization
• A/B and multivariate and testing

At the moment, I’m focused on finding writing opportunities. If you’d like to discuss an opportunity, email me: alex @ alexlcohen . com. I am always open to consulting, advisory or speaking engagements.

Resume

Strategic Analyst at Commerce360
March 2007 – Present

• What is a Strategic Analyst? Well, half of my job is developing interactive marketing strategies, i.e. how to help my clients achieve their business goals online. Strategy, as I define it, is about making the right choices and setting priorities among a sea of options. It’s the result of a deep understanding of my client’s business, customers, competitive landscape and business limitations.
• The other half of my job is web analytics. Simply put, I help measure and analyze the success or failure of our strategies and tactics. Based on that analysis, I pull out key, actionable insights to improve results. Most people understand web analytics through tools like Omniture, Google Analytics and WebTrends (all of which I have used or currently use). I expand my view of “web analytics” beyond these behavioral metrics (the “what”) to include the experience and outcomes of customers and prospects (the “why”).

Associate Strategic Consultant at Refinery, Inc.
November 2006 – March 2007 ( 5 months)

• I develop interactive strategies and tactics based on insight from web analytics, surveys, secondary research, emerging interactive trends, and marketing strategy best practices. Additionally, I craft clear stories from the mounds of information and develop actionable, data-driven recommendations for site and campaign improvement.

Analyst at Refinery, Inc.
November 2005 – November 2006 (1 year 1 month)

• Web analytics for a large pharmaceutical client with product web sites in more than 6 different categories, including cholesterol, osteoporosis and oncology.

Marketing Analyst at Roska Direct
January 2005 – November 2005 ( 11 months)

• Strategic planning and marketing analysis for direct marketing programs in a variety of verticals, including pharmaceuticals, yellow pages and chemical manufacturing.

Assistant Marketing Analyst at Roska Direct
February 2004 – January 2005 (1 year)

• Reporting to the VP of Strategic Planning, this position involved leading and participating in teams to generate marketing plans, develop new business presentations and proposals and provide strategic guidance and results analysis for ongoing direct marketing projects.

Associate Account Executive at Roska Direct
August 2003 – February 2004 ( 7 months)

• Reporting to the CEO, this position involved cross-training among Account Management, Strategic Planning, and Traffic. Key responsibilities included maintaining positive client relations and working with multi-department teams to manage projects from concept through post-campaign analysis.

Personal Life

When I’m not swept up in the whirlwind that is interactive marketing, I’m living the life of an urban sophisticate in Philadelphia. I love Philly’s restaurant scene and you can count on me to recommend just the right place. I read books, blogs and newsletters incessantly, all of which fuels my fondness for written communication.

I love to travel, so invitations for events overseas are especially welcome! My rusty French could use some practice. If you know me well enough, I might just invite you over for a dinner party, the playlist for which is guaranteed to be full of indie music favorites.

Disclaimer: My opinions are my own and not representative of my employer, Commerce360. If you feel something on my blog is inaccurate, please drop me a line so I can correct it, alex @ alexlcohen . com

-Alex Cohen

Internet marketer, web strategist, and marketing strategy blogger.

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