About MarketingSherpa Blog

September 1st, 2015

MarketingSherpa is a research firm specializing in tracking what works in all aspects of marketing (and what does not.) So, we’re not an agency, consultancy or other vendor seeking your business. We’re not even available for private research — all our research is published for the entire MarketingSherpa community to benefit from. Our goal — to give marketers of the world the stats, inspiration, and instructions to improve their results. Our name “Sherpa” refers Admiringly to the Sherpas of Nepal who guide climbers up Mount Everest. Our goal is to be your friendly native guides who help make your tough climb toward great marketing results easier by handing you research on ‘what works.’ If you are interested in contributing to the MarketingSherpa blog, consider joining our team. Please feel free to review our career opportunities.

The MarketingSherpa Bloggers

Daniel Burstein, Director of Editorial Content, MECLABS Daniel oversees all editorial content coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – working with our team of reporters to dig for actionable information while serving as an advocate for the audience. Daniel is also a frequent speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has more than 15 years of experience in copywriting, editing, internal communications, sales enablement, and field marketing communications. Blog Posts | LinkedIn | Twitter
Paul Cheney Paul Cheney, Senior Partnership Content Manager, MECLABS Paul helps turn raw research into easy-to-understand content for MarketingExperiments and MarketingSherpa readers. He earned his Bachelor of Arts in English Literature from Covenant College. Before joining the MarketingExperiments and Sherpa team, Paul wrote grant proposals and fundraising letters for a mid-size nonprofit in New Jersey. He has also worked as a freelance Internet marketing consultant and copywriter for small businesses. In his spare time, Paul enjoys reading, writing poems, and dating his wife, Callie. Blog Posts | LinkedIn | Twitter
Selena Blue, Partnership Content Manager, MECLABS As Partnership Content Manager, Selena crafts various content to serve MECLABS Partners. From writing books on customer insights to building PowerPoint decks, she creates stories around our Partners’ successes and experiment discoveries to aid their marketing optimization transformation. Prior to her current position, she started at MECLABS as copy editor, then moved into a writing role as reporter. Selena holds a B.S. in communications and an M.S. in integrated marketing and management communications, both from Florida State University.
Blog Posts | LinkedIn | Twitter
Andrea Johnson Andrea Johnson, Copywriter, MECLABS As a copywriter for MECLABS, Andrea Johnson develops content for both MECLABS and its Research Partners – from articles to landing pages to emails to blogs. Her goal is to give audiences actionable knowledge that will create more opportunities and revenue, and help them be more effective, productive and happier. Andrea is a journalist who has more than two decades of marketing communications and public relations experience in B2B consulting, senior living and healthcare, nonprofit, real estate, and telecommunications.
Blog Posts | LinkedIn | Twitter
Brian Carroll Brian Carroll, Executive Director of Revenue Optimization, MECLABS Brian Carroll is Executive Director of Applied Research at MECLABS and CEO of InTouch, part of the MECLABS Group. Author of the bestseller, Lead Generation for the Complex Sale (McGraw-Hill), Brian is a leading expert in lead generation and he’s profiled and regularly quoted in numerous publications. Brian also speaks to 20,000 people a year on improving sales effectiveness and lead generation strategies. He’s been profiled and regularly quoted in numerous publications such as BtoB Magazine, Selling Power, The Wall Street Journal, Entrepreneur, Target Marketing, Inc. magazine, Marketing News, DM News, MarketingProfs, MarketingSherpa, Software CEO and CMO Magazine.
Blog Posts | LinkedIn | Twitter

Courtney Eckerle, Manager of Editorial Content, MECLABS With a focus on inbound and email marketing, Courtney’s goal is to produce clear, interesting and actionable external content for MarketingSherpa readers. She earned her Bachelor of Arts in English Literature, Mass Communications and Film Studies from Saint Mary’s College in Notre Dame, Ind. She has worked as a writer and sports photographer for The University of Notre Dame Observer, and was a collegiate correspondent for USA Today College prior to joining MECLABS. In her spare time, Courtney enjoys kayaking, travel, reading and photography. Blog Posts | LinkedIn | Twitter

Emily Rogers, Senior Research Manager, MECLABS Emily’s position requires managing more than 10 projects for a Fortune 20 wireless company. She works to make its website easier to understand by developing testing strategies to increase usability, and ultimately result in an increase in revenue. Emily also works with MECLABS to ensure its teleprospecting programs generate the highest number of leads for its clients. Emily graduated in 2011 with a BBA in Marketing and an Advanced Business Communications Certificate. She began her career with MECLABS in September 2011.
Blog Posts | LinkedIn

Tony Doty, Associate Director of Optimization, MECLABS Tony is responsible for guiding and assisting all aspects of testing for our Research Partners. When not optimizing projects with our Partners, he is guiding other members of the team by providing key insights and training to support their professional development. Prior to MECLABS, Tony was a Product Management Consultant where he performed research to help companies optimize product offerings and marketing strategies. Tony holds a Bachelor of Science in Materials Science from the University of Minnesota and is a self-confessed data junkie. In his spare time, he enjoys playing video games with his wife Ashley, and spending quality time their dog, Barley. Blog Posts | LinkedIn

Emily Munns, Research Manager, MECLABS Emily is a member of the MECLABS research team and is the primary point of contact for multiple Research Partnerships. Her responsibilities include managing and monitoring projects and team members, which includes optimization strategies, test strategies and reporting. She enjoys interacting with her Partners on multiple levels, which is a motivating factor in her daily work. Emily holds a bachelor of arts in marketing and sports management from Saint Mary’s University-Winona. Emily enjoys going on trips with family and friends, and actively follows at least one Minnesota sport at all times.
Blog Posts | LinkedIn

John Cockburn, Senior Business Intelligence Manager, MECLABS John organizes and manages research efforts to provide competitive intelligence within a given industry to inform testing strategies for each Partner. This involves evaluating pertinent industry information, segmenting the competitive landscape, revealing competitive strengths and weaknesses and evaluating opportunities for testing. John attended Florida State University and holds a Master of Science in Demography. He’s particularly interested in the evolution of social media and mobile technology and how it will influence the means in which people interact and exchange information. In his spare time, John enjoys the outdoors and is a regular at the local boxing gym. Blog Posts | LinkedIn

Michael Groszek, Senior Business Intelligence Manager, MECLABS Mike began his MECLABS career in March 2012 as a member of the research team, managing multiple Research Partnerships. He recently transitioned over to his current role as a Business Intelligence Manager, where he provides competitive analysis for Research Partners in the form of product and market research. Mike is highly interested in the constantly-evolving mobile and social media marketing trends and is working to find more ways to incorporate aspects of both into our Partnerships. Prior to MECLABS, Mike attended Florida State University, where he earned his Bachelor’s of Science in Economics with minors in Biology and Chemistry. In his time away from the office, Mike enjoys going to the beach, fishing, kayaking and skiing (although he often struggles to find quality slopes in Florida).
Blog Posts | LinkedIn

Ashley Hanania, Associate Director of Services Operations, MECLABS Ashley’s time is spent guiding a group of research analysts and managers focusing on optimization and testing efforts on a Fortune 20 wireless company. Beyond improving visitor experience on the site, she specializes in providing client leadership, developing test strategy and team collaboration efforts. Ashley graduated with a M.S. in Integrated Marketing Communications, Project Management Certificate and a B.A. in Business Marketing from Florida State University. In her spare time, she enjoys going to the beach, traveling and reading.
Blog Posts | LinkedIn

Martha Hubbard, Business Intelligence Analyst, MECLABS Martha is responsible for managing projects for companies both small and large, and helping Research Partners determine the best places to test on their sites where they will gain solid learnings and see big lifts. Before MECLABS, Martha worked as a project manager for a small marketing firm. Martha holds a bachelor’s degree in marketing and a master’s degree in business administration from the University of North Florida, where she also participated in two short-term study abroad trips to China and India. In her spare time, Martha enjoys spending time with family, going to live music shows and traveling.
Blog Posts | LinkedIn

Jon Powell, Senior Manager of Executive Reserach and Development, MECLABS Jon mostly works with financial industry Research Partners and is well respected around the lab for his keen test planning and scheduling abilities. Before joining MECLABS in April 2007, Jon managed relationships with advertisers and supporters in publications like Massage magazine and Chiropractic Economics. He holds a B.A. in Integrated Marketing Communications from Wichita State University and when not managing research partnerships, Jon spends his free time leading the nonprofit FIBC Traditional Taekwondo school.
Blog Posts | LinkedIn

Beata Bordas, Marketing Manager, MECLABS As a MECLABS research manager, Beata’s responsibilities include spearheading the design and development of optimization tests, and authoring online ad sequence reports containing feasible recommendations for her Research Partners. Beata earned her B.B.A. in economics at the University of North Florida, where she was involved in the Economics Society and the Finance and Investments Society. In her spare time, she enjoys going to the beach and travelling.
Blog Posts | LinkedIn

Gina Greco, Senior Research Manager, MECLABS As a research manager, Gina works with her Partners in a multitude of different areas including landing pages, banner ads, email templates and shopping cart experiences to help optimize and test for increased results. She began her career with MECLABS in 2011 and has helped multiple Partners with test strategies and optimization efforts. Before MECLABS, Gina worked as a manager for Citibank and graduated with a degree from the University of North Florida, where she majored in marketing. In her spare time she enjoys walking her dog, Cannoli, on the beach and spending time with friends and family.
Blog Posts | LinkedIn

Jessica Lorenz, Event Content Manager, MECLABS Jessica spends her time developing PowerPoint presentations for webinars, where she transforms thoughts and ideas into visuals. Before joining MECLABS, Jessica worked as a marketing assistant at a nonprofit organization. She attended The Pennsylvania State University where she earned degrees in International Studies (B.S.), International Politics (B.A.) and minors in Business, History and German. When she’s not working, she enjoys going on adventures with her husband, painting and playing with her cats.
Blog Posts | LinkedIn

Rebecca Strally, Senior Optimization Manager, MECLABS Rebecca helps plan tests and design experiments for Research Partners. Rebecca holds a B.A. in history from Mercer University, where she worked and volunteered at several museums. She is currently working on an MBA at the University of North Florida part time. In her free time, Rebecca enjoys reading comics and cheering at roller derby bouts.
Blog Posts | LinkedIn

Shaun James, Business Intelligence Manager, MECLABS As a member of the MECLABS conversion services team, Shaun helps optimize user experiences online. Before MECLABS, Shaun worked in the financial industry as a member specialist. Shaun provided exceptional customer service while opening accounts, processing consumer loans applications and many more financial transactions. Shaun holds a Bachelor of Arts in communication and an M.S. in communication & leadership from Canisius College where he played NCAA Division 1 basketball and worked as a graduate assistant. In his spare time, Shaun enjoys sports, photography and socializing.
Blog Posts | LinkedIn

Laura Harkness, Research Manager, MECLABS As a member of the MECLABS research team, Laura is responsible for multiple projects for a Fortune 20 wireless company. Before MECLABS, Laura worked as a public relations and marketing manager, and clerked for several law firms. Laura holds her B.S. in hospitality management from the University of Central Florida, and a J.D. from Florida Coastal School of Law, where she specialized in legal research and writing. In her spare time, Laura enjoys tennis, days at the beach, playing classical piano and playing with her Wheaten Terrier, Maggie.
Blog Posts | LinkedIn

Lauren Pitchford, Senior Optimization Manager, MECLABS Lauren guides her colleagues in improving the online marketing efforts of MECLABS Research Partners. She develops test plans and strategies, hypotheses, and research questions to clarify what works and what doesn’t to drive the highest number of conversions and most revenue. Lauren has a bachelor’s degree in advertising from the University of Florida, where she graduated with highest honors and received the Advertising Federation’s Gold ADDY award in the Student Magazine Campaign division. While attaining her degree, she served in account services, advertising consulting, business development and graphic design at several organizations, including The Golf Channel, Planet Hollywood and Beloved Experiential. She is an avid student of life, with a passion for psychology and art.
Blog Posts | LinkedIn

Spencer Whiting, Senior Research Manager, MECLABS Spencer brings his extensive experience in small business, sales, marketing and startup management to MarketingExperiments. He has been involved with five startups as a senior employee and has four years of small business turn around consulting experience in businesses spanning the hospitality, B2B and nonprofit sectors. His creativity and understanding of what it takes to succeed in business today benefits our Research Partners by helping to create real-world solutions to achieve success. He is fascinated by the opportunities presented by the Internet to change business in a profound way. His passions in life are his wife, Snowden, ballroom dancing, the Boston sports scene and sailing.
Blog Posts | LinkedIn

Regina Love, Content Operations Manager, MECLABS Regina is responsible for overseeing, leading and coordinating internal projects and training events from inception to successful completion. Before joining MECLABS, Regina lived in London as she studied for her master’s degree. During her term, she interned as a project coordinator assisting project managers and senior project planners abroad. Regina holds a Bachelor of Science in Graphic Design from Florida A&M University and a Master of Arts in Motion Graphics from Kingston University. In her spare time, Regina enjoys spending time with her family. She also loves traveling and photography as well as participating in arts and crafts.
Blog Posts | LinkedIn | Twitter
Austin McCraw, Senior Director, Editorial Content, MECLABS From Web clinics to certification courses, Austin works behind the scenes to bring our research analysts’ discoveries to our audience in clear and creative ways. Before joining MarketingExperiments, Austin was the Promotions Director for a PBS affiliate in Gainesville where he was in charge of publicizing local and national programming. A graduate of the University of Florida’s College of Journalism and Communications, Austin specializes in new media and video production by day and producing family memories with his wife and two children by night.
Blog Posts | LinkedIn | Twitter
Joey Taravella Joey Taravella, Content Writer, MECLABS As a member of the MECLABS executive content team, Joey creates executive-level presentations for either Flint McGlaughlin, Managing Director, MECLABS, or other top executives. Prior to working at MECLABS, Joey was the art director for the independently-funded publication The Spinnaker at the University of North Florida. He also holds a B.S. in fine art with a concentration in graphic design and digital media. He has traveled abroad to offer pro bono design work for various nonprofits. In his spare time, Joey enjoys water sports and spending time with friends and family.
Blog Posts | LinkedIn
Kayla Cobb Kayla Cobb, Copy Editor, MECLABS Kayla’s role at MECLABS involves editing everything from blog posts, articles and newsletters to marketing sends and landing page copy. Before joining MECLABS, Kayla worked as the Associate Editor at Clemson University’s student-run newspaper, The Tiger News. She earned her B.A. in English and minored in business administration at Clemson University, and she spent a semester studying at St. Peter’s College, University of Oxford. In her free time, Kayla enjoys reading, writing, watching too much TV and taking improv classes.
Blog Posts | LinkedIn
Ken Bowen, Partnership Content Manager, MECLABS Institute As Partnership Content Manager, Ken’s goal is to transform raw test data into clear, accurate, actionable content for MECLABS’ partners. This position affords Ken the opportunity to engage extensively in the three disciplines that he is most passionate about &#8212 statistics, marketing and written communication. Prior to joining MECLABS, Ken spent seven years working in civil engineering, interfacing with clients such as NASA, the Florida Department of Transportation, the Jacksonville Transportation Authority and UF Shands Medical Center. Ken has a B.A. degree in economics from the University of North Florida and recently released a book, Big League City! 100 Years of Football in Jacksonville, with a foreword by Jacksonville Jaguars’ owner Shad Khan. In his limited spare time, Ken enjoys spending time with his wife, daughter and twin brother; reading; taking online courses in unfamiliar subjects; FSU and Jaguar football; Chicago Cubs baseball; and general pop-culture.
Blog Posts
Dr. Liva LaMontagne, Editorial Research Manager, MECLABS Institute With a focus on data and research, Liva is working to bring cutting-edge insights to marketers and business leaders. She is also involved in collaborative projects with academic researchers. Before joining MECLABS, Liva conducted research with University of Florida’s Warrington College of Business Administration as a Fulbright Visiting Scholar. There, she studied how managers’ and direct reports’ personality traits impact their work effectiveness. She earned her PhD in industrial/organizational psychology at the University of Latvia. Her passions are studying how personality affects all aspects of life and spending time with her family. Liva also enjoys going to the beach, jogging, superhero movies, reading and painting.
Blog Posts | LinkedIn
Greg Hamilton Gregory Hamilton, Senior Academic Curriculum Manager, MECLABS As a member of the content team at MECLABS, Gregory develops academic curriculum and content for our corporate training certifications. His goal is to bridge the gap between the theoretical rigor commonly found in graduate education and the practical application found within the business world. As a part of this effort Gregory works with several of the world’s foremost experts in value proposition to produce peer-reviewed academic research in the form of papers and articles. Additionally, Gregory can frequently be found facilitating certification courses and workshops with our Research Partners on the topics of value proposition, landing page optimization, online testing methodologies, email marketing and lead generation. Gregory earned his Master in Business Administration degree (MBA) at Lindenwood University and loves exploring the intersection of marketing, psychology and philosophy.
Blog Posts | LinkedIn
Kylie Davidson, Academic Curriculum Manager, MECLABS Institute Kylie Davidson, Academic Curriculum Manager, brings her optimization and testing experience as a Research Manager to the MECLABS corporate and university-level training team. As a Research Manager, Kylie has managed projects for a Fortune 10 banking company as well as other prominent national and international companies. Before coming to MECLABS, Kylie worked as a high school English teacher and will complete her Masters in English Literature at the University of Florida in the Spring of 2016. Outside of work, Kylie dedicates her time to riding her horse, Grace, trick-riding and working on her and her fiancé’s farm.
Blog Posts | LinkedInLinkedIn
Susan Warren, Marketing Event Specialist, MECLABS Institute Susan is an Event Specialist for the Marketing team at MECLABS. She is an expert at multitasking and helps to coordinate and plan upcoming events, such as the MarketingSherpa Summit. Before working at MECLABS, Susan was a fundraising administrator at Oxfam Ireland, where she worked on several human rights campaigns. She earned her B.A. in Communications and Social Science in 2010 from the University of Central Florida, and then an LL.M. in International Human Rights Law from the National University of Ireland, Galway, where she lived for two years. In her spare time she enjoys travel, cycling, dancing, learning Spanish and Mexican cuisine.
Blog Posts

Other MarketingSherpa team members, present and retired, and contributing partners include: Dr. Chuck Coker, Kaci Bower, Stonie Clark, Adam T. Sutton, Todd Lebo, David Meerman Scott, Bob Heyman, Jen Doyle, Brad Bortone, Zuzia Soldenhoff-Thorpe, Jeanne S. Jennings, Chris Heine, Stefan Tornquist, Anne Holland, Sean Donahue, Natalie Myers, Boris Grinkot, Tom Sather, Jay Baer, Marcus Sheridan, Justin Bridegan, Chad Divine, Jonathan Greene, Rachel Minion, Eric Coffman, Allison Banko, Brittany Long, John Nye, Erin Hogg, Taylor Kennedy, David Kirkpatrick, John Tackett, Matthew Hertzman, Taylor Lightfoot, Philip Axelrod, Daniel Beulah and Maria Lopez.

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