Web Analytics and Web Site Performance Guy
Greater Atlanta Area
- Current
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- Director of Client Performance at Search Discovery
- Past
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- President at Marketing Alpha
- Manager of Analytics and Research at 360i
- Finanical Advisor at Merrill Lynch
- Senior Analyst at New Constructs, LLC
- Education
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- Vanderbilt University
- Oak Hall School
- Recommended
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14 people have recommended Evan - Connections
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217
connections
- Industry
- Internet
- Websites
Evan LaPointe’s Summary
As the Director of Client Performance at Search Discovery, I play a varied role that that involves looking at all parts of web site performance using web analytics data, customer feedback, focus groups, etc. We use this data to drive design changes (ranging from information architecture overhauls to simple landing page optimization) out of specific insights brought about through our research.
But as everyone in this industry knows by now, our insight can be severely limited by data quality, necessitating an equal focus on the analytics tool implementations on our clients' sites. Without a custom-tailored implementation that fits the specific business needs of a client, we can never hope to work with the best data; and in most scenarios, we find that businesses act on bad data while the site is flying blind.
The "client performance" umbrella at Search Discovery demands equal parts tech savvy and analytics ability. We've seen that programmers execute lousy implementations because they're not users of the tool, while users of the tool are rarely capable of the coding necessary to get what they want. The notion that these two skills cannot exist within one human being is absurd, and sophisticated businesses deserve better than "almost".
Evan LaPointe’s Specialties:
+ Web site usability
+ Web analytics - Omniture, WebTrends, HBX, Visual Sciences, Google
+ Search Engine Marketing
+ Search engine optimization practices (SEO)
+ Interdepartmental strategy
+ Online org charts and communication pathing
Evan LaPointe’s Experience
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Director of Client Performance
Search Discovery
(Privately Held; Marketing and Advertising industry)
August 2008 — Present (1 year)
Search Discovery's Client Performance umbrella encompasses all practices that are aimed at improving the performance of the web site as a whole, including direct, referred, search engine and other marketing traffic.
Sadly, the web site itself often gets less attention than search marketing, special offers, and secondary revenue sources do. Web analytics is a tool companies invest heavily in, but do not use, which is like a restaurant buying an expensive stove and not hiring a chef. Search Discovery's Client Performance program takes the reins as a sourced analytics solution for our clients, while simultaneously training and educating our client on how to transition this role to an internal position at an appropriate time. -
President
Marketing Alpha
(Internet industry)
August 2007 — June 2009 (1 year 11 months)
As president and founder of Marketing Alpha, I work with large businesses who want to get in front of the curve when it comes to online marketing and web site management. Too many businesses feel that they're constantly putting out fires and playing "catch up" in the online space, particularly in the areas of reporting, analytics, and search engine marketing.
I work with management teams and various members of analytics, SEO, SEM, PR, marketing and web development teams in a two-pronged approach where we not only put out the fires, but uncover the sources of upcoming fires. I believe this differentiates Marketing Alpha from other online consultancies in that communications with management alone are not as effective as simultaneously "getting your hands dirty". A pre-requisite to employment at Marketing Alpha is that you have a "silicon thumb", not just a strategic whimsy. -
Manager of Analytics and Research
360i
(Privately Held; 51-200 employees; Internet industry)
October 2005 — August 2007 (1 year 11 months)
Managed a team of analysts at industry-leading firm 360i who pioneered latency analysis, keyword stacking/cadence, margin analysis, assist attribution, and more. Provided strategic direction on web analytics and support to SEO and PPC strategy.
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Finanical Advisor
Merrill Lynch
(Public Company; 10,001 or more employees; MER; Financial Services industry)
2004 — 2005 (1 year)
Managed high net worth portfolios for a broad range of clients and their individual needs. The quintessential position for learning true needs based selling and fulfillment, Merrill Lynch built a foundation for my approach to client work: no shortcuts, no almost-fits, and no under-delivery. These things are all too common today, but a commitment to longevity has always served me better than a commitment to short-term profits.
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Senior Analyst
New Constructs, LLC
(Privately Held; 1-10 employees; Capital Markets industry)
2003 — 2004 (1 year)
Completed quantitative analysis on 500+ publicly traded companies, utilizing cutting-edge equity analysis tools and methods. New Constructs' dynamic discounted cash flow modeling is an industry leading technique, merging well-known forecasting models with the "Expectations Investing" methodology pioneered by Michael Mauboussin and Alfred Rappaport. This style of valuation observes that current stock prices indicate expectations for future growth, leaving the investor to simply agree or disagree. This idea replaces Wall Street's traditional valuation techniques of engineering an expected future to guess what a stock price _should be_. Also managed a team of MBA-level interns, directing training in our methods and background. New Constructs research has received accolade as some of the finest in the industry.
Evan LaPointe’s Education
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Vanderbilt University
BS , Economics, Engineering , 1999 — 2003
Vanderbilt University, known by many as the finest school in the southeast, and arguably the finest in the world.
- Activities and Societies:
- Alpha Tau Omega
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Oak Hall School
High School 1995 — 1999
Additional Information
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