Richard Evans
About Richard Evans
With more than a decade of experience in the field of email marketing, Evans currently leads Silverpop’s marketing efforts throughout EMEA. Prior to his role in EMEA, he managed product marketing for Silverpop, developing the company’s go-to-market strategy for its Engage product line.
Before joining Silverpop, Evans was vice president of interactive services at Target Resource Group, where he spearheaded the development of a suite of online marketing tools, and provided marketing counsel to North America’s largest and most renowned performing arts companies in the areas of email marketing, direct marketing, and ecommerce. He has also served in executive and marketing roles as the managing partner of EM Interactive Media in Atlanta, as well as at Nortel Networks.
Richard attended Georgia Institute of Technology where he earned a Bachelor of Science degree in public policy with a focus on Internet and telecommunications.
About PANEL: Cross-channel optimisation is the Holy Grail. So where do you start to look for it?
Joining it up. Channel integration is essential if you're going to optimise your business. Which departments need to be talking to one another? What kind of data do they need to be sharing? How should you be training staff and stakeholders to make this happen?
ROI. You're already spending massive budgets on TV ad campaigns, and SEO, and PPC. Do you really understand the effect of all of these activities upon one another?
Coordination. What should come first: TV, print, online or mobile? Are your campaigns agile enough? Can you react quickly enough? How can campaign data inform future decision-making in this area?
