Meet Our Advisory Board This Month: Matt Ackley
Each month in the eM+C newsletter, readers will have an opportunity to get to know a member of our Editorial Advisory Board. This month, meet Matt Ackley, vice president of Internet marketing for San Jose, Ca.-based eBay.
eM+C: What do you do in your role at eBay?
Matt Ackley: I am vice president of Internet marketing for eBay and am responsible for developing and executing our online marketing strategy. In this role I oversee search-engine optimization and online media business development for eBay.com. Recently I managed the roll-out of eBay's in-house search-engine marketing system and formulated the company's search-engine optimization and organic traffic strategies.
eM+C: What is your marketing philosophy?
MA: Our philosophy is to let the data guide and influence our decisions. eBay is in a unique position in that we have access to incredible and insightful data. We have a team of talented individuals with backgrounds in technology and analytics to help leverage that information in the most effective way possible.
eM+C: What e-trends are you tracking right now?
MA: We are following the evolution of the online ad space and moving beyond text boxes. Tapping into our technological and analytical methodologies, we are able to determine exactly what our customers want. Based on information from behavioral targeting, we are able to strategically buy other forms of media at scale.
eM+C: What are your goals for your work with eBay for 2008?
MA: Our goal is to push the envelope of analytical marketing. The space is very dynamic, and we want to best utilize the technology and data so that we can leverage this information in the most effective way.
eM+C: Do you have any tips/best practices to offer our readers?
MA: It's very simple. Follow the data because it will lead you to unintuitive results.