Marcus Falley is an Australian expert in the Digital Marketing arena, specialising in Conversion Optimisation, Search Marketing and Web Analytics. His primary goal is to help businesses define measures of success for their online campaigns and projects and then match those measures to detailed reporting, which provides actionable information to help drive informed decisions.
Marcus has worked in eCommerce, Search and Web Analytics roles in Australia over the past twelve years with some of the biggest brand names across the Financial, Retail and Publishing industries. Brands include NAB, Coles, Kmart, Target, Officeworks, Harris Technology, Liquorland, Vintage Cellars, Wine Selectors, TrueLocal CarsGuide, CareerOne, GetPrice, News.com.au, The Australian and the other News Corporation Mastheads.
Online industry qualifications include Google AdWords Display Advertising, Search Advertising and Reporting & Analysis certificates along with being a WebTrends Certified Professional and Google Analytics Qualified.
Marcus’ most recent role as Web Marketing Manager at Wine Selectors helped bridge the gap between Marketing needs and Technology driven solutions. At Wine Selectors the traditional direct marketing approach to their online presence needed to be turned on its head. Marcus was tasked with Project Managing the complete redesign of the website to turn it into a true eCommerce retail storefront. Part of the project included the implementation of in-depth Web Analytics using Google Analytics to ensure defined business success measures were being captured from day one and that a continual loop of optimisation was implemented. Once the redesigned website went live after three months, Marcus was tasked with the Email Marketing to existing customers and the acquisition of new customers through Search Engine Marketing including online banner/display advertising and Social Media.
Prior to Wine Selectors, Marcus was the Web Analytics Strategist for News Digital Media where he helped the Marketing and Business Managers define business success measures and used those to define requirements for the Web Analytics product selection process. During his time at News Digital Media, Marcus helped train the Marketing and Business Managers to use the existing Web Analytics tools HBX and Nielsen Online to find the actionable information available to them.
Before that Marcus was Senior Optimisation and Reporting Analyst at Coles Group where he championed the benefits of Online Marketing techniques like PPC/SEM and SEO. Marcus also introduced the immediate feedback loop available when a Web Analytics solution is capturing the data that matters. At the same time Marcus managed the selection and implementation of the enterprise wide web analytics solution for all Coles websites including Target, Kmart, Coles, Coles Online, Officeworks, Harris Technology and Vintage Cellars.
Before Coles Group, he worked at the National Australia Bank as Web Information Analyst where Marcus was the Enterprise Search Engine Specialist working on the implementation and ongoing configuration of Autonomy with a focus on the discoverability and reuse of information held across many silos of data within the enterprise worldwide. This included the authoring of the Metadata Standards Document for the organisation. Marcus also helped define measures of success in relation to Intranet projects and then captured the data and created the reporting for post implementation reviews where the success of projects were given a clear ROI figure to show benefits realised by the Intranet Team.