Venice
Tim Ash is the author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization. Over the past 15 years, Tim has helped a number of major US and international brands to develop successful web-based initiatives. Companies like Google, Expedia, Kodak, eHarmony, Facebook, American Express, Canon, Nestle, Symantec, Intuit, AutoDesk and many others have benefitted from Tim's deep understanding and innovative perspective.
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"Diesel, after so many years, was tired," sighed Renzo Rosso, the company's 59-year-old founder, sitting in his art-strewn office on the top floor of the company's modern, campus-like headquarters, set amidst the greenery of the Italian countryside about an hour outside of Venice. "We're a good company, but the brand had started to suffer," continued Rosso. For more than two decades, sales of Diesel — which Rosso founded in 1978 and grew from a denim specialist into a multibillion dollar lifestyle giant — enjoyed double-digit growth, driven largely by the success of its premium denim offering and irreverent, controversial marketing.
Local was already in play before the iPhone changed the online marketing game in 2007, but the mobile shift has raised business capabilities and, more importantly, visitor expectations. Some of the things you need to learn to cope will be brutal, especially if you have limited resources, but it's time to start allocating some of that budget to local optimization now.
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