Program/Presenters

Brian Massey, Conversion Sciences

Turning website traffic into revenue requires an unusual blend of skills, and Brian Massey is the product of a career that has followed a road that has stopped in all the right places.

Massey calls himself a “Conversion Scientist” and he has the lab coat to prove it. “Conversion” is the process of converting web traffic to leads and sales; his practice, Conversion Sciences, brings these disciplines to businesses regardless of size. A veteran of more than 15 years, Massey began by developing open source marketing automation systems for companies seeking to build their online channels.

Massey is the author of the The Conversion Scientist and a columnist for ClickZ.com and Search Engine Land. Massey is a veteran of online marketing and has completed conversion analyses for more than 30 businesses in a wide range of industries. He lives and works in Austin, Texas where life and the Internet are hopelessly intertwined.

About Conversion Sciences
Conversion Sciences was established in 2006 by Massey to show businesses how to design websites that engage visitors and meet business needs. Massey’s vision for a web that unifies the desires of web visitors with the needs of a business includes the following components:

• Develop a process by which businesses can understand their most important visitors.
• Create a network of designers, developers, and marketers that excel in implementing online strategies that serve both the visitor and the business.
• Evangelize the importance and power of conversion marketing.
• Develop teaching materials that help businesses make good decisions about how to spend their online marketing budget.

Massey has provided conversion analysis to the following industries since early 2007: insurance brokering, online social networking, refurbished computer and printer equipment sales, custom home building, online learning, credit card processing, telecommunication, commercial real estate, commercial and private landscaping, bankruptcy law, building materials, business coaching, computer hosting services, convention centers, College of Pharmacy, K–12 telecommunications, facilities scheduling software, utility (electric), accreditation assessment software, online newspaper, and restaurant equipment.

Read The Conversion Scientist™ blog at www.ConversionScientist.com.

Chuck Richard, Outsell Inc.

As Vice President at Outsell, Chuck Richard is the lead analyst for B–to–B trade publishing, advertising and lead generation, including the impact of search services on these sectors. Richard serves as a senior analyst and executive level advisor to a broad range of Outsell clients, covering information companies, their competitive positions, industry disruptors, and landscape-changing trends.     

Richard’s clients benefit from his 30 years experience in strategic planning, investment banking, consulting, and market analysis across an unusual breadth of information content segments. He has worked at senior executive levels in both large corporations, including at the headquarters offices of both LexisNexis and Reed Business Information, and in small privately held firms including investment banking firm such as the Jordan and Edmiston Group. While vice president of Strategic Planning for B2B publishing leader Reed Business Information (previously Cahners), he was instrumental in the completion of more than 30 mergers and acquisitions valued at more than $1 billion.

According to Richard, “Publishers must operate in their every fiber, down to their toes, in a way that is connected to and wired to what their many different types of users want and need across time, task, location, and device. This includes knowing how to be everywhere users hang out in the cloud. ”
Richard is frequently cited as an industry expert—his press credits include The Wall Street Journal, New York Times, Financial Times, Bloomberg Radio, National Public Radio, Business Week, Forbes, CNN Money, Associated Press, TheStreet.com, MarketWatch, Fortune Small Business, Boston Globe, Washington Post, Chicago Tribune, San Francisco Chronicle, LA Times, AdWeek, Advertising Age, Crain’s BtoB, MediaPost, InformationWeek, CNET, and UPI.  

Richard served on the Board of Directors of the Software and Information Industry Association (SIIA) for years, and is on the Business Information Council of the American Business Media (ABM) industry association. He has worked in Brazil, speaks Portuguese, and earned a PhD and Masters in Quantitative Business Analysis from the University of Washington in Seattle, where he was awarded a full doctoral fellowship in his fourth year of graduate studies.

About Outsell, Inc.
Outsell helps publishers and commercial information providers grow their business with must-have intelligence and advice. The international team provides independent, fact-based analysis and actionable advice about competitors, markets, operational benchmarks, and best practices, so our clients thrive and grow in today’s fast-changing digital and global environment.