Darren 'the Data Guy' Selberg's Page

About Darren 'the Data Guy'

Darren "The DataGuy" Selberg - weighing in at 15+ years of marketing experience, began his career before email even existed. But lest you think he's outdated, Darren has proven himself ahead of his time.

- Upon purchasing one of the first high capacity CD changers (200 discs) he built a database to categorize and report on the music playlists/categories that could be created - a precursor to the "playlist" functionality of MP3 players today.

- He created a cross channel web visit tracking methodology that for a Fortune 100 client years ahead of the Google Analytics Campaign tool/URL Builder.

This drive to create logical structures, processes and reports has seen Darren play an important role in the ever developing world of customer relationship management (CRM), working with several Fortune 500 companies to calculate cost per response (CPR), cost per customer (CPC) and return on investment (ROI) for multi-million dollar programs. As VP-Marketing Analytics at a top Minneapolis agency he created an in-line process for distributing referral forms that resulted in a 157% 1st year increase in referrals and a cost reduction of 50%, and managed over a dozen independent programs/budgets to within 1% for the 4th largest annual mail drop for a Fortune 100 company.

Darren's career has covered multiple marketing facets including; web analytics, direct mail execution, database development, lead generation and nurturing, earning nearly a dozen ARC & ECHO awards (for direct marketing effectiveness). More recently, Darren has found kindred spirits in metrics & measurement at Three Deep and has focused on the integration & automation of multiple marketing source metrics into compelling dashboard reports, pushing various applications (Excel, Access, Google Analytics, Omniture to name a few) to their limits.

This man of many measurement talents has recently adopted yet another alter ego. As the Mad Analyst, his blog lays bare the truth behind many marketing metric hurdles. His motto: "Logic supremus totus alius"