In-House Expertise: The Final Frontier of Optimization?

house iconI recently moved from the world of consulting to the world of “in-house” marketing optimization. While my reasons for switching career direction after 5 years on the ‘service provider’ side are numerous, I wanted to take this opportunity to discuss A) why I chose to go “in-house” and B) why I believe that in-house optimization expertise should be the ultimate, long-term goal for online marketing organizations. Continue reading