eMarketing & Commerce (eM+C)

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Editor-in-Chief

The View From Here

By Melissa Campanelli

About Melissa

Melissa Campanelli is the editor-in-chief of Target Marketing's eM+C brand and Retail Online Integration, a monthly print magazine, website and e-letter (The ROI Report) that's all about the integration of sales channels, including print/catalog, transactional websites and retail stores, as well as email, mobile, social media and more.

Prior to becoming editor-in-chief of eM+C, Melissa spent ten years at DM News, where she was first a senior editor and then deputy editor. She's also a leading expert in small business e-commerce and author of the books "Entrepreneur Magazine's Open an Online Business in 10 Days" and "Start Your Own e-Business."

 

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Ed Ojdana at LeadsCon

By Melissa Campanelli | Posted on April 03, 2008
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If there truly is a rock star in the world of online lead generation, it is Ed Ojdana. Ojdana recently retired as global president of Experian Consumer Direct, a division that was created in 2002 to focus on the consumer credit management market. Experian Consumer Direct combined the operations of CreditExpert, Experian's consumer credit management group, and ConsumerInfo.com (also known as FreeCreditReport.com), the largest provider of online credit reports and other credit-related information to consumers. Ojdana founded ConsumerInfo in 1995. At LeadsCon, Ojdana spoke with Jordan Rohan, founder of Clearmeadow Partners, an investment firm that focuses on the Internet space. Previous to founding Clearmeadow, Rohan served as managing director and Internet analyst for RBC Capital Markets. The two discussed trends in lead generation. “Going forward, we are going to have to start tying more content to lead generation,” said Ojdana. “The landing page will have to have something more there than just an offer to buy a product or service. People today are looking for information.” While Rohan thought Ojdana’s point was a good one, he wondered aloud whether or not there is a need for a “full-frontal” approach, where visitors click on a landing page with an offer they can buy immediately. While Ojdana said there is a time and place for that kind of lead generation, the content play usually leads to better leads. “If you’d like to just have folks buy an item on a one-time basis, that would work,” he said. “But the key to content is [how it can help build] lifetime value with the consumer, as opposed to the consumer signing up for something on an impulse.” Rohan asked Ojdana to discuss other things a lead generator should do to generate quality leads. Ojdana spoke of the importance of good segmentation. “To do a good job of that, go back to your advertisers and really find out who their customers are,” he said. “ If you are [targeting ads to] a school, and 90 percent of the people who are converting are Hispanic, that means you have to get up there on some Hispanic sites, as opposed to blasting [ads] all over the place.” He also said that lead generators should “live and die for analytics.” All true words, indeed.

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COMMENTS

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Most Recent Comments:
Anonymous - Posted on March 12, 2009
It's unfortunate that Ojdana's ConsumerInfo.com ( CIC ) organization, a part of the Experian web services group that he led, wasn't more fairly portrayed in your article. It has been the subject of countless class action suits and of two adjudications by the Federal Trade Commission for deceptive business practices. The blogosphere if loaded with CIC consumer complaints, most having to do with deception related to the "freecreditreports.com" web site or with outright credit card fraud. The most common fraud scenario involves consumer providing Experian with their credit card information for one purpose, commonly to obtain their credit score, and CIC then billing the consumer's card for monthly "credit monitoring" services that the consumer never agreed to.

I'm very disappointed that your organization would associate itself with Ojdana. He's a scam artist ... Bernie Madoff on a smaller scale.
- Posted on April 07, 2008
Melissa,

Nice summary on Ed Ojdana's and Jordan Rohan's keynote session at LeadsCon. I thought they both did a great job in setting the entire tone for the conference. I particularly agree with Ed's point about tying content to leads. I've seen that work very well and produce very high quality results.

Overall, I was impressed with the entire LeadsCon conference, and thought it offered several very good sessions.

Jere Doyle, Prospectiv
http://blogs.prospectiv.com/
Click here to view archived comments...
Archived Comments:
Anonymous - Posted on March 12, 2009
It's unfortunate that Ojdana's ConsumerInfo.com ( CIC ) organization, a part of the Experian web services group that he led, wasn't more fairly portrayed in your article. It has been the subject of countless class action suits and of two adjudications by the Federal Trade Commission for deceptive business practices. The blogosphere if loaded with CIC consumer complaints, most having to do with deception related to the "freecreditreports.com" web site or with outright credit card fraud. The most common fraud scenario involves consumer providing Experian with their credit card information for one purpose, commonly to obtain their credit score, and CIC then billing the consumer's card for monthly "credit monitoring" services that the consumer never agreed to.

I'm very disappointed that your organization would associate itself with Ojdana. He's a scam artist ... Bernie Madoff on a smaller scale.
- Posted on April 07, 2008
Melissa,

Nice summary on Ed Ojdana's and Jordan Rohan's keynote session at LeadsCon. I thought they both did a great job in setting the entire tone for the conference. I particularly agree with Ed's point about tying content to leads. I've seen that work very well and produce very high quality results.

Overall, I was impressed with the entire LeadsCon conference, and thought it offered several very good sessions.

Jere Doyle, Prospectiv
http://blogs.prospectiv.com/