Allison Hartsoe

Allison Hartsoe is Group Director, Digital Intelligence at Cardinal Path. Previously Allison was VP Analytics at Semphonic where she led several of Semphonic’s largest engagements including Genenetech/Roche, GlaxoSmithKline, and Nike. Allison provides these clients with digital transformation strategies. These strategies outline and architect the way to land meaningful data, create processes to continually add in new data, and accelerate the path predictive analytics. Previously, Allison was the founder and CEO of Aspyro, an eBay analytics company that optimized sales and reduce fees for some of eBay’s largest PowerSellers. Aspyro business-analysis technology included proprietary algorithms to help sellers determine which products are most likely to provide the best return on investment within the eBay channel. Prior to her role at Aspyro, Allison co-founded iSyndicate in San Francisco. iSyndicate was a venture-backed marketplace that sold digital content to Fortune 500 corporations from media publishers. The company grew to 230 employees with 6 domestic offices and 3 international before being acquired by a competitor in August 2001. While at iSyndicate, Allison lead the International Team where she opened iSyndicate's first European office in London, and later struck a 50-50 joint venture with media powerhouse Bertelsmann. Prior to her international role, Allison led the Sales Operations and Marketing teams which closed content purchase deals with corporations, then ran the processes to deliver it. Allison has appeared on programs such as CNN Europe, CNBC Europe, NPR's Real Computing, and spoken at eBay Live, Internet Content West and Internet World. Outside work, Allison has climbed the Great Wall of China in 2008, scaled Mt. Kilimanjaro in 2000 and biked across the USA in 2002.

Posts by: Allison Hartsoe

Why your KPI’s are meaningless

Cardinal Path blog post

Originally published on If like many companies, you report value as page view volume, visit volume, social likes or tweets, then your boss is most likely to say: “so what?” (and if she or he doesn’t, s/he should.) For example, there’s no way to tell whether an increase of time spent on site is … Read Full Post