About Us

John Hossack

John Hossack is President and a Co-Founder at Cardinal Path. For more than 10 years John has been working with companies both large and small to help them improve the performance of their online channels. John’s passions and much of his time are spent focusing on analytics, usability, and conversion testing with the goal of improving user experience and business conversion rates. John has presented at the eMetrics Summit in Toronto 2008, SMX Toronto 2008, 2009, and 2010 Web Analytics Association events, and has spoken at and emceed the Internet Marketing Conference in 2008, 2009, and 2010 in Vancouver. John has also conducted numerous webinars, including sessions for the American Marketing Association.

John is a Past President of the International Internet Marketing Association. Prior to getting involved with the web, John was a treasury manager and currency trader with Western Union Business Solutions. John Hossack holds an MBA from the Australian Graduate School of Management and a BSc in Economics from the University of Victoria.

John is a contributor to the Cardinal Path blog (CardinalPath.com/blog) and tweets under @vkistudios and @johnhossack

He and his wife Pamela currently live in Vancouver British Columbia with their daughter Molly and son Bennett.

Welcome to Cardinal Path

Cardinal Path blog post

Today marks the beginning of Cardinal Path, the result of a merger between three of the industry’s top firms: PublicInsite, VKI Studios and WebShare. And it is with great excitement that we welcome you to Cardinal Path’s new blog! This … Read Full Post


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