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.

Google’s Pigeon Update

Google Pigeon Update

Pigeon is a Google search engine update that affects local search results. The algorithm change focuses on providing more accurate, relevant results for local searches. Initially rolled out in late July in the US, the effects of Pigeon have recently … Read Full Post

6 Pillars of Digital Analytics

Cardinal Path blog post

In today’s digital world, there is a wealth of valuable data readily available to companies. There are those mature companies who properly leverage their data and thrive, while other less mature companies fail to realize the opportunity and lose out … Read Full Post

AdWords To Eliminate Match Type Close Variant Opt-Out

adwords match type close variants

AdWords has announced they will be removing the option for advertisers to opt-out of close variant matching for phrase and exact keywords in late September. What does this change mean for advertisers? Well, close variants are turned on at the … Read Full Post


Cardinal Path blog post

During our recent webinar, How to Activate Big Data with Google Big Query many of our audience members asked very informed questions. We want to share the Q&A portion of the webinar as the questions & answers are very valuable. Question: … Read Full Post

How to get to know your customer with existing data? Step 1: Find your Data


There is a treasure trove of data about your customers sitting  in different silos within your organization–and some of it may even be sitting in silos within organizations that you contract with. How do you uncover these pockets of raw … Read Full Post

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