Nick Iyengar | Author | Cardinal Path Blog
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Nick Iyengar

Nick Iyengar

Nick is an Associate Director of Digital Intelligence at Cardinal Path, where he is responsible for helping his clients improve their profitability by building their analytics capabilities. He recently returned to Cardinal Path for his second tour of duty, having recently completed his MBA at the University of Michigan Ross School of Business.

At Cardinal Path, Nick has led Google Analytics implementations for dozens of organizations in a wide variety of industries. In addition, he has helped organizations get the most out of their implementations by leveraging deep segmentation and customization techniques. Outside the office, Nick has led dozens of analytics seminars, training hundreds of professionals in analytics, and presented at industry events such as GAUGE (Google Analytics Users' Great Event).

Prior to joining Cardinal Path, Nick began his career in digital analytics at Google, where he managed Google's Analytics Guru team. Initially focused on reactive technical support, Nick transformed his team into a consulting organization which generated over $25M in revenue for Google in its first year. In addition to leading client engagements with Google's most strategic advertising partners, Nick trained dozens of Googlers across North America on Google Analytics.

Using analytics to improve marketing accountability and profitability comes naturally to Nick, who managed tens of millions of dollars in AdWords campaigns during his time at Google. When he's not sitting in front of his Google Analytics account, you can find Nick tailgating at a University of Michigan football game.

Posts by: Nick Iyengar

How to measure engagement on websites without conversions


It’s relatively easy to measure and evaluate ecommerce sites that have easily-identifiable conversions, but what about websites that don’t sell products?  We explored estimating ROI on non-ecommerce sites that have online forms for users to complete, but what about websites … Read Full Post

Tips for Going Beyond A/B Testing and Into Personalization

Nick Iyengar Associate Director of Digital Intelligence

Organizations that want to go beyond analyzing and learning from their data and into putting their data to action are progressing from traditional A/B testing into personalization of their marketing content. While “personalization” can sound intimidating to marketers because it may … Read Full Post

Tips on How to Build a Strategy for Testing and Optimization

online testing and optimization

New tools have made online testing easier for marketers, providing opportunities for organizations to activate their data. Instead of simply collecting and reporting on data, marketers are excited to activate it by using it to generate and test hypotheses. Whether you’re … Read Full Post

Analytics for Ecommerce: More Answers than Questions

Touch ecommerce

This week’s Internet Retailer webinar, Analytics for Ecommerce: Using Data to Drive Online Retail Sales, featured three real-world cases to show how retailers used key Google Analytics techniques to increase sales, acquire key insights about their customers’ behavior on their digital … Read Full Post

5 E-Commerce Techniques To Know For The 2015 Holiday Season

e-commerce holiday retailer

In this post, originally published by Marketing Land on July 20th, 2015, Nick Iyengar, Cardinal Path’s Associate Director of Digital Intelligence, highlights five e-commerce techniques to make your 2015 holiday season a success. Think it’s too early to start planning for … Read Full Post

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