For more than 10 years John Hossack 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, spoke at and emceed the Internet Marketing Conference 2008, 2009, and 2010 in Vancouver and numerous webinars including those of the American Marketing Association. John is a Sr. and Founding Partner at Cardinal Path, a performance optimization firm, as well as being a Past President of the International Internet Marketing Association. Prior to getting involved with the web John was a Treasury Manager and currency trader. 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 John and his wife Pamela currently live in Vancouver British Columbia with their daughter Molly.