Jared Nielsen


Reach Capture Convert - A Treatise on How to Dominate a Market

February 28, 2015 at 10:47 AMJared Nielsen

Reach, Capture, Convert DiagramReach more customers

Most customers are going about their day unmotivated to do anything special.  They are advertised to through many reach tactics including Television Advertising, Radio Advertising, Magazine Ads, Word of Mouth or other mass market motivators that “wake them up” to desire to purchase something.

You need to understand that your competitors are also reaching those customers and motivating them also, spending their advertising dollars to do so.

Capture Them

Once a customer is motivated to buy they “race across” a capture field.  In the old days they would go to the Yellow Pages to find a business that had what they wanted (and keep in mind most people search for what they want… not where you told them to go).

The strategy here, especially if you don’t have a mountain of advertising money, is to dominate the capture point.  Google has now trumped the Yellow Pages as the dominant capture point so the companies that own the search engine rankings for each keyword phrase in a dominant way are effectively “stealing” the advertising money of all those companies that “reach out” because they are trapping the customers as they Google for the products they are now suddenly motivated to buy.  This explains why Google has become so important to any business, whether you sell a product, a service, or even just need RFP candidates to send proposals to.  They are all Googling to find your products and services.

Convert Customers

Now that your competitors are “reaching” with their ad money and you are “capturing” those motivated customers and bringing them to your website… you need to still finish the job.  Many customers need to still be convinced that your brand is better than the “default brand”.  An example of a “default brand” is Kleenex.  When you are ready to sneeze you don’t think to pickup a ScottTissue…. You always pick up a “Kleenex”… even if you are really picking up a ScottTissue.  Brands like Coke and Kleenex and Starbucks command the “default conversion” from customers that aren’t being told otherwise.  Our job is to convert them over to us and over time we may be able to dominate the “default brand.”

Once the customer enters your site, we need to be working hard to educate them and ease them into a purchase.  We will discuss how to optimize conversions in other sections, but the basic tenet of converting them into customers is to make it a fair trade.  If you ask for something, give them something back.  If you ask them for a Credit Card number, give them a sense of safety and security that their transaction is secure… If you ask them to sign up for a newsletter, give them a white paper in return as a thank you… If you ask them for their address, let them know that their information is private and you won’t sell their information to advertisers.  These steps will help you master the Reach … Capture … Convert concept.

Microsoft Geography Coordinates Use Long/Lat

March 4, 2014 at 7:03 AMJared Nielsen
Microsoft SQL Server, Postgres and Oracle are all database platforms that support the Geography datatype and enable developers with the benefits of spatial database systems.  This article will explore the use of spatial database query leveraging geography objects which are constructed from samples of latitude and longitude coordinate pairs.

(X, Y) = (Long, Lat) - not Lat/Long

One of the first demystifiers is to understand how Microsoft has implemented the typical concept of "Lat/Long" or Latitude and Longitude.

The Globe is mapped into a grid structure and while we are generally used to referring to Latitude and Longitude, Microsoft has adopted an "X/Y" approach to the order of terms.  Where we would normally use latitude before longitude, Microsoft functions take their parameters with Longitude first and Latitude second.  In the globe to the right you will see the vertical bars as longitudes or "X" coordinates and the horizontal bars as latitudes or "Y" coordinates.  As an example you can convert a text coordinate pair to a geospatial point as follows:

DECLARE @StartPoint geography
SELECT @StartPoint = geography::
STPointFromText('POINT(148.47539133747426 -20.031355678341452)', 4326)
You will see that we're plotting a point near Australia and the X value = the Longitude value.  This is important to consider as you troubleshoot your geospatial queries and discover strange bugs where your geography objects get transposed and show up near the south pole somewhere.

Leverage offshore talent through selfshoring

January 26, 2014 at 2:56 PMJared Nielsen


As I have helped companies throughout the years I have found that improving departments generally involves hiring the right talent and firing people that are simply not a good fit.  Many times people are scheduled for termination simply because they lack the proper skill depth necessary for a fast-changing technology role.  In fact, I believe it is simply impossible to keep up with all of the necessary advances in QA, software development, client side development, and mobile application design.  This means that in a typical business model, you simply must rotate your people to stay current in the necessary skills.

Retaining Your Domain Knowledge Experts

This pressure to churn your technology experts who have learned a lot of valuable details about your business is immense and is hard to resist when your competition is more agile and outpacing you simply because they have a newer crop of software developers.  How do we reconcile the need to retain your business knowledge while maintaining the latest technology skills in your workforce?

I propose that one solution is "selfshoring"

What is Selfshoring?

if you look at the typical strategies for developing the skills of your software developers, database developers and quality assurance resources, where offshore talent is utilized, you will find some combination of the following:

  • Off shoring (where you hand off an entire project to a remote team)
  • On shoring (H1B contracts where they come on-premises
  • Standard contracting with in-house resources
  • Center of Excellence (COE - where you build a remote ad hoc talent pool to use as needed)
While these all have certain benefits I would suggest an introspection into a new way of thinking about using offshore talent.
Selfshoring is a tactic where instead of trying to hand off a project and it's deliverables to a remote team, you look to your local employees who are humble, loyal and deep in knowledge of your business.  Once you have identified this domain expert, instead of replacing them or forcing them to hand off requirements to remote teams, you begin to analyze their strengths and weaknesses.  As an example, you may have a business-only resource who lacks the C# programming skills to be a true developer! or lacks the knowledge of CSHTML and jQuery to be a functional front end developer, or lacks the artistic capabilities to design good user experiences or user interfaces.  This person may not need to be replaced, rather they just need bionic implants.... Leveraging offshore talent to supplement their weaknesses.

Building a Super-Coder

in an extreme programming environment, where many entrepreneurial ventures begin, you find software developers that span various capabilities in the same employee, such as design and C#, or database expertise with business acumen! or mobile skills with user experience expertise.  Wouldn't it be fantastic if you had an entire team of these super-coders?  By supplementing one individual with three or four sub-resources where you embrace the notion that your super-coder may even outsource his entire job function, you are actually turning a person that may have years of knowledge of your business into an irreplaceable and powerful employee.

Ad Agency Houston

April 27, 2013 at 7:05 PMJared Nielsen

Finding a proper Ad Agency is a challenge.  The FUZION Agency is uniquely suited to team up with your existing traditional media ad agency where we provide a deep level of technology expertise.  When you look into how your marketing plan is setup, generally companies pick agencies by a specific media type, so they will work with a direct mail firm and then a different web marketing agency and may do their own radio and TV buys directly with the stations themselves.

We can provide oversight to all of these different elements of your marketing plan as your core Agency of Record and provide audit services on top of each provider to help you wire their advertising up with electronic technologies so their results are trackable.  No one Ad Agency in Houston can do everything the best, but we believe that as the central monitor, we can help you increase your return on investment (ROI).

Here is a great example:

You want to do a direct mail with a local Houston Ad Agency and they struggle to deliver a clear indication of return on investment.  We can apply custom barcodes to your direct mail pieces that deliver back a report that shows specifically when each piece lands and the percentage of deliveries you've had.  With embedded codes in the offers, we can also track conversion rates and cross-match that on the database that powers your other advertising to show you which ad types "cooperated" with the other ad types to enhance your conversions.

This is blending technical skill with creative advertising through multiple agencies.  If you need an Ad Agency in the Houston market, simply Google for "Ad Agency Houston" and see how we come up in the search results.  I think you will be pleasantly surprised as our ranking in Houston increases and so too your own rankings can dominate on Google to support your own marketing efforts.

If you feel that we can't help you, here are some other Ad Agency Houston listings that you can take a look at:



2323 Clear Lake City Blvd, Suite 180-313, Houston, Texas 77062

(713) 568-4599

Traditional: Radio Advertising, Television Advertising, Billboard Advertising, Direct Mail, Corporate Identity, Lead Generation

Digital:Pandora Radio, YouTube Campaigns, Banner & Display Web Advertising, Email Marketing, Website Design, Search Engine Optimization, Pay per Click Advertising

Freed Advertising 1650 Texas Highway 6, Suite 400, Sugar Land, TX 77478  Graphic Design
John Manlove 5125 Preston Ave., Houston, TX 77505  3D Design, Real Estate Marketing
Lopez Negrete 3336 Richmond Avenue, Suite 200, Houston, TX 77098  Hispanic, Creative Design, Advertising
Love Advertising 770 S. Post Oak Lane, Suite 101, Houston, TX 77056  Print Advertising, Video Design, Interactive
Marion Group 2900 Weslayan, Suite 610, Houston, TX 77027 Marketing Planning, Corporate Identity, Search Engine Optimzation, Mobile Development, iPhone Web Design
MindEnsemble 909 Texas Street, Suite 315, Houston, TX 77002  Public Relations, Creative Design

For more information about Ad Agency Houston, you can refer to these sources of information:

Ad Agency Houston