• by Laurie Sullivan , Staff Writer @lauriesullivan, January 25, 2010

Converting the masses: what's the basis? Once consumers arrive at your side, how do you best engage with them in their language? Jon Ingalls, CEO at TrackSimple, says measure everything. While at AOL the mantra was that you might not need the data now, but you could later.

Murthy Nukula, founder and CEO, Adchemy, says 2010 will become the year of fundamental relevance. strategies to maximize relevance are the same to maximize conversions. four rules lead to higher conversions. Not everyone reacts to the same message. Look for continuous, not discreet. If you have multivariable testing tools your engaged in the battle to find the best performing champinion. Look outside in, not inside out. Consider audience segments that may exist and figure out how to track them. And think upstream integration, not landing pages and isolation.