Michael Grover

Writer, Marketer, Product Creator, SEO, Podcasting
Experience with media, technology, healthcare, and education markets. Driven by new products and ideas. Self-motivated, analytical, creative problem solver. Award-winning and bilingual (English & Spanish).

617-435-1340 mike@michaelgrover.com

I write articles about a variety of topics. My sweet spots are writing about technology (Netsuite, Mimecast) and marketing and the web (PFL, AMEX) and I also cover environmental issues (Covanta). I also write fiction and plays.
Written for AMEX (Nov 07, 2022)
Article Excerpt...
That moment, argues Krug, can be enough to derail the purpose of their visit. “When we’re using the web, every question mark adds to our cognitive workload, distracting our attention from the task at hand,” he writes. Behavioral economists like Daniel Kahneman, who won the 2002 Nobel Memorial Prize in Economic Sciences for this work, goes further: The easier it is for people to understand any information being presented to them, the more they will trust it and believe it’s true.

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Written for Netsuite (Oct 19, 2022)
Article Excerpt...
The first thing to know about Pivot Tables is that there is nothing a Pivot Table does that an advanced user can’t also do through writing formulas. The value of the Pivot Table is that the data can be sliced and diced quickly and the drag-and-drop interface means that there is no need to wrestle with sometimes-unwieldy formulas. Instead, Pivot Tables help you explore the data and visualize the important bits in a very friendly way.

Status: Not Yet Published
Written for PFL.com (Oct 12, 2022)
Article Excerpt...
Marketers in the attention economy need to pull out all the stops when it comes to converting complete strangers into paying customers. While sources differ on the number of touchpoints it takes to convert a customer, Hubspot and others estimate that it takes 8 touchpoints to generate a conversion.

Modern marketers look almost universally at digital methodologies for reaching prospects. But they might be ignoring an easy win – direct mail – that could help short-circuit that estimate by a few steps. And short-circuiting the touchpoints translates into more customers and more revenue acquired more quickly.

Status: Not Yet Published
Written for PFL.com/blog (Oct 05, 2022)
Article Excerpt...
Modern marketers are facing more and more responsibility to make sure leads come in and close. It’s enough to scare the bejeebers out of anybody. Some are eyeballing direct mail as one more solution to help move prospects along. However, a recent report from PFL and Forrester Consulting, “Hybrid Experiences Bring Direct Mail Into The Digital Age,” shows that marketers have some serious, and legitimate, questions about the age-old practice of direct mail.

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Written for PFL.com (Aug 11, 2022)
Article Excerpt...
That was a huge factor in the internet’s acceptance so early, so quickly, and by so many. It was cheap to produce and cheap to deliver. And while physical marketing (particularly direct mail) had good trackability, it was scant compared with the data digital marketing could deliver. But the ensuing years have shown that many of the cost-savings of digital have been offset by increased expenses elsewhere. Many modern marketers are beginning to realize that it’s about time to revisit physical marketing as a channel. Not as a replacement for digital efforts, but rather as a supplement.
Written for Covanta (Jul 26, 2022)
Article Excerpt...
Consumer goods companies measure their plastic output in big numbers. A single international beverage manufacturer, for example, can produce several million tons of plastic packaging in just one year. Now imagine how much plastic must be out there when considering the multitude of other organizations across the globe—and their collective plastic output over the course of several decades.
Written for PFL.com (Jul 26, 2022)
Article Excerpt...
Just north of 20 years ago, a book about how the internet impacts marketing was written. “The Cluetrain Manifesto,” by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger, was centered on one big idea: “Markets are conversations.” By arguing that “markets are conversations,” The Cluetrain Manifesto was pointing at a fundamental change that the internet—which was just becoming a commercial force at the time—wrought on the way companies communicated with their markets.
Written for Netsuite (Jul 07, 2022)
Article Excerpt...
Days Payable Outstanding or DPO is the average number of days between the time the company receives an invoice and when the invoice is paid. DPO is typically calculated on a quarterly or annual basis. If a company has a DPO of 23 for its most recent quarter, that means it took 23 days on average to pay its suppliers during that time. DPO is a key cash-flow metric that indicates how well a company manages its cash outflows. A high DPO is often desirable because if a company takes longer to pay creditors, it has more cash available in the short term to use for other purposes.
Written for Certain.com (Jul 01, 2022)
Article Excerpt...
To get more search engine visibility, I created a FAQ section covering the questions more frequently asked by the client's market. The result: #1 positioning in Google for targeted questions reaching high- value clients.
Written for Covanta (Jun 30, 2022)
Article Excerpt...
In 2019, the United States released around 4.7 billion metric tons of carbon dioxide (CO2) into the atmosphere from burning fossil fuels alone. This is less than half the amount released by China, the world’s biggest offender at nearly 10 billion metric tons. These two countries alone account for over 40% of global emissions of CO2.
Written for Netsuite (Jun 16, 2022)
Article Excerpt...
A key step on a product’s long march from inventor’s brainchild to customer’s favorite gadget is manufacturing. Technically, manufacturing is the process of assembling raw materials into products on a large scale using machinery. But manufacturing is no brief stop on the journey and it must be planned for and nurtured just like any other phase in a product’s birth. An optimized manufacturing process can mean the difference between success and failure for nearly any mass-produced product. Like every step on a product’s journey, manufacturing takes input and produces output. Input comes from the designs of the product being created and output is the actual, tangible product, ready to go into distribution.
Written for Netsuite (May 26, 2022)
Article Excerpt...
Take, for instance, the complex but necessary issues of globalization. Growing companies that have international markets in their sights will need their accounting software to seamlessly integrate multiple currencies, multiple tax jurisdictions, and multiple languages. But the key to the difference between ERP and simple accounting software goes well beyond features which can come and go. The true value of ERP over simple accounting software lies in the comprehensive nature of ERP: resource planning for the entire enterprise.
Written for PFL.com (May 24, 2022)
Article Excerpt...
Content marketers rally behind the banner of producing ever more excellent content marketing. Without a doubt, excellence has rightly become the baseline. But excellence, in and of itself, doesn’t guarantee a first-page ranking in Google. Nor a viral share in social media.
Written for AMEX (May 24, 2022)
Article Excerpt...
The way tax write-offs work is that they reduce your gross revenue or income by the total amount of allowable expenses. The result is called Adjusted Gross Revenue or income and becomes the basis on which a tax bill is calculated. Depending on the overall value of the deductions, tax write-offs can potentially save thousands or millions per year off a tax bill.

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Written for Netsuite (May 22, 2022)
Article Excerpt...
...structured data can be defined as a controlled and hierarchically organized vocabulary used to describe and classify entities, be they news articles or a business’s products and services. In organizations, structured data helps make information more accessible and easier to analyze, leading to deeper insights. On the internet, it helps make information and web pages become more discoverable. Structured data can be used to aid in content analysis, speed up on-site searching, improve search engine optimization (SEO) and generate new ways to display content.
Written for Netsuite (May 19, 2022)
Article Excerpt...
Metadata is frequently described as “data about other data.” Whether describing the contents of a web page, providing the technical details of the kind of camera used to capture an image, or the administrative information of usage rights, among many examples, metadata provides additional information that helps assets get found and used more efficiently. In fact, metadata is mainly designed to be machine-readable and isn’t visible to the casual site visitor. For example, metadata for a web page is designed to help search engines understand and categorize pages. Likewise, the metadata in a photograph can be used by a digital asset management (DAM) system for proper categorization to promote discovery and use. Metadata also has major implications in the universes of information-sharing, usage rights and content reuse.

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Written for PFL.com (May 19, 2022)
Article Excerpt...
...The confluence of internet infrastructure, truly useful web-based publishing applications, and web search enabled the company to popularize a shift in the marketing eco-system paradigm. It makes perfect sense: instead of carpet-bombing your market with interruptive messaging, create the content that will attract the people you want to reach. Create good content, the argument goes, and the people will find it...

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Written for Netsuite (May 06, 2022)
Article Excerpt...
...In the world of accounts payable (AP), one of the most challenging jobs is managing the onslaught of supplier invoices that arrive each month. This includes verifying that the invoices are real — small businesses experience billing fraud twice as often as their larger counterparts, according to an Association of Certified Fraud Examiners (ACFE) report — and then paying the ones that are....

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Written for Netsuite (Apr 22, 2022)
Article Excerpt...
HTML, short for HyperText Markup Language, is the simple language at the heart of the World Wide Web. Created in 1989 by computer scientist Tim Berners-Lee, HTML was originally considered to be a solution to help scientists at the CERN Laboratory in Geneva, Switzerland. The first website went live in August 1991. It was a page written by Berners-Lee explaining how to write HTML. To say it caught on rapidly is an understatement. Within just a few years of that first HTML document being published, there were already millions of sites, each of them written in HTML. HTML’s simplicity is not all it has going for it. Where many languages crash when they hit an unrecognized tag, HTML simply ignores anything it can’t understand. Beyond that, HTML has been able to evolve over time to embrace the design values of CSS and morph into a Semantic language designed to be read and understood by machines and humans alike.

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Written for Netsuite (Apr 08, 2022)
Article Excerpt...
Imagine if a warehouse wasn’t a place to store inventory but just another stop along the distribution path to a customer. This is the idea behind an inventory management strategy known as rolling inventory. Using this strategy, the delivery truck augments the warehouse space. Instead of going through the time and expense of offloading and storing an entire truck’s worth of goods, the rolling inventory strategy enables companies the flexibility and cost-savings of keeping some or all of the goods on the truck. The truck remains stationed outside of the warehouse. When delivery to the final destination is scheduled, the truck leaves with a full order. At least some of the product on the truck never entered the warehouse.

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Written for Netsuite (Mar 25, 2022)
Article Excerpt...
A financial controller’s list of priorities reflects the wide-ranging and complex responsibilities associated with the role – from overseeing day-to-day accounting and finance tasks to managing staff and technology. Depending on the organization, a controller may have to create new policies and processes from scratch, as well as ensuring that existing processes run as efficiently as possible.

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Written for Netsuite (Mar 20, 2022)
Article Excerpt...
The history of pie charts is more fascinating than you might think. A secret agent who plotted the collapse of the French economy with counterfeit money and the founder of modern nursing are but two of the intriguing historical characters who used pie charts to explain and advocate. The first known pie chart was published in 1801 by Scottish engineer, political economist, and secret agent William Playfair. It showed proportions of the Turkish Empire located in Asia, Europe, and Africa prior to 1789. Playfair was no stranger to using graphics to interpret data, having invented the bar chart, area chart and line graph years before. Playfair’s pie chart merely communicated data. It was not until half a century later that famed social reformer, statistician, and founder of modern nursing Florence Nightingale used the pie chart to advocate change. Her “Diagram of the Causes of Mortality in the Army in the East” wove many layers of data into a complex pair of pie charts — really what, today, we would call polar area diagrams — to show that improvements in sanitation in camps and hospitals during the Crimean War dramatically reduced the in-hospital death rate from disease. She used this diagram for the most modern of reasons: to argue before members of Parliament, who she knew would not read the data. The consequences of her chart and efforts over the next ten years led to sewage systems being installed in all English homes. This reduced the death rate so much that life expectancy in England climbed from 40 to 60 years-old.

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Written for Netsuite (Mar 11, 2022)
Article Excerpt...
If you want insights into how a company’s business is performing, operating income is a key metric to understand. Operating income measures the profitability of a company’s core business operations after deducting all operating expenses. It shows how efficiently the company can generate cash from its business operations. By excluding the effect of taxes, interest and one-time events such as acquisitions and write-offs, operating income helps managers, investors and lenders hone in on the fundamentals of the company’s core business.

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Written for Netsuite (Mar 11, 2022)
Article Excerpt...
As the head of the organization’s accounting team, the financial controller plays an increasingly strategic role in ensuring the company runs smoothly. There are many opportunities for controllers to improve the efficiency of day-to-day financial operations and enhance the business overall. New technologies help companies streamline or eliminate manual tasks and create more accurate financial forecasts, for example. At the same time, controllers face the challenge of hiring and retaining talent that can help the company take advantage of these technologies to transform the business. Here are 6 top goals for financial controllers in 2022.

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Written for Covanta (Feb 10, 2022)
Article Excerpt...
Companies looking for a win from investors, customers, employees, and the community at large are well-served to get the ball rolling on implementing robust and sound Environment, Social, Governance (ESG) elements into the way they do business. Taking action on your ESG practices is a smart way to not only do good but also do well as ESG provides businesses with benefits across the spectrum of stakeholders.

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Written for Mimecast (Jan 22, 2022)
Article Excerpt...
The shift to remote and hybrid work over the past year and a more mobile workforce has made the matter worse, as attacks rose and workers became more susceptible. More than half (51%) of respondents to The State of Email Security 2021 report (SOES) reported an increase in BEC attacks that exploited brand impersonation, and 63% reported an increase in phishing attacks that targeted their employees. SOES research also discovered that employees were clicking on unsafe URLs in emails three times more often than they were before the onset of the COVID pandemic. This is significant because it means that cybercriminals are getting more opportunities to worm their way into company systems.

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Written for PFL.com (Jan 13, 2022)
Article Excerpt...
How is your martech stack working for you? For the uninitiated, a martech stack (or marketing technology stack) is the set of technologies that marketers use to perform various marketing activities. How you collect leads and nurture them along the path to becoming a customer are just some of the activities that are handled by a martech stack. For many growing companies, the martech stack can be a frustrating conglomeration of different tools brought in as needs emerge, sometimes with overlapping and competing jobs and almost always disconnected from each other.

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Written for Netsuite (Nov 30, 2021)
Article Excerpt...
When the first bits were dropped on the first hard-disk drive, it’s not likely that computer scientists imagined the onslaught of data just 50 years would bring. But those pioneers probably recognized that data management was going to become a challenge. Part of meeting that challenge is data modeling: the practice of developing data storage and retrieval solutions that fit the requirements of a particular business.

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Written for PFL.com (Oct 26, 2021)
Article Excerpt...
In one experiment into the value of randomness, Ellevate showed three groups of consumers the same movie trailer. One group was told it was randomly selected from a set of 100 trailers. Another group was told the trailer came randomly selected from only 10 options. A third group was shown the trailer and told that a marketer had selected the trailer. Who reported more satisfaction? Consumers preferred the trailer when it was one of 100 choices vs one of ten. Lowest satisfaction? You guessed it, the one that was chosen by a marketer.

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Written for Mimecast (Sep 27, 2021)
Article Excerpt...
Depending on the industry, marketers are projected to spend between $31 and $208 per lead in 2021, according to the latest research.[1] And with business-to-business (B2B) leads requiring up to 13 or more touches before they convert, it’s critical that lead-gathering be as frictionless as possible. The last thing a company needs is to do all the work prepping prospects, only to have a cybercriminal swoop in for the “close” by impersonating its brand in a phishing email or spoofed website. But leads are being hijacked regularly by cybercriminals and sometimes by sneaky competitors. In fact, Mimecast’s recent The State of Brand Protection 2021 (SOBP) report found a 381% spike in brand impersonation attacks against the world’s top 100 most-valuable brands during the first few months of the COVID-19 pandemic last year — and a subsequent new normal of much higher attack levels. To stop such lead stealing before it does too much damage requires proactive monitoring, awareness — and action.

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Written for Mimecast (Jul 12, 2021)
Article Excerpt...
The customer service confirmation scam, whether by phone or phishing email, is just one example of how bad actors are hijacking hard-earned brand equity and using common marketing tactics to make their con. In fact, cybercriminals are deploying a complete range of marketing tactics to try and separate people from their money, as described in Mimecast’s The State of Brand Protection 2021 (SOBP) report. To cybercriminals, the brands they impersonate are just bodies they step over to get their way.

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Written for Netsuite (Jun 17, 2021)
Article Excerpt...
In the data mart model, marketing, sales, finance and each operational business unit has access to the segment of the data warehouse and the information that is most relevant to them. Instead of live queries run against mammoth tables, queries run through a data mart are tight and targeted — and fast. Just as important, data marts provide frameworks to deliver actionable reports more rapidly. The result: groups within a business can make more efficient use of the data that helps them run.

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Written for Linkedin (Jan 29, 2020)
Article Excerpt...
If it was trending in #marketing, which Linkedin claims to have more than 19 million followers, would it be unreasonable for me to expect viewership of the post to head upwards and fast? Even a tiny fraction of those 19 million+ #marketing followers ought to give me a huge bump in viewership of my post. For, certainly the Linkedin algorithm must use trending as a component for display. I mean, why wouldn't it? If trending in #marketing means that people who follow that hashtag engaged, why wouldn't the algorithm push that post to more #marketing followers. Isn't that actually the whole point of an algorithm?

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Written for Linkedin (Jun 19, 2019)
Article Excerpt...
In the Google Universe, there is a position referred to as Position Zero. It appears at the top of the organic results. Sometimes it displays as a list, sometimes a table, sometimes a snippet. It's an enviable spot which boosts click-through anywhere from 114% to 516%, according to Hubspot and SearchEngineLand. It's a smart bit of programming on Google's part. For SEO, though, it has some complexities that take some work to untangle. Here's an example that I found when I searched for "How do I buy a computer?" The first result (Position Zero) was an informative and compelling list from Komando.com listing everything you need to consider when buying a computer.

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Written for Marketing Insider (Jan 29, 2019)
Article Excerpt...
With so many B2B products being consideration-heavy purchases, requiring the buy-in of a range of people within an organization, B2B marketers could be making better use of Influencer partnerships to get their products on the awareness, engagement, and purchase path. B2B influencer marketing is as different from B2C influencer marketing as B2B marketing is from B2C marketing. They might be the same genus but they are different species. To oversimplify, sort a list by number of followers and you pretty much have a target list of B2C influencers. Not so with B2B.

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I have a background in digital marketing and SEO with news, technology, publishing, and healthcare businesses.
Director of Online Marketing for United Business Media covering network of tech sites.
Director of Online Publishing for CMP Medica covering network of healthcare sites.
International SEO for Oracle Corporation covering 110 international, localized sites. Increased traffic by 30%.
Event Management company: Doubled traffic through SEO and content development.
Analytics: broad experience covering news content and commerce.
Content Operations: Optimized and managed content workflow for 20+ daily news brands.
I have built and been part of the teams for many apps and web sites.

Thinkerdeck was an award-winning note-taking app (tablet and phone) that helped users think through their ideas. Based on an index card model, users took notes, organized them, and downloaded them into an outline.

ThinkerDeck garnered several awards including being selected as a top-five note-taking app for high school students. Read more about Thinkerdeck

CRN Tech News was a subscription-based and ad-supported channel news application targeting VARs and resellers. It was connected to the UBM corporate CMS and designed as a template for other UBM businesses to be able to quickly launch a full-featured, native app.

Grew to 40,000 subscribers and generated ~$1 million new and incremental ad and subscription revenue in first 6 months.

Newsgetter tapped the rss feeds of the top unbiased news sources and combined them into a single feed.

Web Sites

Responsible for all digital products for niche media company. During my tenure, my team produced and managed over 200 products and projects, including:
  • Flagship site crn.com serving market of 3 million
  • Event sites providing at-event information and marketing for event.
  • Custom projects
  • Mobile versions
We also re-built the entire publishing stack, transferring 15 years of content from legacy system to new Drupal-based system and converted analytics from Adobe Analytics to Google Analytics.

Full responsibility for US online business for four specialty groups. Work included:
  • Converted siloed CMS to one taxonomy-driven CMS, enabling us to be much more responsive to client needs.
  • Integrated search and topic based supporter services.
  • Built video-based symposium product providing conference sessions year-round.
  • Ground-up construction of entire 17-person online team including marketing, sales, production, and business development.

Web index of peer-reviewed content with revenue based on search queries.

Subscription site providing access to 20+ research databases plus original content.

Worked as part of team that constructed a network sales and services model from multiple, independently operated sites for improved technical and business processes. Introduced network sales programs and run-of-network ad-serving. Worked with external tech blogs to drive traffic and registrations. Created Dogear Peelback, an award-winning ad unit that provided sponsors with large format, opt-in viewers.

Other Projects

The Influencer's Bureau: System for identifying B2B Influencers.

Podcast Guide: The Community Search Engine for Podcasts Podcast Guide

Siteroll.tv: Streaming site to help media projects gain visibility Siteroll.tv

Capn's Log: Time-tracking and billing system for freelancers. Capn's Log

Passwordia: Secure, encrypted, web-based password manager. Passwordia

I have managed Content and Technical SEO programs for many years and for many client types, particularly focussed on how information flows.
  • United Business Media: managed SEO and Social for 20+ tech web sites. Included building site taxonomy.
  • CMP Medica: working in a highly regulated field, I directed SEO for network of healthcare sites. Used National Library of Medicine Medical Subject Headings as basis.
  • International SEO for Oracle Corporation covering 110 international, localized sites. Increased traffic to international sites by 30%.
  • Event Management company: Doubled traffic through SEO and content development. Created "FAQ" section to drive more search traffic. Established intermediary pages for PDF downloads.

    Best of The Web Awards: "Dogear Peelback" for Ad Unit of the Year

    Best of The Web Awards: "Tech Blog Awards" for Website Marketing using social media

    ThinkerDeck

      Best note-taking app for high school students for ThinkerDeck by Appolearning.com.

      Tabby Awards: finalist in Utilities category

      Mass Innovation Nights: Most innovative product (juried event)

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“The most important thing that Mike brought was his passion for new ideas, for accomplishing goals, and for providing challenging and valuable projects...”

— Amber Tresca, Health Content Creator and Podcast Host

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“...always delivered excellent results to help drive digital product innovation, process and execution. His early version of content-based units were years ahead of their time."”

— Brandon Friesen, President, Just Media

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“...highly creative and understands the importance of focusing on the practical business ramifications - revenue and profit - of the projects he's working on...”

— Tom Smith, Acceleration Economy

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“...an innovator and thinker who executes.”

— Cora Nucci, Sr. Digital Experience Specialist, Charles River Laboratories

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“...truly understands the medium in a way many executives do not.”

— Anne Holland, Anne Holland Ventures

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“It's never less than great working with you.”

— Konstantinos Kontos, Sr. Developer Saturated Colors

Education

Emerson College

Bachelor of Fine Arts
Creative Writing/Publishing, Editor of Omnivore magazine, President of Experimental Film and Animation Society.

Technical Skills

  • Analytics: Omniture/Adobe Analytics and Google Analytics. Certified in Google Analytics.
  • Programming: PHP, Cold Fusion, Xcode, HTML5, Javascript, Agile, mySql
  • Graphics: Premiere (Video Editing), After Effects (Motion Graphics), Photoshop, Screenflow (demo software).
  • Marketing Automation and Content Management: Eloqua (now Oracle Marketing Cloud), Responsys, Brightedge, Wordpress, Drupal, Teamsite, Screaming Frog, Hubspot CRM, Saleforce
  • Language: Spanish & English
Michael Grover

Contact Michael Grover

617-435-1340

mike@michaelgrover.com