Destination on the Left, Break the Ice Media’s podcast, explores successful collaborations, creative marketing ideas and best practices within the travel and tourism industry.

In a recent episode, Nicole Mahoney, CEO of Break the Ice Media and President-elect of Digital Rochester, interviewed Ralph Thompson, President and Chief Brain of eBrains.

After 10 years as a practicing CPA, Ralph took his first entrepreneurial step as co-owner and COO of The Martin Agency (Ad Age Agency of the Year) where he grew the company from 20 people to 250 over a 10 year period before selling it to Interpublic Group. His next adventure started when he co-founded eBrains to focus on digital marketing in the travel and tourism industry. eBrains is celebrating its 18th year of helping brands leverage the digital marketing space to drive more measurable incremental ROI.

In this interview, Ralph emphasizes the importance of measurement by explaining how eBrains tracks engagements from the first impression through purchase for its travel and tourism clients. He also details how his agency discovered how to track a much higher average percent of conversions.

Listen to Nicole’s interview with Ralph to hear about his experiences with co-registration, conversion studies and search marketing, as well as the mobile Cost Per Action (CPA) network he is currently working on.