ABOUT ROSS DAWSON
![ross dawson](images/ross-dawson.jpg)
Moving on from 'heavy duty' database and application development software, he began creating online businesses at a time when Google was just a small, cult search engine and Bing a sonic pulse for detecting submarines.
![ads professional](images/ads-professional.png)
"Google Ads was a lot easier back in 2003. You dreamed up some relevant keywords, wrote a couple of two-line ads, gave Google your card details and off you went. They didn't even have conversion tracking so you'd little idea what worked and what didn't. Even so, unless you were a complete idiot, it was difficult to fail! It's not like that now."
![marketing funnel](images/funnel.jpg)
"Ever since we got pocket-money as kids, we've made hundreds or thousands of purchases, large and small. We don't need some vast academic study to tell us what a customer journey looks like. In the era of the internet and the smartphone, what's needed is a detailed plan to communicate with customers throughout their journey, so they choose us and not someone else."
![hawking](images/hawking.jpg)