ATA Blog

Daniel Sferra

After playing soccer professionally for 2 years, Dani began a 13 year career at Matco Tools where he was promoted through the ranks from Customer Service through Promotions Manager, Product Manager and finally Marketing Manager. In that time, Dani also received his BS & MBA Degrees in Marketing from Kent State University. In October of 2008, Dani joined his good friends Thom & Tony in an effort to help take ATA to the next level. His product management and marketing experience at the corporate level have become a unique asset to ATA's approach to marketing and advertising and he now leads ATA's digital and web services platforms as well. Dani's areas of expertise include product development, commercialization and lifecycle management, competitive analysis, marketing research, production capacity, service level and inventory management, web development and digital platform strategy. Dani is also HubSpot Inbound & Google AdWords Certified. Dani & his wife Jen welcomed their first child - a son named Kai Daniel - in October 2015 and, in his "spare" time, he loves to play the guitar and still finds time to kick the ball around a little.
Find me on:

Recent Posts

The 10 YouTube Ads You Actually Watched in 2016

Posted by Daniel Sferra on December 27, 2016 at 3:10 PM

Apparently not everyone skips through the YouTube ads after waiting the mandatory 5 seconds. Google compiled a list of the top 10 most watched ads on YouTube from 2016 — YouTube Ads Leaderboard: Year-End 2016 — and together, these 10 video ads accounted for nearly 450 million views in 2016.

What's unique about these ads (aside from the fact that people actually watched them) is not just that they successfully grabbed our attention in and amongst all the other noise (and before the video we actually wanted to watch). There were plenty of reasons why they worked in this regard including the budget, how they were launched, the actors, the products, etc. What's more impressive — and the only thing that can actually drive this sort of scale from a "views" standpoint — is that we were willing to share these ads with our friends. Think about that for a minute? We thought the CONTENT of these ADS was so good that we actually ENCOURAGED our friends to watch them along with videos of Grace Vanderwaal, Pen-Pineapple-Apple-Pen, and Adele doing Carpool Karaoke.

So, keep reading for the countdown of the top 10 most watched YouTube ads of 2016 and see if you agree with our assessment of what helped make them so.

Read More

Topics: Marketing, Video

The State of Inbound Marketing 2016

Posted by Daniel Sferra on October 12, 2016 at 5:17 PM

Marketing & Sales as you currently know them will no longer exist in 5 years. That's a pretty bold statement, but all one has to do is look at recent history to understand how quickly things are changing and will continue to change:

  • In 1996, the average person received 100 emails PER WEEK
    • Today, the average person receives over 120 emails PER DAY
Read More

Topics: Inbound Marketing, Marketing

How Much Traffic Should My Website Have?

Posted by Daniel Sferra on September 14, 2016 at 4:49 PM

It happens in just about every organization. It usually happens when it's time to update the Marketing Dashboard, when someone (anyone) wants to do something (anything) to the company website or when someone is trying to make some sort of "data-driven" point. It typically comes from someone higher up in the organization—maybe a VP or even the President. And it's usually phrased in the form of a question. Take a few minutes to see if you can determine what "it" is.

Read More

Topics: Inbound Marketing, Marketing

How Your Marketing Organization Can Deliver Innovation

Posted by Daniel Sferra on September 12, 2016 at 4:52 PM

For most companies, getting to (or staying on top of) any market segment and beating the competition is a constant battle. Companies fight this battle in many ways on a daily basis, and innovation is always a key weapon. But for most companies, "innovation" has always been closely tied to PRODUCT innovation—"how can we develop the latest and greatest widget that none of our competitors have and that everyone will want?" When you think about it, this approach makes a lot of sense because a company's products (or services) are the physical, tangible embodiment of their work and success, meaning you can actually SEE the innovation in a new product or service. But is developing new products the only way for a company to innovate? What if you're a company like Coca-Cola who can't really improve or change their product (we all recall what happened when they tried in 1984)?

Read More

Topics: Marketing

Why We Chose Inbound Marketing

Posted by Daniel Sferra on August 15, 2016 at 8:49 AM

If you're looking for an article that tells you why you SHOULD pursue Inbound Marketing, this isn't it. If you're looking for the differences between Inbound Marketing & Outbound Marketing,there's plenty of content out there—good content at that—including our recent blog post. Instead, this post focuses on our journey towards Inbound Marketing and why we decided to pursue this methodology for our business and as a new service to offer our clients.

Read More

Topics: Inbound Marketing, Marketing