OBJECTIVE:

To be data driven and task oriented with a strong work ethic to support the analytic decision making process that measures the customer experience & aligns key metrics and kpis to business initiatives & marketing strategies that drive online conversion and retention. With over 12 years of web analytic experience, my knowledge, strengths, and accomplishments have resulted in enhancing the user experience where flexibility, collaboration & analytic adaptability are important.

PROFILE:

Motivated, personable business professional with a successful track record offering innovative solutions. Talent for quickly mastering technology. Diplomatic and tactful with professionals and non - professionals. Accustomed to working in both marketing & technical environments, gathering requirements, and translating the details into tactical solutions. Demonstrated history of implementation, analysis, architecture, problem solving, and data management. Flexible and versatile - able to maintain a sense of humor under pressure. Poised and competent with demonstrated ability to easily transcend cultural differences. Thrive in deadline-driven environments. Excellent team-building skills.

SKILLS SUMMARY:

• Oracle DMP
• Adobe Site Catalyst
• Adobe Discover
• Adobe Target
• Adobe DTM
• Adobe Genesis
• Google Analytics
• Visual Sciences
• Tealeaf
• Oracle, MS SQL
• MicroStrategy, Cognos
• SAS
• Visual Sciences
• Associate Director
• Web Analyst
• Marketing Analyst
• Data Architect
• Data Integration
• Business Analyst
• Marketing Execution Strategy
• SEM/SEO Analysis
• Customer Experience
• Session Level Analysis
• Social Media Analysis
• Score Cards,
• Kpi, Metrics
• Path Analysis
• Ad hoc Reporting
• Structured Reporting
• Automated Reporting
• Campaign Analysis
• Written Correspondence
• Professional Presentations

PROFESSIONAL EXPERIENCE:

Confidential

Responsibilities:

• Tealeaf - RealtiViewer
• Akamae Edge/Luna Control Center Reporting for Video CDN Reporting
• Omniture Tool Optimization & Architecture
• Omniture javascript tagging & metadata configuration
• Site Catalyst 15 Reporting & Analysis, Site Search Reporting
• Scorecard reporting metrics/kpi development
• Omniture Data Warehouse Reporting & BI Cubes
• Omniture mobile web tagging & IOS App Measurement tagging
• Implementing Tealeaf Realti Viewer for advanced real time (visual) session playback
• Video Reporting analytics using Akamai Edge/Luna Control Center
• Optimize Omniture Tool configurations & data acquisition strategies for Confidential web assets
• Develop International Web Analytic Reporting metrics & Scorecard configuration
• Develop SEO analysis strategies using Site Catalyst Reporting & analysis
• Develop mobile app IOS tagging & measurement solution

Confidential

Social Media Analyst

Responsibilities:

• Support Social Media traffic web analytics for Confidential SM collateral
• Architect SM metrics reporting analysis using Visual Sciences, Tealeaf, SAS technologies
• Relate 3rd party SM data sources (Bazarrvoice, Cheetah Mail) to Confidential online experience
• Support SM meta data tagging strategies to align SM data to Confidential reporting metrics/ product conversion
• Provide aggregated & deep dive SM analysis for SM behavior and marketing initiatives
• Present SM web analytics & recommendations to Directors & Product Line Managers
• Architect SM data acquisition strategies
• Architect SM data relationships with online customer experience enterprise data
• Support ongoing SM strategies with analysis & behavior analysis
• Architecting 3rd party SM MS SQL Server database solution for automated SM scorecard/dashboard development

Confidential

Web Analytic Consultant /Marketing Data Analyst

Responsibilities:

• Supported e-commerce marketing activities, analytics and content management for web marketing initiatives
• Reported on marketing spend, traffic conversion, and PPC efforts thru a variety if data sources
• Hands-on implementation of Omniture Site Catalyst & Discover web analytic applications
• Provided meta data tagging strategy for Omniture page variable data collection
• Designed tagging procedures to automate a dynamic page tagging process.
• Provided Omniture & Google Analytic reporting, including scorecard deliverables.
• Analyzed on line conversions, fallout reporting, and provided path analysis for user experience reporting
• Provided marketing analysis using MS SQL Server to develop DM, email, and marketing campaign lists.
• Integrated web data with Microsoft CRM System for “dynamic” e-commerce customer management/marketing.
• Provided traffic segmentation analysis to identify & target specific e-marketing opportunities
• Created tagging strategy/procedures for Omniture variables “page tag” collection
• Applied site analysis techniques to create a product based “meta data” page naming convention for Omniture
• Created Omniture tagging strategy/procedures for marketing related content (PPC, Banner ads, Affiliate, email, DM)
• Defined marketing logic to create an RFM based campaign list for a “win back customers” program.
• Integrated Omniture customer data into Microsoft CRM using the Omniture DW
• Provided “session level” web analytic reporting using Discover to investigate funnel conversion behavior analysis

Confidential

Data Architect Services

Responsibilities:

• Provided data architecture services to transfer saving & loan information using Documentum xDB
• Provided XML data file conversion from a variety of data formats for XML database storage
• Used data integration services to prepare raw data for translation into XML
• Oracle & Microsoft SQL Server database development & extraction process.
• Data Modeling documentation using Erwin Modeler
• Worked with Documentum xDB Professional Services to beta test xDB storage application software

Confidential

Manager of Web Analytics

Responsibilities:

• Managed Confidential 's Agency Web Analytic Services for major LA clients
• Provided account support/supervision and web analytic strategy for multiple e-commerce initiatives
• Provided web analysis, KPI scorecard reporting and tagging for Hitbox, CoreMetrics and WebTrends tools
• Worked continuously with tool vendors to optimize reporting capabilities & improve overall data collection methods
• Directed new page campaign analytic efforts & provided campaign follow up analysis
• Used Oracle Database querying to validate on line conversions (sales) & gather new customer registration details
• Developed visitor web analytics metrics for youth & teen “on line community environments”
• Investigated youth “user” behaviors as related to churn, conversion, and the general user experience
• Developed analytic process to test & measure youth “on line community” viral buzz impact
• Provided Coremetrics tagging strategy for Nutralite “Renaldo kick” campaign
• Implemented A/B Testing to determine if “Pay for VIP Membership” Home Page Banners hijacked the first time user experience from a free on line gaming experience

Confidential

Manager of Web Analytics

Responsibilities:

• Provided web analytics reporting for Confidential, a high-end cell phone & content services provider in Los Angeles, California
• Provided traffic reporting, conversion and measurement of the Confidential “on line customer experience” using Hitbox
• Combined web metrics & financial data using Oracle & MicroStrategy to develop scorecards and kpi metric reporting
• Maintained working relationship with ZAZZ to develop improved Confidential site analytics & site monetization strategy
• Provided sales funnel & path analysis to investigate behaviors and recommend content/process changes to Confidential .com
• Page level A/B Testing to determine Product Page treatments that improve customers moving down the conversion funnel.
• Viral traffic segmentation to identify targeted audience conversion opportunities for e-commerce marketing efforts
• Created marketing/web analytic tracking spreadsheet for campaign forecasting, ROI, and spend analysis
• Used session level analysis using a data warehouse to measure detailed web behaviors leading to a better understand of the on line customer experience. For example, I investigated on line fraud detection using IP address details.

Confidential

E-Business Advisor/ Web Analytic Process Owner

Responsibilities:

• Web Analytic Process Owner for the AVP of E-Commerce at Confidential in San Antonio, Texas
• Directed & managed the efforts of a diverse team to implement a Visual Sciences implementation
• Defined Visual Sciences business processes, execution strategies, and business rule configurations
• Key project team member implementing web analytic solution at Confidential, developing road maps & reporting strategies
• Developed Product Category page tagging meta data strategy & page naming convention
• Provided Visual Sciences web analytic reporting, ad hoc analysis, and funnel dashboard reporting,.
• Provided Product Channel reporting, scorecards, and observation for Channel Manager reviews
• Attended weekly meetings with Product Line Managers to measure general site health & influence content changes
• Translation of business processes/requirements to “IT” for continuous tool development and optimization
• Analyzed activities & member interactions relating to Confidential e-commerce marketing & operational initiatives
• Multi-variant testing on Confidential Product Landing pages using a “custom” business rules engine to offer various page content treatments based on customer/user metrics
• Internal search reporting & analysis using the FAST Search data tool
• Documentum Subject Matter Expert assisting Confidential in implementing an enterprise Web Content Management Solution to facilitate storing & publishing web content to Confidential .com.
• Key project team member installing Confidential ’s Documentum Web content management solution (WCM).
• Defined WCM business requirements & processes flows for WCM infrastructure development & tool configuration
• Assisted in developing Documentum Training materials for the business level audiences
• Provided “IT” support & execution for WCM content project roll outs to Dev, Test & Prod environments
• Executed several successful WCM content project deployments to Confidential .com using WCM
• Gathered business requirements & developed business processes for web site content development
• Translated businesses requirements into technical Solution Design Documents for web application development
• Applied Confidential content & architecture design standards, and represented the Design Team at project meetings/reviews.
• Deliverables included: web content models;, wireframe diagrams; and “AS-IS TO-BE” conceptual page designs
• Worked with Project Managers to coordinate content design activities within constrained deployment schedules.
• Translated web design processes into WCM templates & work flow automation process
• Mitigated business objectives, “IT” WCM constraints, and work flow problems using Gap Analysis & for continuous process improvement
• Developed technical standards & Information Architecture (IA) diagrams

Confidential

Web Content Management

Responsibilities:

• Implemented a Documentum CM installation for Marketing to facilitate the publishing of marketing content (news & offers) to continental.com.
• Directing cross-functional team (“IT “, Electronic Marketing, CRM) to develop an Enterprise Content Management solution. Managed Documentum Professional Services engagement to assist in developing system.
• Translated Continental’s business requirements & marketing initiatives into a working Documentum WCM solution
• .Recommended/purchased, Documentum Modules for an integrated CM solution (Content Server, DAM, CIS, eRoom, Web Publisher). Configured, purchased hardware infrastructure for CM enterprise implementation
• Defined Continental content & business processes, defined CM folder structures & taxonomies.
• Developed marketing re-purposing content strategy for web, email, direct mail, and syndication output channels
• Developed UA Testing Plans for Template testing, work flow design & Web Publishing
• Developed SQL queries & provided analysis on Frequent Flyer Programs using Continentals Terradata databases.
• Mined Terradata data warehouse using customer metrics to support multi-channel marketing initiatives, customer satisfaction programs and build customer service retention models.
• Assisted in modeling the data warehouse to develop data marts (views) to improve query response times and optimize reporting opportunities from terradata sized data stores.
• Related analysis to flight/travel marketing programs & initiatives using CRM, financial, demographics and click stream data to develop a more accurate picture of Continentals customer base.
• Created customer segments from data and provided pre & post campaign analysis metrics for review.