Summary of Qualifications
A Senior Business Analyst with expertise in web analytics, marketing and business analysis. In depth hands on experience in managing all aspects of e-Commerce from business review and analysis to web analytics, online marketing, email services, SEM, SEO, web site development, direct mail campaigns, and software administration. Proficient in numerous web analytics tools including Webtrends, Google Analytics, Google Adwords and Omniture including Site Catalyst, Discover and Insight. Adept at performing all facets of marketing and business analysis such as planning strategically, business model analysis, process design and technical business analysis. Strong decision-maker and possess an outstanding communication skill both verbal and oral.

Technical Skills
Dreamweaver, FLASH, Photoshop, Coldfusion, Access, Javascript, Fireworks, MS Word, Excel, HTML, Paint Shop Pro, Fireworks, Freehand, RSS, Powerpoint, CSS, XML, ASP, Webtrends, Google Analytics, Google Adwords, Omniture (Site Catalyst, Discover, Insight), Coremetrics, Outlook Exchange, MySQL, Urchin, CMS, MS Project, Visio, SAS, Joomla. Microsoft Word, Excel, SQL, Atlas, Dart, Hitbox, SPSS, Web CEO - AddWeb Pro - Web Position Gold - Wordtracker - Keyword Discovery - Link Harvester - AdSense - Web analytics ( Urchin, AWStats, etc.) - Various HTML and XML Validators - Miva (Ecommerce) - iStore (Ecommerce/Oracle) - Blue Martini (Ecommerce) - MS Excel - MS Project - Homesite - XMLWriter - WebSideStory - HBX

Principle Consultant-Web Analytics , 2007 - Present
Confidential, Forest Hills, New York
Offering companies comprehensive data exploration and customer targeting solutions for relationship marketing. engaging customers to assess their business and technical needs in web analytics; project management, including resource, time-line, and scope; designing and implementing web analytics to increase client's reach into their market; Assist clients in defining measurement strategy, vision, and the on-going process to support their business objectives and improve their decision making; designing reports, dashboards, and segmented visitor data to reach targeted audience ;Assisting marketing professionals with optimizing campaigns, including SEM, email, affiliate, print, and media; data analysis on conversion funnels, search, campaign success, A/B and multivariate testing, and visitor behavior; design tagging strategy and code to collect website data; working closely with IT and development team to take online projects from concept to production; training - Conducting training classes for customers, partners, and employees; developing Statement of Work to support service delivery. Worked with Google Analytics, Coremetrics, and Webtrends.
Clients: Riverdale Mental Health Association, Computer Associates, Fare Buzz, Leeb Group, Academy Flower Inc., People's Realty, Decorglamour.com, Academy Floral, Nokia, Universal McCann Agency, Ayurvedic and supplement Company, Lorel Marketing Group, Broder Co., Dell, Getty Images, Young and Rubicam, Warner Bros.

Web Analytics Manager, 2001 - 2007
Confidential, New York, NY

• Optimized Web Analytics environment for the best performance.
• Assessed Web Analytics needed licensing and server requirements
• Responsible for technical analysis, implementation of WebTrends application, and development of WebTrends standard query parameters and custom JavaScript tags
• Reviewed, analyzed, and evaluated business systems and user needs and wrote detailed description of user metric reports needs, application functions, and performed technical analysis of steps required to develop Web Analytics system, application components and related reports
• Designed and setup Web Analytics (specifically WebTrends) distributed server environment including SmartSource Data Collector (SDC), Analysis and GeoTrends servers and SAN storage, and utilized MySQL database
• Setup and supported WebTrends v. 8.1 in VM Ware environment
• Created Project, Implementation, and Test Plans, developed WebTrends functional specifications and application design plan, managed and executed all these plans
• Developed Custom Reports/Filters/Dimensions/Measures/Lookup tables/Categories using WebTrends
• Provided technical Risk Assessment of impact of proposed technical solution on the environment
• Applied technical expertise to deliver high quality technical solutions including storage, network security and coding
• Conducted relationship and validated Business rules with internal Customer/Business area
• Developed Web Analytics approaches to handle global size website operations with traffic from up to 165 countries
• Developed Data retention strategies and recommended report and configuration backup options
• Setup Web server (IIS) and SDC data sources and custom log fields
• Developed Web Analytics setup and configuration manual for each system delivered
• Administrated custom data collection from web applications, report creation, analysis and Data collection server environment
• Evaluated and advised on demoed Web Analytics solutions such as Omniture SiteCatalyst

Web Manager 1998 - 2001
Confidential, Secaucus, NJ
IT/Web Project Management: initiating, planning, executing, controlling and monitoring, closing projects.

• Developed, managed and analyzed online/digital marketing (eMarketing) campaigns (landing pages, e-mail marketing, affiliates, digital banner ads, paid search engines/search engine marketing (SEM), etc)
• Created and maintained key reports, Key Performance Indicators (KPI) dashboards and analysis for web traffic utilizing WebTrends and MySQL
• Setup and customized WebTrends reports and fed senior managers with these reports
• Established URL strategies to measure ads campaigns, scenario, path and parameter analysis
• Tracked demographic and geographic data using visitor segmentation and distribution
• Reported web activities/measurements based on 4 analyses: Monthly, Quarterly, 6 months, year-year
• Conducted web activities and ROI analysis that helped senior managers to setup goals and align resources
• Managed email list creation and segmentation using SQL
• Gauged the value of a certain on-site announcement by analyzing the clickthroughs
• Determined number of returning visitors the site is attracting, and evaluated the effectiveness of the online branding
• Integrated Measurable Improvement Cycle (Measure-Report-Analyze-Decide-Act) into business model that helped focusing benchmarks and make incremental improvements to the website and customer experience
• Conducted and analyzed measures that determined the depth of exploration and the conversion rate at which visitors downloaded files or attended online special events, and then registered in a class
• Optimized search engine results by examining search phrases, and keywords, and took action on weak keywords
• Determined which "paid" search engines are most effective by setting up ad campaigns as a referrer, and landing page, and examining how effective that campaign is
• Used Google AdWord's keyword traffic and cost estimates that helped in making informed decisions on choosing keywords and maximizing our budget
• Setup a daily budget of dollars and a maximum cost for each click on our ad for Google AdWords
• Helped understanding the visit cycle length that influenced how often we change the look of the home page, rotate featured products, and add new products that increased the customer's retention.
• Developed strategic roadmap framework to enhance web services/inventories, and increase brand awareness
• Managed daily operations of WebTrends, MySQL database, content management systems and collaborative channels
• Optimized websites performance by applying CSS optimization best practices
• Designed and conducted A/B Tests and Regression Analysis

Marketing Manager, 1997 - 1998
Confidential, Garden City, NY
Managed and enhanced major frequency program; Direct mail campaigns, Corporate Awards and Meeting Services program; Requisition of research, planning, management, execution of programs through direct and indirect implementation efforts; budget compilation; justification; forecasting; program measurement/evaluation and complete product performance accountability; heavy analysis with a close eye on return on investment.

• Accountable for development of marketing initiatives and ultimate sales performance with regard to acquisition and retention of small corporate accounts and Meeting Services
• Increased sales of Corporate Awards by 50%, Cash Awards by 26% and Meeting Services program by 15%

Direct Marketing Manager 1986 - 1996
Confidential, New York, NY

• Developed and maintained annual production schedules for printing, data-processing, personalization, mail shop, and all direct mail and telemarketing initiatives.
• Participated in creative development of direct marketing packages and components to ensure that design and specifications are most cost-effective and their production takes advantage of all possible economies of scale
• Obtained bids from print, mail shop, and merge-purge vendors for planned initiatives, budget/reforecast, and new formats/new creative: provided specifications and quantities; solicit recommendations from vendors about production options and cost savings; reviewed and made recommendations about bids
• Supervised printing, merge-purge, data-processing, personalization, and mail shop vendors: coordinated between artist and printer; provided instructions to printers, merge-purge, and mail shop vendor; ensure Target DBS delivers files on time to vendor; resolved any problems with files; reviewed print proofs, personalization proofs, insertion proofs, and merged output; reviewed invoices against quotes; resolved production, billing, or other issues with vendors; monitored inventory levels at mail shop.
• Monitored delivery of mail through seeds and "Planet Tracking" software
• Maintained expense spreadsheets to compare actual expenses against budget. For each initiative, determined production CPMs. Prepared other cost analysis as needed
• Supervised list manager and service bureau; reviewed and approved list orders; reviewed list rental income back-up; maintained revenue tracking document; monitored revenue against budget projections and if variances, worked with list manager to determine cause.
• • Served as back-up to Database Manager as required

Education

M.S., Management of Technology-Ecommerce
M.B.A., Marketing and Information Systems
B.A., Economics and Computer Science

Certifications
Web Business Development, Advanced Email Marketing, SEM, SEO, Dreamweaver, FLASH, Coldfusion, SQL

Professional Affiliation
American Marketing Association, New York Web Design Club, NY Tech Group, PCNY, NY Webtech Group

Publications
Travel Trade, Travel Weekly, CLIA E-zine

Seminars
NY Webtech, Cruise3sixty, NYU Continuing Education, OSSN

References

Available upon request