SUMMARY:

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 Confidential 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, Test and Target), 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, Radian 6, Netbase, Mobile Data analysis, Bright Tag, Ensighten.

PROFESSIONAL EXPERIENCE:

Confidential, GA

Advance Analytics Consultant/Data Scientist

Responsibilities:

• Quadrupled daily traffic (from 500/day to 2,000+, with spikes to 6,000).
• Redesigned website and shopping cart reducing overall bounce rate by 20% and abandon cart by 5%.
• Developed SEO/SEM strategies, and implement and monitored campaigns.
• Leveraged data from web analytics tools to create custom key metrics reports and trends.
• Worked with executive staff to understand organic search strategies and web analytics data.

Strategic implementation Consultant

Confidential

Responsibilities:

• Implement enterprise software solutions in partnership with client project teams
• Identify client implementation requirements, determines appropriate mapping to core software capabilities, and works through change management plans to ensure a smooth end user experience
• Recommend best practices based on client current and future state projects to ensure the best possible end result
• Organize/run customer and internal meetings via telephone, web and face-to-face
• Liaise with teams both internal and external to coordinate global roll-outs
• Provide weekly updates to the project manager for senior management reports

Sr. Architect Manger-Web Analytics

Confidential

Responsibilities:

• Assists with the planning, execution, and deployment of the Confidential web site and supporting applications;
• Work directly with departments to understand business needs, gather documents and translate business requirements into functional and quality specifications;
• Collaborate with web developers; Test and validate software releases and web site updates; analyze web analytics and business reports to propose changes to enhance business needs; create and update all, knowledge base and test plan documents; provide written reports on web site status changes;

Sr. Project Manager - Web Analytics (eBusiness)

Confidential

Responsibilities:

• Define mobile innovation and strategy. Mobile applications, iPhone, iPad, Android, mobile web, cross-platform marketing and services, retail point of sale integration, mobile commerce, mobile payments, mobile technologies, mobile marketing, location based services, mobile image recognition, mobile search, enterprise mobile solutions while using Site Catalyst.

Digital Project Manager-Web Analyst

Confidential, Raleigh, NC

Responsibilities:

• Provided strategic insight regarding web analytics trends and opportunities - significantly increased mobile web activity by upwards of 65%, and successfully increased mobile growth by 5% to 7% each month.
• Optimized internal Search to better direct site users, effectively enhancing user experience and driving bottom-line activity.
• Analyze multi-source data streams for insight, performance and improvements
• In charge of Omniture Administration to identify new traffic and conversion variables and to configure the tracking of traffic sources to present the overall picture of digital performance.
• Optimized the Omniture implementation strategy to ensure aligning with business objectives and strategies

Vice President Decision Management

Confidential, Long Island City, New York

Responsibilities:

• Designed and led implementation of promotion tracking URL based on response to real and perceived data-loss inherent in current ad tracking methods.
• Industry standard estimates of 10-15% loss between off-site online advertising clicks and respective landing page visits.
• Integrated external Atlas exports with promotion activity in Monster House based on global unique identifier from Site Catalyst cookie. Final result provides segmented reporting on promotions by location and category of visitors.
• Designed event logging architecture for KPI measures utilized as the key metrics in all future multivariate tests and release analyses.
• Developed new In Visit matrix report to reduce complexity of path analysis reports by showing probability that Page B is In Visit when Page A is also In Visit; in other words, the conversion rate between all pages in the matrix.
• Developed Visit Duration by Page View Time report to discover pages contributing to the longest, quality visits.

Principle Consultant-Web and Social Media Analytics

Confidential, Forest Hills, New York

Responsibilities:

• 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;
• Conducting classes for customers, partners, and employees; developing Statement of Work to support service delivery. Worked with Google Analytics, Coremetrics, and Webtrends.
• Conducted Mobile Data Analysis.

Web Analytics Manager

Confidential, New York, NY

Responsibilities:

• 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

Confidential, Secaucus, NJ

Responsibilities:

• 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 Confidential 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

Confidential, Garden City, NY

Responsibilities:

• Managed and enhanced major frequency program; Direct mail campaigns, Corporate s 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

Direct Marketing Manager

Confidential, New York, NY

Responsibilities:

• 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 Confidential 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