Amy Blasco Ba, Ma, Mba Email & Phone Number

Armonk, New York, Ny, Us

Marketing Transformation Leader - Distribution SectorMember of The Leadership ConsortiumExperienced Partner at IBM specializing in driving transformative initiatives for retail clients, focused on enhancing customer experiences and operational efficiency. Adept at collaborating closely with stakeholders to develop tailored strategies leveraging cutting-edge technologies such as AI, Gen AI, RPA, IoT, and cloud computing. Proven track record in designing and implementing innovative solutions that drive business growth and competitiveness. Skilled in facilitating organizational change and ensuring successful adoption of new technologies. Strong communicator and relationship builder, recognized for providing thought leadership and positioning IBM as a trusted partner in retail innovation. Passionate about empowering retail businesses to thrive in the digital age. I work at the intersection of creativity and technology to deliver impactful human-centric experiences.• Drive enhanced customer experiences through personalized strategies and innovative solutions.• Optimize operational efficiency to reduce costs and increase productivity.• Foster revenue growth by leveraging data-driven insights and targeted marketing.• Establish competitive differentiation through unique value propositions and market positioning.• Lead successful digital transformation initiatives, ensuring seamless adoption of new technologies and practices• Leveraged Generative AI to transform personalization strategies, streamline the content supply chain, and ensure regulatory compliance, driving enhanced customer engagement and operational efficiency across diverse industries.

New York, Ny, Us

Since joining RAPP, I have expanded my expertise to serve both retail clients and the healthcare sector. I've introduced cutting-edge, next-best-action analytics for retail clients and Eli Lilly’s strategic accounts. This approach ensures patient-focused, data-driven planning and implementation at each stage of the journey, while also addressing the unique needs of our retail customers.BlogBreaking Down Customer Loyalty Behaviors and Metricshttps://rapp.com/news/insights/amy-blasco-customer-loyalty-behavior-and-metrics/Article:Examining The Challenges Resulting From The War On Datahttps://www.pharmalive.com/examining-the-challenges-resulting-from-the-war-on-data/

New York, Ny, Us

Analytical Insights into Digital Marketing & Media Effectiveness at IBMAs the Director of Media Analytics at IBM, my analytical endeavors revolved around understanding and refining our digital marketing strategies:Core Analytical AreasStrategic Implementations from Analysis:1. Tech Integration: Analysis highlighted inefficiencies in manual data processes. Automating certain tasks resulted in reduced errors and faster data processing.2. Reporting Standardization: Analytical comparison across regions led to the introduction of a standardized reporting protocol, ensuring uniform data interpretation.3. Measurement Frameworks: We implemented systematic frameworks to ensure consistent evaluation of performance metrics, facilitating valid cross-campaign and regional comparisons.1. Reporting & Insights: We delved deep into data, seeking causative factors behind metrics and anticipating future trends based on historical patterns. 2. Testing & Optimizations: Through A/B and multivariate testing, we evaluated the efficacy of our media strategies, discerning optimal pathways for campaign execution.3. Advanced Analytics: Using AI and machine learning, we transitioned from mere retrospective analysis to predictive and prescriptive insights, allowing us to anticipate market shifts.4. Media Research: Our analyses were enriched by understanding emerging media trends and consumer behaviors, ensuring context-aware, data-driven strategies.

New York, Ny, Us

As Director of Web Analytics, I managed the departments P&L, created a line of products and services, and led both the analytic teams as well as implementation managers.During my time at PMX:• Designed & executed analytical plans to improve the effectiveness of communications programs• Pioneered online and offline marketing performance web based dashboard• Developed time series predictive model to forecast e-commerce clients’ future sales based on current media plan and historical data• Executed site audits and remediations within Google Analytics, Omniture, and Coremetrics• Tagged over 20 beauty/fragrance site• Transformed department from a non-revenue generating to revenue generating.•Experience with: - Google Analytics, Adobe Site Catalyst, and Coremetrics - Data visualization tools such as Tableau and Beckon - Testing tools such as Adobe Test & Target - Attribution data platforms such as C3 - Statistical analysis tools such as SPSS

During my time at Publicis, I managed two analytic teams, supporting both Sanofi and General Mills.Responsibilities included: bringing insights & recommendations to analysis and ensuring consistency of thought across work-streams. Generating appropriate (and measureable) hypotheses and challenging internal teams to push innovation of work. Key Accomplishment:• Managed a small team of analysts across 7 General Mills divisions• Produced marketing campaign reports leveraging Search, Display, and Site-Side metrics• Led analytics and reporting on Sanofi Pasteur, managing 11 vaccine programs• Developed predictive models before campaigns went live to determine levels of success• Developed multichannel performance dashboard for large electronic client• Performed A|B testing to determine best homepage experience• Managed team hiring/allocation and onboarding• Responsible for work scoping (drafting SOW’s)

New York, Ny, Us

As part of the Customer Insights group, worked within the pharmaceutical Vertical on clients like Forest Laboratories. Responsibilities included: leveraging analytics to evaluate search and media campaigns for optimizations and performance, survey writing, coding, deployment and analysis, ROI modeling, competitive landscape reporting, site redesign research and performing analyses across multiple data sources.Key Accomplishments• Developed/manipulated ROI models to ascertain the value of non-transactional websites and determining the value of engagement outside of brand.com destinations such as 3rd party websites.• Deployed study to better understand site engagement for those who crossover from a microsites to branded sites • Leveraged survey data to inform on site redesign to determine most appropriate homepage based on media source and consumer segment • Provided analysis to inform optimal media mix between Search and Media• Employed tools such as SQL to tie multiple data sources together to gain insights into correlations between optimal site side behavior and media source• Key role in survey writing, implementing, monitoring and analysis

Brooklyn, New York, Us

Employed as a Research Assistant on the Clinical HIV/AIDS trials involving children in foster care; responsibilities included: reviewing policies pertaining to the enrollment of foster children in clinical trials, assisted in the development/refinement of a data abstraction tool,recorded findings for each child's case history, interpreted the findings for each child into a qualitative report and conducted quality assurance checks for inter-rater reliability

Master Of Business Administration (M.B.A.), Business Administration And Management, General

Ma, Forensic Psychology

Bachelor'S Degree, Forensic Psychology