Anna Comella Email & Phone Number

· Manage team of analysts providing analytic support for Fortune 500 software company's digital marketing team: establishing business objectives, executing advanced analytic solutions, and guiding business decisions· Regular responsibilities include building a marketing story through analyzing the effectiveness of digital marketing campaigns (email, social media, content syndication, display), execution of advanced analytic techniques (A/B testing), communicating results in easy to consume visualizations, and providing strategy recommendations· Collaborates cross functionally across teams: digital marketing, demand generation, and marketing operations· Developed last touch attribution SQL logic and tracked performance metrics & data visualizations in Power BI dashboard to measure marketing efforts for self-upgrade product motion· Developed segmentation structure identifying active users for complex B2B product suite and mapped users to company-level structure. Segmentation required SQL querying and data manipulation from a variety of tables within the Azure Databricks environment.

Evanston, Illinois, United States

· Managed performance analytics team for Fortune 500 telecommunications client· Delivered data-driven insights and strategic recommendations on performance of paid search to internal media team to enable real-time optimizations to increase efficiency and conversion· Collaborated with internal and client stakeholders to define business and marketing objectives· Developed and maintained interactive Tableau dashboards for internal and client consumption displaying media and call center performance, behavioral insight, transactional results, and ROI· Forecasted spend, call volume, and conversion outcomes by media channel for client’s fiscal year by leveraging historical data, seasonality trends, and market research

Greater Chicago Area

· Facilitated relationship with Fortune 500 marketing client providing analytic and strategic support for their B2B SaaS product· Managed all projects; mines and analyzes data using SQL to deliver insightful recommendations· Developed time-series analysis for subscription-based products to assess retention rate trends for monthly segments· Led weekly status call with client and presents to 5-10 people as needed· Manage and train junior analyst

Greater Chicago Area

· Client facing role managing analytics for client’s engagement marketing team· Analyze and provide strategic insights for B2B email marketing campaigns· Performed ad hoc analysis on email marketing content and forecasted quarterly units· Executed analyses such as significance testing, A/B Tests, decision trees

Greater Chicago Area

· Designed email marketing program reporting structure for client and trained internal employees and external clients· Coded in SQL and developed report dashboards in Tableau for acquisition programs

Chicago, Illinois, United States

· Coordinated with multiple departments including Marketing, Business Development and Finance delivering ad hoc analytics· Performed analysis of marketing campaigns (e.g. A/B testing) and delivered results in presentation format to executives· Mine transactional database using SQL to build a better understanding of customer behavior· Developed customer segmentation to better market to membership base

Chicago, Illinois, United States

· Performed analytics on consumer data including consumer segmentation, market simulations, data weighting, regression models, k-means clustering, and Max Diff analysis· Coded SPSS Syntax files while managing quarterly brand tracking data for manipulation and merging with master file· Developed scripting to automatically assign consumer segmentation during survey fielding in SPSS Author· Determined findings and created charts for custom consumer projects in PowerPoint

Chicago, Illinois, United States

· Programmed online consumer surveys using SPSS Dimensions/Data Collection Author· Managed data collection during survey fielding and communicated with panel vendors· Performed analytics on consumer data

· Contributed data collection and analysis to a working paper determining the impact of criminal conviction on wages· Performed data collection, analysis and prepared a report assessing the relationship between obesity and household income · Updated forecasting models determining the future sales of Brown-Forman products and created an automated Excel template

· Updated conditional demand models determining the end-use of electricity· Prepared data and ran preliminary logistic regression models determining the customers that are most likely to participate in a specific Duke Energy program· Created industry-specific ice breaker reports summarizing industry trends on a modified Excel template· Created ArcGIS Business Analyst maps communicating the locations of customers, utility boundaries, and weather station locations

•Taught lectures•Proctored and graded exams

Masters, Applied Economics

Activities and Societies: Economic Graduate Student Association Secretary 2009, Running Club

Bachelors Degree, Economics

Activities and Societies: Denison Women's Swimming and Diving, Omicron Delta Epsilon Economics Honorary Society, 2008 Relay for Life.