Catherine Chap Email & Phone Number

Oxford, England, United Kingdom

GA4, marketing attribution, econometrics, deep dive analysis

London, England, United Kingdom

MMM modelling, Channels optimisation

- Manage a team of 5 web and app analysts- Conduct Marktech researches evaluating offline and online activities effect on traffic- Building data driven attribution models- Evaluating marketing channels cannibalisation- Building a system of metrics from scratch- Manage data gathering, reporting and analysis- Enhanced self service analytics with dashboards - Ab testing in marketingDeveloped a clear and concise system of marketing metrics, eliminating discrepancies in various marketing reports. Implemented unified approach to marketing data. Promoted system view on dashboards so that one dash would serve a lot of purposes.Initiated marketing attribution researches and marketing mix testing. Tested several attribution models and chose the most appropriate one for the product, also tailored it to the business needs. Conducted ab tests on context brand to measure its incremental value.Managed econometric model project to evaluate offline activities(TV, OOH) effect on traffic.

Москва, Россия

- Built a team of 5 professional analysts with diverse set of skills to provide analytical services of high level- Facilitated agile ceremonies (Sprint Planning, Sprint Review, Retrospectives, Daily Standups)- Managed Backlog, performed Backlog Grooming and tasks prioritization- Built a trusted and safe environment facilitating discussion, learning and professional growth- Created a culture of self-service analytics by creating a set of reports, combining data from different sources to provide marketing performance analysis- Conducted AB tests on web site optimisation as well as marketing mix performance- Built campaign tagging strategy to put in order diverse company traffic from numerous sources- Developed key performance indicators to evaluate campaign performance throughout long user journey from website experience to utilizing financial products- Architected tracking of user behaviour across many systems combining several identifiers and data from various databases- Tested several attribution models to assign credits to the most valuable campaigns- Leaded analytical projects from charter/scoping phase to the implementation

Web AnalystPerformed web analytics audit revealing errors in data gathering.Corrected errors in web analytics settings to ensure proper data obtaining.Developed measurement plan to provide easier use of Google Analytics by marketing department.Created dashboards to analyze marketing performance.Assessed key performance indicators for online marketing campaigns.Evaluated TV campaigns performance.Tracked and measured user's behavior accross online and offline activities.Managed tags with GTM accross companies websites.Enhanced self service analytics with dashboards and confluence.

Москва, Россия

Web analytics team leader. Manage web analytics accross agency client's websites and mobile apps. Among clients are: Toyota, Lexus, Obi, Pepsico. Responsibilities: - Conduct A/B tests. I look for potential roadblocks and ways to improve customer journey to conversion. Check hypothesis with A/B tests and evaluate the results. One of my tests showed greate results(80% of improvement in CTR) and was also set up for european websites. - Provide measurement plans for usability improvements and marketing activities. Set up events and goals, evaluating goals. - Website stat audits. As a result critical errors have been fixed. Crossdomain tracking set up. Usefull filters implemented. - Setting up tags via Google Tag Manager, including usage data layer variables. - Analyzing with Google Big Query. - Creating dashboards in Google Data Studio and MS Power Bi.-Frequent reporting.

San Luis Obispo, California Area

Deep dive analysis of data collected from Google Analytics in order to recommend optimizations to website and report on findings to owners.Identifying revenue and lead opportunities based on quantitative analysis of transactional, web and behavioral data.Defining KPIs. Optimisation of user experience across company's digital products by providing critical customer and market insights that drive greater conversion, revenue, and loyalty.

- Prepared compliant financial reports in adherence to GAAP and internal standards, ensuring accuracy and timeliness.- Developed cash flow forecasts, managing liquidity and facilitating informed financial decision-making.- Analyzed sales dynamics of 30,000+ products, providing insights for strategic decision-making.- Revised budgets to adapt to changing conditions, assessing impact and communicating changes effectively.- Provided financial insights for marketing decisions, evaluating campaign profitability and ROI.- Monitored monthly deviations from targets, investigating and recommending corrective actions.- Utilized SQL queries to extract and analyze data, built Excel reports.- Engaged with external (Big 4) and internal audits, ensuring compliance and reliable financial information.