Christopher Florio Email & Phone Number

New York, New York, United States

• Part of the Transversal team working to oversee the CRM strategy and analytics for the our CRM client's portfolio, encompassing 30 B2C and 6 B2B brands utilizing SQL and R on a daily basis
• Populated and developed standardized reporting templates used on a monthly basis for tracking CRM engagement and database health across all brands for both total brand and loyalty specific engagements, including.
• Working to update the current CRM sales attribution model that focus only on the Email channel to include individual level website interaction data from GA as well as customer level data from Direct Mail and SMS.
• Maintaining existing CRM and sales scoring models built off of GA tagging of customer-brand interaction events and product level sales data for use in target acquisition, provide more personalized content to drive.

New York, NY

• Developed general Global Advertising Guidelines for weekly reach and weeks on air by combining sales response (ROI) curves and weekly reach curves for 34 beer brands across 13 markets
• Leveraged CCS Planner to estimate creative wear in/wear out for multiple media channels utilizing reach curves generated over a 9-12 month period on Corona
• Estimated the formula for ABI media response curves utilizing Solver and created a database of 427 curves across 13 Markets
• Optimized annual media mix needed to achieve upper funnel goals (Consideration, Preference, Awareness) based on actual media costs, weekly reach goals and Global Advertising Guidelines
• Utilized existing media response curves and current internal ecommerce ROI data to estimate the response of ecommerce in order to forecast optimal investment for Budweiser in China, Brazil, Mexico and UK

New York, NY

• Helped develop an ecosystem approach (hierarchical log-linear regression) to modeling to tease apart the direct and indirect effects of online and offline marketing to both sales and each other
• Utilized PSPP/SPSS to analyze survey data and marry it with the proprietary D2D ROI database to forecast new TV campaign ROI.
• Worked closely with other agencies within the Dentsu Aegis Network like Carat, Vizeum and mcgarrybowen on business pitches to new and existing clients. Provided forecasts of sales and ROI based on proposed media plans.
• Built programs in R and SQL to manipulate data, build databases and calculate media response curves for use in forecasting future marketing mix studies.
• Worked as a Data Scientist with another Dentsu Aegis Network sister agency, Cardinal Path using Google Big Query and R to analyze and visualize data for Bridgestone, Intel and BRP.

New York, NY

• Project manager on five major client initiatives, some with multi-year contracts. Led rotating project teams of 3 to 7 people. Oversaw data collection, coordinated modeling efforts, conducted quality assurance, and.
• Co-developed a web-based simulation tool in conjunction with a partner company that utilized both attribution and marketing mix models to provide clients real-time results.
• Helped develop a hierarchical linear model methodology to integrate attitudinal metrics (preference) and standard advertising metrics to address the unique nature of advertising in the hospital industry and provided.
• Utilized data from various sources including scanner data, marketing activity reports (multiple media agencies), econometric/weather data, and client’s internal data repositories, to build data sets utilizing a.

New York, NY

• Responsible for preparing reports based on primary and secondary sources of data to report result summaries and generate insights for existing and potential clients.
• Evaluated Telephia’s quarterly survey data to provide penetration and market share, as well as develop segmentation for the mobile phone industry both nationally and in specific Northeast markets.
• Developed and implemented monthly customer/prospecting direct marketing reports to provide strategic analysis and actionable recommendations.
• Ran cross tabs and correlation analysis u on financial, wireless, college loan, automotive and consumer goods primary research.

Brooklyn, NY

Used digital imaging software (Photoshop) and light microscopy to generate a 3D image of octopus musculature.

M.A., Marine Biology

• Designed, gathered data and analyzed (Kruskal-Wallis ANOVA) the body pattern responses of the Cuttlefish to changing visual stimuli. •.

B.A., Biology

Education record

• Intensive three month training in advertising; March to May • Built and presented a complete marketing campaign for Pay Day candy bar.