I led the acquisition analytics team within the Business Intelligence function. In this position, I was the key BI stakeholder for all marketing acquisition across all brands and verticals under TSGi, which involves overseeing larger projects like attribution modelling, investment/budget planning and developing marketing measurement frameworks. My team and I provided analytical support on all acquisition campaigns and strategy moving forward. This position also involved liaising closely with executive level stakeholders, developing the OKRs for the acquisition analytics function and driving recruitment for the team.

Part of the product analytics team focusing specifically on the casino vertical within TSG. This involved being an analytical stakeholder for the casino team, providing analytical support on a range of requirements from A/B tests on product changes to ad-hoc analysis. Within this period I line-managed a graduate in their first rotation in the analytics team, providing support and training in their first full-time position.

Duties include;• Large projects including creating a multi-touchpoint attribution model based off acquired players and their different marketing touchpoints to the ROI of marketing channels correctly. This involves using Google Big Query and R to create the model.• This also involved creating a method to correctly measure and attribute the value of TV spend, using statistical analysis to model the relationship between TV spend and player acquisition.• Building a process to funnel out new customer acquisition journey by joining data from various sources/platforms to aid stakeholders understand the full journey from first contact to conversion of new players.• Ad-hoc analysis requests analysing the efficiency of different campaigns across a range of digital marketing platforms including but not limited to; PPC, Paid Social, Display and SEO.

I worked as a data analyst in business intelligence for an online managed services marketing company who develop and grow online gambling websites. Duties include:• Building monthly reports on the company's performance on a wide range of key performance indicators.• Analysing a wide range of acquisition and marketing campaigns, including their impact and effectiveness on the company’s revenue. This includes Google PPC, Advertisements, Direct Mail and Customer Relationship Management campaigns.• Using website analytics tools such as Google Analytics to analyse the traffic to our websites.• Writing SQL and T-SQL queries to source data from databases.• Building predictive analytics models using programming languages such as R to forecast customer LTV and to predict problem gamblers.• Using business analytics software such as Pentaho to perform advance analytics and produce insights.