Daniel Lederman Email & Phone Number

San Jose, California, Us

San Jose, California, Us

Purchase, New York, Us

Measure causal impact of advertising on eCommerce sales, leveraging experimental design, machine learning, and media-mix models. Collaborate with brand marketing, performance marketing, finance, and data science to allocate budget efficientlyDesign A/B tests and matched-market tests, leading to 15% improvement in click-through ratePrepare reporting for C-level, detailing return on ad spend (ROAS) and customer lifetime value (CLV) across eCommerce pure play and eGrocery media partners

Queens, New York, Us

Led a team to provide custom analytics for various clients of a4 Media and automate attribution reportingDeveloped new analytic products that give clients greater visibility into television tune-in and audience insights

Irvine, California, Us

Designed and executed experiments (A/B and multivariate tests) to measure the incremental impact of digital and cross-channel advertising on retail sales and television tune-in, generating $7 million in revenue annuallyScaled customer data insight tools and recommended marketing strategies, leveraging one of the world’s largest first-party subscriber databases. Used tools to win accounts with new Fortune 100 clients, and create marketing stories covered by Forbes, AdAge, and MediaPostAutomated and scheduled procedures using SQL and scripting languages, and designed Tableau dashboards to manage hundreds of incrementality tests and digital marketing initiatives

New York, Ny, Us

Taught a data analytics course geared toward underemployed New Yorkers who have no prior tech experience, and to managers, digital marketers and data analysts. The course is offered through a partnership between General Assembly and the NYC Tech Talent Pipeline (a division of the Small Business Services).Course goals: - Understand why and how data is collected and how it is used by businesses to drive decision making.- Use Excel, SQL, and Tableau to collect, clean and analyze large datasets- Present data driven insights to key stakeholders using data visualization and dashboards- Telling compelling stories with data- Identify best tools for use given the problem presented

New York, Ny, Us

Managed the monitoring, measurement and reporting of 40+ public service announcement campaigns. Focused on digital, broadcast, outdoor and earned mediaDesigned and managed implementation of an enterprise-level database and BI platform reporting tool; collected business requirements and documented technical specificationsEvaluated measurement methodology and distribution practices, and made recommendations that optimize effectiveness and reach

New York, Ny, Us

Programmed in VBA a dashboard reporting tool, providing access to key campaign metrics and benchmarks. Designed user interface and output charts in Excel, created a data structure in Access, and implemented data connectivity between the twoAutomated quarterly reporting processes using VBA, saving department an estimated 2 months of labor per year; and utilized advanced technical skills (SQL, Access, VBA) to improve and enhance data and reporting processes

Us

Worked with Planner and AMD on all facets of media planning and execution, utilizing major portals, display sites and search engines. Familiar with both branding and acquisition strategiesTransitioned client from Cost Per Conversion reporting/optimization metrics to more advanced Revenue and ROI metrics, creating increased transparency for optimizationUtilized expertise in VBA programming to automate client and internal reporting, resulting in quicker execution of reports and enabling agency to track daily performance

Master Of Science (M.S.), Business Analytics

One Year Program

Education record

Education record

Bsm, Marketing And Information Systems