Danielle Van Dyk Email & Phone Number

San Diego, Ca, Us

Mountain View, California, Us

REVOLUTIONIZED MEDIA SPENDING ASSESSMENT – Built TurboTax’s first in-house marketing mix model from the ground up, revealing shortcomings in third-party models and identifying opportunities for improvement regarding model feature selection, feature grouping, and seasonality. Uncovered $175M annual revenue potential, steering a strategic move towards user-level experiments across diverse channels. ADVANCED LTV MODELING LED TO ENHANCED PAID SEARCH ACCURACY – Trained and integrated 272 machine learning models to predict customer LTV, integrating revenue, retention, and cost components for multiple customer segments. Set up daily batch predictions to score new customers. Collaborated with the paid search team and Google to implement a tROAS bid strategy to enhance the efficiency of TurboTax’s paid search campaigns. INITIATED TURBOTAX CUSTOMER SEGMENTATION – Created a segmentation proof of concept for TurboTax’s underpenetrated segments to enable more personalized CRM messaging, increased product relevance, and new customer targeting through look-alike models. This achievement was key in initiating an enterprise-level segmentation effort across multiple departments a year later.

Chicago, Illinois, Us

GUIDED MEDIA SPEND DECISIONS WITH INCREMENTAL ROAS ANALYSIS – Triangulated various methods, including regression, last-click, promo code analysis, and holdout tests, to measure incremental ROAS across diverse marketing channels. Explored financial impacts of discontinuing controversial sponsors, experimented with the impact of paid search on retention, evaluated the effects of removing TV advertising, and conducted Facebook advertising holdout tests. ENHANCED FINANCIAL PERFORMANCE THROUGH STRATEGIC LTV MODELING – Analyzed customer profitability across different time frames, enabling executives to strategically balance between immediate and medium-term margins when choosing media spend levels. Collaborated closely with marketing channel managers to calculate the marginal cost of acquiring a new customer at different spending levels, ensuring media spending aligned with the desired marginal payback. PILOTED MACHINE LEARNING BASED PRODUCT RECOMMENDATIONS – Led the development of a neural network for rank order customer interest across 80 product categories. Mentored an intern in developing the first iteration of the model and subsequently conducted training for multiple iterations, adjusting feature selection, and performing hyperparameter tuning. The project led to the creation of a full-time role for the intern. CULTIVATED A CULTURE OF LEARNING – Founded and led a dynamic machine learning club with 10-15 members, creating an environment that encouraged collaboration, learning, and knowledge sharing. Spearheaded impactful projects focused on developing product recommendations, enhancing website platform capabilities to optimize user experience, and conducting targeted email tests.

Boston, Massachusetts, Us

STRATEGIC MARKETING ANALYTICS LEADERSHIP – Managed a Marketing Analyst, led the development of innovative forecasting and marketing measurement methods, addressed media optimization challenges, and quantified diminishing returns on marketing investment. Ensured a strategic, data-driven approach to maximize ROI, consistently enhancing overall marketing effectiveness and efficiency. ACHIEVED PRECISION IN MEDIA PERFORMANCE – Analyzed and forecasted the incremental contributions of hundreds of media placements in a $40 million budget to select the most effective media investments as well as efficiently staff the call center. Identified opportunity to increase net profit by at least $7 million by either eliminating or reallocating ineffective media spending. REVOLUTIONIZED PRINT A/B TESTING STRATEGY – Transformed print testing through a comprehensive A/B testing strategy, encompassing graphic, headline, and call-to-action variations. Introduced a systematic process to strategically design tests, conduct statistical analysis, and document results in a way that would remain easy to access for years to come. Advertising performance improvements frequently exceeded 10% and occasionally reached up to 40%

Burbank, California, Us

STRATEGICALLY PLANNED AND EXECUTED PRECISION ADVERTISING INITIATIVES - Strategically managed multi-million dollar advertising spend in a capital-constrained start-up, consistently surpassing cost-per-customer acquisition targets by up to 60%. Maintained tight control over media performance while establishing new marketing channels and expanding into new geographic markets. ACTIVE PARTICIPANT IN WEEKLY C-SUITE/ANALYST BUSINESS STRATEGY MEETINGS – Delivered presentations and actively participated in strategic discussions during weekly meetings with the CEO, COO, CFO, CMO, and business analysts. Offered vital insights on customer acquisition and engaged in lively debates about business strategy in the dynamic environment of a rapidly scaling startup.

Jacksonville, Fl, Us

IDENTIFIED EFFECT OF TV ADVERTISING – Used GfK and AC Nielsen data to assess the effectiveness of advertising GRPs.OVERSAW COMMUNISPACE PANEL OF 300 EYE DOCTORS – Consulted with internal stakeholders to identify and prioritize research needs, worked with Communispace to write and field surveys, analyzed data, and wrote reports summarizing findings and offering actionable recommendations IN-DEPTH INTERVIEWS – Attended in-depth interviews in Los Angeles and Denver in preparation for a new product launchTRACKING SURVEY – Assisted in preparing tracking survey for new product launch.

Mba, Marketing, Cum Laude

A.B., Psychology, Philosophy-Neuroscience-Psychology

Education record