Derrick Shields

Derrick Shields Email and Phone Number

Sr. Engineer, Analytics & Tag Implementation @ Caterpillar Inc.
Derrick Shields's Location
Greater Minneapolis-St. Paul Area, United States, United States
Derrick Shields's Contact Details
About Derrick Shields

Data-driven marketing expert focused on digital web analytics, tagging, reporting, and measurement. With a strong background in both web development and digital marketing, I specialize in providing end-to-end digital engagement, planning, and execution.

Derrick Shields's Current Company Details
Caterpillar Inc.

Caterpillar Inc.

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Sr. Engineer, Analytics & Tag Implementation
Website:
caterpillar.com
Derrick Shields Work Experience Details
  • Caterpillar Inc.
    Sr. Analytics Implementation Engineer
    Caterpillar Inc. Sep 2024 - Present
    Irving, Texas, Us
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  • Iquanti
    Lead Data Analyst
    Iquanti Aug 2024 - Present
    Jersey City, New Jersey, Us
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  • Net Conversion
    Manager, Analytics Implementation & Testing
    Net Conversion Nov 2022 - Sep 2024
    Orlando, Florida, Us
    Providing expertise at the intersection of digital analytics, tag management, and A/B testing methodologies to drive business growth through digital marketing.• Execute extensive migrations from Universal Analytics to GA4• Implement technical server-side Google Tag Manager solutions• Comprehensive GA4 Ecommerce Implementations• Integrate Conversion APIs for platforms including Facebook, TikTok, Pinterest, and Bing• Manage Google Cloud Platform (GCP) services, including Cloud Run, App Engine, and BigQuery• Compliance reporting for GDPR, CCPA (etc) via OneTrust and TrustArc• Deliver comprehensive reporting and measurement through Looker Studio• Maintain web analytics implementations via tag management platforms such as Google Tag Manager, Adobe Launch, Ensighten, and Tealium• Plan and execute migrations of Tag Management Systems (TMS)• Implementation and monitoring of digital marketing pixels for all media and marketing platforms• Audit existing tagging and analytics implementations to identify improvements, documenting recommendations and business cases• Create and maintain Solution Design Reference (SDR) specifications to document all client-side web touchpoint variables for reporting• Develop custom JavaScript tagging solutions to capture necessary analytics data• Architect and document dataLayer requirements for website and app developers to enhance tagging data collection• Collaborate with external third-party agencies to implement tags• Consult stakeholders to identify KPIs for reporting and measurement• Conduct technical SEO audits, provide recommendations, and execute changes• Implement e-commerce tagging and configure analytics for reporting• Conduct A/B split testing experiments, including hypothesis development, tracking, and testing• Consult and coach team members on analytics and tagging best practices
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  • Nexus Media
    Digital Analytics & Tagging Consultant
    Nexus Media Sep 2021 - Nov 2022
    Minneapolis, Mn, Us
    Provide expertise at the intersection of digital marketing, analytics, tag management, and to drive business growth through digital marketing.• Implemented and maintained web analytics via tag management platforms such as Google Tag Manager, Adobe Launch, Ensighten, and Tealium• Performed extensive migrations from Universal Analytics to GA4• Compliance reporting for GDPR, CCPA (etc) via OneTrust and TrustArc• Executed Tag Management System (TMS) platform migrations• Audited existing tagging and analytics implementations to identify workflow improvements, documenting recommendations and business cases• Created and maintained Solution Design Reference (SDR) specifications to document all client-side web touchpoint variables for reporting• Developed custom JavaScript tagging solutions to capture necessary analytics data• Architected and documented dataLayer requirements for website and app developers to enhance tagging data collection• Collaborated with external third-party agencies to implement tags• Consulted stakeholders to identify KPIs for reporting and measurement• Conducted technical SEO audits, provided recommendations, and executed changes• Implemented e-commerce tagging and configured analytics for reporting• Conducted A/B split testing experiments, including hypothesis development, tracking, and testing• Consulted and coached team members on analytics and tagging best practices
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  • Strategic Education, Inc
    Manager, Digital Technologies And Marketing Analytics
    Strategic Education, Inc Mar 2020 - Sep 2021
    Herndon, Va, Us
    Directly managed all tagging initiatives across a wide range of public web properties across our higher education and alternative learning offerings, currently spearheading the drastic changes undergoing the analytics industry including User Privacy Requirements, Server-Side Tagging, and the downstream implications on both internal reporting and interfacing with third-party vendors and reporting systems.• Lead a team of five team members on the Enterprise Marketing Analytics Team to work with analytics and tagging tools including Adobe Analytics, Adobe Launch, Google Analytics and Google Tag Manager• Solely responsible for the implementation, testing and optimization of third-party vendor tags, supporting the broader tagging team with technical expertise as necessary• Provide expertise and guidance to media teams, analysts, and other internal teams regarding technical industry changes and forward-looking resources and expectations• Work close with technical and development teams to identify and scope back-end website needs as it pertains to tagging, analytics, reporting, and measurement initiatives• Liaison between business leaders and media teams to scope reporting needs• Champion actional data and analytics to improve return on marketing campaigns and media spend
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  • Mmb
    Manager, Digital Marketing, Analytics & Tag Management
    Mmb Aug 2018 - Apr 2020
    Boston, Ma, Us
    In this role, I directly managed the implementation of tag management and analytics platforms with a focus on data accuracy, website speed, and compliance with user privacy laws. Additionally, I provide technical guidance and expertise to agency partners and lead all analytics and tag management initiatives.• Lead all data/analytics initiatives using Google Marketing Platform (Google 360) and the Adobe marketing platform• Led a robust, multi-website tagging migration from Tealium to Ensighten, coordinating business needs and team resources across dozens of websites • Develop custom Google Analytics segmentations, custom dimensions, and advanced reporting metrics for corresponding stakeholders and teams and partner agencies• Support national and regional partners' Google Analytics and Adobe Analytics needs • Develop custom data layer architecture for tracking, tagging, and other business requirements• Work with development teams to architect and implement advanced data layer enhancements• Optimize website tagging with a focus on site speed and performance• Work with marketing and engineering teams to drive A/B split-testing best practices
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  • Thrivent
    Sr. Growth Product Manager
    Thrivent Nov 2015 - Jul 2017
    Minneapolis, Mn, Us
    Hybrid Marketing Manager / Product Owner role reporting to CMO. Responsible for growing core financial products and services for the organization. Manage the digital marketing team. Serve as liaison to CIO, developers, and technical colleagues.• Manage external advertising agency partner relationships and other vendors• Work with sales operations to integrate digital marketing campaign data with Dynamics CRM • Provide leadership and guidance to a team of 12-15 digital marketers• Work with executive leadership to develop quarterly and annual budgets for the marketing team• Optimize paid search campaigns resulting in a -400% reduction in cost per lead• Implement a marketing automation strategy for existing leads with a 25% re-engagement rate• Paid Search Audits and Optimization• Google Tag Manager Implementations and Governance• Paid Search Management & Optimization• Website / WordPress Performance Optimization• A/B Split Testing, Personalization and User Testing
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  • Minnesota Interactive Marketing Association
    Vice President
    Minnesota Interactive Marketing Association Feb 2015 - Mar 2016
    Plymouth, Mn, Us
    Oversee and direct all marketing & technology related initiatives for the organization, including website functionality, content, reporting and strategic partnerships. • Ensure fellow board members have access to tools and resources they need to grow• Grow and promote the organization within the digital marketing community• Ensure effective membership registrations and financial KPI's are being met • Managed Ecommerce platform for membership and event registration• Provide marketing and financial reports to the board• Formerly served as Director of Technology
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  • Minnesota Interactive Marketing Association
    Director Of Technology
    Minnesota Interactive Marketing Association Feb 2014 - Feb 2015
    Plymouth, Mn, Us
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  • Three Deep Marketing
    Sr. Interactive Solutions Architect
    Three Deep Marketing Jun 2012 - Nov 2015
    Saint Paul, Mn, Us
    Work with Fortune 500 brands to lead all web development and digital marketing initiatives. Managed all Reporting & Measurement via Google Analytics and Google Tag Manager.• Focus on using customer data to tell a story and inform the decision-making process • Serve as point of contact for the Google Analytics Certified Partners (GACP) program• Manage client reporting and web analytics implementations utilizing tools such as Google Analytics, Adobe Analytics, Webtrends, and Google Tag Manager• Facilitate cross-departmental meetings by serving as a liaison between marketing and technical teams.
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  • Webproleads
    Co-Founder, Head Of Marketing
    Webproleads Feb 2010 - May 2012
    WebproLeads is a performance marketing company focused on lead generation services for partners in the education vertical. Leveraging our extensive multi-channel online media expertise, we engage your customers through our expertise in organic and paid search, media buying, social media, email marketing, and landing page optimization.WebproLeads was acquired by Quinstreet, Inc in 2012.
  • State Of Minnesota
    Information Technology Specialist 5
    State Of Minnesota Jan 2006 - Jun 2010
    Saint Paul, Minnesota, Us
    Sr. Web Development role managing the strategic integration and development of various internal/external systems and databases, working with lending partners to ensure first-time homebuyer programs are accurate and up-to-date, and integrating various Federal and State multi-family loan administration systems to support affordable housing initiatives.
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Derrick Shields Skills

Online Marketing Seo Ppc Sem Online Advertising Web Analytics Email Marketing Google Analytics Lead Generation Social Media Marketing Social Media Marketing Digital Marketing Affiliate Marketing Mobile Marketing Web Development Interactive Marketing Landing Page Optimization Advertising Online Lead Generation Search Engine Marketing Web Marketing Google Adwords Search Engine Optimization Digital Strategy Wordpress Media Buying New Media Website Development Pay Per Click Organic Search E Commerce Search Advertising Web Design Keyword Research Google Tag Manager Creative Direction Multi Channel Marketing Conversion Optimization Customer Acquisition Mobile Devices Web Strategy Digital Media Google Webmaster Tools Online Reputation Management Marketing Strategy Display Advertising

Derrick Shields Education Details

  • University Of Minnesota
    University Of Minnesota

Frequently Asked Questions about Derrick Shields

What company does Derrick Shields work for?

Derrick Shields works for Caterpillar Inc.

What is Derrick Shields's role at the current company?

Derrick Shields's current role is Sr. Engineer, Analytics & Tag Implementation.

What is Derrick Shields's email address?

Derrick Shields's email address is de****@****ion.com

What is Derrick Shields's direct phone number?

Derrick Shields's direct phone number is +165199*****

What schools did Derrick Shields attend?

Derrick Shields attended University Of Minnesota.

What are some of Derrick Shields's interests?

Derrick Shields has interest in Science And Technology, Education.

What skills is Derrick Shields known for?

Derrick Shields has skills like Online Marketing, Seo, Ppc, Sem, Online Advertising, Web Analytics, Email Marketing, Google Analytics, Lead Generation, Social Media, Marketing, Social Media Marketing.

Who are Derrick Shields's colleagues?

Derrick Shields's colleagues are Michelle Rodriguez, Chakri Vadlamani, Magda Vieira, Christophe De Lorenzi, Daniel Nicolette, Jason Walker, Robert Comer.

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