At 33 Sticks, we partner with companies to provide strategic analytics services. We advise Fortune 500 companies on how to use insights from their data to improve their business. We also partner with unique early-stage startups to help position their products to investors, and on the same token we work with investors to evaluate the potential of new startups they are evaluating. Through the art and science of digital intelligence, we help companies make informed decisions and maximize profits.At 33 Sticks, we aren't traditional web analysts, we are business advisors that just happen to be really good with data.

Instructor of a Web Analytics course. This class is one of the required courses in an Online Marketing Certification program at UC Irvine.

Mentor at the Lean Startup Machine, the world's leading bootcamp on Lean Startup methodology.

As Director of Digital Intelligence, I was tasked with creating a new consulting unit within Keystone that would be focused on analysis, optimization, and data sciences. In my role, I successfully recruited, hired, and mentored top tiered talent that in-turn created and delivered tremendous value for our clients. I created a practice that was hyper focused on driving value for clients with a focus on projects & solutions, rather than simply billing for hours. I was able to successfully lead a practice that previously didn’t exist, to a group that became responsible for a multi-million dollar P&L. As a Principal Analyst, I developed a proven track record for producing high value results for my clients. For one large, global retailer, I was able to drive an 8% lift in revenue for specific returning-visitor segment on their site, by defining and managing the execution of a targeted campaign to recapture visitors back into the shopping experience. As a testament to the value that my team was able to create for our clients, we had a 89% success rate in expanding client engagements.

As a senior analyst, I measure the success of online projects across 28 different corporate brands using ProClarity and the Omniture suite of products. As an optimization strategist, I work to identify key areas of the site for optimization and define the elements on the site with the highest potential to produce gain. My internal financial analytics work includes analysis of revenue, subscriber acquisition cost (SAC), life-time value (LTV), advertising revenue, affiliate performance, and paid search efficiency. In the past 12 months:• Drove the creation of a landing page test that resulted in a 102% lift in revenue/new visitor to the site. After adopting this winning treatment, we also experienced an immediate 18% lift in overall daily registrations.• Self-initiated an investigation of a specific visitor cohort, which unveiled the fact that cross-selling members from one site to another sister sites was damaging conversion by 36%. All cross-site registration options were discontinued within 30 minutes following my presentation to the executive team.• Partnered with our manager of web analytics to work around the lack of automated reporting functionality in Omniture Discover, leverage the Omniture API, extract segmented data, and render automated dashboards for the executive and management team.

As part of the Online Payments group, I would write business requirements and specs for projects focused on optimizing payment processing, decreasing online fraud, reducing chargeback rate, re-negotiating credit card and check processing fees, and setting up international processing for our new businesses in France, Canada, and the UK.• In March of 2008 I influenced a deployment that resulted in a 50% reduction in credit card authorization fees for new purchases.• In 2008, I also re-negotiated fees with one online payment processor, to save Spark thousands in online check processing fees.• Worked on the deployment of a project to re-capture lost revenue by re-marketing to unsuccessful purchasers.

Selected to join a small specialized team and lead the effort to complete an internal end-to-end operational analysis of the business at the Spark Networks headquarters in Beverly Hills. By mid-year 2008 (the following year), I brought our ongoing operational compliance process to optimal efficiency, by empowering each department to manage their part of the internal process independently. I was able to reduce the scope of internal controls significantly and save the company over 130 man hours with each analysis and audit cycle. In the process, I gained visibility into every facet of the business, and acquired a more holistic understanding of the type of constraints IT processes business operation.

As a product manager at Spark Networks I translated business and marketing requirements into specifications, for the design of new site features for JDate.com. I pioneered the implementation of tracking user behavior on the site, at a time when Spark had no analytics department at all. I initiated numerous analyses for evaluating product and marketing tactics and strategy, and empowered other Product Managers to look to analytics data for guidance in defining the product.I worked closely with the data warehouse team and the BI technical team.

CreditReport.com is one of the leading direct-to-consumer provider of credit reports, and one of the fastest-growing credit solutions e-commerce sites on the Internet. At the time, the company had more than 1.4 million members across the country. At MNI, I was responsible for developing new ideas and concepts into well defined product features. This included coming up with innovative ways to increase acquisition by manipulating the user experience, optimizing the purchase funnel, and improving retention, and increasing the lifetime of the memberships.Aside from contract and strategic negotiations, I handled most of Mighty Net’s outside communications.I also spec’ed out and drove the implementation of an offer system, built to target different user behavior with different site experiences. This was a direct product of analytics insight which revealed multiple user personas on the site having different LTV.Key Accomplishments:• Designed a dynamic upsell section for the CreditReport.com membership area, built to target users with offers depending on their renewal status. After its launch in 2006, monthly revenue increased for both the credit report and credit monitoring product.• Implemented a different approach to our credit report transport. This change in the way we retrieve credit reports from the credit bureaus resulted in reduced cost for the credit report family of products as well as a 3% increase in online identity-verification success rate. This immediately translated into lower cancellation and chargeback rates.• Built an ‘Email Recapture’ campaign to re-engage existing members. In December of 2005 alone, this generated hundreds of additional orders, with an average lifetime-value of $76. Other than our design and deployment effort, no marketing expenses were involved.

Development of ERP software solutions for mid-size companies. Analyze requirements, develop design specifications customized to fit business needs, and integrate solutions for product management, order processing, manufacturing, inventory control, contact relationship management, and financials.