John Skjolden Email & Phone Number

Ballerup, Capital Region, Denmark

- Currently advancing the CX and web analytics, KPI and insights efforts within Tryg Private

Ballerup, Capital Region, Denmark

- Demonstrated 500+ mio. DKK annual revenue and avoided cost in the company's online channel using and vastly improved company insight transparency on targets and ongoing must win battles within a wide range of very different KPIs.- Led a complete overhaul and reimplementation of Tryg's web data layer and analytics architecture within just three months of arrival, using best-in-class tag management and web analytics tools (Tealium and Adobe) thus reconnecting vital business requirements with the best agile implementation practices. - Implemented a new Marketing Channel Tracking framework using customized new tracking code syntax and automated processing rules for real time standard reporting on a number of attribution models enabling new insights into marketing ROAS and brand effectiveness in digital campaigns.- Spearheaded data democratizing efforts by breaking traditional data insight bottlenecks empowering and teaching agile teams to constantly track, report and gain valuable insights on digital projects and A/B-tests.- Provided blueprint methodology for advancing standards of insight and metric definition in the company's cooperate online board - a forum for the business units comprising Scandinavia's biggest insurance company.- Embarked on a new exciting CX analytics journey by spearheading new sentiment analysis and data visualisation of customer experience- Drank thousands of cups of coffee and cracked many hours of absurd jokes, innuendos and obscure references to weird literature, music, films and tv series.

Copenhagen, Denmark

Rethinking and redefining CRM, digital marketing & web analytics within the PANDORA Group with emphasis on democratizing data, reporting and insights to more than 70 markets.- Track lead in Pandora Global CRM within customer digital analytics and product recommendations- Implementing a highly customized solution design of Adobe Analytics Premium and Target across Pandora's digital touch points collecting billions of data records real time on 70 brand sites and 14 estores on desktop, tablet and mobile platforms- Conducted global roll out of data democratization of analytics and insights in Pandora's Group and local marketing departments- Responsible for optimization analysis of Pandora's EDM program across 70 markets.- Optimizing time to market and site load performance by heading migration project from CMS hard coded 3rd party analytics- & remarketing scripts to Tealium TMS - Running optimization of user journeys via A/B & multivariate test programs- Responsible for scoping and implementing 3rd party tag integration solutions via the Tealium tag management solution for all Pandora markets

Copenhagen Area, Denmark

RESPONSIBILITIES:- Responsible for online sales/customer service data collection, data validity, and management reporting.- Owner of conversion sales optimization of all product offers through telenor.dk. - Responsible for optimization of marketing channel effectiveness using a mix of attribution models.- Managing testing and targeting of key content for personalized content and optimal web experiences.- Leveraging DK best practices to spearhead implementation of conversion/customer service analysis across all of Telenor Group’s ecommerce business units. RESULTS:- End-to-end implementation of Adobe Analytics, Test & Target, Adobe Survey on telenor.dk- Doubled sales conversion rates within the highly competitive DK telecommunications market- Cultivated an analytics culture which ensures all decisions are fact-based and rooted in multivariate testing of new business ideas- Grown digital sales share from single to double digits- Defined and implemented Digital Marketing and Measurement Models within sales, lead generation, social, customer service, SEMSEO and brand marketing- Spearheaded solid KPI frameworks and ensured live reporting through smartphone and web dashboards to a large group of key stakeholders- Pioneered data visualization techniques that focus on analysis rather than just meaningless data points- Increased Net Promoter Scores from 32 to 65 within customer service through active daily use of advanced digital analytics- Documented € 10+ mio yearly cost savings of online customer service through advanced analytics solutions that incorporate both qualitative and quantitative data sources- Documented ROAS of 120% on paid advertising through display, SEM and affiliate programs through a custom Marketing Attribution model that balances First, Last and Distributed Attribution

RESPONSIBILITIES:- End-to-end implementation of Adobe Analytics, Test & Target, Adobe Survey on leading DK directory site degulesider.dk- Development and presentation of ROI analysis for Key, Major, Portfolio, and New Sales clients. - Responsible for daily/weekly/monthly KPI-reporting and target setting for DGS’ online program. - Providing analytical input to projects concerning operational excellence, customer dialogue, content collection, partnership optimization and SEM/SEO. - Pioneered mobile analysis of mobil.dgs.dk and DGS iPhone-app.- Responsible for online sales/customer service data collection, data validity, and management reporting.- Development of online analytics strategy for DGS owners European Directories SA (EDSA). - Completed Target and KPI blueprint for EDSA’s BUs in NL,DK,SE,CZ,SL,PL,FI,AU.- Data collection and ROI-reporting for EDSA’s directory clients.- Implementation of Adobe Analytics for EDSA on new IT stack.RESULTS:- Provided accurate ROI-reports on online directory ad spend for 500.000 DK clients- Developed intuitive search and ad impression sales tools for 200 DK sales representatives- Documented sales lift potential of 1/2 bio. DKK for cross-channel directory sales projects- Ensured accurate ROI-reports and dashboards for all key stakeholders- SCRUM project management of cross market sales tools to 10 mio. European directory clients- Defined and developed the official research standard of the commercial Danish internet market. (Gemius)

Copenhagen Area, Denmark

RESPONSIBILITIES:- Implementation of partner program at De Gule Sider Online. - Configuration and optimization of DGS’ Google Adwords account. - Project management of widget web application development and search tools for third party implementation. - Configuration and implementation of KPI-reporting in SAS WebAnalytics. RESULTS:- Development and project management of a portfolio of 15 platform specific web applications and mobile widgets- Optimized Google search engine marketing spend with a lift of 23% in ROAS year-over-yearProject managed and launched SAS WebAnalytics within a very aggressive time frame of 2 1/2 months

Copenhagen Area, Denmark

RESPONSIBILITIES:- Responsible for public, published TNS Gallup Interactive online media research in Denmark and Norway.- Key Account Manager for select clients at TNS Gallup Internett, Norway. - Head of Analytics Training responsible for education of Gallup Interactive’s DK customer base. - Technical and PR writer at new product launches.- Weekly columnist in DK’s leading business paper, Børsen Medie Marked, covering new trends in the Danish internet market.RESULTS:- Grew sales to new media clients with 40% year-over-year- Developed and curated tailored training material to a portfolio of 150 very diverse clients- Wrote more than 100 high profile analytics articles promoting TNS Gallup research results in DK’s leading business paper