Keith Macdonald Email and Phone Number
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I help clients build their data practice and analytics program to realize business value from data by aligning data strategy and experience design with technology solutions. To help do that I build teams that encompass technical, statistical, business and customer experience acumen.Digital Analytics, as I practice it, is the intersection of business analysis, user experience, technology, math, behavior and design. My 10 plus years' digital experience covers a bit of each of those fields.My professional strengths are:- communicating the results plainly and succinctly- speaking business, tech and data science- thinking through the whole problem- teaching, mentoring and developing junior resources and client stakeholdersMy analytics strengths are:- KPI definition- measurement & data strategy- testing, optimization and personalization- data integration- technical implementationI have experience with these technologies, languages and data sources:- Adobe Marketing Cloud: Analytics (Omniture SiteCatalyst), Test & Target, Audience Manager, Ad Hoc Analysis (Discover), Dynamic Tag Manager, Core Services- Google Analytics- comScore MediaMetrix- Optimizely- ClickTale- Quantcast, CrowdScience- DemandBase- JD Power Online 2 Offline (O2O)- MySQL- Tableau- Excel, VBA- HTML, CSS, JavaScript, jQuery, Angular, PHPI am an experienced leader and teacher, engaged by interesting business problems and strategic planning.
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Vp, Data InstrumentationRazorfish Jul 2023 - PresentNew York, Ny, UsDay-to-day client lead for Data & Analytics. I partner with clients by developing strategic solutions that maximize value from their data landscape and analysis capabilities. I build strong teams by fitting talent to task, encouraging everyone's voice and perspective, and coaching individuals' opportunities into strengths. Teams I lead are cross-discipline including Data Engineering, Science, Analytics and Instrumentation. Current client team is 15+ geographically-distributed (global) resources representing 7-figure annual agency revenue.
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Director Data InstrumentationRazorfish Jan 2020 - Aug 2023New York, Ny, UsData Science & Analytics team lead for a Fortune 100 financial services client responsible for measuring, analyzing, reporting on and optimizing end-to-end cross-channel performance marketing programs, leveraging full-stack Adobe Marketing Cloud, agency-designed Google Cloud Platform-based Customer Data Platform (CDP) and qualitative research tools. My team is responsible for designing and managing a data strategy, measurement framework, data collection (implementation), reporting and testing/optimization programs, and applying advanced analytics to solve marketing challenges. I drive transformation within the cross-agency client team and act as a trusted client partner, data & analytics strategist and technology translator.
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Guest Lecturer, Communication Culture And It ProgramSheridan 2010 - PresentOakville, On, CaJoint program with University of Toronto Mississauga. Guest lecture courses and topics:Online Advertising and Marketing (CCT356H) - Introduction to Digital Analytics: role in digital business, data collection methodologies, terms and basic concepts, campaign measurement and attribution models, data interpretation (started in 2012)eBusiness Technologies (CCT355H) - Overview of the role of business analysis in a digital business, the SDLC, development processes and technologies used by digital business (October 2010, November 2011)Web Culture and Design (CCT260H) - Overview of major Canadian media companies, the effects of media convergence and the role of Business Analyst in the development process (March 2010) -
Associate Director, Data InstrumentationPublicis Sapient Jan 2019 - Dec 2019Boston, Massachusetts, UsAdvising functional leadership about audience, data and technology strategy and marketing experience design for a multi-year multi-million-dollar marketing technology (MarTech) implementation and digital business transformation (DBT) project at a Fortune 100 financial services client. Driving transformation within the cross-agency client team and engagement within the cross-company business consulting team. Acting as a trusted client adviser, data strategist, technology translator, and travelling ninja. -
Associate Director, Data PlatformsSapientrazorfish Nov 2017 - Jan 2019New York, Ny, Us -
Instructor, Applying Digital Analytics WorkshopDigital Analytics Association Nov 2017 - Nov 2017I delivered a 1-day workshop as part of the eMetrics conference to registered students. Workshop curriculum focused on techniques to apply digital analytics in a variety of digital marketing contexts and build stakeholder buy-in, including dashboard and reporting design, test design and analysis and experience optimization.
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Marketing Science Associate DirectorCritical Mass Aug 2016 - Nov 2017Calgary, Alberta, CaClient work:I onboarded the BMW US analytics and reporting program, was reponsible for >$1mm annual analytics revenue, built a client team of 5 analysts and developed medium- and long-term roadmaps for analytics and data maturity. I coordinated tightly with CRM, Social and Media agencies and lead regular joint performance reporting and analysis, and lead our pitch for cross-discipline analytics strategy.I supported SAP Innovation Lab managing analysis (opportunities and results) and execution of optimization and personalization activities using Adobe Target and DTM. Areas of focus were user experience, content marketing and B2B lead gen campaigns.I managed reporting, ad hoc analysis and the Adobe Analytics implementation for Infiniti Global: infiniti.com global brand site and a portfolio of 42 market-specific sites. Activities included monthly reports, content and user experience optimization and analytics end-user support for local market management teams. My client was senior management and reporting was circulated to the C-Suite.Operations management:I was the Marketing Science discipline lead in NY, overseeing organic growth of 4 client accounts and a team of 3 direct reports. I lead the Adobe analytics partnership and was responsible for managing internal Adobe training and certification.People management:Experience includes managing and developing analyst and intern resources in New York, Toronto and Costa Rica. -
Marketing Science Senior ManagerCritical Mass Nov 2015 - Aug 2016Calgary, Alberta, Ca
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Marketing Science ManagerCritical Mass Mar 2015 - Nov 2015Calgary, Alberta, Ca
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Marketing Science Associate ManagerCritical Mass Oct 2012 - Feb 2015Calgary, Alberta, Ca
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Senior Web Analytics ConsultantUnilytics Oct 2011 - Oct 2012
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Consumer Insight AnalystTorstar Digital May 2010 - Oct 2011Toronto, Ontario, Ca -
Business Analyst, Autonet.CaCanoe Dec 2007 - May 2010Toronto, Ontario, Ca -
Customer Service RepresentativeCanoe Jul 2006 - Nov 2007Toronto, Ontario, Ca
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Member Services ConsultantCaa South Central Ontario Jun 2004 - May 2006Thornhill, Ontario, Ca -
Assistant Manager - Toronto Eaton CentreEddie Bauer Aug 2002 - Jun 2004Seattle, Washington, Us -
Sales AssociateEddie Bauer Apr 2000 - Aug 2002Seattle, Washington, Us
Keith Macdonald Skills
Keith Macdonald Education Details
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University Of Toronto - Victoria UniversityFinnish Studies -
Ryerson UniversityWeb Site Design & Development
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Omniture UniversitySitecatalyst Implementation
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Computer HelpMs Excel
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Ontario Legislative Page Program
Frequently Asked Questions about Keith Macdonald
What company does Keith Macdonald work for?
Keith Macdonald works for Razorfish
What is Keith Macdonald's role at the current company?
Keith Macdonald's current role is Analytics & MarTech Leader | Data strategist, I build strong teams.
What is Keith Macdonald's email address?
Keith Macdonald's email address is li****@****nald.ca
What is Keith Macdonald's direct phone number?
Keith Macdonald's direct phone number is +141668*****
What schools did Keith Macdonald attend?
Keith Macdonald attended University Of Toronto - Victoria University, Ryerson University, Omniture University, Computer Help, Ontario Legislative Page Program.
What skills is Keith Macdonald known for?
Keith Macdonald has skills like Web Analytics, Omniture, User Experience, Business Analysis, Business Process, Problem Solving, Sitecatalyst, Kpi Development, Measurement Strategy, Product Optimization, Adobe Marketing Cloud, Digital Analytics.
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