Kathy Olson Email & Phone Number

Rochester, New York Area

Support and drive the Health Plan's digital strategic initiatives and business goals through extensive analysis of the digital customer experience. Analysis includes web, mobile, social and email, using data for insights which drive the execution and prioritization of digital initiatives aligned to the road map. Ensures that digital analysis stays focused.

Freelance

Freelance / contract, supporting the digital marketing efforts of several large clients including University of Rochester, Carestream, Domino Sugar and Cardinal Health. I work closely with clients to build an analytics roadmap, connect key business objectives with website goals, identify KPIs and determine metrics needed to monitor for success. My work.

101 Marina Drive, Rochester, NY

• Defined and implemented measurement strategies for websites and digital campaigns that aligned with client business objectives then reported out on campaign results and ROI
• Created digital dashboards for the online customer sales funnel
• Set up goals and conversion funnels and to measure website effectiveness and recommend optimizations for improved visitor experience
• Designed custom reporting formats to monitor progress of digital campaigns by combining front end metrics (impressions, CTR, CPC/CPM) with website data (visits, events, bounce rate, etc.)
• Performed PPC audits and built ROI models for digital campaigns using online visitor behavior and campaign results
• Quantified the business impact of a major client website by combining offline and online data

Eastman Kodak

• Built customer profiles from ink burn data for use in Kodak’s first customer loyalty program and used social media to continuously monitor brand sentiment throughout Chapter 11 process.
• Created segmentations to analyze Kodak customers for ink burn behavior, identifying key segments to target for an expected 8-10% lift compared to random sample.
• Wrote reports from social media data for senior management during Kodak’s Chapter 11
• Effectively collected and analyzed thousands of social media posts to understand & quantify customer product experience, replacing primary research and saving significant costs.

• Defined objectives, designed measurement frameworks and analyzed results for digital campaigns then followed with recommendations for improvement.
• Mined social media data to analyze reach & sentiment of brand, identifying key issues and concerns early in brand campaigns
• Averted potential crisis by using social media data to find and report customer concerns regarding a significant defect in Kodak’s highly rated digital video camera.
• Produced a Social Media Dashboard and established metrics around Reach, Participation, Impact and Influence to quantify the impact of social media to the business.

• Co-designed and analyzed usability and online satisfaction studies for global corporate website with over 100,000 pages and 4M monthly visitors in 34 countries.
• Recommended site changes to increase successful problem resolution by 10%, saving an estimated $300K per month in reduced call center volume.

Eastman Kodak

• Analyzed and reported metrics for Kodak’s global corporate website using HBX, Google Analytics and other tools. Built visitor profiles to understand who comes to the site, reason for visit and outcome of visit so.
• Identified key sources of traffic, compared conversion rates across traffic sources and recommended actions to increase traffic from sources with highest conversion rates.
• Designed and conducted A/B tests for new home page designs.
• Built a predictive model for monthly visitor traffic which allowed online store to generate more accurate revenue forecasts and better plan product inventory.

• Research analyst for global employee satisfaction survey implemented quarterly to 40,000 employees worldwide. Analyzed qualitative data for trends & quantitative data for drivers of employee satisfaction; linking.
• Isolated upper level management responses to key questions around confidence in the future of the company to better predict management success at leading through significant change.
• Authored guide book to assist supervisors in the use of employee data and led dozens of workshops to help teams create action plans for using survey data for change.

Master'S Degree, Mathematical & Applied Statistics, 3.6

Marketing Research Certification, Principles Of Marketing Research

Six Sigma Tool & Methodology

Bs, Biololgy / Chemistry, 3.7