Lynette O'Connell Email & Phone Number

Research, design and build innovative marketing analytic solutions for clients. Understand and interpret stakeholders’ situations, needs and feasible solutions using a wide range of complex analytical tools, using this information to create solutions that increase clients’ ROI.

Las Vegas, Nevada Area

I help people improve their income by succeeding in their home businesses with training courses, consulting and support to improve their return on time and money.

In the field assisting clients to use their data to increase revenue. My skills include deep-diving into the data to evaluate marketing and operations programs; pulling data using a large variety of diverse system software; and making strategic marketing decisions around that data with easy-to-utilize reports and visuals.

Las Vegas, Nevada Area

As Business Owner play the customer advocate role in the development of the product solution; the face of the business; the person who gathers customer feedback and works with the Product Manager to ensure the product continues to achieve our customer’s needs. As Business Owner I am extremely familiar with customers’ applications of the products, and charged with driving customer satisfaction, and thus increased sales.

Las Vegas, Nevada Area

As Director of the Customer Success program, Lynette defines and optimizes the customer journey through post-installation with a focus on driving customer value through adoption and ROI. This position is responsible for all aspects of the Customer Success program including, Managing Customer Success activities, measuring effectiveness, optimizing the customer journey, lead role in product evolution, lead and groom a world-class team, and inspire Customer Success across the company..

Las Vegas, Nevada Area

As the Sr. Marketing Process Manager, Lynette defined and optimizes the customer journey through post-installation. This included a focus on customer adoption by working with the customers to get their marketing programs transitioned to the VizExplorer software and then continuing with Best Practices to ensure customer retention and customer ROI.

Las Vegas, Nevada Area

Using advanced analytics, identify opportunities for improving marketing operations. With the use of available gaming and customer data, create detailed reports and recommendations for customers to assist them in optimizing casino marketing operations. Research, design and build innovative analytic solutions for clients. Understand and interpret clients’ situations, needs and feasible solutions using a wide range of complex analytical tools and processes to identify problems and trends in clients’ operations. Project Manage the process by creating and communicating the scope of work for engagements, internally and externally and assisting clients through the implementation of recommendations.

Las Vegas, Nevada Area

• Currently - Project manager over SW Unification for the Marketing department. Oversee the department through touch point inventories; identifying critical business practices, policies and procedures; creating and implementing standardized policies; indentifying best practices and implementing recommendations as the Arizona and Nevada systems transition into one system.Developed Bundle Roll Off analysis strategy that alerted Cox systems of the potential loss of $50MM cross our national footprint, informed Retention team, and developed campaign exit strategy reporting; tested, analyzed churn, revenue and customer behavior; reported findings for corporate execution.Developed campaign analysis for the marketing team that initiated review that led to strategy changes - Las Vegas system lead the company in unit/bundle sales, revenue and OCF against 2011 goals for the company in 2011. -Reports included general market segment performance, customer profiles; media mix; retention analyses; churn reports; unit conversion; DNIS reports and, upgrade and acquisition tracking.Designed and executed campaign roll-off cohort analysis providing Cox with early indicators of treatment performance and customer churn

•Reviewed the customer ROI and developed resolution while maintaining current customer relationships and decreasing marketing reinvestment costs by $2MM. Created metrics for Database Analysis, Campaign Management, and Data Hygiene•Developed a suite of standard reports for properties and executives from database to ensure one version of the truth, created a 40% time savings by automating the reports. •Developed a new marketing strategy to better target the customer within their lifecycle and reinvest in them accordingly. This plan reduced market spend by 60% and enticed the customer to come back more by creating a level of excitement.

•Assembled a new corporate marketing department to support the properties in the field with Database Analysis, Campaign Management, and Data Hygiene -Recruited and trained analysts. Hired three managers to oversee each department; Data Integrity, Campaign Management and Database Analysis. Established a highly successful team that consistently complete projects on time and under budget.•Completed multiple projects while maintaining the overall success of the team and team moral. -Completed the integration of enterprise data warehouse from 32 individual source systems.-Built a suite of standard reports for properties and executives from warehouse data to ensure one version of the truth, created 40% time savings by automating the reports. -Rolled out a state-of-the-art campaign management software increasing efficiency of 35% with more accurate data. -Rolled out data integrity maintenance schedule to make sure all hygiene certifications were met.

Developed business analysis for the marketing team. Reports included general market segmentation performance, customer profiles, media mix, retention analysis, churn, unit conversion, DNIS and upgrade/acqusition reporting.

Oversee a staff of five that encompasses the areas of direct mail, database marketing, and analysis for three Las Vegas casinos: the Stratosphere Las Vegas on the “Strip” and two major locals casinos: Arizona Charlie’s Decatur and Arizona Charlie’s Boulder with a budget of $5 million.Business Owner overseeing the creation of a marketing data warehouse, including database structure for player data from CMS, business applications that were customized for multi-property capabilities and all analytical and direct mail functions available for rollout.

Challenge: Create analytics for marketing programs and business reporting. Technical Expertise: Oversight of query, model and reporting processes. Rebuilt all analytical reports and redesigned all data queries. Developed and oversaw direct mail segmentation and reinvestment analysis. Redesigned all direct mail segments. Technical development of Offers/Promotions/Rewards.

Accounting

Associates Degree, Technical Theatre

Liberal Arts

Business