Mark Hewitt Email & Phone Number

Manchester, Gb

In my current role I am responsible for providing insights to the business from a customer and web analytics point of view. I provide data to the business relating to the customer data such as new and returning figures, retention rates, customer reactivation and how these customer respond and act differently to each other. I have also worked closely with the Marketing teams to help them understand the value of their channels. This was end to end work to explain why provider revenue and… Show more In my current role I am responsible for providing insights to the business from a customer and web analytics point of view. I provide data to the business relating to the customer data such as new and returning figures, retention rates, customer reactivation and how these customer respond and act differently to each other. I have also worked closely with the Marketing teams to help them understand the value of their channels. This was end to end work to explain why provider revenue and transaction data is not necessarily reliable and to explain the best way to track and measure their channels. Working to explain best tagging practices, and then using the data in a raw format to create custom P&L reports that show the true value of each channel.From a web analytics point of view, I look at how people interact with the site, focusing mainly on increasing conversion, but also on improving the customer journey, as ultimately the two are linked. This is done mainly through the use of onsite A/B and MVT testing as well as heat mapping and interrogation tools such as Tealeaf. Show less

In my role at ao.com I focused specifically on revenue attribution and web analytics. I worked to attribute revenue values fairly across all channels, from both paid and free channels. By piecing together the whole customer journey using cross-channel and cross-device data, I allowed our acquisition team to allocate spend/budget appropriately and supported a cross-channel strategy going forward. From a Web Analytics point of view, I analyzed how people interacted with the site… Show more In my role at ao.com I focused specifically on revenue attribution and web analytics. I worked to attribute revenue values fairly across all channels, from both paid and free channels. By piecing together the whole customer journey using cross-channel and cross-device data, I allowed our acquisition team to allocate spend/budget appropriately and supported a cross-channel strategy going forward. From a Web Analytics point of view, I analyzed how people interacted with the site, focusing mainly on increasing conversion, but also with a view to improving the customer journey, as ultimately the two are linked. This was done through various means. I created and analyzed full on- site paths to build a complete customer journey from first search to purchase. This helps identify issues and improvements that can be made with the site. On site A/B and MVT tests were also frequently run, in which I assisted with the tracking of as well as analysing the results to decide the best course of action going forward. Show less

Bolton, United Kingdom

Within my role as Category Manager I was in charge of the Laundry team for PPC advertising at ao.com. My main responsibly was to manage the account on a cost% basis, as well as Formulating campaign strategy and roll out plans within the team.I did this through trails and analysis, using landing page and text ad trails on and A/B and MVT basis in order to ascertain what achieved the best ROI.

Within my role as Business Analyst in the Marketing Department, I am responsible for producing the company's Weekly/Monthly KPI's. Reporting on all key metrics such as Demand (£ Rev), Number of Customers, Orders, Items, AOV, and AOI. I also produce weekly reports by region and channel as well as producing many ad-hoc reports on customer segmentation and RFM (Recency, Frequency & Monetary).As the company's sales are predominantly mail order based I also work in conjunction with the… Show more Within my role as Business Analyst in the Marketing Department, I am responsible for producing the company's Weekly/Monthly KPI's. Reporting on all key metrics such as Demand (£ Rev), Number of Customers, Orders, Items, AOV, and AOI. I also produce weekly reports by region and channel as well as producing many ad-hoc reports on customer segmentation and RFM (Recency, Frequency & Monetary).As the company's sales are predominantly mail order based I also work in conjunction with the marketing teams, to provide data for targeted mailings and also the yearly main-mail. Measuring key metrics like Customer Profile, Segmentation and Spend/RFM scores. Excelling through the role I have recently been appointed responsible for the maintenance and validation of the various data feeds used to collate the sales and accounts data. Show less