Michelle B. Email & Phone Number

Delivered data-driven insights, recommendations, and analysis to drive the effectiveness of marketing and growth initiatives.Created Looker explores, dashboards and reports to support and communicate analysis and ongoing business performance.Worked closely with engineering and product to identify and build data automation, integration or other tools to improve the effectiveness and efficiency of our metrics platform.

Defined and implemented site analytics tracking for Google Analytics and Parse.ly via Google Tag Manager for SPA on WordPress CMS.Integrate data from WordPress CMS with site analytics data into dashboards and tools using Looker and Data Studio.Supported transition from free GA to GA360.Provided data-driven recommendations for site improvements, marketing and meter strategy.

Responsible for building out a robust, extensible platform to quantitatively measure the impact and reach of TheMarkup.org while respecting user privacy.

Greater Boston Area

Delivered station focused support for website analytics and optimization.• Defined, launched and actively promote Analytics Service to 270 NPR member stations with the goal of 100% station adoption.• Agile/SCRUM product management to build custom Tag Management and Dashboard system leading a team to implement tests, and tracking improvements and product evolution. • Consult with NPR member stations to provide support on implementation, customization, and reporting in Google Analytics.• Design and implement A/B testing to define best practice recommendations for member stations and to drive improvement to Digital Services products. • Provide training in Digital Strategy, Goal Setting and Measurement to various levels ranging from New Room Staff to General Managers.• Create and deliver regular webinars on metrics, insights, best practice and training.• Synthesize data from Chartbeat, Triton Webcast Metrics and internal systems to drive internal improvements and advice to station management teams.• Launched Tag Management, Reporting and Dashboard system to 270 member stations.

*Provided regular reporting and business updates.*Supported creation and implementation of SEM campaigns targeting specific properties and markets.*Worked closely with engineering and project management team to support the measurement and implementation of UX and functionality changes.*Provided market and property forecasting based on seasonality, inventory and performance.

• Analyzing performance of campaigns; defining and analyzing AB tests in order to optimize financial returns• Identifying and implementing merchandising, cross-sell, and up-sell opportunities in coordination with the engineering and product teams• Identifying and resolving problems and missed opportunities – examining advertising placement, landing pages, tracking, and data transfer daily to identify issues/problems and then work with the engineering team to resolve.• Managing day-to-day analytics and account operations of major customers (e.g. reporting, inventory analysis, implementation of changes, feed management, QA, performance analysis, management of advertising creative, paperwork, etc.)• Proactively finding ways to grow the amount of business and improve the product integration with each major customer

Supports Online Commerce Group through regular reporting and analysis. Generates monthly forecasts and annual budgets. Defines analytical requirements and goals for new business ventures to ensure measurability of all implemented changes. Investigates and responds to variations in business performance. Identifies opportunities for improvement based on trends in key metrics and user behavior.

Provided dedicated analytical support to Military and Club channels of Wholesale business, including forecasting, compensation planning, promotional analysis and regular performance reporting. Directed annual business planning cycle. Data steward and technical advisor for reporting systems. Advisor and technical liaison for division wide systems, including Siebel CRM, SAP upgrades, and Business Warehouse implementation. Promoted January 1999 and June 2001