Michael Spadaccini Email & Phone Number

Burr Ridge, Il, Us

Analytical services include:- Data Science: Provide media mix modeling, funnel time series forecasting, and regression models.- Analytics & Insight: Automated and designed descriptive dashboarding for media activity, web analytics, call center management and enterprise performance leveraging Data Studio, Tableau or Salesforce. Conduct ad hoc analyses and establish standards for more consistent reporting.- Data Engineering: Design, extract, and transform data from 3rd party marketing platforms and integrate it into Google BigQuery using Python.- Consultative Services: Evaluating Saleforce and media implementations. Advise on best practices and provide guidance on how to become more effective in platforms.- MarTech: Migrated marketing tech from agency to in-house team. Tech stack includes Word Press, Google Analytics, Google Tag Manager, Facebook, Microsoft Ads, LinkedIn, CallRail, and GravityForms

Boca Raton, Florida, Us

Established benchmarks and key performance indicators for marketing initiatives. Aggregated media and funnel information within Salesforce Datorama, established performance reports/dashboards, budgeted media and executed on media plan in conjunction with digital and television agencies.• Maintained budget for paid media. Provided recommendations on where to reallocate media investment to senior management. • Partnered with over 6 TV and digital agencies to execute media plan. • Establish monthly and weekly media performance reporting. Reviewed performance with agencies. • Automated Excel reports into Salesforce Datorama and delivered appropriate funnel data to agencies to facilitate optimization.• Stood up a locally targeted paid search Google advertising account. Grew the account to over 100K per month, established audiences and identified micro conversions to ensure efficiency.• Enhanced existing digital ecosystem consisting of Google Tag Manager (GTM) Server, Google Analytics, and various media tags. Set up next gen server sided services to help address browser cookie suppression.OUTCOMES• Team was able to reduce cost per sale (CPS) by 20% within the first 6 months after establishing initial reports.• Return on investment for locally targeted paid search program exceeded 150% of initial investment based on new business revenue.• Automation of weekly agency reports with drill down capabilities.

Boca Raton, Fl, Us

Oversaw continuous improvement efforts and process improvement initiatives for marketing operations. Designs digital architecture to improve campaign tracking, integration, segmentation and website personalization. Additional responsibilities included:• Redesigned digital tracking architecture for redesigned website. Transitioned from Adobe to Google marketing stack.• Ensured digital tags are capturing data correctly in in tag manager. Custom designed tags and data layer for internal tracking.• Established buyer segments using Salesforce Audience Studio to enable targeted media buying and website personalization.• Audited cancercenter.com for organic search performance after transition to new design. Established project plans to address technical design challenges, keyword opportunities and content gaps for the new website.• Partnered with Nielsen Visual IQ to flush out marketing channels and develop multi-touch attribution and media mix models.• Negotiated and renewed marketing platform and vendor contracts. Streamlined processes and empowered stakeholders to reduce service contract footprint and eliminate waste.OUTCOMES• Implemented call tracking solution to improve media efficiency by 5% through keyword optimization for calls.• Development of a multi touch attribution model used to reallocate 25 million dollars of advertising spent.• Procured 200+ contacts and 20 marketing leads daily by coordinating deployment of 75 local search listings.• Increased organic search traffic by 5% and leads by 3% by identifying SEO opportunities for redesigned website.• Saved over 1 million dollars by restructuring and eliminating unnecessary contracts.

Boca Raton, Fl, Us

Created and initiated processes and procedures to optimize data accuracy within a marketing data warehouse. Audited marketing platforms and addressed data quality challenges. Partnered with leadership teams to deliver finance and marketing analyses and visualizations. Additional responsibilities included:• Reviewed current reporting, consolidated reporting and established new views into customer acquisition reporting.• Managed report writers and database developers to develop a marketing data warehouse and self-service reporting.• Collected and organized market size and funnel performance data to develop what-if scenarios and outcomes matrixes.• Pioneered dashboards and mapping visualization using Tableau. Explored QlikView as an alternative solution.OUTCOMES• Automated reporting and saved the organization 3 full time employees (FTEs) from manually building reports. • Witnessed a 20% growth in Blue Cross patients after organization accepted the patient estimates for a proposed Blue Cross agreement at two hospitals.

Boca Raton, Fl, Us

Managed digital marketing initiatives and search-marketing solutions. Implemented Adobe marketing cloud products (Analytics, Target, Site Search). Streamlined site conversion via campaign management. Leveraged vendor relations, media tracking, and strong analytical skills to manage projects. Additional responsibilities included: • Matched Customer Relations Management (CRM) with online data to measure campaign tracking and performance.• Created marketing channel reports relaying budgetary trends and acquisition funnel results for senior leaders.• Interpreted theories based on data analysis of web analytics data and user journey flows.• Partnered with designers to refine designs, implement A/B and multivariate tests, and convey performance to team.OUTCOMES• Confidence in media tracking and reporting resulted in an increase in paid search budget by over $800K.• Increased contacts by 15% as a result of geo targeting material using Adobe Target testing platform.• Presented to over 12 local business leaders at an Adobe symposium.

Boca Raton, Fl, Us

Primary responsibility was deploy a redesign of cancercenter.com and maintain server architecture. Additionally, I developed an internal content management system(CMS) solution that allowed content editors to create pages, upload images and use a HTML editor to establish new pages and perform organic search optimization to boost website traffic.

Atlanta, Ga, Us

Primary responsibility was to analyze internal package flow and distribution systems. I made recommendations on how to improve job tasks. Process change orders were typically justified through operational cost reductions. Achievements include:* Simplifying the sorting process to reduce labor costs to complete the task.* Prepared plans that estimated package volume for the night operations.* Evaluated employee’s job performances and demonstrated how to perform the function correctly.

Master Of Business Administration (Mba), Finance, General

Computer Engineering, Mathmatics, Computer Science, Engineering