Patrick Falconer Email & Phone Number

New York, Ny, Us

Managed a team of analysts to generate targeted audience segments through advanced analytic techniques including PCA and cluster analysis. Activated audiences through the agency’s proprietary DMP and other DSP vendors.Designed and built a proprietary marketing database for global clients using panel data from a major marketing research company.• Migrated traditional media data to Amazon cloud platform with a direct marketing infrastructure – allowing machine learning techniques (gradient boosting, random forests, neural networks) to be applied and targets activated in both traditional and digital media.• Supplied insights and direction to media buying teams (both traditional and digital) to drive optimal media spend and mix.• Established agency wide media performance metrics, used by clients to assess agency performance and bonus compensation. These metrics are included in the annual client agency review and are third party audited.• Provided a resource for agency to answer ad hoc business questions from clients• Developed an assessment process and criterion for Geo-location vendors, used by major clients to determine vendor of record for their company

Clients include VivaKi, Starcom Mediavest and Forbes Media. Accomplishments include;• Built Forbes Insights reporting and infrastructure to include social media and digital analytics, an element of the Forbes media Insights section on Forbes.com. • Designed the social media analytics framework for the digital agencies at Publicis (VivaKi, Razorfish, Digitas, Starcom Mediavest). Framework has been adopted by a multi-billion dollar global client and is being applied to all other major global clients. • Lead a Social Media analytics task force comprised of the marketing analysis department heads from all the global digital Publicis agencies (Starcom Mediavest, Razorfish, Digitas, VivaKi).

Led team responsible for company capabilities in monitoring, tracking, reporting and analytics for social media. • Launched a monthly analytics team across MSL global offices, resulting in best practices and responsible for building “The People’s Lab” crowdsourcing tool and publication.• Managed MSL group’s influencer database “Multiloguer”, generating over $500K in revenue annually. Migrated technical platform in house, reducing maintenance costs by over 60%.• Built reporting capabilities and templates for monitoring and analyzing campaign results for major clients, such as Heinz, Hennessy, GM and Underwriter’s Laboratory.• Implemented online media creative testing process for Underwriter’s Laboratory holiday campaigns. By combining with cross media reporting results from search, email and social media, and implementing findings, the team more than doubled the projected response rates over the life of the campaign.• Responsible for digital analytics and insights section of RFPs, wins include UL ($10MM+ contract), Dress Barn ($1MM) and Pepto-Bismol.

Cincinnati, Ohio, Us

Managed a team of web analysts and statisticians. • Developed ROI calculation process and SAS code for Chrysler. Results were used to determine effectiveness of campaigns, and forecast results for marketing initiatives in the pipeline. • Refined the media mix model used by Chrysler for multiple vehicle launches and Kimberly-Clark for their Kotex campaigns.• Migrated Chrysler websites from Hitbox to Omniture web analytics tools, optimizing site tags and designing reports to be in line with site objectives.• Provided social media reporting process and approach to sister PR agency Ketchum for major CPG client, ConAgra.

Detroit, Mi, Us

Established digital analytics practice, responsible for bringing in house web analytics implementation, reporting and analysis. • Managed team of three analysts to produce regular dashboards/analytics and provide ad hoc reporting.• Designed online media testing process and optimization, resulting in an average campaign response lift of 43% post optimization.• Provided regular and ad hoc reporting for major agency clients including Alltel, Michelin, US Postal Service and Chevrolet. • Primary source of web analytics for Chevrolet, both site and online media, with a focus on creative optimization and customer behavior insights. • Responsible for analysis of interactive channels, site, search, online media, social media, email and competitive analysis.

Lead member of team responsible for the development and management of Modem Media’s database and marketing capabilities. • Built online media optimization process and implemented for clients such as Kraft, Delta, IBM and Sprint, resulting in response lifts from 20% to 180%.• Developed new segmentation process for Delta Airlines Skymiles members that allowed managers to identify and address at risk members. Additional responsibilities included writing RFPs and contracts, presenting proposals and capabilities to potential clients, and designing and leading marketing campaign testing for major clients.

London, Gb

Responsible for building and designing customer level database for Ticketmaster and several lines of business in the sports vertical, including the NBA, NASCAR, and PGA. Developed models for various Direct Marketing campaigns, including the NBA and NHL catalogs, DirecTV and Ticketmaster.

Dallas, Tx, Us

Responsible for annual and monthly forecast of three major AT&T Consumer products; Prepaid Card, Local Toll and Long Distance Dial One.

M.Sc., Statistics

M.A, Economics

B.Sc., Statistics And Economics

Oac High School Diploma

Education record

Nanodegree, Predictive Analytics For Business