Senior Director Of Analytics
Atlanta, Ga, Us
Working with enterprise clients in healthcare, pharma, retail, CPG, and financial services to evolve their people, processes, and technologies to realize value from their marketing, sales, and customer data.Engagements and projects included:* Overhauling the analytics processes for the marketing team for an $18 billion healthcare system: developing tools, training, and standards for campaign planning, monitoring, and optimization throughout the entire lifecycle of campaigns* Guiding the development of a hypothesis-first process for using analytics within HCP marketing initiatives for one of the ten largest pharmaceutical companies in the U.S.* Developing and delivering customized internal and client training on a range of topics, including: data-informed decision making, data visualization and data storytelling, and multi-touch attribution* Developing an R script that pulls, organizes, and assesses sample data for all variables in an Adobe Analytics implementation and generates an interactive deliverable that visualizes the results, as well as a spreadsheet containing the detailed results* Developing a repeatable approach for comparing multiple permutations of heuristic and algorithmic multi-touch marketing attribution models to help clients (a sports retailer, a shipping/logistics company, and a financial services company) assess the impact of changing to a different model from their current one* Supporting the development and documentation of an R package (adobeanalyticsr) for programmatically extracting and working with Adobe Analytics data using the v2 version of the Adobe Analytics API* Contributing to numerous successful RFP responses and client pitches* Leading or co-leading internal analytics solution development and employee development initiatives