In SAS's Nordic digital marketing team I supported the Nordic offices in Finland, Sweden, Norway and Denmark with web analytics and optimization using Google Analytics and SAS's own web analytics system CXA. Focus was on landingpage conversion for event registration or content download pages. I was also responsible for PPC in search and social media, display advertising and SEO. I participated in global peer groups exchanging ideas and best practice. I trained colleagues in Google Analytics and PPC advertising. I also supported our marketing campaing strategists with developing target groups for email and direct mail activities using SAS analytics and marketing automation software. I performed adhoc surveys for customer events and a yearly Customer Satisfaction Survey for the Nordic countries. Besides my daily responsibilities I worked in several international development projects like building a global marketing system for planning, task delivery management, tracking and reporting or a system and process for lead scoring and distribution.

Projectmanager responsible for web analytics deliverables to IIH Nordic clients. I adviced on implementation of measurement of online activities, reporting and use of results based on measurement data.I was responsible for the web analytics team working with:* Advice on choice of tools* Installation and setup of measurement systems* Evaluation of current setup * Ongoing support and service* Training and teaching* Integrating analytics in organisations* Practical use – analysis and recommendations .

In FDIM, I was responsible for FDIM measurements. I ensured measurement quality and project led the development and ongoing audit and improvement of measurements from the client demand side. In cooperation with a user committee of analytic representatives from FDIM members, from DRRB (advertising and media agencies) and Gemius.Was responsible for FDIM quarterly survey for online ad spend in Denmark. In addition, project participant in the Multi Media Man (Multi medie mennesket), a Gallup survey that combines diary data with media audience analysis for all media groups. Inspired from the UK media survey TouchPoints.Further, I did adhoc analysis for the association's policy work and PR. Material for presentations, press releases and reports.

Analyst on internal customer and traffic data. Prepared adhoc analysis for use in a wide range of functions in the mobile business division at TDC, for example: management, finance, sales, market, segment management, product development, CRM, customer care and communications. In addition, ongoing reporting to stake holders.Was responsible for ongoing synchronization of customer segmentation across TDC Mobil (b2c and SOHO segments) and TDC Business. Developed new segmentation model for the B2B market in collaboration with external consultants and internal team members.The last half year analyst in CRM department in TDC Mobile Nordic, who works with the maintenance of private customers and small businesses. Among other usage analysis of TDC's PLAY-concept and FLY mobile portal.

Responsible for member acquisition activities, production and reporting of KPIs and member statistics and research for all 3 book clubs.Results:* 3 FTE. Employed and trained new marketing team with a campaign coordinator and 2 analysts.* Planned and led the campaign work that led to more than 50,000 members each year despite sharply intensified competition from Gyldendal and Egmont, and retail.* www.bogklubben.dk. Project manager for building 12 Bøger e-commerce site for members.Idea, requirement specification, dialogue with suppliers, test planning and launch.* Commissioning and sparring for CRM projectteam developing segmentation model and CRM processes for the organisation* Training of new director in book club KPI work.

Responsible for planning, budgeting and implementation of recruitment activities, membership surveys, market research and book fair activity. Campaign forms included direct mail, coupon ads, newspaper inserts, telemarketing, point-of-sales material to bookstores and book fair stand. Statistics and analysis of sales and customer activity prepared using analytical tools and data warehouse based on SAS software.Main results: During 1998/99, 12 Bøger became Denmarks largest book club. My contribution was new campaign material, optimization of offers, the composition of the mailing list, and a new campaign tactic of using inserts in newspapers and women's magazines. To maintain this position required 60-70000 new members each. years. Launched identification and planning process of CRM activities to regulate onerous members, including process of sending letters to customers based on customer behavior.Furthermore, many IT projects. Eg. project team member implementing new joint nordic ordering, billing and shipping system, which affected nearly all functions of the book club business. Became key person in the expansion of the use and requirements to this system and its integration with voice-response system, address database, information base and later web shop.

Responsible for analysis and information tasks. Use, development and support of analysis tools for media planning. Carried out client projects with analysis based on computermodeling of advertising effectiveness. Some projects were reported and presented in english.