I am excited to currently lead the Data and Analytics team at Primacy. Every day, I have the opportunity to work with an assemblage of world-class creative and technical marketers, providing decision support and outcome evaluation across a wide variety of clients and their contexts.My team and I are building customer and operational analytics data products using a variety of digital analytics, data pipeline and warehouse, and business intelligence technologies. Our goal is to have our products create a competitive advantage for our clients' organizations, every day.As a leader of successful agencies (with founder exits), it also gives me great pleasure to support our overall business by helping to guide everything from our business strategy to our operations to our policies and procedures as a senior leader in the organization.

I founded and operated a boutique analytics consultancy, Measured Direction Analytics, which focused on driving positive and measurable business results by providing clients with customized data collection, analytics, and automated reporting services, with an emphasis on digital customer analytics, platform integration, and cloud data pipeline implementation.Some of our key highlights:· Enabled behavioral capture for a television network with a large, worldwide audience by developing a common data capture schema and then implementing it across a wide variety of apps (web app, mobile web, Roku, Apple TV, iOS, Android, Fire TV, etc.). · Guided a traditional brick-and-mortar retailer to a successful digital direct-to-consumer product launch by providing strategic decision, implementation, and operational analytics support to their product team. · Developed data pipelines and an integrated data warehouse for a direct-to-consumer digital-first nutrition company; leveraged customer data and machine learning modeling to identify subscription product attrition risk and drive retention, resulting in a doubling of customer long-term value.

At The Hartford, I managed the Digital Analytics team for its Personal Lines (direct-to-consumer) business (homeowners' and auto insurance, ~$4B in revenue). My team was responsible for the technology and process related to the collection and analysis of customer data as well as delivery and advocacy of insights derived from that data.While there I:· Mobilized a testing and optimization program that resulted in an increase of $10M+ in incremental yearly net revenue by enhancing website sales performance, limiting operational costs, and reducing inbound sales and service call center volume through improvements to The Hartford’s digital experiences.· Provided decision support for a large-scale, multi-platform CX redesign by modeling proposed experience changes to demonstrate the return on investment for those changes. · Showcased team achievements and shared best practices to other digital teams across the enterprise, supporting an analytics Center of Excellence.· Regularly briefed C-level executives (CEO, CMO, Chief Digital Officer) on issues related to decision support and outcomes evaluation enabled by customer analytics.

At Digital Surgeons, I led our analytics practice by delivering marketing and product strategies focused on customer analytics and supervising and contributing to analytics projects related to executing on these strategies. Specifically, my practice was focused on testing and optimization, clickstream analytics, tag management and development, media analysis, data visualization and reporting, data warehousing and business intelligence, and customer research.

As the Vice President of Digital Analytics at M3 USA, I managed teams that leveraged data to maximize positive outcomes for the business, our clients, and our end users. Our analytics teams drove process and technology to empower our marketing, product, operations, and sales functions across the organization with the data, skills, and tools to increase their efficiency and efficacy. I had direct supervisory responsibility for M3's advertising operations, search engine marketing, and panel management activities along with our analytics teams.As a hands-on practitioner, I was deeply involved in our technical implementations and process around clickstream analytics (including tag management), voice-of-customer research, user demographic research, and site testing (A/B and multivariate). I also served a key role in our company's overall strategic planning and development, reporting directly to C-level executives.While there, I:· Overhauled our advertising delivery practices and technology to combat fraud and increase the effective inventory for sales, driving a ~25% increase in deployable advertising revenue.· Transformed the market research line of business by developing and deploying a model to inform pricing and recruitment cost, resulting in massive margin growth and contributing to M3 becoming a market leader in this space.

As Senior Vice President at Connections Media, LLC, I used data to develop and refine strategies that leveraged social media, search marketing, paid promotion, and other methods to message audiences, and measure and optimize the effectiveness of these tactics. I managed the firm's digital analytics practice through utilization of best-of-breed tools, internal talent, and external vendors and consultants to inform decision-making processes and ensure positive outcomes for our clients. I recruited, hired, and trained talent to develop and execute client campaigns with a focus on analytics. I was a hands-on practitioner as well, analyzing clickstream and other data to provide insight and inform strategy. I also managed our agency media activities, developing and executing some of the first digital micro-targeting campaigns.At Connections Media, I developed and executed a plan to increase scope of client activity beyond branding and websites to analytics, social media, and content marketing, resulting in tremendous company growth and eventual acquisition. To this end, I developed an objective-based framework to approach all project work and client engagements, establishing processes and tools to communicate progress toward campaign goals to relevant internal and client stakeholders.

At the Corporate Executive Board, I served as a central resource that directed web analytics efforts across ten different lines of business. I started at the firm in the midst of a major reboot of the firm's web presence, launching an effort to broaden the depth and usefulness of the customer and prospect data coming out of the firm's websites. I fully implemented a new web analytics software package (WebSideStory HBX) by developing a multi-site tagging template that provided critical site user information to web managers across the firm through the WebSideStory interface. I also developed a web activity data capture framework within each site and worked with the firm's BI team to integrate web activity into the firm's data warehouse for the first time.The integration of the web usage data into the firm's data warehouse allowed for a complete view of all sales and marketing data that included web data through the firm's BI platform for the first time. Once this data was fully integrated, I developed a varied set of reports ranging from client usage reports for account managers up to executive-level dashboards. The expanded offering of web data was also eagerly consumed by web managers within the firm's different lines of business. I trained these managers with the firm's web analytics toolset and evangelized current best practices in web analytics to those managers. My work at developing an organizational culture of analytics within those web teams was proven fruitful when several of those team members went on to become web analysts themselves when they left the firm.

I was hired by MDLinx to help maximize company revenue and advertiser value derived from a network of dozens of individual news sites. I accomplished this managing a complex mix of advertising creative delivery, optimizing page template and site structure to maximize inbound search traffic, and developing search marketing campaigns to efficiently recruit new content subscribers. Intelligence and insight for these activities was provided by a mix of the Webtrends and Google Analytics web analytics platform as well as a set of self-authored reports directly out of our Oracle database.I also developed front- and back-end web applications for the service using a Windows Server/IIS/Oracle/ColdFusion stack. MDLinx exposed me to a large-scale, multi-modal web application with hundreds of thousands of active users.

I came to work for MarketResearch.com with a core team from Newsletters.com that had developed a cutting-edge ecommerce and product management platform. Our core team picked up where it left off and took the company's website from zero to multiple millions of dollars in quarterly revenues in a short amount of time. While there, I worked on a wide variety of initiatives as the company matured, like initial forays into search advertising, SEO experimentation, developing systematic email marketing, and shopping cart optimization. One of the most revenue-impactful initiatives that I undertook was to develop and manage an affiliate marketing program. The first part of that was to expose our underlying site data via an API, which was technically a simple task due to our underlying infrastructure. Next I developed sample code and different shopping cart options to pull data into affiliates' websites. Finally, I sought out affiliates and helped them implement our site data into their sites. The net result from my efforts was not just a sustained new revenue stream for the company, but a boost to the company's search ranking across the board due to a massive influx of incoming links.At MarketResearch.com, I was able to gain experience performing hands-on digital marketing for an ecommerce company at a time when the industry was still in its infancy. During my time there, I developed skills working with SQL, Excel, Webtrends, perl, PHP, VBScript, and Javascript.

In early 2000, I went to work at my first Internet start-up, Newsletters.com. While there, I worked with a small, tightly-knit team to develop an ecommerce and product management platform from scratch. During my brief tenure with the company, my responsibility was developing our content portfolio and product listing pages to maximize inbound traffic. With another manager, I supervised a team of nine content producers whose job was to build out product data. I also led our SEO efforts, developing and deploying different page templates and analyzing the results of my efforts using Webtrends.The company, like many internet start-ups, went out of business in late 2000. Fortunately for me and my team, the company was acquired by MarketResearch.com and the core technology team from Newsletters.com was offered positions at the new company. We all accepted.At Newsletters.com, I gained exposure to the concept of SEO, implemented current SEO best practices, and experimented with different ways of gaming search engine algorithms. I also gained hands-on experience with a web analytics tool and developed an appreciation for the importance of clickstream analytics. Finally, I developed formal direct supervisory experience.

While enrolled as a full-time student at the University of Maryland, College Park, I was a Laboratory Assistant for the Laboratory for Automation Psychology and Decision Making Processes. I assisted the Lab's graduate students with their experiments that tested user interfaces. Over the course of my time working at the lab, I worked on tens of experiments that had hundreds of subjects. I also maintained the Lab's web site and coded surveys for deployment on the web.Working at the Lab allowed me to develop a keen understanding of user interface testing methodologies, including A/B and multivariate test design, sampling methods, and the statistical interpretation of test results. Combined with my classwork, I also developed a keen understanding of survey research methodologies. I was also able to develop a fluency in HTML and the then-emerging Javascript development languages.

In the summer of 1998, I was a Human Resources/Recruiting Intern for Great Plains Software in Fargo, North Dakota. Over the course of the summer, I audited the entire company's personnel files, confirming compliance of each employee's physical file to company and regulatory standards while preparing employee databases for a major HR software migration. The experience gave me a great deal of practical experience in data management, cleaning, and processing.