Tracy Holmes Email and Phone Number

Analytics Engineering resource to provide data-driven insights to leadership.• Developed marketing channel attribution, finance models, and dashboards to provide leadership insight into marketing channel performance and return on investment for a multimillion dollar annual budget.• Developed outbound sales best practice metrics for the best time and day of week to call or email. Provided scheduling recommendations to optimize productivity to sales leadership. Developed dashboards for continuous optimization, tracking, and accountability.• Provided analysis regarding the best and worst performing marketing campaigns based on conversion and volume to guide marketing spend.• Analyzed the impact of marketing vs. sales on closed lost/won rates to provide insight and guidance on where to invest resources in 2020.

Data Team resource to develop KPIs, and build data models and dashboards.• Developed the logic, KPI’s, and data models behind the marketing funnel dashboard to track the process from a lead, to qualification, opportunity, and closed-won deal. Developed metrics around velocity, conversion, and revenue. Dashboard used by Marketing VP and team to analyze performance and report MQLs to the board.• Interviewed employees and expanded data models to create a company-wide “Periscope KPIs” dashboard to display financial goal tracking, product metrics, and customer count to increase performance transparency.

Relationship manager between Supply Analytics and the Global Hotel Team. Company-wide analytics resource.• Analyzed world-wide markets’ occupancy, capacity, and rate trends to determine the market for the first $1 Million Promotion Sale of $50/night at a 5-star hotel, improving the market’s transactions. • Collaborated within Analytics to calculate KPIs across device and days-to-arrival at Hotwire and other Expedia brands to provide investment guidance to the Marketing VP.• Developed schedules for handoffs for sales attainment tracking and target setting, and negotiated with stakeholders in Finance, Analytics, Sales, Business Intelligence to achieve buy-in. • Trained Analytics department on automation, resulting in data pipelines for new KPIs, automated refreshes of three common data pulls (saving 60 minutes/week), and a team server.

Lead systems designer: oversaw operational architecture. Relationship manager for Supply to Business Intelligence.• Developed a Supply team to BI request intake structure, prioritized requests, and negotiated responsibilities.• Lead the car initiative team: automated live car price and share checker reports, which led to the first supplier rate negotiations. Created a process to automatically download and merge car supplier shuttle, location, and hours information. Presented initiatives at the first company-wide Snack & Share.• Created an automated pricing report based on hotel recommend score with automated currency conversion, which allowed the Supply team to provide more relevant pricing guidance, and gain new hotel partners.

Manager, designer, and trainer for hotel and car operational processes. Liaison between Supply and Engineering.• Collaborated with the Sr. Database Architect to design an automated system to match Expedia hotels to Hotwire hotels based on geocoding and text similarity scoring for name and address, which resulted in 58k+ hotels being mapped or added, allowing Hotwire to migrate to Expedia’s GDS inventory system, align with Expedia’s star ratings, automate a feed of amenities, and automatically map new hotels to markets and managers.• Created a process in VBA to automatically pull Expedia’s recommend score through an API, run quality checks on the data, and push results to Oracle, resulting in new hotels having a recommend score and increased conversion.• Automated an hourly external hotel price checker report using dynamic SQL and automated Excel formatting with VBA, saving 30 market managers two hours a day and allowing them to provide timely, accurate pricing.• Created an automated prioritization report for the growth markets regional manager based on current production, deficit, seasonality, and current demand, saving six hours/month and revealing new opportunities.• Managed the intake of requests from regional managers, the operations team, global account managers, and the transport team. Negotiated the final plan for strategic initiatives within operations for four quarters.• Interviewed, hired, trained, and mentored a junior operations developer, who became a top contributor.

Operational resource and designer. Liaison between Operations and Product for operational tool development.• Designed a system to automatically integrate promotional sales hotel opt-ins between Salesforce and MySQL, which allowed market managers to opt-in hotels from Salesforce and view hotel-initiated opt-ins from the inventory system, and met the legal requirements of displaying a badge for hotels that were on sale.• Created an Excel tool automatically retrieve a query from a folder, modify it, query a SQL database and return the results based on user input, allowing non-technical teammates to retrieve data without SQL skills.• Negotiated with product and engineering to develop operational tools; designed specifications.• Collaborated with regional managers and did all of the video editing in Adobe Premiere Pro to produce Hotwire’s Global Hotel Team’s video for the Expedia’s annual partner conference (2013, 2014); presented in front of 3,000 people.

Lead data quality control expert to conceptualize automated quality control processes for survey products. Designed prototype databases and data flow processes.• Gathered information from issues log and interviewed project managers, statisticians, and offshore teams, which resulted in developing a five step quality control process used as the groundwork to ensure confidence in survey data products.• Designed a 30-point conceptual framework for data quality tests implemented by database architects for two products, which were successfully used to automatically detect and investigate issues.• Designed a SQL relational database with SAS input, procedures, and quality control test system, used as a prototype for the design of large-scale survey databases.• Designed, developed, and automated reports in SQL that detected, prioritized data quality issues, used by the offshore team to save time in investigation. • Ran statistical tests to determine if survey changes resulted in different responses and communicated analysis results to product manager to make business decisions.• Empowered offshore team by training on quality control processes for a 50k bill panel.

Key analytical resource to perform quality control for a 50k phone number bill panel. Resource to quality assurance and development teams to determine appropriate measurement, analytical assumptions, and methodology. Maintained and developed SQL, Excel, and VBA analysis tools. • Designed, developed, and maintained the SQL database, procedures, and logic to upgrade weighting from household level demographics to individual phone line demographics, achieving one of the company’s top six goals.• Collaborated with survey weighting experts, a database architect, and production teams to implement new weighting design into current ETL process.• Automated trending reports with Excel, VBA, and dynamic SQL to reduce time to completion from a day to 10 minutes.• Identified, designed solutions, and resolved data quality issues in SQL, and collaborated across departments to ensure high quality 50k quarterly and monthly bill panel products.• Planned lunchtime activities to promote community relationships.

Performed optimization and data analysis for the consulting group.• Analyzed transit patterns for a game company to derive a cost-effective shipping strategy, which saved the client $100,000/year and retained $18 million in annual revenue for UPS. • Analyzed shipping information to create optimal shipping strategies to save $1 million to $11.8 million per year for a car parts company.

Lead the program to proactively detect and fix issues on the production line.• Coordinated surveys, analysis, and repair for a 120+ sample vehicle fleet.• Lead two evaluation-drives with seven engineers to assess the effectiveness of fixes.• Updated MS Access database to ensure referential integrity.

Assisted engineers with tracking projects through scheduling software and creating a database.• Created a MS Acess database used to track and report projects.• Programmed a VBA macro in Excel to increase the rate of report production.