Keith Watkins Email & Phone Number

Raleigh-Durham, North Carolina Area

I am a founding member of the analytics consulting function on the Business Insights team in the Customer Experience and Operations (CXnO) organization. Being one of the primary advocates for the creation of this role, I envision our consultants being analytics evangelists throughout Red Hat and a driving force behind the adoption of measurement frameworks.Previously I led a digital analytics team and was responsible for digital analytics for the Red Hat Customer Portal (access.redhat.com) and for customer subscription engagement metrics in the Customer Experience and Engagement (CEE) organization. My role was to transform data into information that helped guide and enable decision making. One of my primary contributions was establishing executive-level business reports to share the story of CEE and the Customer Platform. Included in my responsibilities was developing and maintaining a measurement strategy for the Customer Portal and ensuring Adobe Analytics supported that strategy.Roles:• Senior Principal Analytics Consultant and Team Lead (2019 - Present)• Senior Principal Analyst and Digital Analytics Team Lead (2018 - 2019)• Principal Analyst and Digital Analytics Team Lead (2015 - 2018)• Senior Analyst, Digital Analytics (2012 - 2015)

Helping small businesses and non-profits in the Triangle area engage and interact with their web customers in a more meaningful way.

My responsibilities with the Online and Mobile Channels fit into two broad categories: implementation and analysis. The implementation role included understanding the strategy and business drivers of each online product, cultivating the metrics and analytics requirements for each project, and crafting a measurement solution to enable decision-making. In the analysis role I provided recommendations and insights to improve website and product marketing effectiveness by analyzing click stream data and conversion behaviors.At its core, my mission was to recommend effective, innovative, and measurable ways to leverage the online and mobile channels to increase product and service acquisition and usage.

My primary responsibilities were to gather/document requirements and implement solutions in two areas: Analytics and Metrics, and Marketing Automation. We used Agile development methodologies, and I served as a Product Owner and as a Team Member on various Scrum teams.• Developed and delivered a strategy to measure traffic, closed loop marketing performance, and user interaction on global web properties serving multiple customer segments.• Identified and realized a 15% reduction in the annual service contract with Omniture.• Enhanced and supported the Omniture and Eloqua installations by cultivating business requirements.• Measured and reported on website performance and availability via Gomez performance monitoring probes.• Managed day-to-day relationships and interactions with external vendors (Omniture, Eloqua, and DemandGen).• Supported a closed loop marketing reporting solution that utilized a custom integration between Omniture SiteCatalyst and Salesforce.com (SFDC).

Evaluated website and interactive marketing campaign performance (paid search, affiliate, email, shopping engine, on-site promotions, landing page optimization, etc.) to provide insights and recommendations for overall web strategy and tactics. Built and analyzed dashboards for global web sales and marketing teams, with primary focus on Japan, Australia and other Asia Pacific countries. Implemented, deployed and supported Omniture web tracking, including end-user training.

Led several web and software projects at IBM.• Delivery Project Manager (2003 - 2005) - Created and managed the Americas’ test plan for ibm.com web deployments.• Requirements Manager (2001 - 2002) - Gathered, analyzed and deployed requirements for the IBM web configurator. • Project Manager (1999 - 2001) - Managed the development and deployment of the IBM stand-alone sales configurator.• Business Analyst (1998 - 1999) - Analyzed business requirements and crafted solutions for a commercial shipment management system.

Consulted with Fortune 500 clients, gathered business requirements, worked with the development staff to create innovative Transportation Management System (TMS) solutions, and deployed/integrated TMS solutions in complex enterprise computing environments.

Designed and produced strategic and tactical business reports describing clients’ supply chain and logistics operations.

Master'S Certificate, Project Management

Washington, DC (Distance Learning)

Bachelor Of Science, Economics

Raleigh, North Carolina