SUMMARY

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  • Proven leader in building, managing, and in developing analytics teams
  • Seasoned analytical professional with years of experience within SAS & SQL
  • Thought-leader who translates data into insight, insight into action, and action into success
 

TEAM DEVELOPMENT

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Built analytics team at Delta which consisted of training and supervising internal positions as well as external Digitas and Slalom Consulting headcount.  Developed SAS/SQL training guide as well as a base SAS code repository to reduce the learning curve and to reduce coding redundancy

 

ADVANCED ANALYTICS

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cluster-based segmenations

Using a combination of internal behavioral data, external data appends, and surveys, I led projects at Delta AND Cadillac that delivered cluster-based segmentation solutions that drove a better understanding customers and acted as strategic focal points

SILHOUETTE PROPENSITY MODELS

Oversaw the development and execution on the 10+ silhouette models that were developed for Coach's Full Price channel.  Models helped maximize relevancy of product within tailored and targeted communications

Media Mix optmization/SEM Market Optimization

Worked with H&P to conduct a media mix study that evaluated Delta's efficiency of various marketing activities in terms of impact on brand consideration and ticket sales

LIFT/OFFER OPTIMIZATION model

Leading Lift/Offer Optimization project under sponsorship of Cadillac VP of Advanced Analytics. Project will drive 10% to 15% more efficient incentive spend (or $30M in margin) by providing individualized offers based on what we know about each consumer and their modeled price elasticity

WHAT's next

  • Creation of new models: Nameplate Propensity Model, Brand Consideration Model, Channel Optimization Model, Move-Up / Move-Down Model
  • Enhance the accuracy of the At-Risk Model and In-Market Model
 

UNDERSTANDING THE CONSUMER

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automated customer profiling tool

Built a comprehensive consumer profiling tool (within SAS/SQL) that provided Coach with a more powerful, and more actionable understanding of ANY consumer.  Each profile included baseline comparisons of: (1) demographic data, (2) segmentation data, (3) acquisition sourcing, (4) retention & purchase cycle health, (5) engagement data such as email and site behavior, and (6) purchase behavior such as spend, discount affinity, and adoption rates by category, silhouette, and style

TOPLINE BRAND TRACKER

Oversaw Delta's Topline Brand tracker with H&P, tracking brand health at national, market, and segment levels.  Tracking also included messaging and channel resonance breakthrough at national, market, and segment levels.

 
 

customer lifecycle quantitative research

Developed Customer Lifecycle Research Plan consisting of yearly and quarterly survey pulses focusing on learning within specific lifecycle stages.  Example include: Medallion Attrition and New Member Research

 

CAMPAIGN OPTIMIZATION

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Nyu- resident speaker on crm

Present 3x per year on CRM best practices, Innovation in CRM, Data Management, and Analytics

TRANSCON TRIAL CAMPAIGN

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Campaign became Delta's most successful campaign due to consumer insight - and iterative optimization. Comprehensive profiling led to 7 targeting hypotheses that were tested.  Campaign responders were then profiled again to build our 2nd campaign.  The campaign resulted in an 800%+ ROI  and post-campaign repeat rate of 50%

AUTOMATED CAMPAIGN REPORTING

Built a SAS/SQL based campaign measurement and reporting tool that streamlined Delta's and Coach's reporting efforts integrating email engagement, conversion, AND ROI - greatly reducing turnaround time which allowed for mid-campaign optimization

promo index / learnings repository

Developed test & learn 1-pager repositories - for Delta and Cadillac - that aggregated testing and performance insights at objective, market, channel, lifecycle stage, and offer type levels.  Project aimed to drive more effective executions through improved documentation and knowledge transfer within the team