About Me
Successfully executing advanced digital media projects using cutting edge technology and industry best practices is the only thing I have ever known.
I have been working with Avenue A|Razorfish in various capacities since September of 2004. Starting out as a Client Service Engineer allowed me to gain rare insight into the workings of extremely complicated digital marketing efforts. As an industry-leading agency utilizing the Atlas Digital Marketing Suite and proprietary Atlas Customer Targeting systems, I successfully designed and executed standard digital ad campaigns, as well as custom, integrated, client side ad serving programs with extensive audience segmentation. Some experiments utilized over 70+ customer segments, identifying behavioral elements, as well as connection speed, and geotargeting, all while using Test and Control groups to prove conversion uplift.
After more than two years in Seattle, I was recruited to move to London England to be a Senior Campaign Manager in order to build the technology skills and capabilities of this newly acquired office. Using the skills honed in Seattle, I was able to successfully move to London to demonstrate my technology skillset and provide online tools and techniques not available anywhere else in the UK.
After a year as a Senior CM helping to deliver multiple award winning campaigns, I identified an opportunity within the London office to create a formalized web analytics and online measurement practice. Working with management, I grew the practice into a small team and we are now some of the most sought after people in the agency. We have demonstrated the value of our offering using ad serving, analytics, database, social media and other qualitative tools to create successful online measurement plans for clients like McDonalds, ASDA (a Wal-Mart subsidiary), Oxfam, Weightwatchers, The British Heart Foundation and many others.
Digital Marketing, Behavioral Targeting, Web Analytics, Affiliate Marketing, PPC, SEO
My Links
Sid Wray's Blog
The personal blog of Sid Wray.
Sid Wray's Linked In Profile
A link to Sid Wray's profile and connections on LinkedIn.
Career History
Web Analytics Lead at Razorfish
From March 1, 2008 and still in this role.
As a Web Analytics Lead and Technology Strategist I am working to help define cutting edge industry usage of Web Analytics, Digital Media and Data Management to create an advanced brand and strategy measurement environment for global, enterprise level, brand name clients.
• Created a web analytics and digital media measurement and consulting group within the wider online strategy team
• Created a process to engage existing clients as well as business development teams to provide Web Analytics implementation and data reporting services
• Increased annual revenue of this new team from zero to £300k (forecasted) in just two months
• Attended both of Omniture’s Advanced Segmentation and Implementation training courses (currently working towards Omniture certification)
• Strengthened the integration between strategy, analytics and media groups by creating processes as well as ownership for sharing knowledge (Wiki, collaborative live documents, internal training and presentations)
• Helped to win significant business from multiple Fortune 500 companies including McDonalds, ASDA (Wal-Mart), Unilever, Microsoft and Oxfam
• Guided the procurement and implementation of a desktop data visualization tool to streamline media and analytics reports
Senior Campaign Manager at Razorfish
From January 15, 2007 until May 1, 2008.
• Hired by a recent acquisition (DNA Consulting Ltd., London England) to be first to bring Behavioral Targeting and technology skills to the UK agency market
• Managed all ad campaign setup, tracking, reporting, and optimization for a mix of clients in the telecommunication, finance, health, retail and charity verticals
• Set up and executed a recent campaign for the British Heart Foundation which won the NMA 2008 Grand Prix in effectiveness award as well as won the global campaign of the month from Eyeblaster Rich Media
• Created an experiment to validate a custom micro site that resulted in winning a pitch for a £2m enterprise web build
• Daily client contact to ensure all project initiatives, reports, and tracking implementation instructions are delivered successfully and on time
• Utilized the Atlas Media Console and Customer Targeting systems to execute customer segmented ad campaigns in order to maximize ad spend ROI
• Created and managed the agency’s first integrated ad serving/web analytics project for a telecommunications client
• Worked collaboratively within a focused media delivery team to execute both ad campaigns and reporting, as well as delivering technology training to entire team
Client Service Engineer at Razorfish
From September 17, 2004 until January 5, 2007.
• Managed all technical deliverables of $20M of online advertising for five brand name clients in a fast paced environment
• Utilized the Atlas and Customer Targeting systems to execute an exhaustive program for personalizing content on a client’s site based on 70+ customer segments for AT&T
• Coordinated with multiple client teams to develop digital strategies that fulfill our client’s unique business goals
• Worked as part of a team to enable Harrah’s Entertainment to connect Atlas and Omniture data sets together for the first time
• Assisted with the development and ongoing maintenance of internal software tools to improve the efficiency of repetitive processes
• Worked collaboratively with a group of peers to utilize Wiki/intranet technologies for knowledge management purposes
Education and Qualifications
University of Washington 2004
Bachelors, Interdisciplinary Arts and Sciences, Global Studies
Minor in Information Technology
