|Job Title||Managing Director|
|Organization||Practical Marketing Analytics, LLC|
|Member Since||19 Feb 2010|
|Areas of Expertise||E-commerce, Online Advertising, Search Marketing - Paid (PPC), Strategy and Planning, Web Analytics|
I am the Managing Director of Practical Marketing Analytics, which has over 20 years of experience in making sense of data from a wide range of sources including CRM, internal sales and promotions tracking, syndicated CPG data (purchase data, consumer panels), web sources (server logs, cookies, geo-demographics, e-commerce), and TV set-top box data. We do:
- Measurement plans around your goals for your marketing program, web site or campaign, DM/DR campaign, or interactive TV application
- Assessment/reporting performance vs. your marketing objectives, identifying threats and opportunities and highlighting the key levers driving performance.
- Data-driven marketing mix assessment and optimization
- Optimization of online marketing: banner, paid/natural search, affiliate programs, social media
Practical Marketing Analytics
The website for Practical Marketing Analytics, my company
The Practical Marketing Analytics Blog
A broad range of analytics-related news, concepts and explanations
Education and Qualifications
I have a degree in Chemical Engineering, and I have been in the business of making sense of marketing numbers since the 1980's, when I worked for Frito-Lay as a Marketing Analyst. Since that time, I have done marketing analytics for High-Net Worth Banking, real-time targeting of website content and banner ads with [x+1], marketing consulting with Monitor and as a freelancer, and most recently, I have been providing iTV analytics and reporting for Ensequence, a provider of interactive TV services.