Project Manager Marketing

NITESH KOPPIKAR

** ******* ****, **** *******, New Jersey 08550, U.S.A.

Home: 609-***-**** Mobile: 914-***-**** Email: ***************@*******.***

US Citizen

MINDSHARE, New York City 08/2009 – present

Consultant – Associate Director (Digital Metrics, Research, Insights & Analytics)

UNILEVER Global Media & Communications Planning

• UNILEVER Media Pitch: Global Data Mart Rollout integrating Display & Rich Media data with Social, Video & Web Analytics. Developing dashboards, summarizing campaign-level metrics & developing Macro customer insights for Unilever Brands (HPC & Foods Category)

• AXE Brand Audit: Utilized Internet Video Metrics to understand consumer behavior, sentiment, reach, engagement & brand advocacy in support of the AXE Deodorant (US & Germany)

• Macro Quantitative Insights: Monthly Macro Campaign Reporting on key Creatives, Media, Channels & Brand Categories (Display, Rich Media, Web Analytics, Video, Social, Mobile, Gaming)

• Klondike Social Media Analysis: Utilized HITWISE for social media reporting (Demographic, Lifestyle, Search Keywords, Upstream/Downstream, Share of Visits)

• Assisted the Global Digital Head in preparing the P&G/Nestle Competitive Analysis White Paper

• Sprint Virgin Mobile Media Pitch: Won the Web Analytics Pitch. Using Omniture SiteCatalyst, Discover & Genesis Integration for Page Content & eCommerce Funnel Campaign Analysis. Integration with FORESEE, Compete & CheetahMail

• Burger King Competitive Analysis of Brands, Creatives, Category Spending & Banner Types

• Dominos Reach Frequency Multi-Channel Attribution Model: Monthly Reporting of Display/Email/Search Media. Provided recommendations on Frequency Capping, Double Counting

• Exposure to: Social Media (TNS Cymfony, Radian6, Visible Technologies, SocialMedia8); Internet Video (Visible Measures, Vindico); Web Analytics (Omniture, Google Analytics)

• Syndicated Research: TNS Stradegy, ComScore Media Metrics, Nielsen Ad Relevance, EZTAB, Compete, QUANTCAST

PANASONIC CORPORATION OF NORTH AMERICA 01/2009 – 06/2009

Data Analyst (Web Analytics), Brand & Consumer Marketing, Global eCommerce

• Responsible for supporting Web Metrics Requirements, creating Analytic Dashboards, ROI Analysis, Interpretation of Marketing Data, Providing Optimization recommendations for Brand Marketing, Product & Category Management Groups within the client organization

• Utilized Coremetrics, Google Analytics, IBM SurfAid, HITWISE for analyzing quantitative data collected through Websites, Micro-sites, Social & Rich Media applications

• Performed Click Stream, Path Analysis, Search Engine Optimization to gain actionable insight on customer movement through web properties & making Creative/Banner strategic recommendations

• Analyzed eCommerce data (Shopping Cart, Sales Funnel, Abandonment, Widget, Add-To-Cart)

• Performed Customer Satisfaction, Usability & Benchmarking studies using ForeSee & iPerception

• Implemented A/B Testing using Optimost for Homepage Creatives: landing page, creative, headline, copy, technology, Size & format, placement optimization

• Responsible for Web Project Management, Vendor & Technology coordination, Metrics & Analytics implementation and support to Panasonic’s Marketing & Brand management teams

• Served as a subject matter expert on identifying data discrepancies, resolving data integrity & performing extensive data hygiene & quality analysis to ensure integrity of metrics

EXPERIAN GROUP, AMERICAS 10/2006 – 01/2009

Analytical Consultant (Web Analytics - Marketing Services & Decision Sciences)

Clients: Panasonic, XM Radio, Wyndham Ramada Hotels

• Panasonic Website & Competitive analysis highlighting clickstream, market share, search engine optimization (SEO), industry rankings, demographics & lifestyle analysis using marketing dashboards

• Value Segmentation & Media Consumption Analysis: Demographic analysis highlighting media preferences, attitudes, lifestyles, spending using SIMMONS Media Research, Mosaic, True Touch

• Customer Profiling/Market Penetration: Executive summary report utilizing geo-demographic, attitudinal, census, summarized-credit & auto market data to create customer descriptive profiles using Alterian Marketing Platform.

RAPP COLLINS WORLDWIDE (OMNICOM GROUP INC.) 09/2005 – 06/2006

Manager - Marketing Analytics (Digital Media Research)

Clients: XM Radio, AOL, Bank Of America Cards

• Developed reporting strategies for marketing campaigns across on-line channels (website, banner ads, creatives, e-mail, SEO search, surveys, web leads)

• Analyzed website user behavior and provided optimization recommendations to improve site design, creative and banner impact, SEO search engine-keyword-phrase PPC targeting

• Executed campaign weekly metrics reporting & presenting optimization recommendations to clients

• Reported on Website (Visits, Page Views, Downloads). Banner Ads (Clicks, Impressions, CTR, CPC, Conversion). Media & Creative. Email. SEO Search Engines/Keywords/Phrases. Surveys

• Exposed to Dynamic Logic AdIndex ad effectiveness branding metrics & digital media DFA tagging

MERCK & Co., 09/2004 – 09/2005

Consultant – Web Analytics (Worldwide Human Health Marketing Information Systems)

• Implemented WebTrends reporting on Merck.com, HCP, Clinical Trials, Product & Country sites

• Configured WebTrends for Click Stream, Path, Content Groups, Scenario and Segmentation Analysis

• Extensive experience using server-side (Logs) and client-side (JavaScript Pixel tagging)

• Provided HITWISE competitive intelligence reports (market share, demographics, search rankings)

DELOITTE & TOUCHE LLP., 08/2002 – 08/2004

Internet Analyst - Web Analytics (Deloitte.com Marketing Communications & Branding)

• Responsible for Deloitte.com campaign analytics, research, trends, data analysis, report writing & presentation development. Creation of web-based reporting dashboards/views

• Configured WebTrends for segmentation, popular routes, navigation, content grouping, scenarios, comparative & geographical analysis reporting

• Drafted web analytics client requirements. Provided recommendations on corporate website changes

• Used iPerception Surveys to provide customer satisfaction, image perception & branding analytics

• Presented “Web Analytics” paper at the Deloitte & Touche Internet Marketing Conference, NYC

• Conducted Deloitte’s analyst training programs & contributed to firm-wide Newsletters

IBM Corp., New York 01/1999 – 07/2002

Consultant - Web Analytics, ibm.com Worldwide Market Intelligence & Brand Strategy

• Utilized multiple web analytic tools to monitor & analyze web site content effectiveness

• Exposure to server logs & JavaScript tagging technology implementation for campaign analysis

• Interacted closely with IBM’s global user community on customer requirement analysis

• Served as IBM’s project manager for server group e-Business Analytics (US & EMEA)

• Enhanced look-and-feel of executive marketing dashboards. Developed web analytics documentation & conducted in-house user training programs. Trained junior analysts

Asia-Pacific Experience:

LOWE LINTAS / INITIATIVE MEDIA (Interpublic Group) 11/1991 - 12/1996

Manager - UNILEVER Strategic Media Planning, Buying & Research (HPC, Foods & Detergents)

• Media Planning & Research: Responsible for developing media objectives & strategies for UNILEVER Brands. Prepared media briefs & proposals. Formulated focused objectives & delivered thoughtful analysis & marketing-oriented recommendations

• Media Buying: Member of LINTAS core team launching Initiative Media. Handled media buying AOR negotiations. Determined placement of ads in various media and developed buying strategies for maximizing media spend through UNILEVER group agencies Lintas, JWT & Ogilvy

• Market Research Coordination: Exposed to Unilever’s Market & Media Research data vendors like AC Nielsen, IMRB, Research International & WPP group agencies

PROCTER & GAMBLE-GODREJ CONSUMER PRODUCTS 06/1989 - 11/1991

MARKET RESEARCH ANALYST - Consumer Insights

• Research studies conducted: advertising pre & post tests, usage & attitude studies, name concept tests, product preference, brand satisfaction studies. Designed questionnaires, conducted field surveys

• Utilized qualitative research techniques (Focus Groups, Depth Interviews) during the early stages of a product’s lifecycle. Data Analysis (Cross tabulations, Frequency Distributions, Clusters) using SPSS

• Interactions with P&G Advertising Agency (Madison) and MR agency (Mudra-DDB Needham) with agency account management, creative and media planning/buying teams

Education:

• Indian Institute Of Management (IIM-Ahmedabad), MDP 07/05

• MS (Computer Science & MIS – Decision Sciences), MARIST College, New York 01/97 - 12/98

• BS (Operations Research & Statistics), Walchand Institute of Technology 06/84 - 05/89

• Diploma (Marketing Research), Mudra Institute of Communications (MICA) 11/91 - 02/92

• Diploma (Marketing & Advertising), Xavier Institute of Management (XIMB) 01/90 - 01/91

Analytic Tools:

• Web Analytics: WebTrends, Omniture SiteCatalyst, Coremetrics, Google Analytics, IBM SurfAid

• Social Media: TNS Cymfony, Visible Technologies, Radian6, SocialMedia8

• Online Video: Visible Measures, Vindico

• Internet Audience Research: HITWISE, Nielsen @Plan/AdRelevance, ComScore Media Metrix

• Ad Serving: DoubleClick DART, Atlas DMT, Yahoo Search Marketing (Overture)

• Advertising Effectiveness Research : Dynamic Logic AdIndex, InsightExpress AdInsights

• Email Marketing: LYRIS, CheetahMail, ExactTarget

• Customer Satisfaction Online Surveys: iPerception, ForeSee, BazaarVoice

• A/B Multivariate Testing: Optimost, Omniture A/B

• Web Technologies: HTML, JavaScript Tagging, Unix, Mainframe

• SQL, Advanced EXCEL (Pivots, Lookups, Formulas, Graphs), PowerPoint, ACCESS, Visio

Other Interests:

• Web Analytics Association. Advertising Research Foundation

• Advertising Club. Market Research Society ESOMAR

• American India Foundation. Alumni Association (IIM-Ahmedabad)

• Toastmaster’s. Teaching. Theatre. Sports/Fitness. Volunteer Work

References available upon request

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