Marketing Data Analyst

John S. Spindler

***** ******** ****

San Diego, CA 92129

********@***.**.***

SUMMARY: Accomplished Market Research Professional with expertise in

custom analytics, including time series, lead conversion, marketing

campaigns, primary data, custom segmentation, consumer insights, retail

location site modeling, and geodemographics & geographic information

systems. Background also includes competitive intelligence and market

tracking in consumer electronics field. Concise, creative display of

actionable results combined with colorful presentations and lively writing.

Passion for storytelling and making data come alive.

SKILLS:

Statistical Modeling - including linear Presentation Skills - covering many years

and logistic regression, time series of client presentations and engagements;

forecasting, spatial regression colorful, engaging PowerPoint decks

Factor and Cluster Analysis

Microsoft Office - expert Excel, Word,

and PowerPoint

R, SAS, SPSS, SYSTAT Statistical software Writing - creative, impacting analytical

briefs

MapInfo and ESRI Geographic Information Cognos and Microstrategy Business

software Intelligence software

Nielsen PrimeLocation and ConsumerPoint PL/SQL, NPD Solution Folders

PROFESSIONAL EXPERIENCE:

LIGHTSWORD MEDIA LLC

Marketing Data Analyst, 2012-Present

Marketing Data Analyst work:

. Vigilant monitoring of lead campaign programs for conversion rates and

cost-per-lead effectiveness in short-term consumer loan industry for

three different client lending portfolios

o Daily monitoring and weekly reporting, including implementation of

cost-containment campaign blocks and price caps. Visually appealing,

client-friendly Excel report deliverable contains executive summary,

trendlines, and data

. Create daily forecasts for leads and short-term consumer loan conversions

o Forecasts allow client to adjust purchase aggressiveness of consumer

scoring model to meet volume quotas while maintaining cost efficiency

o Highly accurate daily forecasts using R statistical package, delivered

on monthly basis

. Measure effectiveness of email and SMS campaigns to client customer base

for client lending portfolios

o Examine conversions, open rates, opens-to-conversions, emails-to-

conversions, split-testing; monitor for signs of recipient fatigue

o Extensive charting and trendlines show marketing communications-

triggered volume spikes

. Ad hoc research on frequent basis as needed, typically involving new data

pulls

NIELSEN COMPANY

Research Analyst, Analytical Consulting, Nielsen Company, Claritas Business

Unit 2008-2011

Research Analyst work:

. Create consumer target groups for more efficiently marketing to a

client's best customers and reaching those with potential to be converted

into better customers.

o Collect primary research survey data and code into PRIZM (Nielsen geo-

demographic segmentation system) segments.

o Generate profiles of propensity for behaviors of interest by PRIZM

segment.

o Conduct factor analysis to reduce the profiles into a few key factors.

o Perform cluster analysis that uses the key factors to group the 66

PRIZM segments into a handful of highly actionable consumer target

groups of similar behavioral and demographic characteristics.

o Target groups are then further described with television and radio

use, shopping preferences, psychographics, electronic and internet

use, etc. for best ways for marketing communications to reach each

group, and presented in 'story-board' format with creative names and

pictures.

John S. Spindler

Page 2

13596 Freeport Road

San Diego, CA 92129

********@***.**.***

PROFESSIONAL EXPERIENCE (CONTINUED):

. Create site models for optimal selection of real estate locations for a

variety of clients.

o Group sites by similar levels of urban density.

o Use customer data to create customer profiles and trade areas,

geographic information system software.

o Pull demographic, business count (for competitors and retail synergy),

shopping center (for gross leasable area) and other data at various

distances from retail sites.

o Combine this with site survey data (quality of visibility,

ingress/egress, signage, etc.) in a regression analysis to identify a

handful of factors that best serve to estimate performance for new

prospect sites.

o Implement models through a geographic information system so that site

estimates can be generated on the fly, and entire metropolitan areas

can be screened for high-value hotspots.

o Provide clients with an independent analytical voice to evaluate

locations and to screen large areas for areas most deserving of on-

site investigation.

. Analyze customer and dealer data to identify optimum number of dealers of

foreign-language satellite offerings in a given geographic area for

various groups of foreign-language speakers, including Chinese,

Vietnamese, Korean, Tagalog, Hindi, Russian, and Greek.

. Classify client sites using discriminant analysis and cluster analysis

for purposes of benchmarking the performance of new sites against their

most relevant national peers in terms of category sales.

. Set up surveys in Survey Monkey so store managers could efficiently

upload ratings on store features for later analysis.

NPD GROUP, INC. (Current Analysis West, Inc., San Diego, CA) 2005-2008

Project Director, Market Level Engagement Team, NPD Consumer Technology

Business Unit

Project Director work:

. Provided pro-active insight using geographically-disaggregated POS data

for various big-name firms in a variety of consumer electronics

categories, including digital cameras, personal computers, portable

digital players, and mobile navigation (GPS). Maps of DMA and ZIP code

level POS and Census data used widely by market level engagement team for

visually impacting and cognitively intuitive presentations. Maps and

analysis helped to win biggest client contract to date at that time for

market level data with HP.

Research Analyst, Digital Cameras, Current Analysis West

Research Analyst work:

. Similar as below, but for digital cameras. Managed India-based data

analyst for digital cameras category.

Research Analyst, Computing, Current Analysis

Research Analyst work:

. Wrote over two-hundred data-driven analytical briefs focusing upon

competitive analysis, product feature analysis, and segmentation in the

desktop computer and digital home markets, pinpointing key trends in

feature sets and target marketing, all with an eye to "making news,

instead of reporting news"

. Scoured and mined sell-through, pricing, and promotion data sources for

insight, using Excel pivot tables and Cognos cross-tabulations

. Wrote executive summaries for Excel-based product "scorecards" covering

the retail, ecommerce, and direct channels

. Used Geographic Information Systems (GIS) to bring a new perspective to

regional retail sales data, competitive retail location assessments in

consumer electronics (featured in company publicity materials), and also

made GIS solution recommendations

Data Analyst, Desktop Computers, Current Analysis

Data Analyst work:

. Developed reputation for detail-oriented, 'eagle-eye' accuracy in

tracking product specifications and promotional data, as well as promptly

catching data errors made by others, which helped to uphold company

credibility and save the time of product managers and IT staff

. Generated deliverable Excel-based products with painstaking attention to

formatting and visual appeal

John S. Spindler

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13596 Freeport Road

San Diego, CA 92129

********@***.**.***

EDUCATION:

University of Arizona, Tucson, AZ

Ph.D., Geography

University of Illinois, Champaign-Urbana IL

M.A., Geography

University of California, San Diego, CA

B.A., Biological Anthropology

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