Marketing Analyst

Allen L Farnham

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

Sunland, CA ***40

Cell 814-***-****

Email: *********@*****.***

Summary:

Senior-level marketing professional with 20 years of experience in Direct Marketing as a Hands On Database

Marketing Analyst, Market Analyst, and Market Research Analyst. Knowledge and experience of working

with various computer environments. Extensive experience in multiple software systems, including SAS, SQL,

COGNOS, ALTERIAN. Strong experience in a catalog environment. A motivated, sincere, quick learner,

detail-oriented team player with excellent communication, analytical, interpersonal and problem solving skills.

Professional Experience:

USAA, San Antonio, TX Dec 2009- Present

Business Professional

Marketing Analyst

R&A 3rd Party Support

Contract with Sapphire Technologies

Essential Duties:

• Conduct pre and post campaign analysis on various Direct Marketing Promotions.

• Prepare various ADHOC requests for internal customers.

• Database query for discovery of new opportunities.

• Instruct others in the use of SAS Enterprise Guide to perform Market Analytics

• SAS Mainframe programming to compile various customer lists for use in DM Promotions, also to

modify and update existing reporting programs.

• Monthly performance reporting on ASC products.

Decision Sciences Research Associates, Pasadena, CA Mar 2009 – Nov 2009

Programmer / Analyst

Contract with THOR GROUP

Essential Duties:

Conduct research and analysis for surveys and market research in the corporate environment.

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Create new and modify existing programs using SAS UNIX utilizing EMACS and Oracle as database .

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Create customized queries to retrieve data for analysis and report generation.

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Design and code customer requested ad hoc reports.

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Modify existing customer reports.

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Streamline existing periodic reporting to customers, internal and external.

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Use good business sense, analytical and technical skills to resolve intermediate to complex issues.

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Work with large sequential databases.

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Document results and present to team.

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Document process logic. .

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HCI Direct, Headquarters, Bensalem, PA May 2008 – Aug 2008

Marketing Database Analyst

Essential Duties:

Evaluated test designs, analyzed test results, and monitored the backend performance.

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Performed segmentation and test design (incl. subsequent reads/ analysis) to identify opportunities for

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marketing program expansion and improvement.

Designed and coded requested ad hoc reports using SAS .

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Formulated tactics as a part of the firms expansion plan, participated at company meetings, and conducted

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demonstrations.

Used a good business sense, analytical and technical skills to resolve intermediate to complex issues.

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Coordinated data variable acquisition.

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Analyzed and forecasted key revenue components based on current and historical portfolio performance

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for current programs.

Verify accuracy and perform final review of mail plans for all brands and media.

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Provide expertise on company’s database utilizing Alterian.

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Blair Corporation, Headquarters, Warren, PA Feb 1989 – Sep 2005

Market Research Analyst / Marketing Analyst / Marketing Database Analyst

Extensive Data Step programming and utilization of Proc Summary, the output from Proc Summary, and

manipulation of Proc Print as well as other components of the SAS system allowed me to perform the following

Essential Duties and Responsibilities:

• Extract data from Mainframe VSAM files using SAS Data Step procedures to create SAS data sets.

Modify data using BASE SAS, PROCS and Macros on a daily basis for the following short list of

projects.

Developed, introduced and implemented Credit Marketing Program (1993). From concept, testing, and

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monitoring utilizing SAS for customer selection, notification, and reporting on performance.

Developed Jewelry Continuity support programs for customer selection, approval and order processing

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using Base SAS for said processes.

Forecast and monitor product performance by promotion by extracting daily order information from

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VSAM files to create SAS Datasets for report manipulation using various SAS Procedures. Exporting the

Data into EXCEL for presentation.

Maintain and monitor customer life cycle retention, migration, attrition by creating a massive data mart of

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SAS Datasets containing customer transaction data extracted from mainframe VSAM files and reporting

on such data on a monthly basis using Base SAS and SAS Procedures.

Provide analytics to support Marketing initiatives and business objectives.

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Procure, maintain customer demographic data.

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Database COOP support.

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Provide Cross-Channel metrics on promotions and results by creating SAS Datasets from VSAM

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mainframe files for report writing.

Provide ad-hoc analysis and reporting for internal/external clients using SAS to create Datasets from

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mainframe VSAM files

Responsible for the implementation and testing of software for various Marketing functions.

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Provide research to support Business Unit Directors’ multi-channel marketing effort. (direct mail, web,

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media inserts) via data extraction from VSAM files to create SAS Datasets for manipulation.

Database query for Research and Reporting utilizing SAS Enterprise Guide, COGNOS with modifications

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to queries using DB2 SQL.

Database query for promotion lists, customer segmentations for marketing initiatives. Using SAS

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Enterprise Guide, COGNOS with modifications to queries using DB2 SQL.

SAS Application Development

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Exporting Data to EXCEL to create charts and graphs for presentation to decision makers.

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Barter Manager (coordinate, invoice verification, and payment approval).

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Technical Skills:

Statistical Software: Base SAS, SAS macros, SAS/SQL, SAS/AF/FSP, SAS/STAT,

SAS Enterprise Miner

Reporting: COGNOS Impromptu, COGNOS Powerplay

Operating Systems: MVS / TSO, UINX / Solaris, VSE

Software: JCL, MS Excel, MS Word, MS Access MS PowerPoint

Hardware: IBM mainframe, Unix (AIX), MS Windows NT

Databases: DB2, ORACLE

Marketing: Alterian, Unica Affinium, SAS Enterprise Guide

Languages: SAS, COBOL, SQL

Education & Development Experience:

Clarion University of Pennsylvania

BS Business Administration.

Business Computer Systems Analyst.

Programming Related Training: (SAS training was provided by The SAS Institute)

SAS Programming I (SASP)

Base SAS

SAS/STAT

Macros in SAS Software

SAS/AF Software: Application Development I

SAS/AF Software: Application Development II

SAS/FSP

SAS Programming III: Advanced Techniques

SAS SQL Training (SASSQL)

Advanced Excel Training

COGNOS Impromptu

COGNOS Powerplay

MicroSoft Office Products

Other

Member Board of Directors Bollinger Enterprises Inc.

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