Marketing Sales

MICHAEL E. SEIDEL, CFA *** S. Sunset Canyon Dr., Burbank, CA 91501

818-***-**** **************@*****.***

PROFESSIONAL EXPERIENCE

Independent Marketing Consultant (May 2007 - Present)

Clients have included Modern Analytics, Verifi Inc., MarketShare Partners

. Extract transform load (ETL) data into SAS for business

intelligence and forecasting.

. Maintained and implemented scored direct mail campaigns.

. Built logistic regression models in SAS to predict response

probabilities for direct mail offers.

. Applied statistical techniques (A/B--hypothesis testing) to assess

the significance of outcome differentials.

VCA Animal Hospitals, Los Angeles, CA (January 2006 to April 2007)

Sr. Manager Marketing Analytics

. Executed in excess of 30 scored direct mail campaigns resulting in

over $10 million in incremental revenue and the acquisition of over

3,000 new clients. Modeling and campaign management conducted

within SAS.

. Mined internal POS Oracle database to build flat SAS files suitable

for business intelligence reporting, segmentation modeling, list

selection and campaign management.

. Managed external data list vendor and compiled acquired data for

direct mail client acquisition campaigns.

. Reduced vendor fees by $30,000 annually by internalizing tracking

of prospect activity to the POS system.

. Complete oversight of business intelligence reporting as it

pertains to marketing activities and client purchase behavior.

KPI's calculated within SAS and reported in HTML or exported to

Excel templates.

. Estimated Client Life Time Value (CLTV) across pet species.

Countrywide Financial Corporation, Calabasas, CA (June 2000 to December

2005)

Vice President & Director Quantitative Market Research (July 2004 to

December 2005)

. Built a custom SAS program that was instrumental in uncovering a

$13 billion dollar product upgrade market. To qualify for the

product upgrade, customers had to meet credit standards which were

determined by a credit quality equation that could only be solved

iteratively via my SAS program. The opportunity was presented to

the President and resulted in the implementation of a new marketing

strategy.

. Built logistic regression models and conducted offer tests in

support of portfolio cross sell initiatives.

. Monitored lead conversion activity and optimized production via

appropriate lead distribution.

. Supervised vendor relationships as they pertained to quantitative

model building.

. Managed and advised on various projects undertaken by junior

members of the Performance Analytics group.

Assistant Vice President Market Research (July 2002 - July 2004)

. Built quantitative models, logistic regressions and CART, in

support of targeted direct marketing campaigns.

. Developed customer profiles across business units and product

categories.

Sr. Research Analyst (June 2000 - July 2002)

. Developed tracking methodologies to measure and quantify lead

follow-up and conversion rates, reducing management oversight hours

and increasing lead conversion rates by 50%. SQL queries into

Excel.

. Served as in-house consultant on quantitative marketing. Topic

examples include appropriate implementation of A/B direct marketing

tests and subsequent analysis, general education on modeling and

ROI measurement.

Jalate, Ltd., Commerce, CA (February 2000 - May 2000)

Consulting Engagement reporting to the Treasurer

. Rebuilt a historical database of the monthly general ledger and

generated complete consolidated financial statements and divisional

statements of operations in Access.

. Developed shipping, receiving and inventory report in Excel.

Trained warehouse personnel to update report.

. Developed commission structure spreadsheet for sales force

compensation.

The Signature Group, Schaumburg, IL (July 1997 - September 1999)

Research Analyst

. Utilized SAS software to generate regression models that selected

the most profitable prospects from credit card customer files to

produce qualified sales leads for telemarketing and direct mail

campaigns.

. Performed A/B testing of marketing offers on response rates and

profitability (NPV) of customer acquisitions.

Roosevelt University, Chicago, IL 1994 - 1997

Eastern Illinois University, Charleston, IL 1992 - 1994

University of Illinois, Champaign, IL 1985 - 1992

Instructor of Economics

Full pedagogical responsibilities for the following courses:

. Econometrics

. Statistics

. International Economics/Finance

. Macroeconomics

. Microeconomics

EDUCATION

. Chartered Financial Analyst Institute, CFA 2003

. University of Illinois Urbana - Champaign, M.S. (Ph.D.-ABD)

Economics 1987 (Minor in Finance)

California State University Los Angeles, B.A. Economics 1985 (Minor in

World Politics)

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