Sales Data

Gabriel Baird

***** ****** ***., ********, ** ***07 / abpmos@r.postjobfree.com / gabrielbaird.com / 216-***-****

Offering

Market research analyst and award-winning investigative journalist with unique combination of software and communication skills.

Proven ability to master new subject areas, interview stakeholders, perform qualitative/quantitative analyses to deliver concise

summaries and clear visualizations that evaluate performance, identify waste, reveal leads and generate revenue. Award-winning

information gathering, collaborating, data analysis and performance on deadline. Published author of more than a thousand articles.

Experienced with SEM, SEO, web design and copy writing. Driven by projects that challenge and expand skills.

Experience

The Plain Dealer: powering cleveland.com (January 2005 Present)

With 1.3 million readers in print and online weekly, The Plain Dealer is among the 20 largest newspapers in the nation.

Market Research Analyst / Web Analyst (January 2012 to Present)

Performance Monitoring: Measure, track and forecast the performance of cleveland.com, the web site's sections and specific

pages as well as hundreds of advertising campaigns involving more than a dozen digital advertising products. Metrics tracked

include ad packages sold, revenue, blog posts/stories, unique visitors, visits, page views, reader interaction, ad impressions,

CPM, clicks, CTR and conversions. Produce quarterly, monthly and one-off reports that establish benchmarks, empower the

sales force and inform manager, director and executive decision making.

Consumer Insights: Pinpoint trends and patterns hidden in massive amounts of data by using Access, ArcGIS, Excel, MapInfo,

Prime Location, SPSS and other programs. Communicate key findings in concise summaries, charts, graphs and maps that

empower sales executives, managers, directors and advertising clients to make fact-based decisions in the realignment of sales

territories, advertising spending and customer targeting.

Web Work: Analyze web sites for search-engine optimization (SEO), implement SEO improvements, evaluate search-engine

marketing (SEM) campaigns. Write web page copy, layout pages and navigation. Google Adwords certified.

Competition Monitoring: Determine client and potential client ad spending with competitors using Kantar Media Intelligence,

comScore, political ad sources, in-house databases and data mined from the web to assist in maintaining and adding clients.

Lead Generation: Locate potential clients for sales executives and customers for advertisers based on analysis of demography,

geography, business type and other factors using data from Claritas Business Point, competitor web sites, housing records,

proprietary client data and other sources.

Productivity Improvements: Replace labor-intensive processes for generating monthly reports, mining the web, cleaning

unstructured data and other recurring tasks to increase productivity.

Data Collection: Acquire, organize and maintain data pertaining to sales, consumer spending, customer lists, demographics, web

traffic, etc. The sources of this data include data mining, government records, company clients and industry standards such as

Adobe Site Catalyst (Omniture), Claritas, comScore and Scarborough.

Reporter: Data Analyst/Special Investigations (January 2010 - January 2012)

Property Value Expose: Identified $2 billion in questionable and illegal reductions to Cuyahoga County property values;

uncovered tax breaks given to cronies of former Auditor Frank Russo; revealed the $21M impact corruption and

mismanagement had on schools and communities; prompted criminal investigations by the Cuyahoga County Sheriff and Ohio

Bureau of Criminal Identification and Investigation; exposed political appointees paid for hours they didn't work, forced

numerous resignations, firings and a felony conviction. These findings involved reviewing more than 120,000 documents and

analyzing millions of electronic records. The series of stories was nominated for a Pulitzer Prize for Public Service, was a

finalist for the American Society of Newspaper Editors award for local accountability reporting and won multiple state awards.

o Board of revision problems cost Cuyahoga County schools, governments and libraries $21M (February 20, 2011)

o Auditor's campaign donors got big tax breaks (November 28, 2010)

o Altered Cuyahoga County boards of revision documents cut $145M from tax rolls (September 5, 2010)

Policy Improvements: Acquired and analyzed tens of thousands of electronic records to reveal problems with Cleveland police

investigations and the Cleveland Clerk of Courts. Both investigations resulted in public policy changes.

o Cleveland Municipal Court fines disappear; in 9 cases, fees dismissed by 1 clerk (November 21, 2011)

o Alerts about 100s of tickets and suspensions never sent to Ohio Bureau of Motor Vehicles (October 22, 2011)

o Cleveland police aren't following departmental rules in clearing rape cases, analysis shows (January 23, 2011)

o Records show sexual assault cases in Cleveland are unlikely to get to court (April 4, 2010)

Visual Storytelling: Created charts, graphs and maps, including interactive maps to communicate facts and figures. Editors of

other newspapers marveled at how quickly state budget data was analyzed and displayed online.

o Cuyahoga County prosecutor charges house flipper from Florida (December 29, 2011)

o Ohio House of Representatives propose giving schools more money than under governor's plan (April 29, 2011)

o Ohio schools face loss of state aid in Gov. John Kasich's budget proposal (March 31, 2011)

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Reporter: Data Analyst/General Assignment (January 2009 - January 2010)

Inspector Troubles: Revealed the poor performance of Cleveland's Building and Housing Department and policy violations by

inspectors. This analysis involved joining building and housing data with county property records.

o Cleveland housing inspectors still not as productive as building inspectors in other cities (August 31, 2009)

o Cleveland housing inspector gets land city had paid to clear in 'massive screw up' (July 6, 2009)

o Two Cleveland housing inspectors have bought recently inspected properties (June 16, 2009)

Anonymous Posts: Connected a judge to screen names used to post offensive comments and comments about cases the judge

presided over. Producing these stories involved scraping hundreds of comments off web sites, cleaning the data behind the

comments into a usable format and joining it with the web history of the computer in the judge's chamber.

o Web name linked to Judge Shirley Strickland Saffold has comments on other sites (May 9, 2010)

o Were 'governmentwatcher' posts made by same user as 'lawmiss'? (April 23, 2010)

Upholding Confidentiality: Faced threat of jail time to protect source of leaked information about serial killer Anthony Sowell.

o Judge Saffold's attempt to jail PD reporter was a judicial assault (March 19, 2010)

o Judge orders arrest of Plain Dealer reporter, wants to know source of story on Anthony Sowell (March 17, 2010)

Reporter: Cleveland City Hall/Data Analyst (January 2008 - January 2009)

Truant Council: Singled out slacker council member by documenting their absence from meetings they are paid to attend.

Conveniently, no central records are kept, so compiling these records required manually creating a database.

o Council's members miss many meetings (June 11, 2008)

Reporter: Crime/Data Analyst (January 2005 - January 2008)

Dangerous Identification: Identified potentially dangerous Cleveland police officers based on an analysis of more than 238,000

electronic records from multiple databases. Revealed that supervisors failed to investigate and rubber stamped even

questionable incidents. Prompted officials to improve policies and practices.

o Cleveland police always justify using force (January 14, 2007)

o Issues still surround use-of-force probes (January 14, 2007)

Data Visualization: Produced maps using ArcGIS and interactive maps using HTML ImageMapper to show patterns in crime.

o Violent crime in Cleveland is up 11%, '06 rise outpaced U.S. (September 25, 2007)

o Schools in Hough are most violent; Roughest buildings in neighborhoods with most crime (May 22, 2006)

Data Acquisition: Won a three-year public-records battle overcoming roadblocks and stalling techniques Cleveland officials used

in an attempt to prevent releasing crime data. The data, which detailed every crime in Cleveland going back to 2001, would

form the bedrock of dozens of stories over the next four years.

Additional Experience

Cleveland State University. Adjunct Professor (Spring 2010, Spring 2012)

The Sacramento Bee. Reporter (October 2003 - January 2005)

The Plain Dealer. Intern Reporter (June to August 2003)

Capital News Service. Wire service reporter in Washington, D.C (January to April 2003)

The Baltimore Sun. Intern Reporter (September to December 2002)

Education

University of Maryland. Master of Journalism degree (May 2003)

University of Illinois. Bachelor s degree in Communications with High Honors (January 2000)

Awards

1st Place, Press Club of Cleveland, best investigative journalism (2011)

1st Place, Ohio Society of Professional Journalists, Best Government Reporting (2010)

1st Place, Press Club of Cleveland, Public Service (2010)

Finalist, American Society of Newspaper Editors, local accountability reporting (2010)

1st Place, Ohio Society of Professional Journalists, breaking news for SuccessTech Academy Shooting coverage (2007)

1st Place, Ohio Society of Professional Journalists, breaking news coverage of shooting of a police detective (2006)

Computer Skills and Data Sources

Prime Location

ArcGIS Microsoft Excel Kantar Media

Scarborough Research

comScore Google Adwords MapInfo

Video and photo editors

Dreamweaver Google Fusion Tables PowerPoint

Microsoft Access HTML Public Records

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