Web/Data Analyst

Quest St. Jacobs

469-***-**** *****.**.******@*****.*** 2415 Taylor St. Dallas TX

Summary

Over eight years of data analysis, and digital marketing analytics project

leadership. Outstanding systematic decision-making skills with an

established capacity to conceptualize solutions to challenging situations

and implement practical, cost-effective project plans. Possessing the

ability to organize and motivate cross-functional teams. Widely perceived

as a technical resource with strong interpersonal skills as well as a quick

learner, and passionate about staying knowledgeable in an ever-evolving

state where market research meets technology. Seeking interesting work

geared towards delighting customers by using technology to enable their

businesses.

Professional Experience

Neiman Marcus, May 2013 - Present

Contracted Senior Web Analyst - E-Commerce Luxury Retailer, Dallas, TX

Employing a bottom up approach to e-commerce web analytic's (domestic and

international) with end-to-end experience in strategy, implementation, and

utilization of web data across clients, brands, departments, and

competencies. Displaying supplemental skills in data mining, data analysis,

testing, and statistics.

. Using data to drive incremental revenue by optimizing marketing

channels, UX and product assortment.

. Working closely with C-level to give business pulse and trend

forecasting in the digital space.

. Head all UX and data driven testing, while managing analytics

initiatives on multiple brands, including consumer apps & mobile

sites.

. Audit tagging best practice; Tasked with being a direct resource for

marketing, integrating web analytics into daily marketing decisions

. AB Testing, UX Design, Omni-Channel Analytics and Strategy, Data

Integration, Online Product Performance Analysis; Omniture

Implementation

. Tools used to accomplish daily tasks: Adobe SiteCatalyst, Discover/Ad-

hoc, Test & Target, and ReportBuilder.

Ad Web Designs, September 2010 - May 2013

Project Manager - Web Site Development & SEO, Phoenix, AZ

Leveraged data tools to analyze compliance with a high level of data

quality and business processes to improve website conversion rates,

increase traffic, and link building, while managing content development. My

role involved utilizing the latest in online analytics technology to create

a result that lead to an optimal experience for end users, while discerning

successful strategies, and incorporating solutions to unsatisfactory data.

As a process expert for the team; end-to-end process knowledge impacts up

and down stream.

. Coordinated projects related to our e-mail marketing, SEO, social

media, SMO, analytics tracking, testing site and landing pages for

optimal conversions.

. Managing web analytics through Google Analytics, Coremetrics,

Webtrends and embedding JavaScript, while documenting site visitor's

activity data, and identifying optimization possibilities.

. Used data tools to run A/B tests along w/ multivariate test for

optimization.

. Generated accurate and informative reports through ReportBuilder,

while using said data to present information to VP, President, and the

clients through thorough presentations.

Ad Web Designs, May 2008 - September 2010

Content Manager - Web Site Development & SEO, Phoenix, AZ

Used analytic tools and design techniques to increase the visibility and

popularity of our customer's brands, and web pages (Search Engine

Optimization). With the use of progressive methods that meet the standards

of Google's algorithms, and was exceptionally successful in gaining and

maintaining clients.

. Responsible for content accuracy, and producing periodic data reports

and dashboards using Excel.

. Editing content structure with the use of Google Webmaster Tools to

recognize successful keyword phrases, and check broken links in

content.

. Understanding user experience with data provided from Sitecatalyst,

and content management to identify applicable KPI's.

University of Texas at Dallas - Executive Education, January 2010 - May

2010

Research Assistant, Dallas, TX

. Created marketing campaigns and organized the "Strategic Awareness on

Sustainability" workshop.

. Worked on process management, documented the processes and created

records of the customers.

. Involved in various activities like developing design mockups and

gathering data on business sustainability.

. Designed a customer template for Center of Responsible Business and

Sustainability.

Broad Network Solutions LLC >> Tyler Technologies, June 2005 - May 2008

Business Analyst - Engineering and Design, Dallas, TX

An analyst with exceptional communications skills and vast experience in

all phases of application development life cycles in the areas of EDI,

Order Management, Manufacturing, Logistics, Inventory, and Distribution.

Identified and implemented creative solutions using superior

troubleshooting abilities with immediate and accurate results through the

use of data flow diagrams, process flows, and gap analysis documented in

Visio and Microsoft Office Tools.

. Responsible for conducting the walk-through, brainstorming sessions

and interviews for requirements gathering and identify cost savings

initiatives to derive new system requirements.

. Translated high-level requirements to functional design

specifications using detailed analysis.

. Investigating and documenting root cause analysis to identify

deficiencies and correct them thus fortifying the gap analysis

documentation reflective of KPI's.

. Prepared test cases and performed UAT/AT to make certain the defects

raised by the business users were resolved up to the management's

expectation by the developer group.

. Provided TC estimates, work plans and captured logical data models,

use cases, and test cases which covered all combinations of the

business requirements, which cover the macro level of business needs.

. Delivered SRS for B2C e-commerce sales and support which captured

data flow, swim lanes, wire frames, content design, functional/system

specs, CSI XML schema, API matrix and requirement traceability.

. Conducted JAD Lite sessions to interact with the stakeholders,

performed business process automation/reengineering (BPA/BPR) and

defined application interface solutions to bridge the gaps.

. Worked on Business Transaction Model for functional modeling which

includes mapping of use case model, activity diagram, user experience

(functional requirements, UI elements) and system requirements

University of Texas at Dallas - School of Management, July 2007 - December

2007

Research Assistant, Dallas, TX

. Generated statistical analysis to understand an international

software industry outlook and its link to the U.S. economy.

Technical Skills & Knowledge

. Languages: HTML, Java, JavaScript, CSS, XML

. RDBMS/DB Tools: MySQL, Oracle SQL Developer, Unix SAS, PC SAS

. Tools: MS-Office; Excel & Access expert, IBM Rational Team Concert,

Unified Process, Rose, Netezza, Stata, Crystal Reports, Quality Center,

Clarity, SoapUI, Adobe Sitecatalyst, Discover, Test & Target,

ReportBuilder, Google Analytics, iDashboards, Coremetrics, Webtrends

Analytics, Adwords, PowerMapper, Screening Frog

. Methodologies: Agile (SCRUM), and RAD (Phase Development)

Certifications & Training

Microsoft Certified Technology Specialist-MS Office Project 2007 managing

projects, Core concepts in Business Analysis, Business Analysis - Verify

and Validate Requirements, SCRUM in practice. BABOK - Planning, Requirement

Analysis, Elicitation, Communication, Monitoring, Enterprise Analysis,

Solution Assessment and Validation, Requirement Management and

Communication

Education

. University of Texas at Dallas, August 2009 - May 2010

M.S. Computer Science

. University of Texas at Dallas, August 2003 - December 2007

B.S. Computer Science - Magna Cum Laude

Academic Activities, Organizations, & Projects

Worked with the SAP Users Group at UT-Dallas, Member of Association of

Information Technology Professionals, and monthly community service with

Habitat For Humanity in the Dallas area.

. Business Intelligence - analyzed and developed data mining solution

to business problems using Association, Clustering, and Decision Trees.

. Mergers and Acquisition - Conducted a research study, which explores

the IT aspects of M&A.

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