Edward (Eamon) Boyle, Ph.D.

646-***-**** ad21ex@r.postjobfree.com linkedin.com/in/eamon-boyle

Professional Summary

Analytics, Data Strategy and Measurement professional experienced in complex multi-disciplinary consulting and agency models. A PhD degree in applied modeling, with extensive experience in data mining, data insights, predictive modeling, forecasting, data visualization, and the connecting of structured and unstructured data. Skilled in the development of actionable insights to strategically and functionally lead a business that is based on database marketing principles, anchored in data and insights at the core.

Technology knowledge: AWS, Redshift, S3, Snowflake, SQL, R, Python, Tableau, R Shiny, D3, Power BI, Google Data Studio, Optimizely, Tensor Flow, FiveTran, Stitch, Oracle, GA, Adobe, Salesforce, Azure, One Truth, Vault JS, Piwil Pro, Matomo, Informatica, Datorama, Databricks, Sage Maker

Data Partnerships: Numerator, IRI, Komodo, Deep Intent, Resonate, Lasso, Experian, Acxiom, Zeta

Analytics and Data Science: Audience Development, ID Graph Development, Media Mix Modeling, Attribution Modeling, Search and Digital Analytics, Propensity Modeling, Machine Learning, Advanced Analytics, IOT Analytics, ROI, MVT, Matched Market Testing, RNN Modeling, etc.

Top Fortune 500 brands / category: Pharmaceutical, Financial, Insurance, Entertainment, Media, Manufacturers, Retail, Technology, and Automotive

Clients: Pfizer, Merck, NovoNordisk, Abbott, Vertex, Kaiser Permanente Jazz, CTCA, GEICO, Allstate. Liberty Mutual, Farmers, E*TRADE, Smith Barney, Walmart, Kohl’s. J&J, P&G, Helen of Troy, Phillips, Welch’s, Exxon Mobile, Michelin, UPS. Microsoft, Verizon, ATT, Comcast, Warner Media, 20th Century Fox, Ford, Toyota, and VW

Experience

KLICK June 2022 - Present

Head of Analytics and Insights

Developed Audiences for media planning, Data Spines and IG Graphs for clients on both the HCP and DTC sides of the business. Built out performance driven measurement plans and built out Media Mix Models (MMM) and Multi-Touch Attribution Models (MTA) to optimize media spend by channel vendor and placement.

Responsible for the deployment and delivery of insights and advanced analytics for all offices, globally.

Delivery of reports, performance measurement, advanced analytics and AI products for Media Mix, lift analysis and activation.

Work with Engineering, Architecture and Tech teams to build out a Snowflake and Salesforce dataset; Incorporated data from client lakes and warehousing which drives analysis enabling inclusivity (governance, privacy, GA, and Adobe).

Produce Marketing Mix AI solutions and multiple data partnerships with Komodo, Resonate, Deep Intent, and Lasso to operationalize audience activation across patient and HCP cloud platforms.

Produce AI-signals based approach for content curation for media activation.

THE INTEGER GROUP Feb 2021 - June 2022

Head of Analytics, Insights and Data Science

Developed Audiences, IG Graphs Performance Measurement Plans and Score cards for clients to drive Media Performance across HVA’s and Sales KPI’s. Built out Media Mix Models (MMM)and Multi-Touch Attribution Models (MTA) to optimize media spend by channel vendor and placement. Used these models to power ongoing quarterly optimizations of brand media and the optimization of digital channels.

Drove deployment of Analytics and Data Science for all corporate offices in the US and globally.

oFocused development of advanced analytics, and AI products and service.

Built out data strategies for clients, including data warehousing, governance, privacy, and data visualization.

Developed and scaled a “first of its kind” approach for Retail (and other category) media allocation, “What If” creative optimization, and Marketing Mix AI solutions that can be operationalized within audience activation platforms.

Developed 12 unique analytics products that resulted in bestowing a Registered Trademark to the designs.

Activated audiences by pulling in 1st and 3rd party data in real time to inform an AWS platform, thus building a client specific Playbook.

IBM 2019 - 2021

Associate Partner/Managing Consultant, Telecommunications, Media, and Entertainment

Deployed advanced analytics AI framework including attribution modeling, development, and delivery of analytics platforms for clients.

Provided AdTech and MarTech solutions to clients with a focus on data warehousing, strategy, IOT analytics, and governance.

Enacted a unique deep learning model to measure ROI at the individual ad level that can scale to multiple tens of models while ingesting data from multiple source systems (1st and 3rd party), delivering over 2,400 reports.

Built a framework of the necessary team’s data strategy, governance, and management capabilities while enhancing the practice’s data and analytic delivery capabilities.

Developed bespoke insights by activating visualization platforms; Led design thinking sessions with clients to better understand vendors recommendations and how the insights-based adjustments could positively impact their business.

Used deep learning and ML approaches to log level attribution & Marketing Mix models.

Managed teams that developed deep learning models to measure ROAS. Built model and generated UI interface to visualize results.

Engaged teams that developed ML models to extract information and classify entities to predict the success of shows and films based on a set of success criteria.

Connected the insights and outputs from these models to Watson Discovery to understand trending stories.

ASSEMBLY MEDIA 2014 - 2019

Head of Analytics and Data Science

Built an analytic and reporting environment from inception - ingesting over 400 tables from various source systems and delivering over 200 analytic products, reports, and dashboards across the mobile and PC platforms.

Incorporated marketing trends that delivered strategic analytics to executives, by including sales data in the solutions.

Managed Data Intelligence team of 26 across a range of specializations: advanced analytics, reporting, Media Mix Modeling, attribution modeling, forecasting, ROI efficiency, building of databases, dashboards, and data visualization.

Developed log level attribution & Marketing Mix Models for all channels (TV, Digital, E-mail, DM & OOH).

INNOVATION: Worked with the University in Australia to develop a “data arena”- which enabled users to visualize and analyze data in a 3-D setting, while standing in the middle of the dataset and moving the visualization with a joystick.

HAVAS DISCOVERY 2012 - 2014

Head of Data, CRM and Analytics

Provided client solutions which delivered over $10M in incremental revenue by initiating and executing an industry-leading micro-transaction-based strategy among the largest gaming companies.

Advanced client’s strategic business efforts by corralling the translation and execution of required strategies, and developed product solutions, and services.

Controlled databases for major clients, including Citi, Liberty Mutual, Sony PlayStation and AARP.

oDesigned propensity, attrition ad forecasting modeling.

Managed a 30-person office which encompassed the CRM database, data management, analytics, and insights hub for both, Havas Discovery and Havas Worldwide.

oManaged reporting and account management teams to host, model, and build CRM and e-commerce communications.

Architected and deployed consumer insights and deployed forecasting driven “next best offer” programs.

THE MARTIN AGENCY 2007 - 2012

VP of Research and Analytics

Lead all analytics and modeling for all client initiatives. Developed Media Mix Model and Propensity Models to optimize media and business goals. Developed Measurement Plans and Reporting for all clients.

Used syndicated tools to drive media insights and segments.

Developed surveys for primary and secondary research as well as building out attitudinal segments.

Education

UNIVERSITY OF ILLINOIS, Urbana-Champaign, IL, Ph.D. in Applied Mathematical Modeling of Urban Systems

NATIONAL UNIVERSITY OF IRELAND AT UCG, Galway, Ireland, Master of Arts

NATIONAL UNIVERSITY OF IRELAND AT UCG, Galway, Ireland, Bachelor of Arts

Professional Activities

PRESENTATIONS

04/16 Marketers Views: Integrating Digital & Traditional – Can Attribution Modeling Get There?

Presented at the Attribution Accelerator Conference

PUBLICATIONS

10/16 Big Data Challenges and Solutions – An Attribution Approach

DMA Journal of Analytics, 2016

Contact this candidate