Paul Allan Legutko

** ******* ******. 617-***-****

Lexington, MA 02420 adbny4@r.postjobfree.com

Career Philosophy: To undertake and promote the understanding of human behavior through the analysis of the data we leave behind.

Executive Profile: With both consulting and agency experience, I am a Digital and Customer Analytics practitioner and pioneer in multiple industry verticals, specializing in the tactical implementation of digital data collection tools, the integration of this data to offline or third-party data sources, and the deep-dive analysis of this data to drive business decisions, provide insights, improve marketing effectiveness, and optimize the customer journey.

Client Roster: AARP, Adobe, AIG, American Express, Ancestry, Autonation, Bank of America, Best Buy, Boar’s Head, Burger King, Carfax, Carhartt, CBC, Citibank, Comcast, Conde Nast, Constant Contact, Consumers Union, Converse, Crain Communications, Frontier Communications, Genentech, Hearst, Humana, IHG, JP Morgan Chase, Kay Jewelers, Kohler, L’Oreal, Lee Enterprises, LL Bean, Mass Mutual, Men’s Wearhouse, Merrill Lynch, Merkle, Morgan Stanley, National Cancer Institute, National Geographic, NBC, Nike, Novartis, Optum, Party City, Samsung, Schwab, Sears, Selectquote, Strayer University, The Hartford, Thomson Reuters, TIAA, Traffic.com, Turner Broadcasting, Unilever, Vanguard, Verisign, WebMD.

Skills Summary

Currently building and executing the Business Intelligence capability at Hill Holliday, a mid-size, IPG advertising agency

Fourteen years' experience as a Digital Analytics Consultant, for Semphonic and for Ernst & Young LLP.

Three years' experience in survey and test analysis for at-risk public schools

Ten years’ experience in academic-related research and analysis

Platform experience in: Web Analytics (Adobe Analytics, Google Analytics, Webtrends, Coremetrics); Testing (Adobe Target, Monetate, Optimizely); Audience (Adobe AAM, Oracle Bluekai, Neustar, Acxiom); Database (Hadoop, SQL); Statistics (SPSS, SAS, R); Social (Radian 6, Sprinklr); VoC (Foresee, OpinionLab, Bazaarvoice); Tag Management (Adobe DTM, Google GTM, Tealium); Marketing (Google Adwords, Adobe Campaign); CRM (SFDC); and website programming skills (JavaScript, HTML)

Sales experience; in 2017 contributed to over $4M in new business related to digital analytics consulting; recent member participant in several successful advertising pitches.

Clinical research statistics – published author in ophthalmology peer-reviewed journals

Teaching at the University level (Stanford, Berkeley, U of Maryland, U of Michigan)

Effective writing and communications expertise; history of successful grant and fellowship writing, publications, and public speaking; telemarketing and fundraising experience.

Education

Boston University Questrom School of Business M.B.A. (Part Time Executive Program, in progress)

University of Michigan Ph.D. Classical Archaeology (June, 2000)

University of Michigan M.A. Greek, (September, 2000)

University of Michigan M.A. Latin (1996)

Harvard University B.A. Magna Cum Laude, with Highest Honors, (1994)

Professional Experience

May 2018 - present SVP, Business Intelligence Director, Hill Holliday

Part of the larger Strategy group, the Business Intelligence team works closely with Decision Science and Consumer Research in analyzing diverse sets of data to inform business strategy and develop tactics for growing revenue, saving costs, targeting audiences, reducing risk, and identifying new opportunities for client marketing teams. Insights are used within creative briefs, immersion sessions, and agency workshops, and are derived from the integration of client sales and business data, digital analytics, Social Media, first-party consumer research, syndicated data (MRI), and public data (Census, FDIC, Fed Reserve). Client facing role with additional support to new business, and the expansion of the current team and building out of internal capabilities.

Jun Professional Experience (continued)

Mar 2013 – Apr 2018 Senior Manager / Senior Solutions Engineer, Ernst & Young LLP

2nd Sight Software, Inc. (DBA Semphonic) was acquired by Ernst & Young in March 2013. As Senior Manager, large responsibility for sales, process management, and the execution of larger, team-based projects. The Digital Analytics competency at EY seeks to expand the scope of digital analytics, integrate digital into all aspects of advisory services, and test the limits of “big data” capabilities. Projects include:

Marketing: Digital Marketing optimization, Segment Targeting, Media Mix, Attribution, Paid Search (PPC) and SEO strategy, Social media listening

Analysis: Customer Segmentation, Web Analytics, A/B Testing, KPI design and reporting, digital strategy, capacity and inventory analysis, predictive and forecast modeling, lifetime value

Data Science: Data feed integration, transformation and ETL, data structure, clickstream, unstructured data

Tool Implementation: Implementation design, tag creation, TMS and CMS integration, Data Layer standardization

June 2004 – May 2006 Consultant, 2nd Sight Software Inc. (DBA Semphonic);

May 2006 – Mar 2013 Vice President of Analytics, 2nd Sight Software Inc. (DBA Semphonic), Novato, CA and Boston, MA

Full-range consulting in Digital Analytics, including implementation, troubleshooting, reporting, strategy, and deep-dive statistical analysis. Successful execution and management of hundreds of projects for scores of clients. Provided strategic and tactical recommendations and advisory services for clients in multiple industry verticals (Financial Services, Retail, Media, B to B, Government, and non-Profit). Business development and management of an independent office and local team. Training and supervision of junior consultants. Industry-specific speaking engagements, webinars, articles, and whitepapers.

May 1999 – Aug 2000 Research Data Supervisor;

Aug 2001 – Mar 2002 Analysis Consultant, the Center for the Social Organization of Schools, Baltimore, MD

Having started out as a temporary data-entry assistant, within five months promoted to perform needs-assessment for the processing and management of over 40,000 public school opinion surveys. Then promoted to set up and manage a Research Data Management center, quadrupling the Center's data-capture and cutting the costs of data management by a half. Analyzed these data to conduct overall assessments of the Center's initiatives, employing various statistical methods.

Aug 2000 – Mar 2001 Postdoctoral Fellow, Stanford University

Sep 2003 – Jun 2005 Postdoctoral teaching fellowship in the Introduction to the Humanities Program at Stanford University. The Program’s mandate was to introduce incoming undergraduates at Stanford to critical thinking, quantitative and qualitative reasoning, expository writing, and argumentative discourse through interdisciplinary courses in the Humanities. Specific courses in History, Archaeology, Anthropology, and Cross-Cultural Interactions.

Sep 2001 – Jan 2002 Assistant Professor and Lecturer, University of Maryland

Undergraduate course instruction in the Department of Ancient Studies at University of Maryland, Baltimore County; Undergraduate seminar in Social Anthropology at University of Maryland, College Park

Summer 1997 Archaeological Field Supervisor, Paestum, Italy

Summer 1998 Led small (10-person) teams in the field excavations at the Greco-Roman site of Paestum in Southern Italy. Responsible for archaeological excavation, team management, and artifact processing, documentation, and analysis.

White Papers

When Advertising During the Super Bowl Makes Good Business Sense. MediaPost, January 25, 2019

A Customer Lifecycle Journey Framework for Digital Analytics: Ending the Tyranny of the Session (EY, 2017)

In the decade of the customer, knowing your customer means owning your data: Data ownership and domain consolidation in digital analytics today (EY, 2014)

Two-Tiered Segmentation: Segmentation for Digital Analytics (contributions to Gary Angel’s blog series, Semphonic, 2011)

Variable Architecture in Web Analytics (Semphonic, 2010)

Measuring Microsites (Semphonic, 2009)

Functionalism: A New Approach to Web Analytics (Semphonic, 2006)

Public Speaking Engagements (since 2010)

Big Data Analytics Execution -- Organizational Intelligence and Analytics Forum, Boston June 2017

Forecasting and Big Data Analytics: Using Big Data to Enhance Forecasting and Planning -- Business Forecasting and Analytics Forum, Boston June 2016

First touch, last touch, don’t touch: Attribution Analysis -- Digital Analytics Symposium, Philadelphia October 2013

Slicing the Digital Pie: Approaches to customer behavioral segmentation – XChange, Los Angeles 2013

Scorecarding from Verbatims – A Case Study in Social Media Analytics – eMetrics, Boston 2012

Measuring Visitor Engagement -- XChange, Monterey September 2011

How Sexy is Your Data? -- Online Marketing Summit, Boston August 2011

Search Analytics -- Web Analytics Association, Toronto April 2011

Omniture Segmentation – XChange Think Tank, San Diego September 2010

Academic Journal Publications (peer-reviewed)

M K Daly, E Gonzalez, D Siracuse-Lee, P Legutko, "Surgical simulator training versus structured wetlab training: effect on residents' human capsulorhexis performance at the Veterans Affairs Boston Healthcare System,” Journal of Cataract and Refractive Surgery, 2013 Nov; 39(11):1734-41.

A Shukla and M K Daly (co-authors), P Legutko, “Informed Consent for Cataract Surgery: Patient understanding of verbal, written, and videotaped information,” Journal of Cataract and Refractive Surgery, 2012 Jan;38(1):80-4. Epub 2011 Nov 6.

Jardeleza, M. S. R., Daly, M. K., Kaufman, J. D., Klapperich, C., & Legutko, P. A. Effect of trypan blue staining on the elastic modulus of anterior lens capsules of diabetic and nondiabetic patients. Journal of Cataract and Refractive Surgery, 2009 35(2), 318-323.

J Kieval, M Walsh, P Legutko, MK Daly. Efficacy of Portable X-Ray in Identifying Retained Suture Needles in Ophthalmologic Cases. Eye. 2009 Aug;23(8):1731-4.

“The Letters of Dionysius: Alexandrian and Christian Identity in the Mid-Third Century AD.” The Ancient World 2003.

“The Revolt of Macrianus and Quietus and its Effect on Alexandrian Coinage.” Numismatic Chronicle, 2002, pp. 135-168.

Paul Legutko and Steven Plank “A Preliminary Evaluation of the Talent Development History Program” Center for Research on Education for Students Placed at Risk (CRESPAR), Johns Hopkins University, 2001

Biography

Paul Legutko is originally from Brooklyn, NY. He attended Harvard College and completed a Ph.D. in Classical Archaeology at the University of Michigan. During his graduate training, Paul participated in archaeological excavations in Greece and Italy, and taught classes as a graduate student instructor. Trained in data analysis and statistical techniques, Paul began to explore career options outside of academia in 1999 doing survey analysis at a Non-Profit affiliated with Johns Hopkins University. While on a postdoctoral fellowship at Stanford University in 2004, Paul joined Semphonic, a boutique web analytics consultancy. As it grew from 5 FTE’s to 40 FTE’s, Paul moved to Boston and managed Semphonic’s Boston Office, which employed seven people and focused on clients up and down the East Coast. Semphonic was acquired by Ernst & Young LLP in March 2013, and the team constituted itself as the core of a Digital Analytics COE that today has over 130 consultants. Eager to bring wider analytics and business intelligence capabilities directly to the advertising world, Paul joined Hill Holliday, and IPG agency, in 2018, and currently leads the Business Intelligence team there. Paul continues to stay involved in classical archaeology, and provides statistical support for a number of clinical research studies in Ophthalmology. Paul lives in Lexington, MA.

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