Peter Amstutz, MA

Minneapolis, MN 952-***-**** adz6qt@r.postjobfree.com linkedin.com/in/pamstutz

LEAD MARKETING ANALYST

Multi-Touch Attribution (MTA) Media Mix Models (MMM) Insight Generation

Breadth of Experience: Data Analytics professional with expertise partnering with marketing, finance, operations, analytics, and paid media to build effective

Full circle Analytics: Experience in data collection, data preparation, data analysis, data visualization, insight development, presentation of findings, and execution of tactics.

Insights-Driven, Collaborative: Problem solver who develops clear visualizations of progress, health and diagnostic KPI. Humble.

Trusted Mentor: Relationship builder with a passion for teaching and sharing with internal and external teams. Skilled in the translation of technical jargon into plain language.

Areas of Expertise

Digital • Direct Mail • Search • Display • Video • Affiliate • Social • Data Insights • Reporting Automation• A/B Test • Cross-functional partner • Higher Education • Campaign Optimization • Forecasting • Keyword2

Google Cloud Platform • Google BigQuery • Google Looker Studio • Tableau • ThoughtSpot • Business Intelligence • Advanced Microsoft Excel • SAS Enterprise Guide • Jira • Trello • Microsoft SQL Server • Big Data • Microsoft PowerPoint • Agile Project Management

Career Highlights

ROI & Revenue Growth Analytical findings drove 1,000% ROI and $1M in annual revenue

Reporting Automation Resulting in a 94% decrease in reporting workload

Campaign Optimization Marketing cost saving of $2M while setting annual sales records

Forecasting Future Revenue Retail construction cost saving of $90M

Speaker at Predictive Analytics World Presented uplift model at this highly regarded conference

Career Experience

SENIOR MARKETING ANALYTICS MANAGER/LEAD ANALYST 2018 – 2023

Collegis Education – Bloomington, MN

Brought on to onboard new client data and build external client relationships while leading a team of 3 analysts. Became technical subject matter expert and administrator for the internal business intelligence tool (powered by ThoughtSpot). This BI tool was built on a modern data stack (cloud database) and resulted in real-time dashboards (Liveboards). Liveboards were leveraged by every part of the Collegis organization, creating a data-driven culture which improved business outcomes.

Revenue Growth: 1,000% ROI and $1M increase in annual revenue via implementation of a logistic regression model which identified dormant leads that were more likely to convert to enrollment.

Reporting Automation: Improved reporting efficiency by 80% while championing ThoughtSpot as the single source of truth across all 30 clients. Made visualizations more beautiful and eliminated old Excel based reports.

Streamlined database development: Saved Collegis over $500,0000 annually by keeping product development costs under budget. Achieved this by building data governance guidelines within an Agile project management framework, decreasing cycle time onboarding new client data.

Turned around failing campaigns: Improved return on ad spend (ROAS) by 35% via conversion rate optimization (CRO) tests on under-performing display marketing creatives. Uncovered more effective calls to action where possible, flipping these campaigns to positive ROAS. Identified and eliminated assets that failed to meet the required ROAS threshold.

DATA ANALYTICS CONSULTANT 2015 – 2018

Various Companies – Minneapolis, MN

Self-motivated independent consultant focused on optimization via marketing data analytics and business intelligence tool development. Increased my exposure to different types of industry data and analytical methods while driving business results.

UnitedHealth Group (UHG) Reporting: Improved the reliability daily marketing reports by leading the rollout of Domo

Polaris Website Optimization: Provided analytics insights which increased web user engagement with polaris.com

Colle+McVoy Analytics: Lead marketing analytics for Cub Cadet, Cenex, Farm Credit of Mid America, and USA Swimming

Wunderman Thompson Expansion: Built out analytics function used to expand the agency client roster to include Mazda, Andersen Windows, and Fulton Beer

DIGITAL ANALYTICS SPECIALIST 2011 – 2013

DIGITAL ANALYTICS MANAGER 2013 – 2015

Carmichael Lynch – Minneapolis, MN

Recruited to expand marketing strategies for Subaru of America via data analytics. Built a database of survey results used to improve digital advertising campaigns and drive revenue growth. Automated reporting by integrating SAS with Tableau.

Campaign Targeting Optimization: Saved our client $2M in media spending while setting annual sales records by assembling and implementing an uplift model. The model was used to only target online customers who were likely to be persuaded to visit a Subaru dealer and purchase a vehicle. Presented a case study of this model at Predictive Analytics World.

Ad Hoc Analytics & Media Mix Models: GNC, Northwestern University Kellog School of Management, Jack Links, Schlage.

RETAIL ANALYST 2009 – 2011

Catalina Marketing – Minneapolis, MN

Took on a technical SQL heavy role managing and executing receipt marketing campaigns for all 1,750 Target stores. Identified products and campaigns which were most effective at driving additional customer visits and improving store revenue.

Performance Tracking: Developed weekly reports with vital business metrics (KPI) such as store visits per customer and time between visits to measure campaign effectiveness and to optimize future marketing efforts.

MARKETING DATABASE ANALYST 2008 – 2009

Bluestem Brands – Minneapolis, MN

Brought in to establish a new online brand. Built dashboards which provided leadership with metrics used to determine future marketing strategies. Empowered the team to be nimble and make changes to tactics early in the development of the brand. The brand flourished and continues to generate revenue for the organization today.

Marketing Channels driving Sales Growth: Generated 55% increase in monthly sales by providing insights which resulted in an optimized mix of online marketing channels (display, paid search, affiliates).

CUSTOMER INSIGHTS LEAD 2004 – 2008

Best Buy – Minneapolis, MN

Single point of contact representing one of 5 customer segment teams. Rolled out more profitable value propositions in test stores while working side by side with store leadership to explain the reasoning behind changes. Pulled back the curtain on analytics to build trust and gain buy in from top to bottom within the organization.

Cost Saving Research & Analysis: Saved the company over $90M in construction costs with compelling research illustrating that the addition of musical instruments to the store assortment would not be profitable. This analysis limited the roll out of musical instruments to just 50 stores, rather than the original plan of 200 stores put forward by leadership.

Education & Professional Development

Bachelor Arts in Economics • Indiana University – Bloomington, Indiana

Master Arts in Economics • University of Iowa – Iowa City, Iowa

Certifications & Training: Diversity, Inclusion, and Belonging • Data Analytics: Dashboards vs. Data Stories • ThoughtSpot Beyond Zero to Search • Communicating with Diplomacy and Tact • Marketing to Humans

Affiliations: Member – Illinois Diversity Council (Education Committee) • Volunteer Horse Trainer – GRG Ranch Horse Rescue & Sanctuary

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