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Marty Terbrack 2015 Web Analytics Experience
Marty Terbrack 2015 Web Analytics Experience
Marty Terbrack 2015 Web Analytics Experience
Marty Terbrack 2015 Web Analytics Experience
Marty Terbrack 2015 Web Analytics Experience
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Marty Terbrack 2015 Web Analytics Experience

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Leverages a deep understanding of business and audience segments with quantitative analytics and qualitative to understand consumer behavior and create insights and recommendations that lead to …

Leverages a deep understanding of business and audience segments with quantitative analytics and qualitative to understand consumer behavior and create insights and recommendations that lead to win-win outcomes for consumers and stakeholders. Advocate for hypothesize and test, culture with analytics dashboards which directly relate to company / stakeholder objectives and targets.

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  • 1. 1 Web Analytics & Optimization Experience Summary for Marty Terbrack Leverages a deep understanding of business and audience segments with quantitative analytics and qualitative to understand consumer behavior and create insights and digital experience recommendations that lead to win-win outcomes for consumers and stakeholders. Advocate for hypothesize and test, culture with analytics dashboards which directly relate to company / stakeholder objectives and targets. Web Analytics activities at Northwestern Mutual  Senior Adobe Marketing Cloud Analytics Implementation Administrator & Insights Analyst  Leverage Adobe Marketing Cloud Reports & Analytics platform (formerly Omniture SiteCatalyst) and extensive digital marketing expertise to analyze online user behavior developing actionable data driven insights design to optimize the customer experience and produce win-win outcomes for the prospects, customers and company.  Partner with business stakeholders to define key performance indicators, define and recommend measurements to support data driven decisions  Create reports, dashboards and analysis as provide additional insight by creating info graphics and presentations that help to tell the story supported by data, actionable insights and recommendations presenting findings to decision makers in persuasive, understandable manner  Implementation & Tagging Subject Matter Expert (SME) working with Business Leads and Development Teams in Scrum / Agile environment to enhancements to web properties and applications to capture data to populate variables used analytics reports.  Verify development implemented tags (e.g. eVars, Sprops & Events in code (e.g. JavaScript, HTML) with tagging data validation tools (e.g. Adobe Pulse Debugger, ObservePoint Plugin & Fiddler)  Adobe Administrator responsible for configuring analytics report suites for multiple properties and applications developing implementation plans as governance best practices  Recommended and Managed Integrations leveraging Adobe Data Connectors Platform (Formerly Genesis)  Enhanced user experience on web applications through hypothesis, test and optimization approach to Optimization Test Design and Test Analysis  Contributing to Improved usability and design enhancements through Scenario, Quote Funnel, User Path and Segmentation Analysis  Report Suite Configuration and User Permissions Management Web Analytics activities at Spartan Motors  Implemented Google Web Analytics & Optimization Program  Developed Enterprise Digital Marketing Strategic Plan and Road map for (3) vehicle brands based on business plan. Define the following programs including costs, resources and KPI’s to measure marketing’s contribution and business value through the marketing analytics funnel. Programs include: o Cross Channel Ideation / Strategy Team
  • 2. 2 o Tradeshows, Events Management Program o Paid Search (Pay-Per-Click Advertising) Program o Display Advertising Program o Search Engine Optimization Program o Web Properties Maintenance & Enhancement Program o Brand & Corporate Web Properties Redesign Program o eCommerce Web Properties Redesign and Management (Parts) Program o Affiliate Marketing Program o Content Creation Hub / Campaign Support Center Management Program o CRM (Social Sales) / Lead Generation / Lead & Response Program o Social (Marketing) Properties, Campaigns & Promotions Management Program o Social (Business) Monitoring & Engagement Management Program o Public Relations, Corporate Branding & Inbound/Outbound Messaging (Email / SMS / Chat) Marketing Program o Marketing Analytics, Insights & Optimization Program Web Analytics activities at State Farm  Adobe Marketing Analytics (formerly Omniture SiteCatalyst) Implementation – team of analysts responsible for the migration from Web Trends to Adobe SiteCatalyst v15  Empower digital thought leaders to make data driven decisions through quantitative and qualitative behavior web analytics and Insights  Develop Web Analytics Dashboards, Reports and Insights for Executive Leadership  Develop Standard Key Performance Indicators  Search Engine Optimization Roadmap and Competitive Intelligence Reporting in Search and Social Media  Social Media Platform Pilot Support – platform evaluation, implementation, analytics and insights
  • 3. 3 Web Analytics activities at Brand Labs (Google Analytics)  Rolled out Google Analytics for Small eCommerce Sites  Develop Standard Key Performance Indicators  Provide Insights to eCommerce Site Owners Web Analytics activities at Marketing Associates (Adobe Omniture: SiteCatalyst, Test & Target, Data Warehouse & Search Center)  Rolled out Omniture Site Catalyst as a Product / Service offering at Marketing Associates including development of an implementation planning guide  Implemented Omniture for the Ford College Program and Mobility Motoring Programs which included: o Defining Marketing Activities o Defining Key Performance Indicators  High End Consider Purchase Lead Generation Focus o Defining Customizations (eVars, Sprops, Events and Sub Relations) o Ensuring Alignment with Ford Omniture Implementation Standards o Implementing Campaign Tracking o Implementing Data Warehouse o Completing Integrations with Facebook and MTV o Developing Marketing and Executive Dashboards as well as Automated Reports o Introducing SEO and SEM (organic and paid) o Refining Segmentation o Improving Data Analysis for Online and Traditional Marketing Activities by Integrating Online and Offline Data  Provided Web Analytics consultation for the Ford Multicultural Marketing Program  Designed training program for account teams, market research, technical and QA staff  Provided Governance Standards Consulting to DuPont Marketing Managers  Developed eMarketing lead generation program for DuPont which included developing Paid Search Campaigns that drive traffic to Landing Pages which included A/B Testing, Omniture tracking, lead scoring and CRM integration  Managed the launch of Chrysler’s Lead Trading System with brand and 3rd party lead providers to 25+ Dealer CRM tools. Program has numerous components including lead deduplication, scoring and enrichment as well as CRM and Web Analytics campaign code Integrations as well performance reporting at national, division, zone and dealer levels Web Analytics activities at Pulte Homes (Hitbox - Webside Story and Web Trends)  Leveraged Hitbox for Pulte Consumer Facing Websites completing similar activities as mentioned above. Additional Activities Included: o Improving Landing Page conversion through A/B Testing o Managing Paid Search o Numerous changes to Pulte.com to Improve Purchase Process and Lead Conversion  Leveraged Web Trends for B2B sites  Developed Training program for Field (600 Home Building Communities)  Provide consulting to numerous Stakeholder Groups (Investor Relations, Human Resources, etc.)  Developing and Presenting Executive and Marketing Dashboards
  • 4. 4 Web Analytics activities at ChannelNet (Hitbox - Webside Story and Web Trends) Dealer Web  Contributed to the development of custom server log based web analytics reporting system for Ford, Lincoln and Mercury Dealer Websites  Leveraged Web Trends for B2B sites  Implemented Omniture tagging for Dealer Websites Web Analytics Education  Omniture Site Catalyst Advanced User Training Completed in November 2006  Omniture Advanced Training (Discover, Offermatica, Test &Target), Data Warehouse, Search Center and Genesis Review) in November 2007  Reviewed All Omniture University Online Training Modules (33 modules) Self Study Includes: Books:  “The Adobe SiteCatalyst Handbook”, by Adam Greco  “Actionable Web Analytics” by Jason Burby & Shane Atchison  “Cult of Analytics” by Steve Jackson  “Web Analytics 2.0” by Avinah Kaushik  “Web Analytics an Hour a Day by Avinah Kaushik  “Web Site Measurement Hacks”, By Eric T. Peterson  “Social Media Metrics”, By Jim Sterne  “Social Media ROI”, by Oliver Blanchard  “Visualize This”, by Nathan Yau  “Predictive Analytics, by Eric Siegel
  • 5. 5 Product Refreshers:  Google Analytics Review: May 2010 o Google AdWords and Analytics Training Videos  Omniture Product Review: July 2010 o SiteCatalyst, Discover and Test & Target Training Videos Associations: LinkedIn Groups Include:  Omniture Enthusiasts  Omniture Users Group  Adobe Summit – Digital Marketing Conference  Web Analytics Professionals  Advanced Digital Analytics  Global Analytics Network  Automotive Digital Marketing  313digital Marketing Association  Adcraft Club of Detroit  Online Advertising Professionals  Internet Strategy Forum  Emarketing Association  Ad Age  Mobile Marketing & Advertising  IAb - Mobile Marketing & Advertising  SoLoMo – Social, Local Mobile  Salesforce Marketing Cloud  Social Media Marketing  Automotive Digital Marketing  Automotive Industry Professionals Worlwide Call or Email Questions to Marty Terbrack Email: mterbrack@comcast.net Cell Phone: 248.227.9914 For Additional Insight Visit: Portfolio, Biography, Web Analytics Experience, LinkedIn / References, Twitter. Personal library of over 100 Digital Marketing Books and over 100 Digital Marketing Courses completed subject categories include: Branding, human decision making theory, digital trends, mobile marketing, social marketing, usability & user experience optimization, social media, search marketing, website design, development & optimization, website analytics & marketing data analysis, as well as IT & project management

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