Hands-on experience in improving campaign management process and reporting requirements, solving problems, designing optimization strategies, developing methods to capture insightful and actionable metrics and delivering recommendations for continuous improvements to performance.

1. Michele Vincent
Marketing Analytics Professional
and
Data Scientist

2. Improves campaign management process and reporting
requirements
Offers proven marketing strategies, insights and services
Understands strategic business goals and objectives and aligns
them with measurable marketing indicators
Develops methods to capture insightful and actionable metrics and
delivers recommendations that promote continuous improvements
to performance
Analyzes the performance of marketing campaigns and designs
optimization strategies through statistical analysis and data mining
Exceeds goals and expectations (DIRECTV, Years 2011 and 2012,
Experian, Year 2006)
A marketing analytics professional who …
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3. 2005
SMILE BRANDS
2010
20142004
EXPERIAN
DIRECTV
CSUDH
Lecturer
Pre-Calculus
Adjunct Professor
Pre-Calculus,
Electronics Math
Computer Networks
DeVry
Statistical Analyst
Data Quality,
Business Information Systems
Data Intelligence, Decision Science
Manager, Business Analytics
Campaign Management
Sales and Marketing Organization
Manager, Insights and Strategy
Marketing Analytics
Business Analytics
Employment

4. Master of Science
Computer Science
CALIFORNIA STATE UNIVERSITY FULLERTON
Bachelor of Science
Mathematics
CALIFORNIA STATE UNIVERSITY LONG BEACH
Education
Multiple Regression Analysis
to determine survival time of
patients undergoing a liver operation
Secure Internet Voting System
using Cryptography to address
challenges in authentication, confidentiality,
integrity and non-repudiation

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Problem: We needed to know the effectiveness of our marketing campaigns
for acquisition so we could optimize our marketing mix and invest in better
performing mediums.
Solution: Evaluated the performance of each of the marketing campaigns.
Challenges: Various data formats, immature processes, no sound
methodology to measure performance
Measuring Campaign Effectiveness
Problem: We could not act on retaining our patients as there was no
established ongoing process for tracking and reporting retention
Solution: Simplified the definition of retention and identified the patients we
were losing
Challenges: Various definition of 'Retention' so it was difficult to get a
consensus on how to track and report it
Developing a Retention Strategy
Problem: The analytics vendor was costing $1M/yr and we were not getting
the value we needed
Solution: Developed an in-house analytics to have more control of what we
wanted to accomplish
Challenges: Distribution of work among Marketing analytics professionals
Bringing Analytics In-House
Accomplishments
SMILE BRANDS

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Problem: The Direct Mail campaign aimed at subscribers who had never purchased
Pay-per-view generated low response rates
Solution: Determined who were more likely to respond and mailed only to them
Challenges: Many different segmentations to analyze
Results: Determined the key attributes that were highly predictive of a Pay-per-view
behavior. Increased ROI and increased revenue and LTV
Increased ROI from ‘Never Boughts’ Segment
Problem: Many subscribers stopped purchasing Pay-per-view movies
Solution: Developed hypotheses to test and obtain sufficient evidence to
indicate which factors caused subscribers to stop purchasing
Challenges: Significant amount of data to analyze
Results: Determined that IVR charges made subscribers stop purchasing Pay-per-
views. Management removed these charges.
Increased Revenues from Lapsed Buyers
Problem: The process to generate leads to call was slow that revenues for
Premium Channels were not being maximized.
Solution: Improved process, eliminated bottlenecks
Challenges: Campaign flow diagram was huge, many systems involved
Results: New process minimized delays that increased revenues. Improved
relationship with vendor, business owners and IT. Saved resources.
Increased Offer Takers for Premium Channels
Accomplishments
DIRECTV

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Problem: The metrics could not pass the ‘red-face’ test because of poor quality
Solution: Performed regular vendor assessments, implemented control charts,
maintained a monthly report to track and identify significant changes
Challenges: Lack of automation
Results: Delivered a better product compared to competitors’ product based on
accuracy of data
Improved the Quality of the National Business Data
Problem: The process to generate subscribers’ report of trades and balances per
lender was taking two weeks of manual work
Solution: Wrote a program in Easytrieve and SQL to extract the data locally,
cutting the need to query a large table over the network
Challenges: Extracting data from a very obsolete system called the mainframe
Results: Improved implementation from 2 weeks to 4 hours
Improved Process of Generating Subcode Lists/Reports
Problem: Zip+4 program used CPU-intensive SAS PROC statements and could
not process data for 275 million consumers
Solution: Re-designed the Zip+4 program using a different approach
Challenges: Understanding the programmer’s intention
Results: New process ran successfully with consumer data summarized and
aggregated for 275 million consumers
Improved and Re-designed Existing Program
Accomplishments
EXPERIAN

8. Thank you