1. BEN DYAS
M ob ile: 0432 186 708
Email: b en dyas@live.co m.au
CAREER SUMMARY
A Marketing professional with extensive experience in the areas of digital marketing optimisation, customer analytics
and campaign testing. Primarily based consultancy side and focussed on servicing a multitude of large clients in a
variety of industries.
Key Areas of Expertise
 Developing and implementing marketing analysis and optimisation projects.
 Managing client expectations and developing good ongoing client relationships.
 Ability to combine critical technical aspects (analytics) with actual thinking and presentation (consulting).
 Informed decision-making.
 Problem solving.
 Data manipulation and processing.
 Fast learning of computer software, programming, statistical and project Management Techniques.
 Excellent and quick development of new statistical and IT skills.
WORK EXPERIENCE
ACCENTURE 2004 – 2009
A global management consultancy, technology service and outsourcing company with over 180,000 employees and an annual turnover
exceeding AU$6.3 billion. In 2008 Accenture acquired my previous employer Memetrics, a leading software and consultancy service
company in the digital marketing testing and optimisation space.
Account Manager
Responsible for developing and implementing a variety of testing and optimisation projects in the digital marketing
area.
Achievements
 Successfully delivered a landing page optimisation project to ING Spain that demonstrated the beneficial
results gained from digital optimisation, and resulted in an AU$200K software licence and consultancy sale.
 Increased landing page and call centre subscription applications for Foxtel in excess of 10%, through a
testing and optimising project that highlighted some quick win key landing page changes.
 Demonstrated a 40% increase in clicks for Dell Australia by conducting a search creative optimisation test on
80% of keyword groups.
 Delivered 90% of projects on time and to high project profitability margins.
TORQUE SOLUTIONS March 2004 – September 2004
A small Australian data consultancy company based in Sydney and Melbourne.
Senior Analytics Consultant
Responsible for working with clients to best understand how to utilise their customer data to enhance marketing
campaign targeting and effectiveness. Engaged in end to end project management; from proposal creation to data
analysis through to client presentation.

2. BEN DYAS
Achievements
 Significantly increased customer subscriber acquisitions for an Australian magazine publisher by developing
product uptake models using Decision Tree modelling.
 Constructed a geo-demographic segmentation of Queensland Newspaper subscribers that successfully
allowed the efficient allocation of resources to the key areas of churn and acquisition potential.
OGILVY 1997 – 2003
A global International advertising, marketing and public relations agency with a large multinational client base.
Analytics Consultant & Senior Analytics Consultant
Based in London, responsible for providing analytics solutions to clients within a customer relationship marketing
program framework. Specifically, created proposals that addressed key client goals, conducted data analysis, presented
reports to the client and developed the client relationship.
Achievements
 Conducted campaign mailing efficiency analysis for IBM that highlighted the optimal number of mailings per
customer to induce sales, thus reducing mailing wastage.
 Won marketing awards and achieved client return on investment targets as the data project lead on the Royal
Mail Business to Business Relationship Marketing Program account. Evolved basic customer value targeting
into a sound business scorecard targeting model based on value, employees, sector, types of contact at site,
growth potential, etc.
 Enabled Royal Mail to assign key account managers to top business clients that were most at threat to
competitors, by developing MapInfo software maps to highlight key areas of competitor threat using
competitor depot proximity as a proxy.
Analyst
Responsible for conducting specific analysis techniques on customer data, creating reports and presenting to clients.
Achievements
 Doubled return on investment for two Royal Mail Stamps campaigns by developing two propensity models
that ranked customers on their likelihood to take up two stamp products.
 Constructed a Lifetime Value Model for Royal Mail Stamps that was successful in guiding maximum
acquisition spend and helped allocate efficient retention resources.
 Developed a customer segmentation for Nestle Thailand that was used as the foundation of their new
Relationship Marketing Program.
GALA CORAL GROUP 1992 – 1996
A large gambling company in the UK with significant businesses in the bookmaking, bingo and casino markets, both on the high street
and online.
House Manager
Responsible for the day to day running of front of house operations in a Bingo Club. Supported the General Manager
with marketing promotions that led to a career interest in marketing and data analysis. Developed key skills in staff
management, public speaking and customer communication.
Achievements
 Working as a team the club achieved a number of gold awards each quarter for customer service.
 Significantly increased weekly admissions and spend by conducting my first Direct Mail promotion targeting
specific customers from the database for a new bus bi-weekly free bus service.
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3. BEN DYAS
SABBATICAL November 2001 – December 2002 &
November 2008 – July 2009
Travelling around Australia/New Zealand and recently South America, meeting new people and experiencing new places and culture.
TECHNICAL SKILLS
Software
− Digital Optimisation Software (ADO formerly xOs)
− SPSS
− Answer Tree
− MapInfo
− Access
− Microsoft Office
− Counting/Interrogation Software
Analysis
− Testing and Optimisation
− Data mining
− Scenario Planning
− Differential Marketing
− Factor Analysis
− Discriminant Analysis
− Mapping & Cluster Analysis Techniques
− Segmentation
− Propensity modelling
− Lifetime Value modelling
− Regression
− Campaign Analysis
EDUCATION
− University of Hertfordshire, Master of Science in Operational Research (Business Statistics)
− University of Sheffield, Bachelor Arts in Accounting and Economics
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