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  1. 1. Scott Hample, MBA  Baltimore, Maryland  (443) 764-5700   MARKETING RESEARCH AND ANALYTICS PROFESSIONAL BACKGROUND SUMMARY Proactive problem solverwhoenjoys tellinga story from numbers.Results-orientedmanagerwith seniorlevel experience performing Marketing Research andMarketing Analyticsfor B2B andB2C programs.Strong researchand analyticalskillsin segmentingprofitable customersanddevelopingsolutionstoincrease profitabilityandMarketingROI;using primaryandsecondaryresearch,trend tracking, modelingdata,and developing forecasts. Marketing Research Customer Satisfaction  Competitive Intelligence  Market Analysis  Direct/Email Marketing Digital Marketing SELECTED ACCOMPLISHMENTS  Baltimore Sun: Improved advertising sales performance by ~3.5% by better identifying profitable current and prospective customers.  US Postal Service: Increased online cross sell and up sell opportunities ~10%.  Chick-fil-A: Introduced grilled chicken sandwich and other food products and freestanding restaurants.  The Ritz-Carlton Hotel: Established customer satisfaction benchmarks for its application for the Malcolm Baldrige Award.  XM Satellite Radio: Reduced subscriber churn ~2% by creating a system that alerted pending contract terminations.  Laureate Education: Improved retention by ~10% while increasing communication ROI by ~7% by measuring media effectiveness.  BellSouth: Built lead generation system leading to ~15% in sales leads. Developed sales territory realignment, deriving quotas and pricing. AREAS OF EXPERTISE MarketAnalysis/MarketingResearch  Develops and implements research strategies and programs to guide decision-making for with internal/external clients.  Implements and manages primary (qualitative and quantitative) and secondary research strategies for New Product/Service Introductions, Customer Satisfaction/Loyalty, Win/Loss Analysis, Ad and Concept Testing, Segmentation; and Pricing projects.  Authors white papers and has experience in Sales Forecasting and Trend Analysis; Competitive Profiling; and SWOT Analysis.  Produces reports and manages workflow: designs research objectives, sampling plans, surveys, and data collection/processing.  Moderates and analyzes focus group studies and in-depth interviews; created moderator’s guide and respondent recruitment.  Synthesizes research findings into managerial reports. Database/Direct Marketing/CRM  Performs and communicates key data analytics; identifying trends, patterns, and consumer insights.  Develops database and direct/email marketing initiatives aligned with strategic goals/objectives. Manages workflow.  Segments and profiles customer base that maximizes retention and generates prospect lists.  Models campaign response and produces standard and ad hoc KPI dashboard reports.  A/B Tests direct marketing and email campaign messages/call to action.  Direct and supervise maintenance and structure of large marketing databases. Internet Marketing  Develop online and email marketing campaigns that drive new and repeat business.  Perform web analytics to measure successful digital strategies.  Track and maximize PPC, SEM and SEO performance through traffic/keyword analysis.  Analyze online and email messages/offers to improve performance and conversion rates. Computer Skills  Fluent in MS Access and Excel, Oracle, SQL, Cognos, Business Objects, Crystal Reports, SPSS, SAS; IRI, Nielsen, MapInfo, Retail Link, Mintel, TDLinx, Claritas; Zoomerang and Survey Monkey; Constant Contact;; and WebTrends, AdWord, HitWise, Coremetrics Adobe (Omniture) Site Catalyst, Tealeaf, and Google Analytics. EDUCATION Georgia State University, MBA, Marketing Management, Atlanta GA University of Georgia, B.A. in Business Administration and Journalism, Athens GA Continuing Professional Development: SQL, SAS, SPSS, MS Access/Excel, Customer Satisfaction, and Competitive Intelligence.
  2. 2. MARKETING RESEARCH EXPERIENCE Director,MarketSegmentation Analyst University of Maryland, University Relations, College Park MD (2014-Present)  Supporting Annual Giving/Alumni Association teams in direct mail/email fund raising programs  Improving ROI by developing strategic segmentation of donor behavior practices  Increasing profitability of direct mail, online, and email campaigns 10%+  Creating stakeholder dashboards to report marketing campaign effectiveness  Developing and conducting A/B testing of creative assets to optimize campaign performance;  Working with campaign managers to review and test performance of new marketing tactics  Monitoring academic donor landscape and stays current with marketing trends;  Working collaboratively with cross-functional teams; Business Applications, Creative, Directors.  Creating direct mail and email lists Marketing Research Analyst The Baltimore Sun MediaGroup, Baltimore MD (2012-2013)  Analyzed and reported results of B2B and B2C direct and email/online marketing campaigns.  Conducted customer profiling to identify new advertising prospects, and identifying cross- and up-sell opportunities.  Modeled response and campaign back-end reporting.  Evaluated pricing strategies of product portfolio and measuring sales performance. Marketing Research Analyst CitiFinancial/OneMainFinancial, Baltimore MD (2010-2012)  Analyzed and reported results of direct marketing and mass media promotional activities as well as customer profiling.  Predicted existing and potential customer profitability for direct marketing and mass media campaigns.  Produced monthly and ad hoc reports outlining loan profitability and direct marketing response. OnsiteConsultant/Marketing Research andDigital Analyst United States Postal Service, Washington DC (2008-2010)  Analyzed and reported results of online traffic, promotional and transactional activities as well as customer online behavior for ecommerce site (  Improved web site performance by ~10% by analyzing product demand, traffic, shopping cart abandonment, and banner ad effectiveness.  Created model that measured and predicted volume, revenue, and profitability of online sales.  Researched inventory turnover rates as well as increasing cross and up sell opportunities.  Held US Government Confidential Clearance. Managing Partner/Marketing Research Analyst Target MarketingIntelligence,BaltimoreMD and AtlantaGA (2007-2008) & (2001-2002)  Consulted and managed projects for independent marketing consultancy specialized in traditional Marketing Research, Database Marketing, Direct Marketing, Competitive Intelligence and Digital Marketing.  Performed qualitative (focus group moderator) and quantitative (surveys) research.  Implemented/managed retailer customer satisfaction/customer loyalty programs for AAFES, Federated Stores, Popeye’s, Holiday Inn, and SunTrust bank.  Developed and implemented strategic online and consumer insight plans.  Identified digital opportunities for clients as well as improve web site traffic, content and navigation.  Conducted Business development and build clientrelationships. Marketing Research Manager/Marketing Analyst McCormick & Company,BaltimoreMD (2006-2007)  Monitored competitive action, wholesale/retail developments and changes in consumer trends, merger and acquisition activity, new product launches and development of new distribution channels for McCormick brand, Zatarain’s, Old Bay, and Simply Asia.  Utilized IRI, Spectra Nielson, Retail Link for measuring consumer sales.  Reduced retailer out of stock merchandise by ~15% by creating new tracking methods.  Improved ROI on merchandising programs 10% by modeling optimal retailer promotions.  Appraised profitability of opening convenience/drugstore channels and launch of new natural/organic products. Scott Hample Page 2 (443) 764-5700
  3. 3. OnsiteConsultant/Marketing Research Analyst Atlanta GasLight Resources,Atlanta GA (2002-2004)  Conducted qualitative and quantitative research.  Served as data mining specialist to model data warehouse information to segment customer base.  Gathered, reported and archived research on competitors, demographic markets, wholesale/retail customers, commercial and residential customers.  Improved customer satisfaction by ~4% overall from key customer groups.  Assisted in transition of sales department from B2C to B2B orientation.  Modeled natural gas pricing usage and demand among developers/construction firms for B2B strategy. SeniorMarketing ResearchManager/MarketingAnalyst BellSouth,Atlanta GA (1995-2000)  Conducted qualitative and quantitative research.  Served as data mining specialist to model data warehouse information to segment B2B customer base.  Responsible for gathering, reporting and archiving intelligence on competitors, various demographic markets, as well as commercial and residential consumers.  Managed direct marketing programs. Increased divisional profitability by 5% with a 10% increase in successful RFP closures.  Managed 3 professionals and one administrative assistant. VENDOR EXPERIENCE Whaley Research & Associates, Atlanta, GA (1995-2000) (1990-1994) SophisticatedDataResearch,Atlanta,GA (1989-1990) DataTabulating Service,AtlantaGA (1984-1989) Served as:  Account Manager.  Business development role (generated more than $750,000 annual gross revenue each year) .  Project manager (Qualitative and Quantitative).  Counselor on New Product/Service testing, Market Segmentation, Ad Awareness and Customer Satisfaction projects.  SWOT Analyst and Competitive Profiler.  Data Analyst.  Focus Group Moderator.  Author of KPI dashboards, PowerPoint presentations, and white papers.  Managed 5 professionals and 15 hourly people. Scott Hample Page 3 (443) 764-5700