3. Chuck Ullan Bio
9 years of Marketing Analysis for AOL
• Deal analysis for distribution partnerships with Circuit City, Best Buy
• Evaluated new premium service upsells to membership
• Analyzed profitability of $900 million in acquisition spending
• Developed first Web Analytics team at AOL
3 years as EVP Strategy & Finance for AllTrust Networks
• Model performance of subscriber business
• Recommend actions to board of directors and VC investors
• Evaluate merger & acquisition opportunities
Education in Finance & Marketing
• MBA w/ Marketing/Finance concentration from University of Maryland
• BA Economics from UCLA
4. 4 Phases of Analytic Support
These are the main areas I usually help out
1) Data Analysis
• Evaluate data quality & availability
• Calculate intake curves, response rates and other key metrics
• Recommend enhancements to your data environment
2) Business Analysis
• What is the lifetime value of a customer?
• Which channels should have more (or less) investment?
• What can you pay to acquire a customer?
• How much should you spend on Marketing?
3) Project Future Results
• Excel models to forecast customer volumes, revenues, and profitability
• Evaluate new marketing and partnership opportunities
• How long does it take to pay back your marketing investment?
4) Ongoing Performance Analysis
• Report campaign results
• Know when key indicators are off-track
6. Analysis Sample: Source Profitability
This analysis gives us a fully-loaded profitability by campaign or source. We
can then identify sources to cut and which ones should be considered for
additional investment.
7. Model Sample: Projected Enrollments
This is an example of taking expected customer conversion rates and aggregating
total enrollments over time (There’s an intake curve not shown here that distributes
across months)
Cost/ Enrollments by Month
Leads Lead Spend Conv % Enrolls 500
21 Sep 2011 7,000 $50 $350,000 2.0% 120
22 Oct 8,000 $50 $400,000 2.0% 126
23 Nov 9,000 $50 $450,000 2.0% 138 400
24 Dec 10,000 $50 $500,000 2.0% 152
25 Jan 2012 11,000 $50 $550,000 2.0% 168
300
26 Feb 12,000 $50 $600,000 2.0% 184
27 Mar 13,000 $50 $650,000 2.0% 201
28 Apr 14,000 $50 $700,000 2.0% 219 200
29 May 18,000 $50 $900,000 2.0% 242
30 Jun 19,000 $50 $950,000 2.0% 279
100
31 Jul 20,000 $50 $1,000,000 2.0% 310
32 Aug 21,000 $50 $1,050,000 2.0% 334
33 Sep 25,000 $50 $1,250,000 2.0% 361 0
34 Oct 27,000 $50 $1,350,000 2.0% 402
35 Nov 29,000 $50 $1,450,000 2.0% 444
36 Dec 30,000 $50 $1,500,000 2.0% 480
Spending before Sep 2011
Sep-Dec 2011 Spending
Q1 2012 Spending
Q2 2012 Spending
Q3 2012 Spending
Q4 2012 Spending
8. Model Sample: P&L Projections
I can take your projections as far as rolling them into a full P&L, including COGS
and other overhead applicable to particular ventures or partnerships
10. Reporting Sample 2: Weekly Campaign Analysis
I prepare operational reporting in Excel due to the conditional formatting
capabilities.
You can highlight variances from budget, prior period, or predetermined ranges.
This means that you know what items need action at a glance, rather than
studying the report for several minutes
This is pretty simple – I just take a data extract from any source and dump it into
a data page in Excel, then use pivot tables to organize the data.
