Web Analytics Expert | ||
| Availibility: | Available | |
| Date Posted: | Sep 25, 2009 | |
| Location: | Orange County, Los Angeles or Remote | |
| Resume: | Mamta Desai
QUALIFICATIONS PROFILE Results-driven Web Analytics Professional with diversified experience and hands-on skill in the effective execution, evaluation and presentation of in-depth web analytics solutions. * Extensive skill applying quantitative techniques to analyze large sets of web marketing data to improve the efficiency of a company’s Online Marketing initiatives and the profitability of its marketing programs specifically via online channel. * Expert in recognizing and analyzing KPIs to optimize Online Marketing campaigns to significantly improve web traffic and conversions. * Proven ability to evaluate evolving business requirements and compile information to make innovative recommendations for immediate and long-term solutions with attention to reducing costs and improving processes. * In-depth knowledge and experience in managing all Online Marketing channels including SEO, PPC, eMail Marketing, Social Media etc. * Effective written and verbal communication skills with success leading teams and collaborating with executives and staff across all organizational levels. * Strong technical background with web technology and statistical applications including experience with WebTrends, Omniture, Google Analytics, ATLAS, Google and Yahoo Ad Words, Business Objects, MicroStrategy, MS Excel macros, MS Access and SPSS. EDUCATION * Degree: Bachelor of Arts Degree in Economics, UNIVERSITY OF CALIFORNIA – Riverside, CA, 2004 * Certifications: Google Adwords Qualified Individual Google Analytics IQ Certified * Awards: Chancellor’s List, Dean’s List, GPA 3.667/4.0, Outstanding Peer Mentor Award PROFESSIONAL EXPERIENCE Nelnet Inc, Web Analytics Manager – Telecommute , May 2008 - May 2009 * Responsible for conducting a RFP and implementing Web Analytics Solution for seven of Nelnet’s web properties. * Managed Webtrends and Google Analytics implementation and reporting on an ongoing basis. * Ensured all Web Analytics tagging is current and functioning accurately. * Modified web analytics implementation and strategies to incorporate new web initiatives. * Developed, implemented and reviewed new and current KPIs for all web properties. * Created, updated, distributed and presented web analytic reports on a regular and ad hoc basis to upper management. * Performed in-depth analysis and recommendations to improve the performance of all online marketing programs, website traffic and conversions. * Worked with consumer experience team to establish and drive the data collection strategy across click stream analysis, outcomes analysis, search analysis, multivariate testing analysis from multiple sources including website, surveys, usability testing, and market research. * Produced and maintained detailed documentation describing business needs, implementation requirements and report creation process for all Web Analytics projects. * Created and implemented A/B testing to optimize SEO and PPC landing pages. * Performed keyword and Ad performance analysis for Paid Search Campaigns. * Provided recommendations to improve Search Engine share through Search Engine Optimization. * Project managed and developed all Web Analytics initiatives and strategies. * Partnered with LOBs to analyze website traffic and marketing campaign performances. * Recognized web technology trends and determined how they can influence and contribute to increasing Nelnet and its subsidiaries online presence. TARSADIA HOTELS, e-Commerce Manager – Newport Beach, CA, October 2007 - May 2008 * Developed, implemented and managed all web-related activities to ensure maximum customer acquisition and revenue production for a portfolio of 18 hotels. * Created and maintained e-Commerce budget, strategy and marketing plans for all hotels. * Responsible for online ad design, development, placement and contract negotiations. * Managed and implemented paid search marketing campaigns on major search engines. * Designed, executed and maintained SEO strategy to ensure top ranking on search engines. * Maintained e-mail marketing database and executed campaigns using zDirect. * Developed strategy to increase online presence in emerging media including social networks, mobile etc. * Ensured website content is up to date, accurate and search engine friendly. * Responsible for new website launch including layouts, visual appearance, usability and content for all new properties added to the Tarsadia Hotels’ portfolio. * In charge of implementing and maintaining web analytics tool (Omniture) to measure online success. * Conducted website analysis and made appropriate changes to improve user interface and increase conversions. * Provided in-depth analysis on all marketing campaign performance (Paid Search, e-mail marketing, online banners) and optimized results based on findings. * Conducted AB testing to determine best practices and increase ROI. * Conducted research to determine latest trends in online marketing and adjust future initiatives accordingly. * Oversaw key vendor relationships including site maintenance, search, data feeds, on-line advertising and email communication. HILTON HOTELS CORPORATION – Beverly Hills, CA, June 2005 - October 2007 Web Analytics Manager, April 2006 ď€ October 2007 * Identified Key Performance Indicators (KPI) for Hilton Hotel Corporation Brand Websites and individual promotions. * Suggested marketing strategies to increase performance and online acquisition for all 10 Hilton Hotels Corporate Websites. Also, provide insights on specific marketing campaigns to executives by directing market and customer-related analysis. * Conducted comparative analysis of various online channels (SEM, e-mail, 3rd Party Advertising, Onsite Marketing, Partner Sites etc.) using various online metrics including ROI. Also, provide detailed performance analysis for each online marketing channel including keyword analysis for SEM/SEO, 3rd party banner performance etc. * Consulted all Hilton Hotels brand marketing teams with execution of online media and search campaigns via ATLAS. * Designed and produce online marketing performance reports and analysis for Hilton Hotels’ senior management by incorporating relevant metrics extracted from Web Analytics software (WebTrends), 3rd party ad serving tool ATLAS, Business Objects and provide analysis of brand sites and marketing performance. * Conducted industry and competitive analysis using sources such as ComScore, Media Metrix, eMarketer, Travel Click – eTrack, iPerceptions, Gomez Hotel Benchmark etc. * Oversaw vendor relationships and assured successful implementation of various web analytics tools. * Acted as liaison between Hilton Family brands, Hilton IT, online marketing agencies and other outside vendors. * Managed a team. * Promoted from Analyst of Online Marketing Report and Analysis to Manager within seven months. Buyer Strategic Sourcing, June 2005 - April 2006 * Assisted in the development, negotiations and analysis of bids for purchasing programs within printing module. Identified new supply sources for Hilton Hotels Corporation Brands * Negotiated with suppliers as necessary on new procurements or changes to existing purchase orders. * Effectively managed supplier contracts, product data and purchase orders, inclusive of catalog content, product specifications, photographs and descriptions, and pricing. * Collected and managed electronic purchasing data from current distributors nationwide for preparation of analysis studies and to identify leverage opportunities. THE WALT DISNEY COMPANY, Undergraduate Associate – Burbank, CA, January 2005 - June 2005 * Created reports with a detailed analysis of Disney’s retail sales to enable the marketing team make better fact based decisions. * Managed and streamlined the database of two hundred thousand Disney consumer products sold in the domestic and international markets. * Researched and evaluated weekly Point of Sales information from various retailers to predict and track retail sales for any given period. |
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| Education & Certifications: |
Google Analytics IQ Certification
Google Adwords Certified Professional |
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| Contact for Availibility: | contractor@iqworkforce.com | |
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