Kelly Graves, MBA
Statistician at Colorado Community College System- Claim this Profile
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Bio
Melinda Webster
Kelly was always a great team player, willing to help with anything however he could for the BI team and the Business. Kelly is a quick learner. A complex process of pulling email segmentation lists for Marketing was taught to him one time and he took the ball and ran with it, modifying the process and analysis to be more efficient and streamlined.
Todd McMurtrey
Kelly has a rare depth and understanding of meaningful metrics in marketing, and was able to quickly help our team understand key opportunities and gain a broader view of marketing performance. Beyond just reporting, Kelly helps understand the meaning behind the metrics, and used this help the team inform future decisions and investments. Unfortunately we lost Kelly during a large acquisition, and sorely miss his skill set and positive attitude. Kelly helped us plan a strong future for measurement, analysis, and prediction, and will be an amazing asset at any organization.
Melinda Webster
Kelly was always a great team player, willing to help with anything however he could for the BI team and the Business. Kelly is a quick learner. A complex process of pulling email segmentation lists for Marketing was taught to him one time and he took the ball and ran with it, modifying the process and analysis to be more efficient and streamlined.
Todd McMurtrey
Kelly has a rare depth and understanding of meaningful metrics in marketing, and was able to quickly help our team understand key opportunities and gain a broader view of marketing performance. Beyond just reporting, Kelly helps understand the meaning behind the metrics, and used this help the team inform future decisions and investments. Unfortunately we lost Kelly during a large acquisition, and sorely miss his skill set and positive attitude. Kelly helped us plan a strong future for measurement, analysis, and prediction, and will be an amazing asset at any organization.
Melinda Webster
Kelly was always a great team player, willing to help with anything however he could for the BI team and the Business. Kelly is a quick learner. A complex process of pulling email segmentation lists for Marketing was taught to him one time and he took the ball and ran with it, modifying the process and analysis to be more efficient and streamlined.
Todd McMurtrey
Kelly has a rare depth and understanding of meaningful metrics in marketing, and was able to quickly help our team understand key opportunities and gain a broader view of marketing performance. Beyond just reporting, Kelly helps understand the meaning behind the metrics, and used this help the team inform future decisions and investments. Unfortunately we lost Kelly during a large acquisition, and sorely miss his skill set and positive attitude. Kelly helped us plan a strong future for measurement, analysis, and prediction, and will be an amazing asset at any organization.
Melinda Webster
Kelly was always a great team player, willing to help with anything however he could for the BI team and the Business. Kelly is a quick learner. A complex process of pulling email segmentation lists for Marketing was taught to him one time and he took the ball and ran with it, modifying the process and analysis to be more efficient and streamlined.
Todd McMurtrey
Kelly has a rare depth and understanding of meaningful metrics in marketing, and was able to quickly help our team understand key opportunities and gain a broader view of marketing performance. Beyond just reporting, Kelly helps understand the meaning behind the metrics, and used this help the team inform future decisions and investments. Unfortunately we lost Kelly during a large acquisition, and sorely miss his skill set and positive attitude. Kelly helped us plan a strong future for measurement, analysis, and prediction, and will be an amazing asset at any organization.
Credentials
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SQL
TestDomeApr, 2019- Oct, 2024 -
Member, Association for Institutional Research
Association for Institutional Research (AIR)Mar, 2021- Oct, 2024
Experience
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Colorado Community College System
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United States
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Higher Education
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100 - 200 Employee
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Statistician
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Jul 2022 - Present
-- Daily online reporting for CCCOnline, including term enrollment, student engagement, instructor engagement.-- Adult Learner Pathways discovery and recommendations to colleges in system based on their programs and student population demographics and the best correlation to top growth industries. Focused on equity benchmarking and improvement employing cluster analysis and data mining using CIP codes.-- In charge of Strategic KPM dashboard implementation, including automating SQL queries for use in compiling most recent five years' worth of retention data.-- Actively involved in selection committee for replacement statistician position. Show less
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IR Business/Reporting Analyst
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Jun 2020 - Jun 2022
• Provide data for CCCS marketing pieces with input to the marketing team on how to best leverage for maximum impact.• Enrollment reporting and analysis, including CCCOnline.• Cataloging of Cognos reports for system-wide use.• One-off analyses including for enrollment and class-size planning.• Owned process for publishing data on the web. Show-cased five-year history by school of demographics, financial aid, student retention using NSC data, and other essential KPIs.• Comprehensive cluster and profile analysis of adult learners for each college in the system showing pathways to specific growth careers.• Volunteer activities include judging for FBLA and reviewing scholarship applications. Show less
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Healthgrades
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United States
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Hospitals and Health Care
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300 - 400 Employee
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Marketing Analyst
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Jul 2019 - Jan 2020
Marketing Analyst Healthgrades, B2B -- Deep dive analysis, creating first view of funnel down to customer level. Optimized marketing channels and uncovered product cross-sell opportunities. Built and executed weekly, monthly, and quarterly analysis and dashboards. Optimized B2B marketing activity using Adobe, Google Analytics, Google Ads, social platforms (Facebook, Twitter, LinkedIn), Leadlander, Eloqua, and Salesforce. Created integrated dashboard in Tableau that was to roll into an automated, enterprise version ongoing. Led bi-weekly meetings to discuss channel activity with B2B teams and to offer recommendations for improvement, including SEO and digital strategy. Measured marketing influence on lead generation, sales pipeline, and close. Insights led to a product-targeted lead journey and tracking. Tracking and tag management for utm in Google and cid in Adobe. Created bit.ly urls for use in ad campaigns, including sales directed campaigns. Video tracking, measurement, and A/B testing. Provided leads directly to marketing and sales managers from marketing efforts prioritized by level of engagement. Worked with team members to hone paid search ads and avoid overlap with more costly terms that spanned verticals outside of the healthcare ops niche. Built analyses to map out strategies and budget proposals based on top performing assets and the best assets to test going forward. Executed a customer cluster analysis in R to set the stage for customer segmentation and lead scoring. Participated in workshops and meetings to formulate customer journey mapping and plan 2020 campaigns and strategies. Show less
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eBags
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United States
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Technology, Information and Internet
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1 - 100 Employee
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BI Marketing Analyst
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May 2017 - Feb 2019
• Executed ad hoc data analysis to optimize contact and digital channel strategies using Oracle SQL/Excel and presented to C-Level in PPt. • Generated analysis and strategy to reward customers with digital luggage tags. Found that customers with purchases of $75+ had the greatest LTV with repeat purchases over any other tier. This justified $88k spend on the incentive with a total sum of $277k LTV over the control. • Analysis showing the economic benefit to the company of eliminating refunds for returns over store credit. Also, established store credit as a marketing opportunity to remind customers of remaining credit. • Correlation (regression) analysis in pl/sql and R showing correlation by brand to margin-price. • Cluster analysis using pl/sql and R in which customer segments broke on marketing channel and correlated to specific product categories and demographic groups. Found that strongest customers in social channel were older female demographic buying different products from those featured. • Developed weekly reports in MS Power BI. Distributed to Marketing and BI teams. • Created automated reports for marketing and merchandising departments on BI Portal using pl/sql and MS Visual Studio for sourcing. • Targeted list creation for marketing campaigns. • Customer profile analysis, particularly for reactivation campaigns in order to make them the most profitable while maximizing email volume. • Dynamics between social (Facebook) campaigns and email registration and buying activity. Show less
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2-10 Home Buyers Warranty
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United States
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Insurance
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400 - 500 Employee
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Database Marketing Analyst
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Mar 2016 - Mar 2017
• Cost benefit analysis of ad serving vendor where I found that conversion was too low to be profitable. The vendor was dropped based on my recommendation saving the company almost $20,000 per year. • Comprehensive, full-funnel, ROI analysis of Y/Y performance of new site changes vs old site using Google Analytics, Eloqua form-fill and site segmentation analysis, and SQL. Identified benefits of the new site, including a shift from the call rep channel to web and made several recommendations where the site was either still falling short (e.g., not providing targeted Welcome pages by customer type), or could be improved (e.g., optimizing for phone, particularly for click-through on mobile devices). • Sales curve analysis with respect to customer warranty expire dates. This helped lead to outbound calls and lead distribution being moved back 10 days in order to convert customers prior to saturation of the lead channel. • Administered ROI analysis reviewing El Toro ad serving performance. Found that it was only profitable for customers who had filed at least one claim, which led to the cancellation of the program. • Succeeded in analysis showing that greater profit could be obtained by switching outbound call reps from the New Home warranty channel to the Repeat Customer channel. • Used Tableau to integrate funnel data and complete analysis on Home Owner Portal functionality showing year-over-year improvement in site activity. • Developed comprehensive dashboard showing segment losses due to bounces, duplication, and unsubscribes between the SQL database and emails delivered in Eloqua. • Monthly Y/Y campaign reporting showing campaign performance at the top of the funnel to sales and revenue realized. • Used R to execute cluster analysis with dissimilarity matrix methodology on buyers with warranties expiring in the most recent year. • K-Means cluster analysis using R on multi-property warranty holders, which led to the identification of unprofitable customer types. Show less
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insuranceQuotes
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United States
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Insurance
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1 - 100 Employee
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Marketing Analyst
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Aug 2012 - Mar 2016
++Bankrate Insurance relaunched as insuranceQuotes in March 2015, Acquired by AllWebLeads in December 2015++ • Customer lifetime value analysis – used to measure effectiveness of channels and partners. Has resulted in re-negotiation of SLAs with partners and affiliates and a 26% drop in COA with a 10% increase in profit over the same period while optimizing relationships with ROI positive parties. • Strategic campaign analysis and recommendations on daily/weekly basis • Marketing/Sales forecasts produced and measured against budget and actuals at channel/campaign levels. • List segmentation, analysis, and reporting using MS SQL server by brand and channel • Build YOY marketing/sales dashboards used at the executive level and across the company. • Routine ad hoc analysis to assess marketing effectiveness that directly affects in-time strategies • Email reporting and analysis from three separate platforms: Cheetah Mail, Lyris, and Dreammail • Secondary market research as required • Analyze and publish Sale Rep performance reports monthly • Top and worst PPC keyword Analysis using ROI modeling to optimize bidding strategies. • Use Marin and Optify platforms to perform keyword analysis and produce dashboards for use by the marketing department. • SEO to include: o Funnel Analysis using Google Analytics by channel to improve visitor experience and boost conversion and sales o Landing Page Analysis – concentration on improving the pages that are hit the most with recommendations for improving relevant, SEO content. o Analysis of PPC words with recommendations for testing and converting words with the top quality scores to organic, largely based on brand cannibalization and competitor study. Show less
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Rainbow Rewards
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United States
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Advertising Services
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1 - 100 Employee
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Data Analyst
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Apr 2009 - Jul 2012
++ Rainbow Rewards changed name to Zoola in 2013. Went out of business in 2016 ++ Database multi-channel marketing; campaign strategy, execution and analysis. Marketing reporting and report automation. Data mining/customer profiling. Sales and account management analytic support. Creation and maintenance of marketing dashboards. Primary/Secondary market/Industry research as it relates to customer loyalty, email and web marketing. SEO, web (Google) analytics, and website testing. ++ Rainbow Rewards changed name to Zoola in 2013. Went out of business in 2016 ++ Database multi-channel marketing; campaign strategy, execution and analysis. Marketing reporting and report automation. Data mining/customer profiling. Sales and account management analytic support. Creation and maintenance of marketing dashboards. Primary/Secondary market/Industry research as it relates to customer loyalty, email and web marketing. SEO, web (Google) analytics, and website testing.
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Merkle
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United States
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Blockchain Services
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1 - 100 Employee
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Marketing Analyst, Strategic Services, Interactive Group
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Jan 2008 - Feb 2009
-- Strategic marketing consulting, including web and email -- Longtitudinal analysis of client email marketing programs and online customer engagement -- Maintenance and development of client marketing/sales dashboards -- Product, customer, and campaign level analysis using SQL, SAS, Excel, and Power Point. -- Interactive event strategy and planning that includes industry standard benchmarks and secondary research. -- Marketing reporting, including forward-looking recommendations. -- Strategic marketing consulting, including web and email -- Longtitudinal analysis of client email marketing programs and online customer engagement -- Maintenance and development of client marketing/sales dashboards -- Product, customer, and campaign level analysis using SQL, SAS, Excel, and Power Point. -- Interactive event strategy and planning that includes industry standard benchmarks and secondary research. -- Marketing reporting, including forward-looking recommendations.
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Quark, Inc.
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Colombia
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Software Development
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Sr. Database Marketing Specialist/Product Manager of Quark Commerce Solution
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Jun 2005 - Aug 2007
• Designed annual direct marketing and database strategy, leading to a $350,000 increase in multi-channel campaign revenue from prospecting using modeled prospecting data for a 4X lift in response vs control. • Analyzed all phases of multi-channel direct marketing programs, proving out integrated campaigns, including A/B list testing, creative and pricing promotions. • Integrated customer data throughout organization, including data hygiene and enhancement using Dunn & Bradstreet file. Saved company $70,000-plus in direct mail costs by cleansing database of undeliverable records. • Managed Senior Database Marketing Analyst responsible for outgoing campaigns and led global database marketing team in segmenting data for e-marketing and direct mail campaigns. • Owned and developed lead to conversion process using SalesForce.com. Provided targeted leads to sales staff generated from trade shows and lists. Contributed directly to quarter over quarter sales gains. • Created new B2B customer profiles/segments for new enterprise product market. • Implemented registration solution, including customer loyalty incentives, with response increase of 100%. • Coordinated and executed primary and secondary desktop software market research studies, assessing customer satisfaction, importance of features, and product perception. • Initiated and made successful formal proposal to management for search engine marketing program. Actions led to an extra $4,000 in unplanned revenue per month via paid search campaigns. • Authored marketing requirements for MRM/CRM product, including modeling functionality. Show less
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Abacus
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United Kingdom
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Construction
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1 - 100 Employee
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Sr. Client Analyst
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Apr 2000 - Jun 2005
• Presented "Big Ideas" presentations to clients. Generated up to five, multimillion-dollar, strategic, client recommendations per quarter by projecting ROI and customer lifetime value through analysis of multi-channel direct marketing programs. Co-developed ROI calculator used successfully by sales. • Collaborated with cross-functional teams (e.g., production staff, statisticians and sales) to deliver clients’ marketing plans. Improved modeling, data and client applications by 30% in some cases. • Devised 12-month mail plans to establish solid control using the best Abacus prospecting and house file modeling strategy, while considering past performance, market categories, respective offers, and seasonal variation using pivot table analysis. Enlisted insight reports from master file to provide actionable recommendations based on seasonality, industry trends, market share, and competitive positioning. • Conducted study extending data recency, providing larger quantities of highly performing names. • Developed annual plan template adopted company-wide for use with all clients. Trained entire sales team on use of template to track clients’ performances with Abacus products and services. • Mentored staff about recommending deeper rollouts into successful segments, suppressing non-performing models/segments, and testing into new models/segments. • Project Manager of initiative to enhance the master database with "universal title code" functionality giving clients more accessibility to relevant data in the co-op prospecting environment. This required that I come up with a project plan and lead weekly meetings, including developers, stakeholders, and VP-level. Show less
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Circulation Manager
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Aug 1998 - Apr 2000
• Created and gave marketing presentations to publishers based on circulation data, successfully attracted 100% of advertisers for publications in high-tech markets. • Managed budgets with expenses of $500,000 per publication. Forecasted and planned future costs. • Supervised Assistant Circulation Managers, while coordinating circulation management with technical staff, outside creative designers, outside auditing organization, and service bureaus. • Achieved subscriber objectives in key firmographic segments, consistently edging out competition. • Managed house database files for five publications in all subscriber phases: growth, retention, expires. • Executed direct marketing campaigns (including writing all of my own content and promotional copy) in support of subscriber enlistment, including mail, phone, fax, email, and Internet channels, including A/B testing. • Tracked merge-purge activity and campaign performance. Measured effectiveness of specific prospecting sources and lists, maintaining targeted quotas. Show less
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NDL/Polk
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United States
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Book and Periodical Publishing
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Production Analyst/Acct Exec/Proj Exec
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Jun 1989 - Sep 1998
• Managed rebate fulfillment program for camera manufacturer entailing over $2,000,000 in pay outs, 16% increase in client sales, 130,000 names added to client database and $120,000 in Polk revenue. • Executed exhaustive data analysis and presentation for consumer electronics company, which was then used by research staff and product managers for brand management planning. • Sales of analytic products and reports that allowed durable goods manufacturers to leverage their own customer data. • “Received Rookie” of the Year award. • Created reports, lists, and analysis in SAS for more than three years. Show less
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Education
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2013 - 2013
Front Range Community College
Certificate, Google Analytics -
2012 - 2012
Front Range Community College
Certificate, Intermediate SQL -
1986 - 1987
Colorado State University
MBA, Marketing, Economics, Business Policy, Management -
Colorado Mesa University
Bachelor's degree, Physical and Mathematical Sciences -- Geology Emphasis, Minor in Writing and Literature
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