Ilana Barker
Senior Manager, Audience Insights at The Flint Institute of Music- Claim this Profile
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Bio
Jennifer Weissman
I had the pleasure of hiring Ilana at Boston Ballet, supervising and promoting her. Ilana was laser focused on many of the institution's most pressing issues, including customer acquisition, retention, and attribution tracking of various marketing efforts. She was adept at analyzing and presenting data that helped senior leadership and the full marketing team understand trends and identify areas that required course correction. She is a voracious learner - always seeking out opportunities to learn new skills, quickly applying them, and raising her hand to take on new responsibilities. Ilana's job scope expanded to include managing the department's complex budget, helping lead the search for a new digital ad agency, overseeing the email cadence for marketing and fundraising, and supervising a junior analyst. She took on all new challenges with enthusiasm and a commitment to delivering superb results. Ilana is thoughtful, thorough, curious, and collaborative. I would highly recommend her for any position that requires an analytical mind and a can-do attitude.
Jill G.
I worked with Ilana for three years at Boston Ballet. She was one of the first people to ask me to coffee when I joined and made me immediately feel welcomed to the team. She is not only a kind and thoughtful person, but her analytical mind is unsurpassable. She is able to digest dispersed data in a way that is easy to understand and real-time applicable to ongoing marketing efforts. She is also incredibly passionate about helping arts organizations achieve measurable success through real-life data insights. Ilana makes every team and organization she is a part of better. I highly recommend her.
Jennifer Weissman
I had the pleasure of hiring Ilana at Boston Ballet, supervising and promoting her. Ilana was laser focused on many of the institution's most pressing issues, including customer acquisition, retention, and attribution tracking of various marketing efforts. She was adept at analyzing and presenting data that helped senior leadership and the full marketing team understand trends and identify areas that required course correction. She is a voracious learner - always seeking out opportunities to learn new skills, quickly applying them, and raising her hand to take on new responsibilities. Ilana's job scope expanded to include managing the department's complex budget, helping lead the search for a new digital ad agency, overseeing the email cadence for marketing and fundraising, and supervising a junior analyst. She took on all new challenges with enthusiasm and a commitment to delivering superb results. Ilana is thoughtful, thorough, curious, and collaborative. I would highly recommend her for any position that requires an analytical mind and a can-do attitude.
Jill G.
I worked with Ilana for three years at Boston Ballet. She was one of the first people to ask me to coffee when I joined and made me immediately feel welcomed to the team. She is not only a kind and thoughtful person, but her analytical mind is unsurpassable. She is able to digest dispersed data in a way that is easy to understand and real-time applicable to ongoing marketing efforts. She is also incredibly passionate about helping arts organizations achieve measurable success through real-life data insights. Ilana makes every team and organization she is a part of better. I highly recommend her.
Jennifer Weissman
I had the pleasure of hiring Ilana at Boston Ballet, supervising and promoting her. Ilana was laser focused on many of the institution's most pressing issues, including customer acquisition, retention, and attribution tracking of various marketing efforts. She was adept at analyzing and presenting data that helped senior leadership and the full marketing team understand trends and identify areas that required course correction. She is a voracious learner - always seeking out opportunities to learn new skills, quickly applying them, and raising her hand to take on new responsibilities. Ilana's job scope expanded to include managing the department's complex budget, helping lead the search for a new digital ad agency, overseeing the email cadence for marketing and fundraising, and supervising a junior analyst. She took on all new challenges with enthusiasm and a commitment to delivering superb results. Ilana is thoughtful, thorough, curious, and collaborative. I would highly recommend her for any position that requires an analytical mind and a can-do attitude.
Jill G.
I worked with Ilana for three years at Boston Ballet. She was one of the first people to ask me to coffee when I joined and made me immediately feel welcomed to the team. She is not only a kind and thoughtful person, but her analytical mind is unsurpassable. She is able to digest dispersed data in a way that is easy to understand and real-time applicable to ongoing marketing efforts. She is also incredibly passionate about helping arts organizations achieve measurable success through real-life data insights. Ilana makes every team and organization she is a part of better. I highly recommend her.
Jennifer Weissman
I had the pleasure of hiring Ilana at Boston Ballet, supervising and promoting her. Ilana was laser focused on many of the institution's most pressing issues, including customer acquisition, retention, and attribution tracking of various marketing efforts. She was adept at analyzing and presenting data that helped senior leadership and the full marketing team understand trends and identify areas that required course correction. She is a voracious learner - always seeking out opportunities to learn new skills, quickly applying them, and raising her hand to take on new responsibilities. Ilana's job scope expanded to include managing the department's complex budget, helping lead the search for a new digital ad agency, overseeing the email cadence for marketing and fundraising, and supervising a junior analyst. She took on all new challenges with enthusiasm and a commitment to delivering superb results. Ilana is thoughtful, thorough, curious, and collaborative. I would highly recommend her for any position that requires an analytical mind and a can-do attitude.
Jill G.
I worked with Ilana for three years at Boston Ballet. She was one of the first people to ask me to coffee when I joined and made me immediately feel welcomed to the team. She is not only a kind and thoughtful person, but her analytical mind is unsurpassable. She is able to digest dispersed data in a way that is easy to understand and real-time applicable to ongoing marketing efforts. She is also incredibly passionate about helping arts organizations achieve measurable success through real-life data insights. Ilana makes every team and organization she is a part of better. I highly recommend her.
Credentials
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Introduction to Attribution and Mix Modeling
LinkedInAug, 2021- Sep, 2024 -
Marketing Analytics: Setting and Measuring KPIs
LinkedInAug, 2021- Sep, 2024 -
Designing a Presentation
LinkedInJul, 2021- Sep, 2024 -
Social Media Marketing: Strategy and Optimization
LinkedInJul, 2021- Sep, 2024 -
Succeeding in a New Role By Managing Up
LinkedInAug, 2020- Sep, 2024 -
Telling Stories with Data
LinkedInAug, 2020- Sep, 2024 -
15 Secrets Successful People Know About Time Management (getAbstract Summary)
LinkedInJul, 2020- Sep, 2024 -
Excel for Marketers
LinkedInJul, 2020- Sep, 2024 -
How to Make Your Charts Awesome
LinkedInJul, 2020- Sep, 2024 -
Learning Excel 2019
LinkedInJul, 2020- Sep, 2024 -
The Six Morning Habits of High Performers
LinkedInJul, 2020- Sep, 2024 -
Data+Narrative: Data Fluency
Boston UniversityJun, 2019- Sep, 2024 -
ADS 101: Beginner Google Ads
BounteousJan, 2019- Sep, 2024 -
ADS 201: Advanced Google Ads
BounteousJan, 2019- Sep, 2024 -
GA 201: Intermediate Google Analytics
LunaMetrics | Now BounteousApr, 2018- Sep, 2024 -
GA 301: Advanced Google Analytics
LunaMetrics | Now BounteousApr, 2018- Sep, 2024 -
GTM 101: Google Tag Manager Workshop
LunaMetrics | Now BounteousNov, 2017- Sep, 2024 -
Six Sigma Green Belt Certification
Boston UniversityMay, 2009- Sep, 2024
Experience
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Senior Manager, Audience Insights
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Mar 2021 - Present
Senior member of the External Relations team, comprising of marketing, development and ticketing, supporting the Flint Symphony Orchestra, Flint Repertory Theatre, Flint School of Performing Arts, and a presenting series at The Whiting Auditorium and Capitol Theatre. • Unify all marketing and development data streams and analytics. Collect and interpret actionable data to inform audience development strategy and strategies to measure impact and growth over time. • Project manager for organization-wide CRM conversion and implementation from 3+ data sources into one unified CRM (Tessitura). Internal team lead and liaison between technology consultants and staff thought-partners. Spearhead in significant data mapping throughout the systems to ensure long-term usability in accordance with central business objectives, and ensure sound data standards throughout the organization to enable clear and actionable constituent profiles. • Primary database manager: ensuring consistency, protocol roll-out, lead training sessions for a 20+ person internal Tessitura User Group. System administrator and builder of the fundraising structure for a highly complex gift processing system. Overseer of all gift mapping and processing for quality assurance. • Built an audience segmentation strategy for all direct mail and email pieces; analyze and interpret findings and give recommendations on course-correction. Build, segment, deploy and analyze internal audience surveys to inform programming optimization; manage, analyze, interpret and present out findings from WolfBrown’s Audience Outlook Monitor surveys. • Core website redesign team member: weekly collaboration with outside firm to ensure consistency and accuracy with the new brand, web copy, wireframe, and user experience. • Regular presenter of audience insights at monthly Board and Committee meetings. • Other areas of analysis include: email, website, social, new-to-file audience retention, pricing, zoning, basic predictive modeling.
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Boston University Metropolitan College
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United States
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Higher Education
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1 - 100 Employee
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Adjunct Lecturer
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Jul 2021 - Present
Developer and instructor of "Advanced Arts Marketing Analytics" in the Arts Administration graduate program at Metropolitan College, BU. This course provides students with advanced training in the methods and best practices of data analytics for arts marketing. Through course exercises and assignments, students gain detailed knowledge of approaches to employing data analytics techniques for marketing and expanding audiences. Topics covered include use of customer surveys, excel and data visualization, working with CRMS and databases, building a data-driven organizational mindset, email marketing, social media analytics, attribution models, new-to-file audiences, and customer retention.
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Harvard University
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United States
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Higher Education
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1 - 100 Employee
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Consultant - Data Analytics
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Jan 2021 - Sep 2022
Contracted by the Director of Development Communications at the T.H. Chan School of Public Health to consult on various communications initiatives and analyze existing data. Projects include: consult/analysis of email strategy and performance to provide recommendations for A/B testing, audience segmentation, content optimization, and opt-in/out strategy; collaborate on customer survey implementation and analysis; explore donation attribution options and email provider tools. Contracted by the Director of Development Communications at the T.H. Chan School of Public Health to consult on various communications initiatives and analyze existing data. Projects include: consult/analysis of email strategy and performance to provide recommendations for A/B testing, audience segmentation, content optimization, and opt-in/out strategy; collaborate on customer survey implementation and analysis; explore donation attribution options and email provider tools.
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North Bennet Street School
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United States
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Higher Education
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1 - 100 Employee
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Consultant - Data Analytics and Visualization
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Jan 2021 - Mar 2021
Contracted by the Director of Admissions and Enrollment to consult on student enrollment data, looking at demographics and YoY trends by program, to assist in proving hypotheses by way of the data to influence overall business strategy. • Created visually informative presentation of demographic data to identify deficient areas and areas of improvement, and to inform prospecting strategies. • Analyzed application and enrollment conversions for the nine programs to identify variances and opportunity to increase conversion to maximize inventory.
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Gloucester Stage Company
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United States
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Entertainment Providers
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1 - 100 Employee
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Consultant - Arts Marketing & Development Data Analytics
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Sep 2020 - Jan 2021
Contracted to consult on general marketing strategies with focus and expertise in data analytics to guide marketing decisions, working closely with the Managing Director and Development Director. • Analyzed database to identify key donors and subscribers in jeopardy of lapsing; brainstormed with Directors on retention tactics. • Created a “waterfall” strategy of constituent segmentation within the CRM for EOFY fundraising appeals; strategized messaging based on recency and frequency of audience segment. • Generated and optimized the first Google Analytics dashboard with marketing and development KPIs for weekly monitoring and distribution to key stakeholders.
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Boston Ballet
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United States
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Performing Arts
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100 - 200 Employee
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Senior Manager of Data Analytics
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Jan 2019 - Aug 2020
Senior member of the marketing department working closely with the Chief Marketing Officer (CMO), Director of Audience Services, Director of Creative Services, and Director of PR & Communications.• Promoted from Digital Analytics Manager and retained those responsibilities in addition to requirements of new role.• Managed the $5M marketing department budget, which included advertising, digital, administrative, and creative services.• Built unique tracker for monitoring of constituent retention efforts and rates by various segments, including ballet genre, constituent type, time-of-year and split tests.• Key leader in the strategic and analytical aspects of Subscriptions and Group Sales sub-departments, identifying audience segments for retention and lapse avoidance.• Wrote RFP and took the lead on searching for a new digital media agency partner. Examined five candidate presentations and assisted in liaising/hiring MogoARTS based on the changing objectives of the organization’s digital marketing.• Core member of creative content/storytelling team: brainstormed content ideas with other marketing colleagues; provided analytical input and results to inform decisions; creative editor for marketing assets, including video, print, email copy, and digital design.
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Digital Analytics Manager
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Apr 2015 - Jan 2019
Performed analysis of all digital marketing data, such as email, website, and social media, to identify trends and make recommendations for advertising dollars and future digital efforts.• Developed, analyzed, optimized, and implemented an institution-wide email calendar with a focus on segmentation, de-duping, and reporting out for course-correction. Developed and analyzed over eight email split-tests with implementation for the “winners.”• Built from scratch weekly and monthly reports for each discipline, encouraging all marketing colleagues to work with a data-driven mindset.• Led project to develop an attribution model for owned, earned and paid media/marketing efforts that was integrated into all systems (CRM/Tessitura, email platform/WordFly, Google Analytics). Reported out for decision-making.• Collaborated closely with digital media agency, Capacity Interactive, on social, search, display, Google Grant accounts.
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TechTarget
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United States
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Software Development
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700 & Above Employee
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Senior List Intelligence Manager, Operations and Training
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Jan 2013 - Apr 2015
Collaborated with the Data Analytics team to build reports to be used by the online marketing team for the purpose of optimizing lead generation campaigns and other online marketing campaigns.• Promoted from List Intelligence Manager, and retained those responsibilities in addition new position requirements.• Ran process and performance analysis meetings to brainstorm solutions for administrating a more efficient and profitable operation.• Led and provided training programs for a team of 10+ Managers and Campaign Planners and managed the execution of their daily responsibilities.• Liaison between the Online Marketing Department and 1-2 outsourcing companies; forecast and manage outsourcing budgets on a monthly, quarterly, and annual basis.• Forecasted quarterly expected revenue for all Lead Generating campaigns - approximately 93% of the Company’s revenue.• Managed communication between List Intelligence and other on/off-site departments to ensure cohesive collaboration, including report production to increase the Campaign Planners’ efficiency by 75%
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List Intelligence Manager
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Apr 2011 - Jan 2013
Managed up to five Campaign Planners to create media schedules for email promotion campaigns.• Ran optimization meetings with Client Consulting Managers and Marketing Managers to discuss campaign performance and brainstorm optimization techniques.• Created lead guarantee proposals for new and returning clients based on the historical data of previous campaigns and knowledge of product offerings.• Projected expected end dates for struggling campaigns based on the data analysis of past performance.
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Marketing Operations Associate
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Oct 2009 - Apr 2011
Planned and maintained media schedules for email product promotion campaigns.• Segmented email promotions by demographic filters and activity of the audience to target the most adequate audience for promotional content.• Created “report cards” of topical activity of the Company’s audience to be used for list growth efforts. Presented findings to business leaders.
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Education
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2005 - 2009
Boston University
BSA, Marketing, Operations and Technology Management
Community
