Experience

MediaVest, Manchester

• United Kingdom
• Advertising Services
• 1 - 100 Employee

• Strategic Analyst

  • Dec 2006 - Present

  Key Achievements Produced booking and churn analyses of customers at Jockey Club racecourses across three successive seasons, utilising geodemographic mapping and Mosaic UK profiling. This identification of the target audience informed the media strategy and subsequent seasons saw increased retention. Carried out analysis of JD Williams online data using SQL, in order to track back internet activity to search terms that preceded the last click before conversion. This enabled us to drive conversion of search terms at a lower cost. Produced a predictive model for Thomas Cook using stepwise regression techniques in SPSS. This was to forecast the effects of online advertising and seasonality on their sales volumes. The model allowed for greater accuracy in the planning of media campaigns. Responsibilities Development of forecasting strategies and phasing modules for data analysis. Deciphering customer data using Access/SQL with a view to interpreting its impact on marketing analysis, i.e. interrogate for discrepancies or trends. Recommend and implement efficient data coding, data capture and data transfer methods. Manage time and projects with flexibility, whilst producing analysis to consistently high standards under very short turnaround periods. Assist media planning through customer profiling, using Mosaic UK and FSS. Targeting of potential audiences using CACI and Experian data. Interpret and present results for a variety of purposes. For example, reviewing campaign performance; helping to improve a media-buying strategy; or working with a client to increase customer retention. Show less



Swinton Group Ltd

• United Kingdom
• Financial Services
• 1 - 100 Employee

• Campaign Assistant - Specialist Units

  • Feb 2005 - Dec 2006

  Key Achievements Analysed niche customer databases to evaluate the insurance rating structures and to determine areas for development, resulting in rate reductions and a subsequent 50% improvement in conversion levels. Assisted in the analysis of campaigns for directories, trade and consumer press, which resulted in a streamlined schedule that reduced average CPA. Analysed the market for a new niche product including pricing and cover levels to ensure our competitiveness prior to its launch in the fourth quarter of 2006. Responsibilities Assist the Marketing and Campaign Managers in running marketing campaigns. Review creative with regard to initial briefs and obtain legal compliance sign-off. Analyse past performance and then book directory advertising amounting to over £1m per year based on these findings. Set-up and maintain the Trade Press and directory reports. Assist with our five main exhibition appearances including shows such as the National Caravan, Outdoor & Leisure Show at the NEC. Aid with the development of new products and the implementation of existing products which includes competitor analysis, pricing and budgeting. Show less