I am a passionate analyst and digital marketing professional who likes to provide thought leadership and value to the analytics community. My goal of this site and contents is to provide a different way of thinking about data analysis and digital media.
My experience as an analyst at Google taught me a lot about what brand and performance marketers are challenged with on a daily basis. I was exposed to 50+ of the largest Retailers, Tech, CPG and Travel companies in the world. Working with marketing tools like AdWords, YouTube, DoubleClick platforms and Google Analytics gave me deep insights on how to help clients create better strategies with media.
Prior to Google, I obtained a Master’s of Science in Predictive Analytics (MSPA) from Northwestern University. Some of the modeling tools I’ve used are SAS, SPSS, SPSS Modeler, JMP Pro, and R. The strong analytical background helped me better communicate difficult statistical outcomes to users who are not accustomed to statistics. Modeling data for outcomes and creating actionable insights has been my specialty. The art of telling a story with data, making it actionable and interesting has been my focus over the last few years.
Even though I am web analytics platform agnostic, I have worked with Adobe Omniture, Webtrends, Coremetrics and Google Analytics. Some of my best work came from analysis of Demand Side Platform (DSP), and Ad Server insights by looking at media and attribution. There is a lot of valuable and underutilized data that is sitting in ad servers, and web analytics platforms waiting for clients to take advantage and optimize media.
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Photo credit Erik Unger