I hold an integral role in nationally reaching ecommerce platform start-up company. I provide guidance to the development department in implementing search engine optimization best practices. As a member of the marketing management team, I advise the CEO and COO, assist peers in data analysis, and train other team members in marketing tactics. I also work with customer service regarding seller data and quality enforcement.

I oversee the shopping feed that is used to create our search and social media advertising. I have the responsibility of driving the continual improvement of our search marketing campaigns. The UX/UI team consults with me in regard to minimum critical specification of data collection.

Peer Education in Project Management

• Agile Scrum Project Management Framework introduced to small internal Web team
• Educated team on Agile Scrum
• Framework used on a single project for adaptation and transition process
• Framework fully adopted by team
• Framework used to implement dynamic multi-TLD, multi-lingual website in 6 months

Agile Scrum vastly improved the quality of work completed by the Web Team and will be used across all future projects

• Management requested reporting on webtraffic and leads information from channel partner websites
• Initial reporting done using Google Analytics and Excel
• Anticipated that as the number of channel partners increased manual reporting would take more and more effort and time
• Identified need for an automated process dedicated to compiling custom reports
• Google Analytics API and Google Charts API were studied for use in this situation
• Five table database created in third normal form to store web metrics and channel partner information
• PHP scripts written to gather data from the company Google Analytics account on a weekly basis and store the informaiton in the database
• Report created using Google Charts API and PHP to retrieve stored web analytics and present weekly and quarterly numbers with a five week average
• Report webpage styled for easy printing and export to PDF
• The process has been applied a second time for specific reporting on Channel Partner visitors to the materials library seciton of the website (for weekly reporting)

Data is now gathered, saved, and presented in one step thereby saving the company valuable time and allowing more time for analysis

• Collaborated with Design Team to create product landing page integrated with Google Analytics and client online store to test variations for product purchases
• Traffic driven to the landing page through online advertising campaigns
• Two tests with three variations
• Four tests with two variations
• Including the original landing page, there was a total of 144 landing page combinations
• At the end of the advertising campaign, there were less than 2,000 visitors and 120 conversions
• The data collected was not large enough to choose a clear winner
• The data collected was enough to choose a predicted winner
• The chance of each variation beating the original was the probability that the mean conversion rate was higher than the original conversion rate
• The predicted winning landing page combination had the following estimated chances:
  • An estimated 74.3% chance of beating the original main product image with a new image
  • The original search button had the highest conversion rate
  • An estimated 63.5% chance of beating the original buttons with blue buttons
  • The original savings message had the highest conversion rate
  • An estimated 90% chance of beating the original first promotional messaging
  • An estimated 68.6% chance of beating the original second promotional messaging

The information gathered for the predicted winner was taken into consideration for future landing page and email designs

• Worked with multiple distributors to test program code implementation
• PHP, classic ASP, Apache, and Perl scripting used to meet requirements of different hosting environments
• Scripting used to embed HTML content on distributors' websites
• HTML content resided on company server enabling immediate promulgation on distributors' websites
• After testing phase, tool approved to be used across entire distributor network
• Benefits:
  • Consistency in messaging across distributors' websites
  • Enhancement of distributors' websites with interactive information
  • Links to co-branded version of main company website for distributor
  • Inbound links for main company website

The initial development of this tool led to the creation of a full array of tools available for distributors to implement in localized marketing strategies.

• Analysis of opens, click throughs, orders, and total order amount for each email
• Standard Deviation and Mean calculated
• Normal distribution curves created for each measure and new email performance marked on the curves
• Further analysis of the frequencies for each measure revealed that the distributions were not normal
• Adjusting for the skewness values, the performance of the new email measures fell within or much closer to one standard deviation for the historical measures
• Additional extraneous factors to be considered were subject line and day of the week the emails were sent

It was determined that the new email under-performed and the design would need to be modified.