Manager, Marketing Analytics - Pinnacle Entertainment (Apr 2016 - Apr 2018)
I was a manager in a group that analyzed about $500M of marketing budget; as manager, I drove the direction/workflow. We touched many branches of marketing, including direct mail, host program, events/promotions, loyalty program, and advertising. I worked on a wide range of projects, including: Ad hocs; building reports; A/B split testing of DM campaigns; goal-setting for casino hosts; market segmentation; advertising impacts; and test-analyzing survey results.
Here are some project highlights with limited details:
Ad hocs analyses Analyses on effectiveness of digital direct mail, Asian play trends, cross-property marketing, and others.SQL / DatabaseTableauMarketing
Reporting tools Analyses on effectiveness of digital direct mail, Asian play trends, cross-property marketing, and others.Tableau
Event post forma dashboard Built a tool to show event performance KPIs versus benchmarks. Advocated use and got wide roll-out to about 60 users at 15 casinos with 1000s of uses per month.SQL / DatabaseTableau
Survey analysis Put together large deck summarizing customer survey results. Results included using text analysis techniques to analyze sentiments.NLPLDATableauMarketing
Some substantial projects may be excluded due to proprietary information. Link