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Note: For a Word version of my resume, please call me at 1(650)
575-7895. Thanks!
Skills
Designed & implemented customized business solutions for web
marketing and search marketing campaigns that take into account
target audience analysis, market analysis, competitor analysis,
web analytics, business metrics, key performance indicators (KPIs),
the Buying Cycle, keyword research, search engine optimization (SEO),
content strategy, link building, Google sitemaps, pay-per-click
(PPC with Google, Yahoo, and MSN), and customer relationship management
(CRM).
Developed customized analytics strategies to tie online and offline
marketing and sales efforts. Tie together web, newsletters, mobile,
online visitors and user behavior, demographic data, key performance
indictors (KPIs), and CRM to produce a measurable understanding
of a business and its markets in order to grow leads and sales and
improve customer satisfaction and retention.
Five years experience (2002-present) in business analysis, including establishing benchmarks for senior management to make business decisions. Define, establish, and implement KPIs and reporting for senior management, mid-level strategists, and tactical teams. Developed BI dashboards. Strong skills in advanced Excel, including statistical analysis and report building.
Four years experience in web analytics (2003-present) including Hitbox, Clicktracks Analytics, WebTrends, and Google Analytics, URL tracking tags. Agency-certified in Clicktracks Analytics. Trained and setup Hitbox analytics and Report Builder systems. Familiarity with Site Catalyst and Omniture Discover data mining suite.
Search Marketing Agency experience and connections to Google, Yahoo,
Microsoft and all major analytics vendors.
Recent Projects
Led analytics strategy for 24hourfitness.com and other site properties, including MyStore Online Retail Group and pre-sale fitness club locations. Worked with E-Commerce, Business Intelligence, and CRM leadership teams, to define analytics for both customer acquisition and retention.
- Defined Key Performance Indicators (KPIs) across lead generation
channels, customer acquisition, and online merchandizing groups.
Monitored site traffic and quality of traffic generated through
repeat traffic, current club members, reality TV show “The
Biggest Loser”, email marketing / remarketing efforts, and
search marketing initiatives.
- Created and executed corporate analytics strategy to achieve
annual revenue goals.
- Worked with the MyStore Online Retail Group to define merchandizing
best practices, retail level KPIs and identify analytics tools
and processes they could implement.
- Worked on new Online Membership Enrollment (Fit24) and
After-Point-of-Sale systems to implement analytics tracking and
revenue reporting templates.
- Worked with Search Agency partner to develop a web acquisition strategy score card.
- Worked with internal teams (web dev, IT/ Network Engineering, and Creative Marketing) to implement tracking code, best practices, and QA/QC processes for successful analytics implementations, and weekend promotions.
- Worked with Network Engineering to correct log file formats for historical data views.
- Implemented 1st party cookies to improve accuracy of analytics tracking and reporting.
- Worked on internal site search strategy, customized search engine that works via a CMS based system to serve out relevant content, articles and product recommendations based on keyword query, search intent, and past user behavior. Performed code audit on current site search engine and had team implement analytics tracking tags.
- Managed relationships with analytics vendors including WebSideStory, Visual Sciences, Omniture, WebTrends.
- Scoped out enterprise-level tools and solutions for analytics processes, visitor intelligence and customer insight, CMS integration, CRM integration, analytics and data warehousing, competitor intelligence data and tracking (Nielsen NetRatings, comScore, Hitwise), email marketing, and internal site search.
- Worked with user survey data and usability studies (Usability Sciences, Forrester, and WebIQ) to incorporate findings into the overall web marketing and site design enhancement strategies.
- Site design enhancements were implemented and monitored based on analytics testing and optimization practices. These site enhancements improve the site's performance to better retain current visitors as well as new visitors and promote desired actions such as registering for 7-Day workout passes, newsletter subscriptions, using site search and other support functions, and acquiring new members.
Position2, Inc (Search Marketing Agency)
I was the Director of Analytics at Position2, Inc. I managed these following projects within the agency:
MIT OpenCourseWare
(MIT OCW), September 2006-April 2007
MIT offers free access to 1,600 courses in 35 academic subjects
online. MIT was awarded a $450,000 grant by the Google Foundation.
To maximize the impact, I targeted teachers, professors, and tutors
at high schools and universities. Educators use the course material
throughout their teaching career and pass this along to other educators
and students. The project (ongoing) brings 500,000 students and
educators to MIT monthly.
- Launched a global campaign in 130 countries and 12 languages,
including Chinese (simplified and traditional), Korean, Japanese,
English, German, French, Spanish, Italian, Portuguese, Russian,
and Arabic
- Added 75,000 keywords, wrote ads, and designed landing pages
- Analytics with MIT's WebTrends account
Results: When I took over, the campaign was getting 50 clicks a
day. After implementing this new strategy, the campaign gets 20,000
clicks a day. Reduced cost-per-click by 85%.
Flagship Healthcare Management offers personalized medical care
services for global clients and businesses.
Developed and implemented complete search marketing and web presence
strategy, including analysis of target audience and online behavior,
keyword research to identify best keywords and their potential impact,
messaging analysis/development, and CRM.
- Web Analytics & Business Modeling: Defined and analyzed
critical KPIs, extrapolated customer lifetime value, average sale
by product line, segmented website traffic by products, keywords,
and market potential, and determined cost-per-lead (CPL) and cost-per-acquisition
(CPA) targets.
- Developed and launched campaigns around second medical opinion
services and cancer recovery. Developed landing pages and integrated
with SalesForce CRM.
- Outlined a link building and web presence development strategy
to target hospitals, benefits managers, leading physicians, and
health insurance companies.
- Implemented an SEO strategy that included a technical analysis,
target audience analysis, keyword research, content strategy, and
Google Sitemaps.
Results: Flagship's web presence grew from 400 visitors per
month to over 4,500 unique visitors per month.
Tuscan Resource is a supplier of reclaimed Tuscan building materials
such as terra cotta, limestone, and travertine imported from Tuscany,
Italy.
Developed a localization strategy to bring Tuscan Resource to the
US market. The website was not understood by American luxury consumers
and had to be revamped to present a gorgeous line of products in
an appealing and attractive fashion.
The previous website was built entirely in Flash and password protected.
As a result, Google couldn't index the website and customers
were unable to find them online.
In this two-part project, I developed a new site that could be found
by search engines. In the second part, I developed a Search Marketing
plan to bring in qualified leads.
- Researched and wrote a Search Marketing Plan. This plan
examined online behavior for the luxury consumer. In-depth keyword
research was done across the product lines. Second, I used keyword
research to identify that the search phrase "tuscan style
home" was a more effective and targeted keyword than "tuscan
home".
- Set up web analytics to look at critical KPIs, including
overall traffic, traffic quality, leading keywords, average time
spent on site, percentage of new vs. returning visitors, and most
viewed products.
- Rebuilt Google AdWords campaign to focus on a better set
of keywords. Set up campaigns that targeted and promoted best-sellers
and directed people to product overview pages.
- Launched Yahoo! and MSN pay-per-click campaigns.
- Set up vertical search engines such as Business.com and
placed advertising in luxury consumer sites such as RobbReport.com
and LuxuryLifestyle.com.
Results: Within six weeks, traffic increased from 2,000 visitors
to over 8,000 visitors per month. Qualified leads went from zero
to 80 per month.
Director of Analytics / Web Analytics
Design and implement customized web analytics for companies ranging
from retail, financial services, construction, semiconductor manufacturing,
business intelligence and data mining, software products, real estate,
consumer travel, business travel, and professional services.
Companies include 24 Hour Fitness, MIT, Actuate, HyperRoll, Freedom
Financial Services, DB4O, n&k Technology, Flagship Healthcare
Management, iGenHome, IncorporateFast, Crystal Graphics, and Tuscan
Resource.
Publications & Writing
- Co-author of Insider SEO & PPC, 2nd Edition (Jain Press,
2006), ISBN #0-87573-088-4. Available at Amazon.com and Borders.
- Insider-SEO.com (website). Case studies, book reviews, articles
on industry trends, business analytics, web analytics, interviews
with industry experts, and more.
Presentations
- Using Pay-per-Click. Webinar hosted by Position2. Presented
MIT case study (keyword and market research, increasing traffic
with Google AdWords, various KPIs, etc.)
- Succeeding with Search Engine Marketing. WITI panel moderated
by Michael Bonfils. Las Vegas, Nevada
- Building Successful Business Models Online, Driving Qualified
Customers through SEO & PPC. Speaker at Santa Clara University
Business School MBA Program. Santa Clara, CA.
- Strategic Web Marketing. Seminar hosted by CCG.
- The New Science of Online Marketing: Google + CRM. Association
for Computing Machinery (ACM) at Hewlett-Packard in Cupertino.
Experience Prior to Search Marketing
Six years in e-commerce, including business strategy, web marketing
initiatives, project and team management, website architecture including
UI design, coding, database design, SQL, shopping carts, online
payment transactions and merchant accounts, defining metrics and
KPIs to measure business goals, web analytics, financial models,
and business plans.
Web Developer
Development of website architecture, target audience analysis, coding,
database design, project management, and team lead to create web
sites from the ground up. Major projects include:
- Team Lead: Nevada Department of Transportation (NDOT). Architected
and led development of a project management system to handle transportation
projects for the state of Nevada.
- Team Lead: Invio Software (acquired by Veritas). Developed
corporate website and web presence.
- Developer & Information Architect: Nuance Communications.
- User Interface & Website Design: User-tested design for
easy shopping experience, presentation of products, and overall
functionality. Implemented back-end shopping cart & online
payment system. No
Slippy Hair Clippy, Inc
Education, Training, and Credentials
- ClickTracks Web Analytics, Certified Professional
- E-Commerce Management & Internet Business Systems. San
Jose State University
- B.A., Digital Media Arts and Design, San Jose State University
- Certificate in MS SQL Database Design & Programming
- Member, Women in Information Technology International (WITI)
- Member, Toastmasters International, Lee Emerson Bassett Stanford Chapter
LinkedIn Profile
Personal
I maintain a website at www.StephanieCota.com where I keep up on
business, markets, technology, and other issues.
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