May 08 2007
About
Bio
I currently hold a Marketing Analytics position at Idea Integration Interactive (Idea II). I have a diverse background in online campaign management, target market analysis, forecast modeling, and survey methodology. Prior to joining IDEA, I was a Business Analyst at Money Management International (MMI) for five years where I managed all online media content, online media advertising, web analytics, and consumer behavioral modeling. I have experience with a variety of web analytics projects including landing page optimization, visitor segmentation for consumer profiling, mapping online lead generation to offline sales, and online campaign testing / management. I have lead projects for clients such as Hewlett-Packard, Sony, Affinity, and Microsoft.
I am active in the web analytics community and am currently leading efforts in understanding Web 2.0 measurement strategies. I am the project leader for the Web Analytics Association (WAA) Research Committee’s Measuring New Media project and have conducted several interviews with web analytics industry leaders where they discussed topics of measuring Rich Internet Applications (RIAs) and Blogs & RSS.
I hold a B.S. in Mathematics from The University of Texas, Austin and a M.S. in Statistics from Texas A&M University, College Station. In addition to being a member of the WAA where I sit on the Research Committee I am also a member of the Houston Interactive Marketing Association (HiMA) and am the Publications Officer for the Marketing Section of the American Statistical Association (ASA). I also hold a current Adjunct Professorship at Lamar University, Beaumont, Texas, where I instruct introductory statistics courses for the mathematics department.
Hi Wendy,
I work for RPA, an advertising agency beased in CA. RPA has been planning, creating, and executing online marketing (Display ad, SEM etc.) campaigns for our clients for a few years now.
We use different reporting tools provided by our partners (e.g. Doubleclick, Google, Yahoo, Omniture, Webtrends, Optimost etc.) for tracking, optimizing, and reporting (traffic, conversion etc.) those campaigns.
We are now looking at opportunities to explore deeper insights (meaningful patterns / associations / predictability etc.) in the huge volume of legacy data.
I understand that one option of achieving this would be to take the ETL + Data warehouse + Data Mining tool (e.g. SAS Enterprise Miner) route. However, we would prefer to use an advanced analytics service provider (with online marketing focus) and not do this in-house.
Could you please suggest any such service provider (who could help us integrate the campaign and clickstream data and then help us analyze)?
Anjan
Hey Wendi,
i’m quite impressed with your blog, i was always looking for some more in-depth analysis with formulas and calculations. I’m now linking to your blog and hoping to see more results of your research.
Best regards,
Luke