StarcomDirector, Web Analytics - Analytics + Technology
Jan. 2023 - Dec. 2024Chicago, Illinois, United StatesBuilt the foundation of multinational grocery brand ALDI's U.S. Website and App reporting, including standardizing of 15+ report templates (Adobe Analytics & Google Analytics 4), creation of automated alerts signaling major KPI changes and automating the distribution of reports to key stakeholders within the client business & Starcom. Provided ongoing in-depth analysis to explain "The Why" behind changes in ALDI's web performance on a weekly/monthly/quarterly basis to Executive Leadership and internal Publicis digital media agency collaborators (Starcom, Digitas, Publicis Media, etc.). Identified actionable eCommerce trends on high-interest topics which informed ALDI's Digital Marketing Strategy for Website Content, Conversion Rate Optimization and CRM, contributing to Aldi’s record-breaking eCommerce performance and launch of new Website & App. Educated ALDI team members on Web Analytics best practices with focus on leveraging Adobe Analytics alongside the full suite of Adobe Marketing Cloud products (Adobe Campaign, Adobe Target, Adobe Experience Manager) as well as Google Analytics 4 & Looker Studio. Analyzed Marketing/Media Channel performance in terms of Revenue, Visit Quality, Customer Acquistion, Landing Page Journeys, Conversion Rate/ Add-To-Cart Behavior etc., sharing findings with ALDI business as well Media/SEO teams on Aldi account.