1. Michael C. Loveridge
801-921-9966 ● mikeyloveridge@gmail.com
Summary
I have a strong background in developing marketing strategy with a focus on analytics.
Background
Strategic Planning Online User Experience Statistical Methodology
Omniture tools Conversion Optimization Profiling, Predictive Models
Campaign Development A/B & Multivariate Testing Email & Social Media
Work History
Marketing & Analytics Consultant / Owner - Katmai Consulting (4 years) 2008-Present
Small and medium-sized business and marketing consultation for software companies, online service and
product retailers. Clients include: Omniture, CMO.com, OverstockDrugstore.com, iTOK.net, ‘LIFE as it
COULD be’, Real Internet Solutions
 Used the most complex installation of Omniture tools to improve online conversion rates by
double digits. This increased revenue by $100,000 to $500,000 per month. (2 years)
 Increased profit by 4% for an online retailer, (60,000 unique visitors per month), through
optimizing free shipping offers, stabilizing stock outs, and decreasing checkout abandonment
 Online Reporting – Developed a comprehensive array of Omniture dashboards that stabilized
subscriber retention and increased unique visitors from 15,000 to 20,000 per month. Was one of
the key participants in the Omniture planning, implementation, and bug testing.
 President of ‘LIFE as it COULD be’ - Using a team of 4, plus 11 contractors, pioneered a
subscription-based online recruiting software tool for direct sales professionals. Developed and
executed a marketing plan, and product design, which grew subscribers from 300 to 2,000 in 8
months and saved the company from closure. (2 years)
 Built a “0” e-mail subscriber site to over 3,500 subscribers, having average open rates of 91% and
click through rates of 30%+. Industry average - 15% for open rates, 6% click through rates. This
allowed a cut in marketing spend by 50%.
Investment Analyst – Katmai Investing (2 years) 2005-2007
Used market trends and financial data to develop investment models in real estate, commodities,
currencies and futures markets with investor money
Senior Analytics & Optimization Manager – Ancestry.com (1 year, 10 months) 2003-2004
Designed and managed the implementation of a 3-part program to increase website conversion and
profitability off a site that saw over a million unique visitors per month
 Core Reporting – Constructed automated reporting templates for marketing channels based on
industry standard metrics. Decisions were then made from credible data and analytic baselines.
 Optimization – Experimental design, statistical analysis, interpretation, and ROI tracking
increased landing page conversion rates by over 65%
 Ad hoc studies – Leveraged methodologies (regressions, ANOVA, correlations, etc.), and tools
(Omniture, SAS, Excel, etc.). Saved $1,000,000 in corporate cost by finding ad server
inconsistencies.
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2. Michael C. Loveridge
801-921-9966 ● mikeyloveridge@gmail.com
Senior Pricing Specialist – Intel (2 years, 6 months) 2000-2002
Managed server CPU pricing in a cross-functional marketing, sales and finance position (MMBP)
 Maintained strategic market share in a fiercely competitive market by creating geographic and
segment specific pricing with local accountability
 Collected customer feedback for next generation product feature needs and worked with
development teams to build in customer requirements on product and pricing roadmaps
 Re-wrote the Intel pricing models
Financial Analyst – Fairbanks Capital (1 year, 8 months) 1997-1998
Designed, built, and implemented an Access/Visual Basic application allowing teams to efficiently input
data and get time-sensitive reports to management with the touch of a button
Marketing Research Analyst – Pine Company (2 years) 1995-1996
 Managed a team of 15 to do the time-sensitive analysis for a presidential campaign. Met or
exceeded all deadlines and accuracy requirements.
 Mastered a complex analysis process for movie studios, (such as Fox, Disney, etc.), in 6 months
when it was projected to take at least a year
Education
 MBA (2000), Brigham Young University, Provo, Utah. 660 GMAT. Consulting for Novell, Hogi
Yogi. Top paying internship at The Candle Corp (Enterprise software). Taught an undergraduate
marketing class for 1 semester. Research intern for Professor Michael Geurts on retail forecasting
using time series methodology. Graduated in the top 25%. Had the most interviews and best
offer coming out of the program (Intel MMBP).
 Bachelor of Science (1994), Statistics major, Mathematics minor, Brigham Young University,
Provo, Utah. BYU Student Association Program Director – Managed a team of 8. Used
traditional marketing methods to cut student driving fatality rates to 0% over semester breaks.
Professional Training
 Omniture University, Comprehensive training in all Omniture tools and implementation
 Marketing Experiments Web Page Optimization Certified
 Power user: Microsoft Office, Omniture SiteCatalyst, Tableau, Infusionsoft
 Trained in: SPSS, SAS, Matlab, Atlas, Google Analytics, Photoshop, Dreamweaver, Access,
SQL, FrontPage, Java, HTML, C, Omniture Suite 14, WordPress
Other
Eagle Scout, Freestyle BMX athlete (World ranking #3), Service Volunteer in Western Canada for 2
years (1988-1989), Whitewater River Guide, Scoutmaster
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