Marty Terbrack is a senior digital marketing leader with over 20 years of experience in end-to-end, cross-channel digital marketing. He has expertise developing digital marketing strategies and programs for major brands across various industries. Marty is seeking a senior leadership role to leverage his experience driving growth through data-driven digital marketing and analytics. He has a track record of partnering with stakeholders to improve marketing performance and value through platforms like Adobe Marketing Cloud.

1. SeniorDigitalMarketingLeader Portfolio
MartyTerbrack
For Additional Insights: profile, portfolio, qualification summary, biography, analytics experience, LinkedIn profile/references, Twitter
Contact Information: 248.227.9914 (cell), mterbrack@comcast.net

2. Objective
Leverage my 20 years of hands-on, end-to-end, cross-channel digital marketing expertise and experiences with premier
brands including: Microsoft, Ford, Lincoln, Land Rover, Jaguar, Chrysler, State Farm, Northwestern Mutual, Kmart, Pulte
Homes and American Airlines in a senior digital marketing leadership position (Digital Transformation Officer, Chief
Marketing Officer, Chief Marketing Technologist, Digital Experience, Technology & Analytics Vice President, Director of
Digital Advertising), responsible for driving growth & increasing marketing’s value contribution based on senior executive
c-suite, brand & marketing leadership directives.
Additional positions of interest: digital marketing strategist, senior brand marketing manager, director of interface design
& usability, director of brand websites and mobile applications, adobe marketing cloud administrator, adobe analytics
(formerly Omniture, SiteCatalyst) analyst, digital user experience manager, targeting, personalization & optimization
specialist, director of search marketing, director of multichannel marketing, digital media advertising strategist, mobile
android / iphone applications manager, IT director of marketing technologies, digital transformation officer, digital
evangelist
Preferred location: Detroit Metropolitan Area, South Eastern, Michigan, U.S. remote
Willingness to travel: Up to 50%, Are you willing to relocate: Only for executive level opportunities
Introduction | Objective

3. Summary of Qualifications
• Experienced, highly motivated digital marketing leader focused on enabling companies to connect, engage, create
value and conduct business more effectively with their customers through the web / internet technologies
• Over 20 years of success working with business stakeholders to develop a comprehensive model for interacting with
their customers throughout the entire awareness, branding, buying and ownership experience through online
marketing and Internet-based applications.
• Dedicated customer advocate who continuously implements product, process, & service improvements based on
analyzing input from numerous channels including: business drivers, market research, benchmarking, website
analytics, voice of the customer, usability studies, return on investment, total cost analysis as well as consumer
technology adoption trends & changing digital marketing landscape
• Enabler of business, sales and marketing leaders to increase data driven decision making through relevant marketing
analytics that answer business questions, converting objectives & targets into relevant KPI’s, dashboards and reports,
providing analysis, insights & optimization
Introduction | Qualifications

4. 4
Areas of Expertise: End to end, multichannel digital marketing strategy,
program management, analytics, analysis, & optimization.
Stakeholder Consulting: Enabling business, sales and marketing leaders
to become data driven decision makers using analytics platforms to
answer business questions, converting objectives & targets into relevant
KPI’s, dashboards and reports, providing analysis and actionable insights
that optimize marketing effectiveness and improve value contribution.
Digital Marketing Technology Stack & Adobe Marketing Cloud Platform:
Adobe Marketing Cloud Platform (formerly Omniture SiteCatalyst)
Implementation Planning, Administration Management, Analytics
Reporting, Analysis & Insights, Automated Personalization &
Optimization.
Including: Tag Management System, Variable, Event & Rules
Configuration, User Management, Reporting & Dashboard, etc.
Education:
Bachelor of Science | Computer Science - completed in 3 yrs.
Certifications:
Personal library of over 100 Digital Marketing Books
Over 100 Digital Marketing Courses completed
Marty Terbrack | Digital Marketing
Strategy, Analytics, Insights & Optimization Analyst
Industry Experience
Transportation | OEM Automotive Manufactures & Dealers
In 2014, in the role of Senior Digital Marketing Manager for Spartan
Motors, Inc. developed Global Corporate Multi-brand Digital
Marketing Strategic Plan & Roadmap by brand and by program for
Initiated redesign of Brand websites managing vendor selection &
RFP process, designed user experience flows, and created
wireframes for adaptive, responsive website for desktop & mobile
devices.
OEM Lead Trading & Reporting System
Managed the launch of Chrysler’s Enterprise Lead Management
System which provides leads from brand sites and buys leads from
numerous 3rd party websites and lead providers, then improves
them (validation, scoring, enrichment) prior to delivering them to
25+ Dealers Lead Management or CRM Tools. Provided Lead
Analytics Reporting at the corporate, brand, district, zone & dealer
tiers
In the mid 90’s Marty worked at a company that developed the 1st
ford.com website & went on to launch over 5000 dealer websites
as well as first automotive social media campaign on Facebook
Construction | Home Building:
Partnered with website stakeholders to implement website
redesigns, CMS and Hitbox analytics platform.
The impact of Marketing & Website conversion optimization
efforts resulted in:
 50% increase in website traffic and user registrations YOY.
 300% increase in Internet leads over the previous year.
Retail: Online ecommerce
Director of eCommerce and Digital Marketing Services
Provided consulting and Display, Paid Search, SEO, Comparison
Shopping, Affiliate, Social, Analytics analysis and optimization
services to over 100 ecommerce web site owners increasing revenue
through improvements to online marketing activities including:
Landing page optimization efforts lowered bounce rate and
improved conversion rates: add-to-cart rate, checkout initiation &
completion rates, average order size, average unit value, % of new
shoppers, % of returning shoppers and loyalty rate.
Financial:
Insurance |
• Migration from Web Trends to Adobe Analytics
• Social Media Listening & Engagement Platform Pilot
• Developed digital marketing competitive intelligence system
that educated leaders to a 35 million dollar annual revenue
opportunity and provided over 500 website enhancements
Insurance & Investments |
• Completed Adobe Analytics Implementations for several web
properties and applications, ramping up both technical and
business stakeholders.
Technology: - HCL Technologies
2015 Building Marketing Analytics & Optimization Practice to extend
HCL Services to Microsoft Global Marketing Operations Sales &
Marketing, includes Personalized cross-channel digital experiences
Marty has 20 years of hands-on digital
marketing strategy, technology, analytics
experience and a track record of partnering
with digital stakeholders at all levels, c-
suite executives, sales and marketing brand
teams, and IT teams to improve the
performance and effectiveness of their
digital marketing programs and mature
their marketing analytics
Marketing Conversion Optimization
Digital Marketing channel tactics and
Owned, Earned and Shared user
experience measurement and conversion
funnel optimization.
Optimization Services
Profile | Digital Marketing Strategy, Technology, Analytics, Experience Optimization Leader | Martin Terbrack
Martin Terbrack
For Additional Insights: profile, portfolio, qualification summary, biography, analytics experience, LinkedIn profile/references, Twitter
Contact Info: 248.227.9914 (cell), mterbrack@comcast.net

5. 5
Quantitative Analytics, Reporting & Analysis
 Traffic & Traffic Source
 Search Keywords / Engines
Conversion / Funnel
 Purchase Conversion
 Campaign Conversion & Attribution
 Product Conversion
Path Reporting & Analysis
 Next Page Flow, Previous Page Flow, Fallout
Visitor Reporting & Analysis
 Return Frequency & Return Visits
 Mobile App
 Lifecycle Events
 Device Type & Operating System
Analysis: Scenario, User Path, Content, Cohort,
Segmentation, Opportunity, Competitive,
Media Mix, Paid Search & SEO
 Heat Map
 Tea Leaf | Session Replay
 Tobii | Usability
Optimize digital marketing experiences from audience
targeting, demand tactics through to website
experiences
Website Optimization Test Design & Analysis
• Campaign Optimization Test Design & Analysis
• A/B/n & Multivariate Testing & Analysis
• Adobe Target
• Optimizely
• Google | (Website Optimizer ) Content Experiments
Agenda
Report Suites Configuration
 Analytics Code Deployment
 Configure Variables (eVars,
sProps, Success Events)
 Platform Integrations: Data
Connectors
 Data Import with Saint
Classifications Templates
 Data Extract
 Data Warehouse
 Segmentation Builder
Other Marketing Analytics Platform
Experience Includes:
 Google Universal Analytics
 Webtrends
 Ensighten | Manage
 Adobe AppMeasurement
 Adobe | DTM
 ObservePoint | Tag Audit &
Browser Plugin
 Adobe | Pulse Debugger
 Cardinal Path | Solution Profiler
(WASP)
 Terlick | Fiddler Web Debugger
Tag Management Services
Analytics Platform Configuration Management
Digital Marketing Analytics Platform Experience
Analytics
Analytics Reporting Services
Segmentation, Analytics and Insights
Marty Terbrack has hands on experience with the following digital
marketing and analytics platforms:
Tag Management
Tools/Utilities
Tag Management
Systems
Analytics Platform Management
Social Media
Paid Placement
Social Media
Monitoring&
Engagement
Customer
Relationship
Management
Competitive
Intelligence
Display
Advertising
Paid Search
Search Engine
Optimization
Qualitative
Analytics
 Google DoubleClick Bid Manager
 Data Partners: Bluekai eXelate,
Targusinfo, etc.
 Google AdWords Display Network
 Microsoft | Bing Advertising
 Google | AdWords,
 Search Light Conductor
 SEM Rush
 SEOmoz.org
 Hootsuite| SEO & Social
 Raven Tools | SEO & Social
 SalesForce.com | Raidian6
 Social Listening & Engagement
 Facebook Advertising
 YouTube Trueview Video Advertising
 LinkedIn
 Salesforce.com
Qualitative Analytics
 Opinion Labs, Harris Interactive
Surveys, Survey Monkey
Competitive
 SEM Rush
 Adgooroo | Display Insights
 Adgooroo | SEM Insights
Campaign & Website
Optimization
Testing
Optimization Services
Adobe Target
Profiles – Marty TerbrackProfile | Hands On Digital Marketing Technology Stack / Platforms Experience | Marty Terbrack
Adobe Marketing Cloud Platform: (formerly Omniture SiteCatalyst)
Implementation Planning, Administration Management, Analytics
Reporting, Analysis & Insights, Automated Personalization &
Optimization. Including: Tag Management System, Variable, Event &
Rules Configuration, User Management, Reporting & Dashboard, etc.

6. • Building a Digital Marketing, Analytics & Optimization Practice to extend HCL services provided to Microsoft Global
Sales and Marketing Operations Team
• Improved digital user experience, cross-channel marketing performance and data-driven decision making at
Northwestern Mutual working with business, technical leaders to define KBO’s, CTA’s & KPI’s implementing Adobe
Marketing Cloud - Marketing Analytics (formerly SiteCatalyst) Administrator / Marketing Analytics Insights Analyst for
web properties and mobile apps.
• Developed global corporate multi-brand Digital Marketing Strategic Plan & Roadmap by brand and by program for
Spartan Motor, Inc. Cascading objectives, targets, KPI’s, investments, job descriptions, incentives, performance
baseline and value contribution.
• Developed digital marketing competitive intelligence system that informed State Farm Leadership to a 20 million
dollar annual revenue opportunity and continuous waterfall or website enhancements, as well as unified Enterprise
Paid Search / SEO Strategy and Roadmap
• Improved data driven decision making, marketing program performance across Insurance, business lines at State Farm
completing a migration from Webtrends to Adobe Analytics (formerly Omniture SiteCatalyst) as an member of the
analytics and insights team
Introduction | Career Highlights

7. • Delivered site recommendations (competitive comparison, lift analysis & mockups for A/B testing) to American
Airlines to improve conversion lift
• Strategic direction to over 100 eCommerce / retail web site business owners and oversaw Marketing Services as
Director of eCommerce
• Provided digital marketing services execution to program managers at Ford, Chrysler, DuPont through Marketing
Associates account teams. Managed 35+ person IT marketing application development team comprised of both
onshore & offshore resources and on-site data center.
• As eCommerce Manager responsible for consumer facing web sites, I partnered with Pulte Homes business
stakeholders to deliver a 50% increase in web site traffic & user registrations, 300% increase in Internet leads over
the previous year, web sites contributed to 5% of Sales.
• Senior Project / Launch Manager working with Ford Global Marketing business leads to manage the development &
launch of a Suite of digital applications for their dealers, including Website Manager used by more than 5,000 Ford,
Lincoln Mercury, Volvo, Land Rover & Jaguar dealers.
• In 1995 when many were not yet aware of the potential of the Internet, I lead the development an Interactive
Business Unit at Budco that achieved $500,000 in sales with a 48% profit margin & on-time launching of all major web
sites. Also worked at the company that developed the original ford.com website as well as first automotive social
media campaign on Facebook for the Ford college program back when “The Facebook” required users to have a .edu
Introduction | Career Highlights

8. Microsoft – HCL | Digital Marketing Analytics & Optimization Consultant
Microsoft - consulting engagement
Client Site: Redmond, Washington | Remote Site: Troy, Michigan
Digital Marketing Analytics & Optimization Consultant
Responsibilities
Building a Digital Marketing, Analytics & Optimization Practice extending HCL services provided to Microsoft Global Marketing Operations Team
Major Success
Defining and Ramping up team to provide 6 Core Services:
• Digital Measurement Planning Services
• Marketing Technologies & Analytics Platform Configuration Management Services
• Tag Management Services
• Marketing Analytics Reporting Services - Dashboards, Reporting, Interfaces, Marketing Analytics Reporting Automation based on KBO’s, KPI’s
• Segmentation, Analysis & Insights Services - Deep Analysis & Actionable Insights
• Optimization Services - which is provides both: A/B & multivariate testing as well as personalized cross-channel digital user experiences ingesting
implicit and explicit 1st, 2nd and 3rd party data to create rich anonymous audience profiles, then leverages real-time analytics, machine learning,
algorithms and rule based segmentation with automated behavioral targeting to optimize the digital user experiences in near real-time.

9. 9
Digital Marketing Analytics
Reporting Services
Reporting, Interfaces, Marketing
Automation, Analytics
Optimization Services
Optimizing Digital Marketing User
Experiences through Experimentation,
automated Targeting and Personalization
Segmentation, Analysis
& Insights
Deep Analysis and Actionable Insights
Measurement Planning & Program
Management Services
Measurement Consulting, Planning,
Management Services provides scenario
data driven workflow engineering to
improve data accuracy and maximize
capabilities of Marketing, Analytics &
Optimization Technologies
Analytics Platform Services
Marketing Analytics Reporting
Systems Management
Report Suite Strategy, Configuration, User
Management, Support and Governance
Non Tag Management Data Integrations
Enterprise Tag Management
Services
Robust, scalable, taxonomies map user
interactions and business classifications
providing standardized data layer on
ms.com properties which TMS leverages to
populate, enrich & activate marketing
technologies
Digital Marketing Analytics and Optimization Practice Services

10. 10
Created Training Plan for each Team Member & Role
and create powerful, rich conditional logic and
rules that determines when conditions fire within
the tag management system (Ensighten, DTM, etc.)
to optimally feed and activate 20+ ad / marketing
technologies and analytics platforms and
optimization tools to measure and optimize digital
user experiences based on approved specifications
and deployment practices.
Experience:
 Total 9 years’ experience including 2 in Web
Analytics
Skills:
 Taxonomies & Data Dictionary design &
implementation on a variety of platforms
including Content Management Systems.
Extensive experience in Architecting
implementing .NET & MVC platform
 Tools / Technology:
 Tag Management System: Ensighten Manage
 Analytics Platforms: Webtrends
 Analysis Tools: Power BI, WEDCS
 MDA, ASP.NET , MVC, Azure, JavaScript
Front End Programing Web
JavaScript, JQuery, HTML5, CSS3
DOM, Cookies, Browser-specific
issues, Server-side technologies
Understands Tag Performance
Tag & Tool Implementation Specs
Design Setup Tagging Framework
Tag Audit & Validation Tools
Deploy, Test & Manage Tags
Marketing Tech Stack Configuring
Ashish has a deep technical skillset with intimate,
knowledgeable, understanding of Microsoft
Taxonomies, Data Dictionary and implementing it
on a variety of platforms including Content
Management Systems
His mission is to leverage his front end web
development (specifically mastery of JavaScript,
JQuery, Json, RegEx, HTML5, CSS3) programming
expertise to efficiently configure deployments
Measurement Planning Services
Tag Management
Tag Developer
Tag Management Services
Tag Management Services
Analytics Platforms & Data Collection
Focus
Request Current Planned
Tag Management Services
Analytics Platforms & Data Collection
Data Ingestion & Activation APIs,
SDK’s, Variables, Events, Rules:
Adobe Cloud: Analytics
Webtrends, Google, DataAnalyticx
MarketingTech Stack,Analysis Tools

11. 11
Team Profiles & Roles
ExperienceReadinessOnboardingExecutionInnovationCommercial
Experience:
8 years' Digital Marketing & Analytics Analysis
Skills:
Cross-Channel Digital Marketing, Cross-Channel
Digital Marketing Analytics, Analysis & Insights for:
Websites, Paid Search, SEO, Display, Social & Email
Tools / Technology:
Analytics Platforms:
Adobe Marketing Cloud: Marketing Analytics
(formerly, Omniture Site Catalyst)
Analysis / Visualization: Ad Hoc Analysis
(formerly, Discover), ReportBuilder, Tableau
Data Warehouse, Data Extract, Visitor Click map,
Optimization A/B, M/V Testing+
Personalization: Adobe Target, Segmentation
Builder, Audience Manager
CMS: Adobe Experience Manager (formerly CQ)
SiteCore, Drupal
Email /SMS | Responsys, Silverpop
Qualitative: Survey Monkey, Opinion Labs
Customer Satisfaction: ForSee
Quantitative Clickstream Analytics
Scenario Analysis
Quote Funnel Analysis
User Path Analysis
Segmentation Analysis
Competitive Analysis
Optimization Test Design
Optimization Test Analysis
[First Name] has a rare blend of passionate tech
savvy digital marketer and talented Analysis &
Insights Analyst provides our highly technical staff
with a marketers perspective. She has been
providing knock-out insights leveraging her own
secret formula which rumored to combine cross
channel quantitative and qualitative analytics with
a heavy dose of segmentation analysis. Our
clients rave about her Insights and Visulations
Program Management
Digital Marketing Analytics Analyst
Segmentation, Analysis & Optimization Services
Focus
Request Current Planned
Optimization Services
Segmentation, Analysis & Insights
Segmentation, Analysis & Insights
Optimization Services
Digital Analytics Reporting
Site Conversion, Traffic Sources
Campaign Performance
Geographic Metrics & Insights
Browsers & Devices
Site Content Metrics & Insights
Competitor Metrics & Insights
Session Replay Metrics & Insights
Optimization Services

12. Optimization Services
Optimizing Digital Marketing User Experiences through Experimentation
Session 1 - Services & Experimentation Fundamentals Overview
Session 2 - Dynamic Targeting & Experience Optimization
Author / Presenter: Marty Terbrack

13. 13
Optimization Services
Optimizing Digital Marketing User Experiences through Experimentation, automated
Targeting and Personalization
Our dedicated optimization team applies a structured scientific iterative approach to:
Identifying, defining and prioritizing user experience enhancement opportunities,
translating them into testable hypotheses and experiments, we then leverage marketing
analytics and optimization tools to plan, manage and analyze experiment results to
determine which experience will be most successful improving the user experience and
marketing/business objectives, enabling our clients to make more data driven decisions
We leverage rich marketing data sets, segmentation, algorithms, machine learning, real-
time analytics analysis and experimentation to continually improve audience profiles and
dynamically test experiences delivering targeted, optimized, personalized experiences
that increases engagement improve business performance and brand loyalty.
Optimization Services

14. 14
Project Phases & Process Steps
 Hypothesis and Prioritization Plan Development
 Test Plan Design
 Variation/Experience Development
 Technical Installation, QA and Activation
 Test Monitoring and Data collection
 Results Analysis
 Implementation of Winning Experience
and Documentation of Results
 Artifacts: Experiment Request Form, Experiment Tracking
 Experimentation Tools, Analytics Platforms & Resources
Team Roles, Responsibilities & Team Profiles
 Optimization Project Lead
 Project Manager
 Optimization Specialist
 Quality Assurance
 Creative Specialist
 Web Developer
 Analyst
Experimentation Fundamentals
Hypothesis, Test, Analyze & Activate
 Concepts
 Terms
 How to Determine a Winning Test with a Testing Tool
 Statistical Confidence Level
 Estimating Traffic and Sample Size
Experiment Types
 A/B/n Test Types
- Variable Cluster, Isolation, Split Path and Site Wide
- Common Experiments: New Concept, Template, Funnel
- Channel Optimization: Paid Search, Paid Media
 Multivariate Testing
- Full & Fractional
Lift Analysis
Experiment Scenario Walkthroughs
 Scenario (1) Microsoft Azure: A/B…n Test: New Concept
 Scenario (2) Microsoft Big Data Analytics: Using Estimated Goal Values
 Scenario (3) Microsoft Azure: A/B…n Test: Funnel
 Scenario (4) Microsoft Azure: A/B…n Test: Search & Media
Customer Personas & Acquisition Phases
Case Study
Resources
Session (1) Agenda - Recap
Developed and Presented: Optimization Services 101 Course

15. 15
Digital Marketing Technologies – Top 100 Internet Retailers
 Digital Marketing Analytics
 Enterprise Tag Management Systems
Digital Marketing Technologies – Microsoft
Dynamic Targeting & Experience Optimization
Data, Analytics Optimization Driven Digital Marketing Maturity Model
Changing Digital Landscape
 Global Internet, Consumer Technology Adoption and Usage Trends
 Consumer behavior is changing rapidly as consumers get more comfortable with their
digital reality
 Ad Networks
 Digital Marketing Platforms
Surface Scenario Walkthrough
 Anonymous profiles that power personalized experiences
 Dynamically assembling content based on customer interests
 Rules Based Segmentation
 Automated behavior targeting determines which content is
most engaging for which customers based on shared variables
and characteristics
Marketing Data as a Service and Addressable
Media
 Audience Data Management
 Personalized Targeting
 People Using Their Devices Send Signals that
provide value to Marketers
 We Interpret signals and produce a result that
meets visitors changing needs and lead to
win-win outcomes by leveraging data and
marketing analytics to create robust,
anonymous profiles that power personalized
experiences dynamically assembling content
based on customer interests
Recommendations for Enriching Audience Profiles
through 1st, 2nd & 3rd Party Sources
How to Power up you Marketing Analytics System
with integrations and Steroids
Session (2) Agenda
Developed and Presented: Optimization Services 201 Course: Optimization Services

16. 16
The Digital Marketers / Sales Quest:
Provide continually improving optimal integrated customer centric cross-channel, cross-device (remarkable, relevant, engaging, valued, win-
win) experiences that naturally plays off the strength of each channel and/or device intelligent digital interaction scenarios) in context - in
the moments that matter most with their most valuable audiences that build a stronger relationship through out their digital journey
Continuously be more effective than competitors, at improving their enterprises marketing and sales ecosystems capability to intelligently
maximize their value contribution to key business objectives
 Digital Marketers who can best assemble & enable: digital talent (ideation, creative, content, analytics, marketing IT talent to combine the valuable digital user
experience data and with the best configured / integrated digital marketing technology / analytics / segmentation / optimization platforms and the ability to teach the
platforms how to learn about their most valuable audiences so they continuously improve their capability to provide the right message with the right offer at the right
time will be more successful than those who do not.
Optimization Services | Experimentation Fundamentals
Created Vision for Optimization Services

17. 17
Analyzed Multiple Research Studies providing Insights to Optimization Services

18. 18
Optimization Services | Experimentation FundamentalsAnalyzed Multiple Research Studies providing Insights to Optimization Services

19. 19
Scenarios, Actions and Offers Scenario Action Offer Type
Learn
View Case Study Case Study title
Product Information
Solution Information
Service Information
Content Title
Video Video title
Chat Product Information Product Name
Join Community Community Name
Download Datasheet Data Sheet Title
Download eBook eBook Name
Download White Paper White Paper Title
Attain Certification Name of Certification
Register Live Event
Virtual Event
Webcast
Webinar
Event Name
Event Name
Webcast Name
Webinar Nam
Try Trial Software Trial Name of Product
Buy Request
Purchase
Pricing Information
Product
License
Subscription
Product Name
Solution Name
Service Name
Share Share Email
Social Media
Name of email Subject
Social Media Channel
Facebook
Twitter
LinkedIn
Sign In Sign In Account MSA
Submit
Feedback*
Submit Feedback Survey Answer
Survey ID
Survey Question
Survey Verbatim
Correlated Customer Interactions to Business Goals

20. 20
Provided Deep Insights into Current State of Digital Marketing Cloud

21. 21
Digital Interactions with a channel leaves an
impression, over time we can interpret them more
clearly so prospects become less anonymous over
time
Correlating data across touch points providing
responses that are relevant and consistent
Implicit data
 Geo location
 Site Behavior
 Ad Clicked
 Web Searches
 Time of Day
 Device
Explicit Data
 Purchase History
 Voluntary Info
 Click products in email campaign’
 3rd Party Data
6
The Challenges:
Changing Digital Landscape:
 Multiple Evolving Channels and Devices
 Prospects may become aware of your product
offering from an ad while reading an article on a
trusted industry news website as a result of a
campaign
 Learn about products and services you and your
competitors offer by watching a training video
 Research products and services you offer by
reaching out to peers on social networks or
downloading a whitepaper from a trusted SME
website
 Share information about your product and
services by sharing a presentation with
colleagues they downloaded on social sharing site
 Completing more of the sales process prior to
actually contacting your sales organization
Changing Consumers Expectations:
 Right content at the right time
 After purchase, terrific service across channels
Marketers Needs:
Assemble and Present: Media, Pictures, Text, Offers,
Functionality to Engage, Convert and Build Loyalty in
near real-time
Gauge the potential value of prospect
What person is expecting to see
What the persons expectations are today versus six
months ago
HCL Optimization Services Solution:
Partner with Marketing to dynamically test and
present high-customized experiences to drive
significantly higher conversion rates
Targeting
 People Using Their Devices Send Signals that
provide value to Marketers
 We Interpret signals and produce a result that
meets visitors changing needs and lead to win-
win outcomes by leveraging data and marketing
analytics to create robust, anonymous profiles
that power personalized experiences dynamically
assembling content based on customer interests
Optimization Services

22. 22
Scenario 6: Dynamic Targeting & Experience Optimization with Microsoft Surface
 Leverages marketing analytics platform and optimization tool to create and improve anonymous profiles, dynamically
assemble content based on user interests to personalize experiences through real-time decisioning and machine learning to
promote relevant content that increases engagement, improves conversion and loyalty
 Implicit data: Geo location, Site Behavior, Ad Clicks, Web Searches, Time of Day, Device
 Explicit data Purchase History, Voluntary Info, Click products in email campaign, 3rd Party Data
Optimization ServicesOptimization Services

23. 23
 Rules Based Segmentation and automated
behavior targeting determines which content is
most engaging for which customers based on
shared variables and characteristics
 Each interaction is a data signal which gets
captured in the highly predictive and progressive
profile for real-time targeting
 Real-time decision engine delvers right
experience at last millisecond
• In this example, the Persona was changed to
a to “Return Visitor” to site
 Dynamically served “gaming” content based on
what we know from past visits, including what
products and categories the visitor was
interested in, creating an automated dynamic
personalized experience
 This panel shows how we create custom
segments based on various data sources: geo,
socials, previously defined success metrics, target
library and mobile segments
Optimization ServicesOptimization Services

24. 24
Data-driven Personalization
 Increase Engagement, Conversion and Loyalty
 Optimize critical interactions through out a
customers digital journey
 Personalize through real-time decisioning
 Target relevant experiences leveraging the right
data
 Promote content and merchandise products
 Optimize personalization for maximum revenue
lift
• On 1st visit we provide more of a “learning”
experience now were making product
recommendations based on what they are
interested in
 Robust algorithms decide what to show based on
100s of online and offline variables
 The machine learning engine delivers this
promotion
 Matching data with content to provide optimal
experience
• Automated Recommendations
 This the panel that allows us to define automated
recommendations, which takes the guess work
out of what works best using data about the
current users, plus business data like margin and
inventory to dynamically suggest recommended
items
 You can set recommendations by past time
Optimization Services

25. Digital Marketing, Inc. I CEO, Founder & Senior Strategy Consultant
Digital Marketing, Inc. Troy, Michigan (4/10 to Present) email: info@digitalmarketing-inc.com
Digital Marketing, Inc. is my privately owned Digital Marketing Consultancy, an S-corporation with one employee.
Digital Marketing Strategy Consultant, CMO & Founder
As a digital marketing subject matter expert and analytics consultant, provide a wide range services from developing multi-brand, multi country, cross-
channel enterprise digital marketing strategic plans to managing analytics platform implementations, or being embedded as an marketing analytics, insights
and optimization analyst or consultant.
Responsibilities
• Manage adobe marketing cloud analytics implementations
• Assist in building marketing programs and digital analytics practices
• Create marketing analytics dashboards, reports, visualizations, segmentation, analysis & Insights
• Developing client’s online marketing strategies and plans including 12 & 24 month roadmaps
• Manage digital media mix, display advertising, paid search,
• Develop presentations, estimate projects, create and manage project plans, manage scope, mitigate risks, performance to budget and schedule
Major Success
• Building a marketing analytics & optimization practice to extend HCL services to Microsoft Global Marketing Operations & their clients and partners
• Completed Adobe Analytics implementations for State Farm and Northwestern Mutual
• Developed an Automotive OEM digital marketing competitive intelligence reporting system providing insight into competitor display advertising, social
media, paid search, SEO programs. Also completed a 15 Brand website comparison and website recommendations
What are your plans regarding Digital Marketing, Inc.? While on any given day, I have more than few big ideas kicking around and am always open to
discussing hot start-up senior leadership opportunities; I do not currently have any intentions / plans to grow Digital Marketing, Inc.

26. Strategic Planning:
Digital Marketing Strategic Plans
12 & 24 Month Roadmaps
Marketing Services:
Display Advertising & Media Planning
Pay-Per-Click Advertising
Search Engine Optimization
Social Media Marketing Services
Affiliate Marketing
Email Marketing
Contests & Incentives
Website Design & Development
Usability Testing
Customer Relationship Management
Website Analytics
DM Competitive Intelligence
Digital Marketing, Inc. | Services Overview

27. Consulting Services:
eCommerce Site Management
Lead Generation Programs
Landing Page Optimization
Customer Persona Development
Search Ranking Reporting
Social Media Engagement
Technology Evaluations
Workflow Consulting
Project Management Consulting
Mobile Advertising
Training & Seminars
Partnering Models:
Tiered Program Management Fee
Based on Spend
Fixed Retainer
Confidential Tier (2) Agency Partnerships
Pay for Performance for Select Clients
Digital Marketing, Inc. | Services Overview

28. Martin Terbrack, CEO
Digital Marketing, Inc.
About | Digital Marketing, Inc.

29. Top Down Approach
Business Objectives
Marketing Strategy
Brand DNA
Customer Segmentation
Purchase Cycle
Subject Matter Experts
Competitive Benchmark
Success Events / Monetization
Customer Personas
Research & Tools
Success Events & KPI’s
Road Map Development
Budgeting, Planning & Prioritization by
Channel
Stakeholder Buy-in
Executive Approvals
Vendor Evaluation
Execution Management
Develops 12 & 24 Month Digital Marketing

30. CUSTOMER ACQUISTION
IDENTIFICATION AWARENESS TRIAL
Identification of potential
customers prospecting
Generate awareness; Get
Customers predisposed to a
product or service offering
Build interest and convert
prospects to customers
CUSTOMER RETENTION
REPEAT ADVOCACY
Initiate and Increase customer’s buying
behavior
Provide a trusting valued relationship
with customers
Consumer Persona Development, Segmentation & Online Behavior Targeting
Assists clients in targeting audience creating optimal win/win outcomes within each step of the acquisition and retention
phases, providing targeted measurable programs results
DM Consulting I Audience Segmentation

31. Website| Evaluations, Comparisons & Recommendations

32. Develops
Marketing Return on
Investments Models
Header

33. Marketing Investment| Models

34. Performed Competitive Intelligence for:
Display Advertising, Paid Search, SEO & Social Media Monitoring & Engagement
Competitive Intelligence | Automotive Industry

35. Performed Website Competitive Comparison
and Provided Website Recommendations for
American Airlines
Website | Evaluations, Comparisons & Recommendations

36. Ad
CampaignTracking Code: 1023932
A B C
A
B
C
A
Analytics
Design Info graphics to help simplifie and communicante topics - Digital Marketing, Inc. I Testing & Optimization

37. Design Info graphics to help simplifie and communicante topics - Optimization I by Keyword Category

38. 38
Design Info graphics to help simplifie and communicante topics - Brand / Audience I Social Engagement

39. Northwestern Mutual I Adobe Analytics Administrator & Analyst
Client Site: Milwaukee, Wisconsin | Remote Site: Troy, Michigan (10/14 to 1/2015) Internet address: www.northwesternmutual.com
Northwestern Mutual is the nation’s largest direct provider of individual life insurance with $217.1 billion in assets
Adobe Marketing Cloud Analytics Implementation Administrator & Insights Analyst
Responsibilities
• Leverage Adobe Marketing Reports & Analytics platform (formerly Omniture SiteCatalyst) & extensive digital marketing expertise to analyze online user
behavior developing actionable data driven insights design to optimize the customer experience & produce win-win outcomes for the prospects,
customers & company.
• Partner with business stakeholders to define key performance indicators, define & recommend measurements to support data driven decisions
• Created reports, dashboards & analysis additional insight by creating data visualizations, infographics to help to tell the story
• Provide Subject Matter Expertise in regards to getting data into analytics platform, working with Development Teams in Scrum / Agile environment to
define tagging requirements for on-going enhancements to web properties & applications to capture data to populate variables used analytics reports.
Verify development implemented tags (e.g. eVars, Sprops & Events in code (e.g. JavaScript, HTML) with tagging data validation tools (e.g. Adobe Pulse
Debugger, ObservePoint Plugin & Fiddler)
Major Success
• Adobe Administrator responsible for configuring analytics report suites for multiple properties & applications developing implementation plans
Recommended & Managed Integrations leveraging Adobe Data Connectors (Formerly Genesis), Governance & Implementation Best Practices
• Enhanced user experience on web applications through Hypothesis, Test & Optimization
• Improved usability & design through Responsive Website Wireframe Design based on Scenario, Funnel, User Path & Segmentation Analysis

40. Spartan Motors, Inc. I Senior Digital Marketing Manager
Spartan Motors, Inc.
Troy, Michigan (10/13 to 5/14) Internet address: www.spartanmotors.com
Spartan Motors is a custom vehicle manufacture with estimated annual sales revenue of 500 million & 10,000 vehicles
Senior Digital Marketing Manager
Responsibilities
Developing cross channel digital marketing strategies for owned earned & shared properties / media
Spartan Websites: spartanerv.com, spartanchassis.com, spartanmotors.com & utilimaster.com Initiated redesign of all sites
Managing vendor selection & RFP process, designing user experience flows, created user experience flows and wireframes for adaptive, responsive
website for desktop & mobile devices after developing customer personas in context following user-centered design principles, leveraging online behavior
analytics analysis, created features & functionality requirements, project plans, budgets as well as key performance indicators based on win/win outcomes.
[Note: Due to budget reductions my website redesign recommendations have not been implemented]
Develop & Manage Digital Marketing Programs: Paid Search, Search Engine Optimization, Media Buying, Display Advertising, Social, Mobile, eCommerce,
Lead Generation, Web Analytics & CRM programs for all Spartan Brands including: Emergency Response Vehicles, Service & Delivery Vehicles, Recreational
Vehicles, and Department of Defense Vehicles
Hands on Management of Display Advertising, Paid Search, Usability, Web Analytics & Brand Website Redesigns, Member of Cross Channel Marketing
Ideation Team for all Brands and Vehicle Lines.
Major Success
Developed Corporations Digital Marketing Strategic Plan & Digital Marketing Roadmap for 3 brands / business units
Launched Digital Marketing Programs: Paid Search (AdWords), Display Advertising (Double Click), Web Analytics (Google) & CRM (Salesforce)

41. “Forged By Fire Cross” Channel Campaign
Wireframe for Adaptive Website
Cross Channel Campaigns | B2B Vehicle Brand Website Concept

42. State Farm I Digital Strategist | Senior Analytics Analyst
Client Site: Bloomington, Illinois | Remote Site: Troy, Michigan (8/12 to 2/13) Internet address: www.statefarm.com
State Farm is the largest auto insurer in the U.S. more than 65,000 employees & more than 18,000 Agents service 81 million policies & accounts throughout
the U.S. & Canada
Digital Marketing Strategy & Analytics Analyst
Responsibilities
• Empower digital thought leaders to make data driven decisions through quantitative & qualitative behavior web analytics & Insights
• Developing enterprise digital marketing strategies & roadmaps
• Developed digital marketing competitive intelligence system that educated leaders to a 35 million dollar annual revenue opportunity and provided
over 500 website enhancements
• Develop Web Analytics Dashboards, Reports & Insights for Executive Leadership
Major Success
• Adobe Omniture Web Analytics Implementation – migration from Web Trends to Adobe formerly (Omniture SiteCatalyst)
• Search Engine Optimization Roadmap & Competitive Intelligence Reporting in Search & Social Media
• Social Media Platform Pilot Support – Raidian6 platform evaluation, implementation, analytics & insights

43. Insurance Industry | Natural Search Competitive Intelligence

44. Enterprise SEO | Roadmap

45. State Farm I Digital Strategist | Senior Analytics Analyst
Rochester Hills, Michigan (9/08 to 3/10) Internet address: www.brandlabs.us
Brand Labs is a privately owned E-Commerce Agency (start-up) offering website design, development & interactive marketing services
Director of eCommerce and Digital Marketing Services
Responsibilities
• Develop client’s online marketing strategy to increase revenue through eCommerce web site improvements & online marketing services including
organic search (SEO), paid search (PPC), affiliate marketing, social media (Facebook, Twitter), & Google Analytics
• Growing Brand Labs capabilities, product portfolio & service offerings
• Develop & present online marketing strategy presentations, scope & estimate projects, develop proposals & project plans
Major Success
• Increased the average monthly number of sites sold, average order size & revenue per site by over 25%
• Cultivated partnerships with other online service providers to provide new service offerings (e.g. Google, Volusion, PowerReviews)
• Developed one of the 1st Mobile Apple i-phone eCommerce Applications

46. Experience with Numerous Categories Including: Retail, Consumer Electronics, Healthcare, Financial, Automotive, Travel etc.
Brand Labs | eCommerce Strategy & Business Development

47. Brand Labs | eCommerce, Social Media,
Audience Segmentation & Behavior Targeting

48. Campaign Ad Spend Revenue Gross
Margin %
Product
Cost
Gross Profit ROI
AdWords $3,500 $22,500 45.0 $12,400 $10,000 285%
Yahoo! $1,000 $3,700 45.0 $2,000 $1,700 168%
Newsletter $75 $1,200 45.0 $660 $539 719%
Comparison
Shopping
$300 $2,000 45.0 $1,100 $932 329%
Affiliate - SAS $12 $1,750 45.0 $960 $787 642%
Affiliate - PJ $500 $5,800 45.0 $3,162 $2,587 495%
Affiliate - Google $600 $2,000 45.0 $1,131 $926 145%
Organic / Other $300 $31,000 45.0 $17,344 $14,191 6,200%
Totals $6,422 $72,760 45.0 $40,018 $32,742 509%
Brand Labs | Monthly Enhancements & Reporting

49. Provides strategic direction to over 100 eCommerce website business owners to increase revenue
through improvements to their web properties & online marketing activities
Paid Search
Organic Search
Affiliate
Ad Media
Email
Landing Pages
Registration Page
Homepage
Category/Search Results
Shopping Cart
Product Detail Page
Social Media
Reporting
Homepage
Product
Detail
CheckoutCategory
Brand Labs | eCommerce

50. Pulte Homes I eCommerce Project Manager
Pulte Homes
Bloomfield Hills, Michigan (05/05 to 9/06) Internet address: www.pulte.com
In 2005, Pulte Homes was a Fortune 150 company with operations in 27 states, delivered 45,630 homes & revenues of $14.7 billion
eCommerce Manager
• Manager responsible for Pulte Homes consumer facing web sites, including www.pulte.com , www.delwebb.com , www.divosta.com , as well as
corresponding content management systems used by over 50 business stakeholders & community editors. Web sites generated over 90 million page
views, 9 million visits & contributed to 5% of Sales in 2005
Responsibilities
• Directing a high performing team composed of business process analysts, systems analysts, designers, developers, & quality assurance analysts to
deliver projects on-time & within budget including: business, creative, functional, & technical specifications as well as managing project plans, budgets &
resources. Leveraged Waterfall & Agile Program Management Methodologies to manage projects / programs.
Major Success
• Oversaw numerous projects that required “Buy vs. Build” decisions from the initial RFP process, through total cost of ownership analysis & contract
negotiations, to the final application integration or development.
• These projects enabled me to grow more knowledgeable in the following areas: streaming media, content management systems, search engine
optimization, website analytics, application & performance monitoring.
• Spearheaded the development of an eBusiness steering committee to drive a common strategic direction, assess value & align business goals to Digital
Marketing & IT strategies that deliver business growth & revenue contribution
• Partnered with the business to deliver on key performance indicators: a 50% increase in traffic & registrations as well as over a 300% increase in
Internet leads over previous year.

51. Responsible for Pulte’s Consumer Facing Websites Including:
Pulte http://www.pulte.com
DelWebb http://www.delwebb.com
DiVosta http://www.divosta.com
Pulte Spanish http://www.pultespanish.com
Plus - 25 Community / Market Microsites
Pulte Homes I eCommerce Manager

52. • Page Views +36%
• New Visitors +45%
• Registered Users +66%
2004 2005 %
Total 61,751,792 84,264,057 +36%
Pulte.com 41,462,710 56,063,785 +35%
DelWebb.com 18,533,021 26,034,104 +40%
DiVosta.com 1,756,061 2,166,168 +23%
0
10
20
30
40
50
60
2004 2005
Pulte.com
DelWebb.com
DiVosta
Pulte Homes I Website Performance Improvements

53.  Numerous Traffic Generation
and Lead Generation Improvements
Web Leads / Customer Data
3rd Party
Websites
(BHI, New
Home Source)
Search Engines
Paid / Organic
Traditional
Media
email
Marketing
Direct
Community
Level Leads
Contact Us
Requests
Market
Level Leads
Pulte Homes I Lead Generation

54. • Established a Business Council for Interactive
Marketing & Website Enhancements
• Established Enhancement Review Process and
Forced Ranking System
• Managed Budget & Release Plans
• Deliver a business critical less than 30 day
Enhancement Requests with a high degree of
1st time Quality, On-time and within Budget
• Introduce a Rapid Content Deployment Process
• Introduce a New Enhancement Request Process
• Improvements to website Availability and
Performance
• SFA / CRM Integration with Websites for Pilot
• Website Redesign with new Content
Management System Evaluation
• Agency Evaluation and Selection Support
• SEO and Paid Program Tracking
• Web Analytics Program Setup
• CRM Integration
Pulte Homes I Stakeholders & Program Improvements
Pulte
Mortgage
Customer
Relations
Human
Resources
Sales &
Marketing
Corporate
Communications
Stakeholders
Strategic
Marketing

55. Marketing Associates I eMarketing Strategist / Business Development
Bloomfield Hills, Michigan (10/06 to 8/08) Internet address: www.marketingassociates.com
Marketing Associates is a 40 year old privately held marketing services company; core competencies include market research, strategic planning,
program administration, sales incentives & promotion their largest clients are Ford Motor Company & DuPont.
eMarketing Strategist / IT Systems Manager
Responsibilities
Support Sales teams providing eMarketing consultation to clients. Areas of expertise include: eCommerce application development, website
analytics, email marketing, contests & incentives, search engine marketing, lead generation & CRM.
Major Success
Client Engagement & Product Launch Management of Chrysler’s Enterprise Lead Management System which provides leads from brand sites &
buys leads from numerous 3rd party websites & lead providers, then improves them (validation, scoring, enrichment) prior to delivering them to
25+ Dealers Lead Management or CRM Tools.
Developed Search Engine Marketing & Lead Generation Strategy for numerous DuPont products which include B2B paid search campaigns that
drive traffic to targeted landing pages & delivery into Sales Force CRM. This program leverages Omniture SiteCatalyst Web Analytics &
Doubleclick DART to track conversion & multivariate testing of landing pages to improve campaign performance.
Rolled out a Web Analytics Service offering including development of an implementation planning guide for Omniture Site Catalyst, initial
implementations of Omniture Catalyst & Data Warehouse included the Ford College & Mobility Motoring programs.
IT Manager
Manage IT organization comprised of onshore & offshore application development teams as well as a data center system engineering team.
Oversee operational project delivery, providing leadership to project managers & technical leads to establish priorities & manage risks

56. Introduced Omniture Web Analytics to many programs including: Development of Standard
Implementation Guide with Key Performance Measurements, Campaign Tracking & Dashboards
Marketing Associates I Ford Student Purchase Program

57. Drive targeted traffic (Paid Search, to action oriented landing pages, optimize with multivariate testing,
the qualify, score and enrich leads.
Marketing Associates I DuPont SEM & Lead Generation

58. Managed solution design, RFP response, budget, requirements gathering, specifications design, development and launch
Dealer Enrollment
 Dealer Sales Manager / Principal
Receives Program Details
 Accesses Program Website on
Dealer Portal Authenticating
through DealerConnect
 Completes Enrollment Process
Lead Providers
 Chrysler Sets Lead Price and
Contract Terms
 Program Manager contacts
Lead Providers Negotiates Lead
Contracts
 Approved Lead Provider added
to Lead Server, Helpdesk,
Enrollment Form, Billing
System
CLC Lead Server (Wambatech LS)
 Lead Purchasing
 Lead Aggregation
 Lead Validation
 Application of Business Rules
 Depuping and Scrubbing
 Filtering Inclusion / Exclusion
Rules
 Sends Leads to Dealers Lead
Management Tool
 Lead Deposition
 Lead Data Append
 Base Reporting and Search
Adhoc Reporting System
 Create a set of Custom Canned
Reports by Brand, District and Zone
 Provide Corporate Users the ability
to Generated Reports using
Business Objects or Web Based
Query Builder
Parts Statement Billing
 Setup Marketplace EDI Transaction
 Obtain Daily Chrysler Dealer Feed
 Collect Dealer Billing Information
from Lead Server
Lead Data Integrations
 Append COIN CRM
 Lead Enrichment
 Lead Scoring
 Sales Match Reporting
Program Headquarters
 Supports Dealer Program Questions
 Provides Enrollment Support
 Collects Dealer Program Feedback
 Escalates to Tier II Support
 Provides Reporting
Dealers Receiving Leads from (CLC)
 Process to Certify Lead
Management Tool Providers
 Lead Specification Verification
 Test Lead Validation
Data Center / Hosting Facility
 Setup a Secure Scalable Server
Environment with High Speed
Internet Connection
 Monitor System Performance
 Integrate with Chrysler Data
 Process Numerous Data Feeds
 Execute EDI Transactions for Billing
Marketing Associates I OEM Lead Trading / Management System

59. Developed Company’s Strategy for Lead Scoring, Lead Enrichment and Monetization
Marketing Associates I Lead Management / CRM

60. ChannelNet I Ford Dealer Website Launch Manager
Dearborn, Michigan (10/98 to 5/05) Internet address: www.channelnet.com
ChannelNet is a privately held Internet application development company with estimated revenue of $20 million in 2005; major client Ford Motor
Company. The Dearborn office’s professional services group consulted with Ford to develop a comprehensive model for interacting with consumers
throughout the entire buying & ownership experience, primary application was the Dealer Connection Web site Utility, which was used by more than 5000
Ford, Lincoln Mercury, Volvo, Land Rover & Jaguar dealers to manage their web sites.
Ford Dealer Website Launch Manager
• Ensure flawless launch of Dealer eTools products & services working with project stakeholders to develop & implement a comprehensive project plan
that includes product strategy, design, development, testing & deployment.
• Launch plans place high level of emphasis integrating e-dealer training & support deliverables into each product release to assure successful
institutionalization of application.
Responsibilities
• Managed design, development, quality assurance, support & training to ensure expected results of project deliverables with Ford Global Marketing
leads for Ford, Lincoln Mercury Volvo, Land Rover, Jaguar brands & integration partners in accordance with development life cycle
• Acted as dealer advocate proposing product, service & support improvements based on analyzing dealer input from numerous feedback channels
including dealer visits, satisfaction surveys, call center metrics, usability studies, pilots, market research as well as brand, dealer & consumers.
• Managed business, creative, functional, & technical specifications as well as managing project plans, budgets & resources.
Major Success
• Flawless launch of Dealer Connection Web sites to Land Rover & Jaguar Dealers.
• Managed on-time launch of Sales Point 5.5 to Ford, Lincoln Mercury & Volvo dealers. Sales Point is a dealer CRM / lead management tool that accepts
leads from over 100 different lead providers & has over 10,000 users in dealerships

61. ChannnelNet I Ford Dealer Website & Lead Management Tools

62. Inca I Senior Manager Web Services
Inca Computer Company was a start-up service oriented computer retailer.
Bloomfield Hills, Michigan (1/98 to 7/98)
Senior Manager of Web Services – Inca
• Managed the development of Internet products & services to be sold through Inca's Retail & Business Services Division channels.
Major Success
• Delivery of "i-maker", a cutting edge web site development tool that is completely internet based & features a word processing-like (Java) editor, which
enables users to update content without knowledge of HTML.
• Corporate Website Build to Order eCommerce Application to configure & sell computers as well as other products & services.

63. Budco I Internet Strategist / Business Unit Manager
Budco
Detroit, Michigan (6/95 to 1/98) Internet address: www.budco.com
Budco is a Detroit based marketing services company with $30 million in annual revenue
Internet Strategist / Business Unit Manager
Built a profitable Internet business unit that developed large corporate Intranet sites for numerous Detroit area corporations including Ford Motor
Company, Chrysler Corporation & Hiram Walker.
Major Success
Development of Interactive Business Unit that achieved $500,000 sales with a 48% profit margin & on-time launching of all major Web

64. Kmart Corporation I Digital Publishing & Pre-Press Systems Manager
Kmart Corporation
Kmart is the third largest discount store chain in the world and is one of Americans retailing pioneers (founded by Sebastian Kressge)
The Kmart world headquarters was located in Troy, Michigan prior the company being purchased by Sears Holding
Troy, Michigan (1/93 to 5/95) Internet address: www.kmart.com
Digital Publishing & Pre-Press Systems Manager
Responsibilities
• Overseeing production of in-store signage for Kmart exclusive merchandise (E.G. Martha Stewart, Kathy Ireland, Jaclyn Smith) and products (E.G. Disney,
Sesame Street)
Major Success
• Implementation of Digital Pre-Press and Asset Management System which dramatically improved in-store displays, reduced cost and accelerated turn
around

65. Education
DeVry Institute of Technology Columbus, Ohio
Bachelor of Science Degree in Computer Science for Business
Certified Google Advertising Professional, Certified Bing Ads Accredited Professional
Personal library of over 100 Digital Marketing Books, subject categories include:
Branding, human decision making theory, digital trends, mobile marketing, social marketing, usability & user experience optimization, social media, search
marketing, website design, development & optimization, website analytics & marketing data analysis, as well as IT & project management
Over 100 Digital Marketing Courses completed Include:
Search Engine Marketing & Display Advertising:
Google AdWords: Certification Courses for Search, Display & Video Advertising, Google Partner Academy
Google Double Click Bid Manager – online campaign research, planning, audience targeting, media buying, measurement & optimization
Search Engine Optimization – Several SEO Courses
Analytics:
Adobe Marketing Cloud: Adobe Marketing Reports & Analytics (formerly Omniture SiteCatalyst) Advanced User Training
Coordinated development of advance course (Omniture: SiteCatalyst, Discover, Test & Target) for various groups with in Marketing Associates.
Adobe TV Online Training – completed 40 plus courses, SiteCatalyst Implementation, Adobe Test & Target, Media Optimizer & Audience Manager
Google Analytics: Google Analytics Essentials & Advanced User Courses
Excel & Statistical Analysis: Essentials, Advanced Formulas & Functions, Advanced Business Statistics, Managing & Analyzing Data
Tag Management System
Ensighten Manage, Adobe Dynamic Tag Management System (DTM)
Design & Usability:
Adobe Creative Cloud: Photoshop, Illustrator, Fireworks, Flash, Premiere, After Effects, Sound Booth (Podcasting)
Programming:
HTML5, XHTML, CSS3 & JavaScript, jQuery Programing Courses
Dreamweaver & Drupal Content Management System Usage Courses
Project Management:
PMP Certification Course, Agile Project Management
Business Management:

66. Software / Platforms Competencies Include:
• Design & Development: Adobe CS4 Application Suite: Photoshop, Illustrator, Premier & After Effects, Camtasia
• Development: Dreamweaver & Microsoft Visual Studio
• Microsoft: Office: Word, Excel, PowerPoint, Visio
• Project Management: Microsoft Project, ChangePoint & 37 Signals
• Search: Google AdWords, Microsoft Bing Ads, Adgooroo Search Insights, Wordtracker, Wordstream, Raven Tools & SEOmoz.org SEO tools, Search Light
Conductor SEO Platform, Covario OSI SEO Platform SEM Rush
• Display Advertising (programmatic addressable media): Google DoubleClick DFA Bid Manager
Data & Data Management Platforms, Ad Exchanges & Data Partners: Oracle: Bluekai, MediaMath, AppNexus, PubMatic, Quantcast, Rubicon, Exelate,
Lotame, Bizio, Experian, Acxiom
Google AdWords Placement Network, Facebook, YouTube
• Content Management Systems (CMS): Drupal
• Research / Audience Segmentation: ComScore & Nielsen Online
• Email: Constant Contact & Salesforce.com
• Social: Raidian6 Social Engagement Platform
• Web Analytics: Adobe Marketing Cloud, Adobe Analytics (formerly, Omniture SiteCatalyst), Data Warehouse, Data Extract, Segment Builder,
ReportBuilder, Visitor Click map
Google Analytics - Universal, Hitbox, Tea Leaf, & Webtrends
• Tag Management System: Ensighten Manage 2.0, Adobe Dynamic Tag Manager (DTM)
• Tag Audit & Validation: Adobe Pulse Debugger, ObservePoint, Fiddler, Cardinal Path WASP
• Voice of the Customer / Qualitative: Opinion Labs, Survey Monkey
• Customer Satisfaction: Foresee
• Optimization / A/B & Multivariate Testing: Adobe Test & Target, Optimizely, and Google Website Optimizer
• CRM: Salesforce.com, Oracle & Siebel

67. ASSOCIATIONS & INTERESTS
Daily Review of Interactive Marketing & Technology Research Reports, Case Studies & White Papers - each morning, I spend 15 - 30 minutes scanning
numerous channels news, research & articles to stay abreast of changes in consumer technology adoption, the online marketing space & information
technology from sources such as: Forrester Research, Mashable, TechCrunch, Google, Apple, Microsoft, Adobe, eMarketer, Adage & others as well
participate in numerous discussion groups & blogs conversing with industry experts & influencers on social platforms which include: LinkedIn, Twitter,
Google+ & Facebook
ASSOCIATIONS & INTERESTS
Active
• Foster Parent for over 20 foster children, received “2013 Child Advocate Award” from Catholic Social Services of Wayne County
• High School Youth Group Leader
Previous / Inactive
• Featured Presenter & Training Program Designer for “Digital Marketing 101 Boot camp” mentoring program for advertising agency professionals who
are members of the 313digital (Greater Detroit Area) Marketing Association
• Author of Digital Marketing Resource Guide
• Adjunct Professor / Part-time Instructor at Macomb Community College
• Youth Hockey Coach for 11 Seasons
• Part-time Instructor for “Project Click” a Detroit Computer & Internet Literacy Program