Adobe Marketing Cloud Marketing Analytics, Analysis & Optimization Experience Addendum for Marty Terbrack

Martin Terbrack | Digital Competencies | Marketing Analytics, Analysis & Optimization Experience
Contact Info: Marty Terbrack, c: 248.227.9914, e: mterbrack@comcast.net
Updated: October 2016 1
Marty Terbrack | Career Addendum
Marketing Analytics, Analysis & Optimization Experience
Updated: October 2016
This is an addendum that details Marketing Analytics, Analysis & Optimization Experience
For additional Insights: LinkedIn: linkedin.com/in/martyterbrack, Slideshare: slideshare.net/martyterbrack
Resume, Qualification Summary, Profile Summary , Bio, Community Service Recognition, References
Automotive Industry Experience, STAR Interview Scenarios
Presentations & Case Studies:
Personalization & Digital Experience Optimization with Microsoft Surface
Building a Marketing Analytics, Platform & Experience Optimization Practice for Microsoft and HCL Technologies
State Farm Competitive Intelligence & Data Analysis provides waterfall of enhancements
American Airlines Homepage Optimization yields conversion lift
Digital Marketing & Adobe Marketing Cloud
I have been analyzing marketing analytics to gain actionable insights since 1995, starting with parsing server logs, using hosted products such as
Hitbox - Webside Story and early versions of Web Trends, evolving with Omniture, SiteCatalyst learning best practices from industry leaders through
numerous channels. (E.G. See Analytics section in this list of 150+ Digital Marketing Books and 150+ Digital Certifications and Courses
To stay abreast Adobe Marketing Cloud Solutions Feature releases which occur in the Spring and Fall, I complete an in-depth review of
Adobe Marketing Cloud Solutions Help which includes: Reference, EnterpriseTV for: Marketing Cloud & Core Services, Analytics, Target, Audience
Manager, Media Optimizer, Experience Manager, Social, Experience Manager, Campaign, Social and Primetime
2016 Adobe Summit Conference & Recorded Sessions
Attended 2016 Adobe Summit Digital Marketing Conference as well as completed post review of 150 recorded labs & sessions, developing
executive summary and best practices for automotive executives, advertising and marketing, marketing analytics analysts, testing &
optimization teams:
 Digital Experience Management
 Cross-Channel Marketing
 Marketing Analytics
 Mobile Engagement
 Programmatic Advertising
Microsoft - consulting engagement
Client Site: Redmond, Washington | Remote Site: Troy, Michigan
Global Digital Marketing, Analytics & Optimization Practice Consultant
Responsibilities
Building a Digital Marketing, Analytics & Optimization Practice extending HCL Technologies services provided to Microsoft Global
Marketing Operations Team Organization (see presentation slides)
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 volume, efficiency, effectiveness dimensions and metrics)
▪ Segmentation, Analysis & Insights Services - Deep Analysis & Actionable Insights, Visualization Dashboards, Statistical Analysis,
Forecasting, Data Sciences
▪ 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.
Developed several training courses, case studies and whitepapers, including:
▪ Optimization 101- data driven decision making, testing tools, interpreting results, roles & processes, scenarios to optimize digital experience for
Microsoft Azure Cloud Services web properties and marketing campaigns versus competitors Amazon, Google, IBM, Verizon and Salesforce
▪ Optimization 201- digital landscape overview, personalization scenarios to improve Microsoft Surface experience return on marketing
investments (see presentation slides)
Northwestern Mutual - consulting engagement
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
State Farm - consulting engagement
Client Site: Bloomington, Illinois | Remote Site: Troy, Michigan 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 Implementation, Analytics and Insights 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 (see case study)
▪ 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
Analytics Activities
▪ Adobe Marketing Analytics (formerly Omniture SiteCatalyst) Implementation – team of analysts responsible for the migration from Web Trends to
Adobe SiteCatalyst v15
▪ Empower digital thought leaders to make data driven decisions through quantitative and qualitative behavior web analytics and Insights
▪ Develop Web Analytics Dashboards, Reports and Insights for Executive Leadership
▪ Develop Standard Key Performance Indicators
▪ Search Engine Optimization Roadmap and Competitive Intelligence Reporting in Search and Social Media
▪ Social Media Platform Pilot Support – platform evaluation, implementation, analytics and insights
Brand Labs, Inc.
Rochester Hills, Michigan 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
Analytics Activities
▪ Rolled out Google Analytics for Small Ecommerce Sites
▪ Develop Standard Key Performance Indicators
▪ Provide Insights to eCommerce Site Owners
Marketing Associates
Detroit, Michigan 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
Analytics Activities (Adobe Omniture: SiteCatalyst, Test & Target, Data Warehouse & Search Center)
▪ Rolled out Omniture Site Catalyst as a Product / Service offering at Marketing Associates including development of an implementation planning
guide
▪ Implemented Omniture for the Ford College Program and Mobility Motoring Programs which included:
▪ Defining Marketing Activities
▪ Defining Key Performance Indicators
▪ High End Consider Purchase Lead Generation Focus
▪ Defining Customizations (eVars, Sprops, Events and Sub Relations)
▪ Ensuring Alignment with Ford Omniture Implementation Standards
▪ Implementing Campaign Tracking
▪ Implementing Data Warehouse
▪ Completing Integrations with Facebook and MTV
▪ Developing Marketing and Executive Dashboards as well as Automated Reports
▪ Introducing SEO and SEM (organic and paid)
▪ Refining Segmentation
▪ Improving Data Analysis for Online and Traditional Marketing Activities by Integrating Online and Offline Data
▪ Provided Web Analytics consultation for the Ford Multicultural Marketing Program
▪ Designed training program for account teams, market research, technical and QA staff
▪ Provided Governance Standards Consulting to DuPont Marketing Managers
▪ Developed eMarketing lead generation program for DuPont which included developing Paid Search Campaigns that drive traffic to Landing
Pages which included A/B Testing, Omniture tracking, lead scoring and CRM integration
▪ Managed the launch of Chrysler’s Lead Trading System with brand and 3rd party lead providers to 25+ Dealer CRM tools. Program has
numerous components including lead deduplication, scoring and enrichment as well as CRM and Web Analytics campaign code Integrations as
well performance reporting at national, division, zone and dealer levels
Pulte Homes
Bloomfield Hills, Michigan 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
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.
Analytics Activities (Hitbox - Webside Story and Web Trends)
▪ Leveraged Hitbox for Pulte Consumer Facing Websites completing similar activities as mentioned above.
Additional Activities Included:
▪ Improving Landing Page conversion through A/B Testing
▪ Managing Paid Search
▪ Numerous changes to Pulte.com to Improve Purchase Process and Lead Conversion
▪ Leveraged Web Trends for B2B sites
▪ Developed Training program for Field (600 Home Building Communities)
▪ Provide consulting to numerous Stakeholder Groups (Investor Relations, Human Resources, etc.)
▪ Developing and Presenting Executive and Marketing Dashboards
ChannelNet
Dearborn, Michigan 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
Analytics Activities (Hitbox - Webside Story and Web Trends) Dealer Web
▪ Contributed to the development of custom server log based web analytics reporting system for Ford, Lincoln and Mercury Dealer Websites
▪ Leveraged Web Trends for B2B sites
▪ Implemented Omniture tagging for Dealer Websites

Marketing Analytics Books
Web Analytics, Marketing Analytics, Tag Management Systems, Data Science, Data Management Platforms, Data
Analysis, Statistics, Data Visualizations, Business Intelligence (BI), Predictive Analytics, and Cognitive Computing
 The Adobe SiteCatalyst Handbook, by Adam Greco
 Adobe Analytics Classroom in a Book for SiteCatalyst, by Vidya Subramanian
 Does It Work, by Jason Burby & Shane Atchison
 Actionable Web Analytics, by Jason Burby & Shane Atchison
 Cult of Analytics, by Steve Jackson
 Web Analytics 2.0, by Avinash Kaushik
 Web Site Measurement Hacks, by Eric T. Peterson
 The Big Book on KPI’s, by Eric T. Peterson
 Statistical Analysis Excel 2010, by Conrad Carlberg

 Marketing Analytics, Data Driven Techniques with Excel, by Wayne Winston
 Marketing Metrics, by Paul Farris Neil Bendle Phillip Pfeifer & David Reibstein
 Data Science for Business, by Foster Provost and Tom Fawcett
 Data Mining Techniques for Sales Marketing & CRM, by Gordon Linoff & Micheal J. A. Berry
 Predictive Analytics, by Eric Siegel
 Visualize This, by Yau Nathan
 Now you See It Simple Visualization Techniques for Quantitative Analysis, by Stephen Few
 Show Me the Numbers, Designing Tables and Graphs to Enlighten, by Stephen Few
Digital User Experience Testing & Optimization
 Always be Testing, by Bryan Eisenberg & John Quarto

 Landing Page Optimization, by Rich Page & Maura Ginty
You Should Test That Conversion Optimization, by Chris Goward
Marketing Cloud, Analytics, Analysis, Optimization Courses
Digital Analytics Related Courses Completed
Adobe Marketing Cloud - Courses by Application
 Marketing Analytics, Analysis, Insights and Optimization
 Omniture SiteCatalyst – Adobe Marketing Analytics
 Omniture University SiteCatalyst User & Advance User Training - Nathan Walker
 Adobe Dynamic Tag Management System (DTM) - Corey Spencer
 Adobe Marketing Cloud Marketing Analytics - Nathan Walker
 Adobe Test & Target Premium
 Adobe Audience Manager
 Adobe Media Optimizer
 Adobe Campaign Manager
 Adobe Segmentation Builder
 Adobe Data Connectors
 Up and Running with Adobe Reports and Analytics - David Booth
Paid Search & Display Advertising
 Google AdWords Accredited Professional – 15 courses, plus exam
 Google Analytics – 10 courses
 Google Double Click Bid Manager – 20 courses
 Advanced Google AdWords Tips and Tricks - David Booth
 Google AdWords Essentials - David Booth
Microsoft Bing Ad’s Accredited Professional – 15 courses, plus exam
 Bing Essentials Training

Search Engine Optimization
 SEO Keyword Strategy In-depth
 SEO Link Building In-depth
 SEO Fundamentals - David Booth
Graphic Design, Responsive Website & Mobile App Design
 Mobile Web Design & Development Fundamentals - Joe Marini
 Creating a Responsive Web Design
 Website Planning and Wire framing
 Responsive Design Fundamentals - James Williamson
Front End Programing & Development
 HTML Essentials - James Williamson
 HTML5
 CSS Fundamentals
 CSS JavaScript for Web Designers - Joe Chellman
 JavaScript - Joe Chellman
 JavaScript Essentials - Simon Allardice
 JavaScript for Web Designers
 JavaScript Essentials
 XML Essentials
 JavaScript and JSON
 JavaScript Events
 Dream Weaver
 Drupal Essentials
 Dream Weaver
 XML Essentials
 AJAX Essentials
 Mobile Web Design & Development Fundamentals
 Responsive Design Fundamentals
Database Design & Data Management
 Foundations of Programming: Databases - Simon Allardice
 Access Essentials
 SQL Essentials
 MySQL
Business Intelligence (BI), Advanced Excel, Statistics, Data Mining, Data Visualization, Statistical Analysis, Google Analytics, Adobe
Analytics, Tableau,
 Excel Charts in Depth - Dennis Taylor
 Managing and Analyzing Data in Excel - Dennis Taylor
 Excel Business Statistics - Curt Frye
 Statistics – Joseph Schmuller
 Excel Advanced Formulas and Functions
 Excel Working with Dates and Times - Dennis Taylor
 Data-Mining Fundamentals - Ron Davis
 Finance Fundamentals - Jim Stice
 Data Analytics - Robin Hunt
 Data-Analysis Fundamentals - Curt Frye
 Tableau Essentials
 Dashboards with Tableau
 Data Visualization for Data Analysts

Google Analytics
 Web Analytics Fundamentals
 Google Analytics - Corey Koberg
Tag Management Systems - Adobe Dynamic Tag Management System (DTM), Google Tag Manager, Ensighten Tag Management System
 Ensighten Tag Management Training – 10 Courses
 Google Tag Manager Essentials - Corey Koberg
 Adobe Dynamic Tag Management System
 Using Regular Expressions
Digital Experience Optimization & Testing
 Optimizely Fundamentals - Michael Duquet
 Conversion Rate Optimization Fundamentals - Chris Goward
SOFTWARE / PLATFORMS COMPETENCIES
Design: Adobe Creative Cloud: Photoshop, Illustrator
Video & Audio: Premier & After Effects, Camtasia, Soundbooth
Presentations: PowerPoint, 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 Management Platforms, Ad Exchanges & Data Partners: Oracle: Bluekai, MediaMath, AppNexus, PubMatic, Quantcast, Rubicon, Exelate,
Lotame, Bizio, Experian, Acxiom, Google AdWords Placement Network, Facebook, YouTube
Social: Raidian6 Social Engagement Platform (SalesForce)
Content Management Systems (CMS): Drupal, Adobe Experience Manager (formerly Adobe CQ)
ECommerce: Volusion
Research / Audience Segmentation: ComScore & Nielsen Online
Digital Marketing Analytics & Analysis: 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
Business Intelligence (BI) / Statistical Analysis, Dashboards and Visualizations: Tableau, Excel with Data Analysis Pack, SQL queries
Tag Management System: Ensighten Manage 2.0, Adobe Dynamic Tag Manager (DTM)
Tag Audit & Validation: Adobe Pulse Debugger, ObservePoint, Fiddler, Cardinal Path WASP
Optimization / A/B & Multivariate Testing: Adobe Test & Target, Optimizely, and Google Website Optimizer
Email: Constant Contact & Salesforce.com
CRM: Salesforce.com, Oracle & Siebel
Voice of the Customer / Qualitative: Opinion Labs, Net Promoter Score, Survey Monkey, CPG syndicated data (e.g. Nielsen)
Customer Satisfaction: Foresee
Associations:
LinkedIn Groups Include:
Omniture Enthusiasts
Omniture Users Group
Adobe Summit – Digital Marketing Conference
Web Analytics Professionals
Advanced Digital Analytics
Global Analytics Network

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Adobe Marketing Cloud Marketing Analytics, Analysis & Optimization Experience Addendum for Marty Terbrack