ALICE WATSON

Instrumental in Migration of Fox News from Native Adobe tagging to Segment

• Created and wrote the tracking requirements in Jira for FOX News non standard updates to
• Validated FOX News data across the Adobe Analytics Solution, in-house ETL’d Adobe data and new Segment data to ensure data was consistent. If inaccurate, identified the gaps and documented tagging fixes where appropriate
• Partnered with Data Engineer to ensure Looker Dashboards had the correct and relevant data for Business Intelligence team to trust our validated data

Created and redid the tracking requirements for novel FOX Profile Sign IN and MVPD Authentication flows on living room, mobile, and web apps

• Created event tracking dictionary for ApartmentList: redesigned site tagging in order to standardize site tracked events and add more contextual data points to those events
• Evaluated the pilot implementation new event dictionary
• Pilot met success criteria with easy deployment by front end engineering, data was accurate, and demonstrated new tracking strategy would reduce ETL work and allow for speedier analyses and insights

• Led the creation report suites, dashboards, and data visualizations to meet Macy's analytics needs for approximately ~250 end users in diverse technologies.: Cognos, Tableau and in-house solutions o Reports combined diverse data sets including web, mobile, transactional, inventory, real time, and in store data
• O Collaborated and communicated across many teams: project management, data architects, engineers, business stakeholders, and senior management
• Designed complex hive SQL queries for ETL type transformation to create summary data tables, and then partnered with Tableau developer to provide to self-sufficient reporting to stakeholders and reduce internal IT costs
• Identified (>$100K a month) in additional revenue with deep dive analyses in product sequencing for onsite search terms and product categories
• Web analytics data collection and validation expert for all onsite and merchandising needs
• Mentored junior members on team on learning and improving their SQL skills, improving their analytic insights and communications, and methods to streamline their workload
• Performed sophisticated ad-hoc analyses using relational databases for senior management based on their immediate business needs.

• Retail SaaS and consulting organization, Redwood City, CA
• Worked with senior management at, and Neiman Marcus to lead roll-out and adoption of novel decision intelligence software, Dynamic Action
• Created and delivered weekly presentations that identified opportunities for clients to improve their online business, such as identifying $3 million of inventory that was not listed for sale
• Audited web analytics tagging for numerous retailers such as Neiman Marcus, Express Fashion, and
• Eddie Bauer, across all major web analytic solutions: Adobe Omniture, IBM Digital Analytics, and
• Google Analytics
• Performed numerous ad-hoc analyzes on large data sets to identify opportunities and pin-point data discrepancies and gaps in client's data feeds
• Developed novel size availability analysis for Brooks Brothers that demonstrated up to $8 million in lost sales for dress shirts.

• Established weekly and monthly KPI metrics for all key Men's Wearhouse brands
• Designed tracking requirements and had tags implemented for the relaunch of both the retail and tuxedo rental websites
• Worked closely with creative and marketing to identify opportunities to improve conversion and sales via onsite and email marketing tactics
• Implemented weekly analytics review meetings with key business stakeholders.

• Designed program to measure increase in conversion and sales from re-platforming of Macys.com onsite navigation and presented to senior management that the re-platforming of navigation led to 8% increase in site conversion
• Developed reporting requirements to measure novel customer experiences from the change in onsite navigation
• Created a weekly KPI report for the rapid growth of mobile device usage on internet and devised plan on how to measure mobile traffic with third party integrations
• Worked across teams to design site experimentation tests that improved email conversion for key private sale events
• Provided advice and guidance in web analytics to Bloomingdales.com, sister company of Macys.com
• Trained other web analysts, product managers, and merchandisers at Macys.com in the effective use of web analytics.