MARCUS A. MURPHREE

Digital analytics lead for the country's largest hospital-centric nonprofit, comprised of more than 4,400 member organizations. Utilized multiple data visualization and business intelligence tools to ideate, report and improve upon KPIs for various business units.

• Managed multiple marketing campaigns with a goal of achieving at least 200% RoAS in a variety of health care verticals.
• Mapped and cross-referenced multiple nine-figure financial data sets to address revenue shortfalls and bad spend, ultimately growing bottom line non-dues revenue for the association.
• Developed robust web and marketing automation reports to isolate deliverability issues and more-than double email open rates.
• Centralized varied data sources to produce clear, actionable results, benchmarks and reporting for executive management groups, highlighted by C-suite appointment to association's Member Health Index team.
• Used Google Tag Manager in concert with various automation tools to analyze conversion rates across multiple digital channels.
• Identified and monitored KPIs for new and existing digital initiatives through SEO, social media and native analytics tools to grow web traffic by 25 percent.
• Designed overall media campaign objectives, defining project goals and outlining technology limitations and improvements.
• Highlighted goals and key metrics from digital campaigns through real-time dashboards via Google Data Studio, Tableau and Excel.
• Created innovative accurate QR Code tracking schemas to increase attribution of mobile-first marketing efforts and increase digital conversions.

In a collaborative effort with UI/UX teams, revamped the organic health insurance lead generation pipeline for the electronic insurance brokerage while increasing online-only policy sales by 15 percent year-over-year.

• Increased organic search lead generation by more than 30 percent in B2C environment.
• Created online and offline blended attribution models to accurately track sales across complex multi-channel funnels. Reporting constructs blended Splunk logs, SQL queries, Excel pivot tables and Google Analytics custom reports.
• Organized years of mismatched data from multiple sources into easily accessible historic set of financial tables, which were used by business operations teams for paid advertising tactics.
• Constructed custom UTM tagging system to effectively and accurately track advertorial and paid media campaigns.

Account lead for programmatic digital display advertising campaigns for a variety of healthcare, education and high-end retail clients. Duties included providing data analysis, strategy and technology troubleshooting for future paid media goals.

• Utilized DoubleClick Bid Manager platform to manage affinity and geographic-based campaigns for various health care clients reaching nearly $1 million in ad spend annually.
• Created attribution pathways to integrate Interactive Voice Response call center details with Google AdWords campaign reports for premium optimizations.

Restructured Google Analytics framework for AVMA's marketing and communications teams to determine actionable data and KPIs for future branding campaigns.

• Increased mobile membership renewals by 50 percent by utilizing audience behavior metrics to create optimized registration forms.

Webmaster and digital marketing strategist for the University of Dallas with a focus on increasing graduate student enrollment.

• Championed redevelopment, redesign and relaunch of university website.
• Combined Google Analytics site metrics with Pardot CRM data to find holistic measurement of enrollment prospects.

Organized and produced print and online content from staff and user-submitted sources covering news and sports Dallas-Fort Worth area.

• Incorporated analytics programs including Adobe Omniture, Chartbeat and Visual Revenue to evaluate content performance in real time
• Leveraged audience analytics to create multimedia sponsored content for a $100,000 inaugural College Football Playoff ad adjacency
• Mastered print and digital content management systems, notably CCI NewsGate and Escenic
• Managed team of five reporters and oversaw large-scale news projects for 11 hyper-local editions of The Dallas Morning News' community-centric print portfolio