The University of British Columbia

University of Surrey

Vice President, Analytics at Root Inc.

Seattle, Washington, United States

Root is the first insurance company that’s built entirely for consumers. We give you rates you earn, based on how you actually drive. Unlike our competition, we don’t use variables like your occupation or education level to determine your price. We want to see the end of unfair discrimination in insurance. Download our app and join the revolution.

Root Inc.

Vice President, Analytics

Expedia Group

Director, Marketing and Lodging Supply Analytics (Hotwire)

Part of Expedia Group, Hotwire launched in 2000 with an innovative proposition: Hot Rate® Hotels, Hot Rate® Cars and Hot Rate® Flights. These offer travelers deep discounts if they wait to learn the name of the hotel until after they book and pay for it.

- Providing thought leadership on emerging marketing and analytics tools, as well as methods of measurement
- Leading all marketing analytics efforts for all online and offline channels
- Developing marketing investment modeling and optimization analyses
- Partnering with marketing VP’s and channel managers to determine optimal investment of our 9 figure marketing budget across TV, radio, digital video, paid social, paid search, display, email, affiliates, etc.
- Assessing marketing strategy and efficiency performance on an ongoing basis across channels, media properties, campaigns, and creative executions
- Developing analytic frameworks for marketing and provide actionable insights to shape marketing strategy and customer strategy
- Leading strategy for marketing data and partner with BI / data warehouse teams to define data and reporting requirements

Director, Marketing Analytics (Hotwire)

<a href="http://Hotels.com">Hotels.com</a> is one of the largest Expedia Group brands, operating in more than 65 countries. It is a major contributor to the 24% growth in gross bookings. <a href="http://Hotels.com">Hotels.com</a> focuses strongly on customers via its generous rewards program and having amassed nearly 20 million genuine guest reviews, verified as being written by guests that booked through the site and stayed at the properties.

Key Achievements:
- Led cross device and browser fingerprinting vendor testing for third party tools and internal data. Presented results to the leadership team along with recommendations on vendor selection. Led team to creation of device graphs for all individual vendors as well as combined graphs to provide robust evidence for vendor selection.

- Delivered project to update attribution method for all reporting from the existing model, to a new model designed to focus on meeting the business' changed needs. Ensured all reporting systems were updated to report both historical and future performance based on the new attribution model. Collaborated with Finance to ensure Hyperion updates were made to align with the new model. Delivered project on time for forecasting cycle and minimal disruption to regular business reporting 

- Led strategy for marketing optimisation. Coordination of work streams across the business, delivering improved insights on marketing spend efficiency targets, updates to marketing channel taxonomy and measurement framework for incrementality studies.

- Evaluated, updated and expanded mix based conversion methodology to deliver normalised conversion growth reporting. Worked with Tableau developer to build an automated version of this reporting to reduce overhead and improve access to the data for report consumers.

Senior Manager, eCommerce Analytics (Hotels.com)

A vibrant and energetic Head of Web Analytics who established the Analytics function and utilised insights to identify opportunities for improvements

Key Achievements:
- Heading on-going site optimisation project. Utilising qualitative and quantitative feedback to generate a plan for on-site testing, in improved conversion, visitor growth and winning 2 ORIAs (Online Retail Industry Awards) for 'Best Site Optimisation and Design' and 'Best Customer Experience' of any website in Australia

- Developed personas to represent the audience of each business and how to communicate with them. Utilising these to improve messaging, combined with full implementation of marketing tracking, including Social Media to measure the success. Improving marketing ROI, reducing cost per order and increasing profit 

- Established Analytics function, promoting the value of decisions based on data and earning C-level support for projects. Created dashboards to report relevant business performance to CEO and key stakeholders, distributing regularly with actionable insights which drive strategic plans

Winning Group

Head of Analytics

Developed a team devoted to improving customer experience on Tesco Bank's website, resulting in improved online conversion

Key Achievements:
- Created and developed a team dedicated to delivery of proactive website measurement and actionable insight. Defined a clear, business focused, team vision and strategy. Managed team performance to deliver plan. Recruited high-calibre analysts. Developed team through coaching, inspiring and motivating

- Designed improved tracking methods, which resulted in annual savings

- Managed supplier relationships. Negotiated reduction in supplier cost

- Developed models for measurement of online changes and forecast commercial value of future improvements. Increased conversion, and grew profits

- Supervised tool upgrades and tagging improvements. Halved data load times, quartered report production times and introduced real-time reporting

- Raised profile of Web Analytics within the business; analytics aided decisions for each migration project from RBS to Tesco systems. Post-migration reports and insight delivered to Directors, which identified product performance and formed business cases for further developments

- Led internal marketing analytics. Worked closely with the marketing team to tie marketing campaigns to web performance. Identified the value of awareness driving activity compared to direct response marketing. Conducted analysis to review the entire conversion funnel to improve marketing efficiency

Tesco Bank

Web Analytics Manager

2nd Byte are the leading supplier to UK car manufacturers and their franchised dealerships: offering tools to sell used cars faster and for greater profit, whilst protecting their brand
In 2006, 2nd Byte was purchased by Trader Media Group, a subsidiary of Guardian Media Group. The group own several companies, including AutoTrader and The Guardian

Key Achievements:
- Developed site activity reports for client consumption, containing recommendations on website improvements based on visitor behaviour leading to a 218% increase in online conversions

- Designed and built automated generation of reports for company wide time expenditure, point of sale production and invoicing resulting in monthly time savings of 5 days

- Led upgrade project for web analytics software and ensured uninterrupted service to clients. Improved reporting, giving greater depth and context to results

- Identified requirements and managed tagging for web applications and sites. Delivered full reporting on site activity, use of functionality and visitor behaviour

- Created and conducted investment value analysis studies

- Appraised competitor products and completed benchmark analysis

- Examined market penetration and identified key areas for sales team to target

Trader Media Group

Data Analyst

Inland Revenue was the government department for tax. In 2005, Inland Revenue was consolidated with HM Customs & Excise to create HMRC (Her Majesty's Revenue and Customs)

Analysis and Research 6 were responsible for human resource analysis

Key Achievements:
- Assisted in simulation projects to identify future recruitment needs

- Created, maintained and edited databases used for logging questionnaire responses

- Conducted statistical analysis of figures to investigate bias in recruitment by Inland Revenue

- Analysed of results from the database records, in particular demonstrated value of a personal development course

Helene Cameron-Heslop