Professional Profile of Ross Jenkins: Perspectives from a Veteran Web Analytic Professional

Ross Jenkins is a frequent international conference speaker of marketing optimization and web analytics.

Areas of Expertise • • Search Engine Optimization • Predictive Analytics • Multivariate & A/B Split Testing • Integrated Web Analytics (Web 2.0) • Event & Rules Based Marketing • Online Marketing Strategies • Paid Search Management

Experience Nov 2006 - current "Big Flippin' Cable Provider – Senior Manager of Analytics (B2C E-commerce) Philadelphia, PA

• Lead multi-site, demand generation programs, including Search Engine Optimization, Paid Search and Onsite Behavioral targeting initiatives leveraging contextual, geo-targeting, clickstream and external customer data sources. • Provide critical analysis of channel effectiveness while managing site operations that drove a 35% increase in global conversion rates within 6 months of site management. • Supervise collection of both online and offline datasets including call center, bill payment, chat support and multiple order/offer management systems across National footprint. • Responsible for identifying profitable customer segments, developing creative, monitoring membership churn, multivariate testing, real-time scoring and management of statistical models for behavioral analysis and campaign lift. • Effectively lead analytics group, including one manager, senior analysts, project consultants and offshore staffing. • Fully implement, modify and manage website analytic platforms across ten billion page views, multiple domains and strategic partner networks (Visual Sciences/Omniture).

Jan 2005 – Nov 2006 Middle Tier Optical Networks Provider- Senior Manager of Web Analytics (B2B Lead Generation) Linthicum, MD

• Supervised the global marketing and sales database, provided data cleansing and appending of customer profiles with external data sources such as Dunn & Bradstreet and Harte-Hanks (firmagraphic/demographic overlay). • Developed pilot project to enrich online customer profiles and behavioral segments that led to Omniture’s trademarked product, “Visitor Interaction Profiles”. • Setup ongoing reporting and executive level dashboards providing direct visibility into multinational sales pipeline. • Engineered all design of experiments while developing a repeatable approaches to multivariate and A/B testing that drove double digit conversions rates within six months of implementation. • Developed customer response and cost benefit analysis models (ROMS/ROI). • Defined, maintained and demonstrated consistent increases in core web site metrics over 7 quarters while driving over 60% of all ‘sales ready’ leads into the pipeline. • Demonstrated a 118% improvement in website registration and subscription rates while increasing the quality of ‘sales-ready’ web inquires by 10% quarter over quarter. Jan 2000 – Jan 2005

Very Large Regional Bank- Senior Web Analyst (B2C/B2B Financial Services) Bridgeport, CT

• Developed in-house, integrated reporting system based on identified key performance metrics. Reports included information for over 8 million monthly page views and 430,000 unique customer profiles. • Improved site side (internal) search performance metrics by 65% within 1 year of search management. Improved search effectiveness by 100% over 2 years. • Hands-on design of user interfaces, site maps, process flows, and wireframes, while recommending site changes based on web behavioral reporting (Webtrends/HBX). • Developed and designed online profile registration process that supported over 330,000 customer acquisitions yearly.

Public Speaking

• Speaker WAW Business Performance Pennsylvania (Sept. 2007) • Speaker, Omniture Summit Behavioral Marketing Australia (July 2007) • Speaker, Web Analytic Wednesday, Behavioral Profiling Pennsylvania (April 2007) • Speaker, Content Week Onsite Search Las Vegas (January 2006) • Featured Speaker, Maximizing Search Engine Optimization London (October 2005) • Chairman, Gaining an Online Advantage London (October 2005) • Keynote Speaker, International Business Communicators Connecticut (Oct 2004) • Chairman, Search Engine Optimization London (October 2004) • Speaker, E-content Conference CMS & Analytics Amsterdam (Oct 2004) • Guest, Onsite Behavioral Tracking and Reporting - Webinar (August 2004) • Keynote Speaker, Search and Retrieval Conference London (July 2004) • Featured Speaker, BI Connect Europe Brussels (June 2004) • Featured Guest, Mondosoft Webinar Site Search Analytics (April 2004) • Speaker, CM Connect Web Intelligence London (March 2004) • Guest, Housatonic Community College Web Marketing Connecticut (March 2004) • Guest, Central CT State University Web Marketing Connecituct (Feb 2004) • Sponsored Speaker, CM Connect Onsite Search London (October 2003) Publications/Media • Omniture.com: Visitor Interaction Profiles • Clickz: Omniture Adds Optimization Tools for Social Media • Winning Search Marketing For a B2B Service Provider • MarketWire: New Version of Technology Accelerates Online Business • B2B Magazine Web Analytics Now a Marketing Must • CMFOCUS Magazine, Realizing the Value Behind Site Side Search • CMFOCUS Magazine, Behavioral Search Analytics • InfoWorld Magazine, A Prescription for Search • Computer World, Narrowing the Search • Marketing Sherpa Weekly, Using Search to Turn Browsers into Buyers • Hurol Inan, How People's Bank ($12 billion financial services company) Web Team Optimized Internal Search.