Daniel Davidson

About Daniel Davidson

Marketing analytics and digital strategy professional with 25-years experience (agency…

Experience

1. Head of Performance Marketing Analytics

   Nestlé

   Nov 2020 — Present

   Oversee team to lead Nestle USA’s marketing analytics across social, owned and CRM. Marketing Performance Measurement and Optimization -Oversee analytics team’s key activities of social media analytics & listening, owned brand site analytics, CRM reporting and consumer insights generation from internal and external data sources -Inform and advise on Nestle digital marketing strategy through data-driven insights, wholistic campaign measurement and creation of full suite of multi-channel analytics tools -Create a culture of performance-based marketing by leading the development and ongoing management of testing, learning and optimization for CRM, media and owned channel marketing activities -Enhance reporting capability across Nestle marketing by establishing the Business Impact Performance Scorecard, Digital Transformation Scorecard, and several other monthly and quarterly reporting initiatives -Support programmatic readiness and strategy participation, in collaboration with paid media and consumer insights teams Data Strategy and Capability Development -Evaluate analytics capabilities and shape analytics roadmap to drive improved audience creation, activation and performance measurement -Advise on the Nestle MarTech stack and evaluate vendor solutions to drive operational efficiency -Deepen 1st party data capture and ability to harness insights for audience building, sales lift studies and communication strategies -Advocate for additional data sources and tools to enable in-house ROI measurement and improve integration of analytics across Nestle digital marketing -Implement the Social Media Engagement tool to identify and promote high engagement social content -Develop the Social Media Brand Equity tool to measure and track full-funnel consumer sentiment

Skills

• Radian6
• Online Advertising
• Email Marketing
• Customer Insight
• Sql
• Portuguese
• Competitive Analysis
• Social Media Measurement
• Analytical Skills
• Google Analytics
• Analytics
• Hypothesis Testing
• Crm
• Web Analytics
• Market Analysis
• Digital Strategy
• Marketing Strategy
• Market Research
• Marketing Communications
• Sas
• Strategy
• Analysis
• Segmentation
• Spss
• Optimizations
• Leadership
• Spanish
• E-Commerce
• Data Analysis
• Perceptual Mapping
• Customer Relationship Management (Crm)
• Conjoint Analysis
• Social Media
• Digital Marketing
• Predictive Modeling
• Direct Marketing
• Management
• Marketing Mix Modeling
• Marketing Analytics
• Optimization