Jonathan Lutz
Marketing Analytics | MMM/MTA Modeling | B2B Analytics | Mentoring
- Role
- Director, Advanced Analytics at Ally
- Location
- Chapel Hill, NC, US
- LinkedIn followers
- 500 followers
About Jonathan Lutz
Accomplished Marketing Data Analytics expert who merges deep analytical acumen with…
Experience
Director, Advanced Analytics
Aug 2022 — Present · Charlotte, NC, US
Key Solutions Implemented:• Engineered a Marketing Mix Model using Python, which became integral for:• Steering financial budgeting processes on a quarterly basis. • Allocating marketing budgets at the channel level for each fiscal quarter. • Conducting scenario analyses to decode critical drivers for new account acquisition.• Facilitated the rollout of a multi-touch attribution (MTA) solution in collaboration with Neustar, which enhanced:• Detailed campaign analysis on weekly and monthly cycles with Consistent weekly performance reporting.• Tactical decision-making at granular levels, such as channel and site efficacy evaluations• Designed and executed comprehensive A/B and incremental testing protocols that drove an 15% improvement in campaign performance metrics, leading to optimized marketing strategies and enhanced customer engagement.
Skills
- Competitive Analysis
- Statistical Modeling
- Campaign Management
- Marketing Analytics
- Sas Programming
- Segmentation
- Web Analytics
- Analytics
- Predictive Modeling
- Data Analysis
- Market Analysis
- Email Marketing
- Multi-Channel Marketing
- Predictive Analytics
- Crm
- Competitive Intelligence
- Customer Analysis
- Customer Acquisition
- Thought Leadership
- Customer Insight
- Enterprise Software
- Data Mining
- Marketing Research
- Direct Marketing
- Business Analytics
- Database Marketing
- Sas
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