Kyle Sziraki

SVP, Executive Director, Research, Analytics & Insights @RPA

Responsible for leading research, analytic, creative & media research disciplines in order to understand strategic opportunities, audience implications and measurement of campaign performance across linear TV and digital channels. Integration of advanced analytics to quantify how media weight impacts consumer perceptions, behaviors, and mROI for both offline and digital media. Development of KPIs and testing and optimization of creative across key target groups.\\\\n\\\\nIntegrated and leveraged proprietary segmentation scheme into DMPs to better understand media performance against key brand KPIs as well as to develop richer attitudinal profiles of audience groups with the highest propensity to contribute to gains in ROI.\\\\n\\\\nCreated data analysis and reporting efficiencies by championing the integration of Tableau for analysis, data discovery, and reporting. Reduced analysis/reporting hours from weeks to minutes integrating Alteryx for ETL and analysis of key monthly/quarterly reports while offering deeper dives into the data with more insightful recommendations. Integrated an external ETL for additional efficiencies in data transformations and near real-time reporting.\\\\n\\\\nDeveloped, championed, and integrated Bayesian Probabilistic Structural Equational Modeling approach to quantify key drivers and the total effects that key drivers have on key outcomes (e.g, unaided consideration, favorability, trust, etc.). Developing a better understanding of strategic targeting, product needs, reasons to buy, and propensity for conversion.\\\\n\\\\nKey member of new business pitches including American Honda, ARCO, CoStar (Apartments.com), ESRI, Dole, and SCE. Created and recommending market opportunity areas around most valuable prospects, the opportunity of the size and optimal ways to message as well as how to target via media channel.\\\\n \\\\n\\\\n \\\\n \\\\n\\\\n \\\\n