Rod Johnson
Sr Marketing Analyst @UnitedHealth Group
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WORK HISTORY
Sr Marketing Analyst @UnitedHealth Group
Was instrumental in implementing and analyzing internal and external campaign tracking codes. This significantly increased analytics of quality and quantity of traffic driven to the site by campaigns and allowed us to consult campaign managers on distributing their marketing dollars among email, social media, paid search, etc. •Analyzed website data for Optum.com and several affiliated websites using Adobe Analytics. Once identified and reported a break in internal search that caused legitimate searches to return no results. The percentage of internal searches returning results increased from 55% to 85%, adding to a better user experience. •Used Adobe Analytics, Google Search Console, and third party end user survey data to identify SEO terms that linked to non-related web pages, creating a confusing experience for the end user. The most recent resulting SEO changes eliminated entries a page that previously had significant click through numbers from Google. This improved the experience and eliminated negative user feedback from visitors landing on that page.• Analyzed traffic from external links to identify non-optimal entry pages, 404 errors, and other confusing experiences. Changes resulting from external link analysis lowered 404 errors for visitors arriving external links by 95%. As of October, 2018, plans are in place to personalize the web experience for individuals entering from specific pages based on this analysis.•Proposed and analyzed multiple A/B test experiences related to page layout, text wording, colors usage, page flow, etc. Many resulted in higher desired click rates and a better user experience. • Set up and maintained multiple Report Suites in Adobe analytics. Is instremental in identifying needed Evars, Props, Conversion Variables and events needed for improved analysis of website traffic. This improved our ability to better track actionable data.
EDUCATION
Utah State University - Jon M. Huntsman School of Business
B.S., Marketing
SKILLS
ABOUT ROD JOHNSON
I have over 20 years of experience as Business Intelligence Analyst. I’ve worked with many external and clients including LG Mobile, Sony, Canon, Hewlett Packard, Whirlpool, and many others. My role as a Sr. Business Analyst allowed me to work with internal and external management teams to help drive strategy and report on results. My goal is to provide actionable data and recommendations that allow clients to make informed decisions to make money, save money, or increase efficiency.Over the years, I’ve taken the lead to create multiple internal management tools such as team scorecards and key performance indicator reports that inform managers of internal and external client health. I’ve also analyzed sales, web traffic, field intelligence data, promotion impact studies, etc for external clients. The distribution of my external reports is broad and wide within the client’s companies. Many land in the hands of directors, Vice Presidents and Presidents.I worked in a highly technical environment and serve as a liaison between internal and external executives, IT developers, Data Specialists, and Programmers. I’ve learned to speak the language of both IT professionals and Corporate Executives and serve as a lead when technical projects are requested. In this role, I’ve honed several business skills, including project management, relation development, statistical and strategic analysis. These supplement my SQL, Access, advanced Excel, & Power Point and other technical skills. My pet peeve is inefficiency. If something can be automated, I’ll take the lead to make sure it happens.
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