Tom Thomas

About Tom Thomas

I am an executive and entrepreneur with over 30 years of experience building…

Experience

1. Vice President of Data Strategy, Business Intelligence, & Analytics

   FordDirect

   Jan 2017 — Present

   I lead the Data Strategy, Business Intelligence (BI) & Analytics capability at FordDirect. The vision of Data Strategy, BI & Analytics is to continuously enable FordDirect as an insights-driven business. Our mission is to provide data solutions that help our people AND machines make more intelligent decisions for digital strategy, business operations, field force optimization, and omni-channel programmatic advertising and marketing communications. In order to achieve my team guides Corporate Strategy at FordDirect by organizing and applying the following three disciplines: Traditional and Self-Service Business Intelligence, Programmatic Marketing Analytics, and Omni-Channel Machine Learning. Our Traditional and Self-Service BI projects deliver a variety of descriptive and predictive solutions that allow FordDirect’s internal lines of business to operate more effectively for our customers, Ford Motor Company, and our employees. These include customized dashboards for executives and field force optimization, custom data set deployment for self-service data discovery across functions, and statistical modeling for advanced KPIs. Our Programmatic Marketing Analytics team provides audience intelligence performance analytics for media strategy and buying for all Ford and Lincoln dealers within North America. We employ an advanced media analytics dashboard that uses artificial intelligence to quickly identify insights across campaign, channel, creative, placement, and audience. Lastly, our Omni-channel Machine Learning discipline uses advanced modeling for configuration of our performance marketing decision engine to deliver ‘next best action’ content as well as the programmatic interface used by our dealers, field teams, and FordDirect marketing strategists to optimize dealer media and communication spend. Our team utilizes a range of tools, technology and skill sets such as DOMO, Tableau, SAS, R, Alteryx, Cloudera Hadoop, Python, Datorama, Adobe, and Pega.

Education

• University of Michigan - Stephen M. Ross School of Business

  MBA, Graduate with High Distinction

  2009 — 2011

• OmnicomUniversity

  Advanced Management Program

  2012 — 2012

• Indiana University - Kelley School of Business

  B.S., Management Information Systems, Marketing

  1988 — 1992

Skills

• Advertising Research
• Program Management
• Cross-Functional Team Leadership
• Analytics
• Earned Media
• Mobile Marketing
• Marketing Strategy
• Entrepreneurship
• Ola
• Communications Audits
• Mobile Devices
• Integrated Marketing
• Software Implementation
• Optimization
• Google Analytics
• Commercialization
• Information Management
• Mixed Media
• Mobile Applications
• Strategic Partnerships
• Facebook
• Entrepreneurial Experience
• Social Media Marketing
• Advertising
• Technical Leadership
• Performance Attribution
• Predictive Modeling
• Marketing Intelligence
• Web Analytics
• Product Development
• Sem
• Business Development
• Software Development
• Mba
• Marketing Roi
• Online Advertising