Travis Lueth
Digital Marketing Technology Platform Specialist
- Role
- Senior Technical Consultant at Optum
- Location
- Raleigh-Durham-Chapel Hill, NC, US
- LinkedIn followers
- 500 followers
About Travis Lueth
I am an experienced, hands-on, PMP certified Marketing Technology Platforms Professional,…
Experience
Senior Technical Consultant
Jul 2024 — Present
As a Senior Technical Consultant, I was hired by the UHC marketing strategy department to help lead their migration of their full marketing automation and analytics platform. The scope included migrating data from an old database (Unica) to a new data lake as step one. This migration included rearchitecting the data structure to be more customer centric, as well as reevaluating feeds to ensure we pull data from sources of truth.Next, we needed to migrate campaigns from their ExactTarget platform to Adobe Journey Optimizer (AJO). This included scoping over campaigns, organizing them into Journeys, documenting metadata, and prioritizing use cases. This lead to defining what needed to be brought in from the data lake to the customer data platform, Adobe Experience Platform (AEP) for segmentation, personalization, activation, and reporting. We then documented Journey requirements that led to the consolidation of campaigns, reducing the number of campaigns to under 600, which were then built. Finally, we also needed to document reporting requirements to ensure data requirements were met for dashboard creation in CJA. I was a technical liaison for all of this work including consulting product teams on technical solutioning and best practices based on marketing needs. The scope of work began with one team, but with my success, I was asked to help 2 other teams. I also helped with other initiatives including a campaign tracking code solution and a migration of their DAM to AEM Assets.
Education
Hobart and William Smith Colleges
Biology
2000 — 2001
Corporate Communications Training College
Web Programming Certification, Web Programming
2001 — 2002
Skills
- Online Marketing
- Social Media Marketing
- Project Management
- Cms
- Sharepoint
- Email Marketing
- Digital Marketing
- Marketing
- Web Analytics
- Content Management Systems (Cms)
- Digital Media
- Analytics
- Sem
- E-Commerce
- Team Management
- Management
- Online Advertising
- SEO
- Account Management
- Crm
- Customer Relationship Management (Crm)
- Search Engine Optimization (SEO)
- Social Networking
- Adobe Marketing Cloud
- Team Leadership
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