Darren Ware

Digital Analytics Manager

Technologies

Quantitative wordsmith, translating complex concepts into elegant equations.

DataCamp Course Completion

Take a look at all the courses I’ve completed on DataCamp.

My Work Experience

Where I've interned and worked during my career.

Avery Products Corporation | Jan 2021 - May 2022

Analytics & Insights Manager (Europe)

N/A

Ticketmaster | Aug 2017 - Nov 2020

International Digital Analytics Manager

Digital Analytics Manager at Ticketmaster International. Analytics Manager and product owner for the primary digital analytics tool, reporting to the Director of Analytics and SVP of Marketing. My role covers all areas of responsibility for digitial analytics, from managing key stakeholder relationships, co-managing a transition project from Adobe to Google, and providing direct training and communicating knowledge, analysis and best practice to over 400 active users from 20 markets internationally. * Strategic planning and implementation transition from Adobe Analytics to Google Analytics. Undertaking all strategic and tactical aspects from requirements gathering to working directly with technical teams to deliver a successful transition. * Creating a Confluence resource centre for sharing knowledge, with content, measurement plans, reporting templates, dashboards and training materials for the International business. * Providing 22 markets and 7 platforms with active support, strategic guidance and reporting/analysis materials, as well as organising two training Bootcamps and travelling to European offices to provide tailored training sessions to our marketing teams. * Creating new reporting processes, data collection methods and interactive data visualisation dashboards to help deliver clearer analysis and support internal and client reporting. * Conducting ad-hoc analysis and sharing actionable insight towards our international marketing and product teams. * Maintaining external and internal relationships with Product teams and technical implementation agency. * Managing internal resource and requirements and prioritising these into an ongoing roadmap set against business objectives.

Ticketmaster | Jun 2015 - Jul 2017

Senior Digital Analyst - Ticketmaster International

Serving over 17 markets and responsible for all digital analytics, data and analysis across all Ticketmaster web and mobile domains: * Implementing, validating and supporting the business using the data – via Adobe Analytics (Site Catalyst/ Omniture) * Ensuring monthly KPI reporting is fit for purpose, robust and actionable – auditing on regular basis and improve when necessary * Ensuring documentation to define how we track all channels is up to date, introducing automation where possible * Defining best practice in analysing the success of online marketing campaigns and roll out across our International markets * Lead on integration between Adobe Analytics and other tools, such as Adobe Media Optimiser, Adobe Social and Qualtrics * Main point of contact across the markets in all online marketing tracking and reporting matters * Build and maintain an accurate, insightful and easy to use web reporting platform which meets all the needs of the business * Oversee onsite analysis, recommendations, business cases and collaborations with product and development teams to bring about improvements in our websites. Track and communicate tangible improvements to the business * Working with Product to support and advise on MVT programmes * Leading the team on the performance marketing channels and understanding multi-channel attribution. * Communicate regularly with people from all areas of the business (Product, Design, Marketing, Content, etc.) to make sure their analysis needs are met. Make sure they understand and can take actions from the data and insights * Carry out ad hoc analysis into new industry trends to keep the company ahead of the game * Improve understanding of data across the business and promote a self- service approach for all data and analysis * Carry out regular benchmarking and competitive analysis * An evangelist for digital and marketing analytics across the enterprise

Live Nation Entertainment | Mar 2013 - Jun 2015

Digital Analyst - Live Nation / Ticketmaster

Working within the Strategic Analysis team for Live Nation UK (and Ticketmaster UK), I am responsible for building and maintaining accurate, insightful and easy to use web reporting platforms for our Live Nation through to our Ticketmaster ecommerce websites, mobile apps and digital touch points. I carry out regular and bespoke analysis to provide action insight and make recommendations to the business and support the Ecommerce Product team’s business cases and wider business strategy. * Carry our insightful analysis and make recommendations for website changes based on analysis which meets all the needs of the business using tools such as Adobe Analytics (formerly Omniture SiteCatalyst), Adobe Ad- Hoc Analysis (formerly Discover) Adobe Social, Radian6 and ExactTarget. * Responsible for all web tracking schemes, to include defining, implementation and validating tracking schemes and rolling out new data and reports to the business. * Keep all SDR schemes accurate and up to date as the websites develop and with new business requirements in order to track new features and functionality. * Build dashboards and set up scheduled reports to highlight data across the business. * Produce high quality monthly reports to inform the business on how are websites are performing against our KPIs, * Liaise with people from around the business and in local markets to help explain changes in data. * Track the benefit of new website features and functionality in order to make further recommendations on how these can be optimised. * Introducing new methods of measurement such as heat mapping and research tools in order to understand user behaviour.

Lightmaker | Sep 2010 - Mar 2013

Digital Analyst

As the sole Digital Analyst of a NMA Top 100 agency, I play an instrumental role within the consultancy team reporting directly to the Head of Strategy. I am responsible for the analytics measurement, onsite tracking, and Search Engine Optimisation (SEO) of small to enterprise sized client engagements. I have experience of developing global measurement strategies, tracking specifications, onsite SEO research and am also responsible for providing a layer of quality assurance for all tracking and SEO work. My role also includes contributing to the development of results reporting and insight generation to help drive client decision making. * Defining measurement strategies for SMB to global operations, identifying KPIs and objectives to improve client decision making and ROI. * Identify and develop tactical keyword research (SEO) for our clients. * Analysing relevant data and information from tools such as Google Analytics to translate into insightful reports with actionable recommendations to improve interaction, engagement and ecommerce results. * Coordinate the implementation of website tracking code and keyword research for SEO best practice. Developing PPC performance by optimising landing pages. * Conduct accurate data processing and analysis, interpreting results and making recommendations to clients. * Apply various quantitative methods to analyze and interpret information from multiple data sources while providing a layer of strategic thinking and insight generation. * Work with project management, user experience and technical consultants to ensure high quality standards are met at all times. * Increasing conversion rates for ecommerce websites by analysing user flows and funnels, calls to action and conducting onsite usability improvements. * Developing the analytics and SEO capabilities within the agency and with existing clients. * Worked with clients such as Manchester United, Gopak, NHS, The R&A, Golfing World and Credit Suisse

Lightmaker | Apr 2010 - Sep 2010

Project Manager

Working within project management for an international website and digital services agency that has created award-winning interactive websites, digital services, digital marketing solutions and mobile applications for leading organisations such as Manchester United, Innocent Drinks, Credit Suisse and the NHS. * Assisting the management team with project scoping * Developing the project plan and managing challenging deadlines * Managing the client side stakeholders * Managing the project team, resource and scheduling * Managing the project budget and ensuring profit at every stage of the project * Managing the project conflicts and expectations across multiple disciplines * General project management administration and logging * Liaison between client and company departments * Updating the team on project resource and budgets for each project and stage * Reviewing any lessons learned after project completion with the team and client

KM Group | Apr 2007 - Apr 2010

Marketing Research Executive

Working for the KM Group including the local radio stations of kmfm provided me with the experience and exciting change process of transforming from a successful regional newspaper publisher into Kent's largest local multimedia company. Analysing qualitative and quantitative research from a variety of sources from a mix of different media services including newspapers, radio, internet and mobile. I translated facts, figures and data into meaningful insight for the company's board, management and sales teams as well as designing and creating media packs and creative promotional material for our teams to use to get a competitive edge in a fierce market place. I gained a vast and varied amount of marketing experience from this role, learn't a great deal about the competitive and changing media markets, gained exposure to traditional and modern media communications and developed skills from the demands and challenges of an organisation going through transformation and change.

NTA Monitor | Aug 2002 - Sep 2003

Internet Security Analyst

A fast paced learning curve in the field of Internet security. An intensive initial training period taught me how to conduct a range of IT security testing, auditing and web application testing services. I performed penetration testing on clients websites and networks to create a comprehensive security review of their network architecture, policy and procedures. I would analyse the findings and identify strengths and weaknesses of the clients security systems within a detailed report. With over 600 government and corporate clients I worked with blue chip companies such as BT and Lloyds Banking Group and large public sector organisations including the NHS.

My Education

Take a look at my formal education

BSc (Hons) Business Studies and Marketing Canterbury Christ Church University | 2006

Meopham School | 2002

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