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Marcus Falley

Marcus Falley

Digital Analytics Implementation Specialist

WooliesX | Sydney Australia


My Portfolio Highlights

My New Track

Data Scientist

My New Course

Introduction to R

Data adventurer, fearlessly exploring the depths of complex datasets.

My Work

Take a look at my latest work.


Introduction to the Tidyverse


Introduction to R


Intermediate R

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.

WooliesX | Nov 2021 - Present

Senior Digital Analytics Implementation Specialist


Nestlé | Nov 2018 - Oct 2021

Digital Analytics Manager


Practicology | Aug 2015 - Nov 2018

Head of Analytics Asia Pacific

Practicology is a strategic multichannel consultancy with offices in London, Sydney, Melbourne and Hong Kong. The 50-plus global team continues to grow, but our point of difference remains the same; every consultant has worked within retail and consumer brands and understands our clients’ challenges. We deliver an end-to-end portfolio of services designed to address our clients’ digital challenges, including: consulting, data and analytics, optimisation, digital marketing, digital design and content, ecommerce trading, interim resource and training. We help you formulate a winning strategy underpinned by sound commercials, and supported by the right skills, processes and technology. Australian clients include: Country Road, Pandora, Carlton United Breweries, Moet Hennessy, David Jones, freedom, Nike, adidas, Gazman, Calibre, Kathmandu and more. My role involves: * Develop business specific Digital Analytics Measurement Frameworks * Implement and configure Digital Analytics platforms * Create detailed Digital Analytics code implementation documentation * Build dashboards and perform competitive benchmarking and trending * Capture web analytics data from multiple data sources * Leverage qualitative and quantitative methodologies to analyse captured data * Provide in-depth and insightful custom reports to communicate key metrics and findings * Conversion rate optimisation * Growth hacking * Joining data and in-depth analysis using R * Linking Digital Analytics to ERP/GDW for In-Store Attribution
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Marcus Falley Consultant | Nov 2007 - Aug 2015

Search & Web Analytics Consultant

With 14 years of experience gained while working with major Australian brands, I now Consult and Contract to share my in-depth knowledge of best practice web development, ecommerce, search engine optimisation (SEO), search engine marketing (SEM), pay per click (PPC), online brand name protection, social media, information access technology and web analytics. My primary goal is to help businesses define measures of success for their web related projects and then match those measures to a solution with detailed reporting, which provides actionable information to help drive informed decisions.

Panalysis | May 2014 - May 2015

Senior Web Analytics and Optimisation Consultant

The core duties and responsibilities of my position include: • Use data to generate meaningful and actionable insights for clients. • Produce compelling reports including the analysis of marketing and behavioural data. • Design and implement reporting frameworks that help clients grow. • Help clients instil a data driven mindset for their teams. • Provide training, coaching and mentoring to clients in web analytics. • Implement and customise Google Analytics and other web analytics tools across a broad range of corporate and government websites. • Design and implement experiments such as landing page tests for clients. • Visualise and manipulate data. Clients included: • SurfStitch • Optus • Officeworks • State Library NSW • Zurich • Toyota • Woolworths

ICON Business Group | Feb 2013 - Nov 2013

Head of Online Optimisation

As Head of Online Optimisation my role is to increase leads and conversions on all of the ICON Business Group web properties. First step is business strategy mapped to business measures of success and ultimately to online user tasks or macro conversions and even micro conversions. With that knowledge in hand we are able to research using web analytics to inform on key user pain points and translate user activity into the current user story.

Izilla Search & Display | Apr 2012 - Feb 2013

Head of Online Optimisation

Introducing Izilla Search & Display Izilla, one of Australia's most experienced web solutions teams, has partnered with leading edge Online Marketing Services company, ReachLocal, to provide Optimised Online Search and Display Advertising that works. This new venture, known as Izilla Search & Display, was added to existing company strengths to meet increasing customer demand for integration of Online Marketing efforts with their web presence projects.

Wine Selectors | Jul 2009 - Nov 2011

eCommerce Manager

The web channel is used across acquisition and retention and as such it supports both the respective teams as well as having its own retention and acquisition goals. My role is as follows: Website: See the web re-design project through to completion and post completion realise the benefits therein. Implement a site analysis tool to monitor and develop improvements for continuous site improvements. Commercial: Develop and implement an email programme to prospective and existing customers that sees improving response rates and revenues Develop and implement strong search marketing programmes Develop and implement an affiliate links programme Engagement: Look to enhance the attractiveness of the site through compelling content and offers ensuring increased sales transactions, high levels of repeat visits and hence greater commercial return.

News Digital Media | Jul 2008 - Aug 2009

Web Analytics Strategist

Part time contract for two days a week Work with the Web Analytics manager to identify analytics projects and prioritise them. Examples of projects in the pipeline are – network traffic referrals review, daily reports for editorial teams and modification of the heat map overlays. Work on web analytics projects. This involves: * Identifying the goals/KPIs of the business or individual (e.g. marketing manager). * From that derive the associated reporting requirements and define the most appropriate tool to use. * Work with the business stakeholders to create the report and show them how to use it or modify it * Re-evaluate a period after the reports have rolled out, whether they are being used and appropriately meet needs. Create and conduct training to allow users to become more self-sufficient in using the tools Deal with ad-hoc queries Work closely with the Web Analytics Manager and vendor during the migration period

Coles Group Limited | Apr 2005 - Nov 2007

Senior Optimisation & Reporting Analyst

As Senior Optimisation & Reporting Analyst for Coles Group Limited, I have or currently work in the following areas: • Researched and selected WebTrends as the Enterprise Web Analytics tool which was then presented to, and received approval from, the Infrastructure Standards Committee (ISC) • Researched and selected Enterprise Web Content Quality and Compliance monitoring software Maxamine, which is now awaiting ISC approval • Project Manager for web projects to improve search engine optimisation

National Australia Bank | Mar 2001 - Apr 2005

Web Information Analyst

As Web Information Analyst I focused on: • Analysis and reporting of user behaviour on the Enterprise Intranet using WebTrends and Maxamine • Configuration of Autonomy Search Engine and regular on site search engine optimisation (SEO) to improve quality and relevance of search results • Content change control management using Maxamine and CA Harvest as the main tools in the process • Project Manager for Business Unit, Intranet site development and deployment to the Enterprise Intranet • Authored unstructured content, metadata standards document

WebWombat Pty Ltd | Jan 2000 - Jan 2000

Content Developer


Tiger Angel Leathers | Jan 1998 - Jan 1999

Sales and Marketing Consultant


Yoshimura R&D | Jan 1996 - Jan 1998

International Sales Manager


Malcolm Smith Motorsports | Jan 1995 - Jan 1996

Service Manager


My Education

Take a look at my formal education

WebTrends Certified Professional, Web AnalyticsWebTrends University | 2008
Clinical Photography, Natural SciencesGolden West College | 1982

About Me

Marcus Falley

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