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Robert Tullo

Director of Marketing Analytics

Certinia

Technologies

My Portfolio Highlights

My New Course

Forecasting Product Demand in R

My New Course

Forecasting Product Demand in R

Data explorer, uncovering insights in the digital wilderness.

My Work

Take a look at my latest work.

course

Forecasting Product Demand in R

course

Forecasting Product Demand in R

DataCamp Course Completion

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

Courses

ETL and ELT in Python

Forecasting Product Demand in R

Courses

ETL and ELT in Python

Forecasting Product Demand in R

My Work Experience

Where I've interned and worked during my career.

Certinia | Feb 2020 - Present

Director of Marketing Analytics

Strategic Analytics partner to CMO, Marketing and Sales leadership working in Marketo, SFDC, and Redshift environments. Lead initiatives for attribution and ROI, and collaborate on Marketing budget, forecasts, and QBRs. • Budgeting and Planning: Collaborated on the strategic planning of marketing budgets & goals in conjunction with CMO and Marketing leaders, and streamlined marketing strategies to achieve targets. • Revenue Growth: Exceeded pipeline and bookings goals through marketing budget planning and analytics roadmaps resulting in 40% YoY growth in pipeline and bookings. • Built Marketing Analytics Roadmap: Designed new analytics framework incorporating new technologies and data sources to improve understanding of customer journey and track sales and marketing KPIs. • Troubleshot the combined sales and marketing funnel, recommended process improvements, and achieved a 10% increase in MQL to Won Opportunity conversion rates. • Multi-Touch Attribution: Developed Tableau dashboard to assess multi-touch and ABM attribution, enabling easy determination of influence and ROI, for digital and non-digital campaigns. • Buyer’s Journey. Modified and updated job title classification algorithm and incorporated the normalized titles into a buying group analysis of 1,500+ opportunities to determine key roles at different stages. • A/B Testing: Performed A/B statistical test analyses for multiple pilots to assess the impact of the targeted marketing programs and presented experiment results to stakeholders. • Data-Driven Culture: Liaised with BI engineers and SFDC admins improving data hygiene and system performance in Salesforce CRM and Redshift data warehouse through enhancements and deprecations. • Optimized Marketing Spend: Using full-funnel analysis, eliminated $300K in wasteful spending in multiple channels identified as having very low or zero ROI.

Greenlane Holdings LLC | Feb 2018 - Feb 2020

Director of Analytics

Analytics Center of Excellence leader for finance, sales, and operations teams. Directly hired, managed, and mentored analytics team. Responsible for improving data governance, analytics capability, and financial reporting. • Sales Operations Enablement: Enhanced the analytics capabilities of the Sales Operations team, through training and knowledge transfer, reducing report cycle time by 50%+ and increasing analysis complexity. • Quota Setting: Helped set monthly, quarterly, and annual sales targets by team and product lines based on historical performance, planned initiatives, and market analysis. • Automated QBRs for Brand Partners: Using Tableau and CRM reports, automated templates for quarterly brand reviews, reducing the time to produce each report by 3 days. • Sales and Customer Reporting: Implemented robust sales and customer reporting, enabling the sales team to make data-driven decisions for improved sales strategies and customer engagement for KPIs including sales, acquisition, and churn. • Financial Reporting: Implemented new reporting supporting the shift to a publicly traded company, through faster turnaround and improved reliability, which allowed better assessment of business performance. • Report Optimization: Optimized monthly operations reports for the COO, simplifying complex data into actionable insights for operational improvements, while reducing completion time by 90% to under an hour. • Automated Freight Log Reporting: Simplified and automated the freight log summary report, reducing time requirements and improving accuracy with real-time updates. • Delivery Analysis: Conducted a detailed analysis of 400K shipments, creating a consolidated view of performance by shipping partner, time, method, origin/lane via an interactive Tableau visualization.

LogMeIn | Apr 2014 - Aug 2017

Senior Analytics Reporting Architect

Led analytics initiatives to improve marketing efficiency and sales productivity. Performed statistical and predictive analysis from data in Salesforce and Oracle data warehouse. Mentored and coached team members. o Created a predictive model in "R" to assess customer Lifetime Value (LTV) and recommended changes to annual retention assumptions, adapting to changing market dynamics. o Built a comprehensive Tableau dashboard that provided sales and marketing leadership with real-time insights and visualizations for decision-making. • Improved Discounting Policies: Identified discount rate discrepancies, influencing a new account-based discount policy. • Cross-Sell campaigns: Built customer and prospect lists for marketing campaigns through scripted SQL queries to pull eligible prospects for outbound sales and marketing campaigns. • Sales Optimization: Identified opportunities to improve deal size, leading to changes in the GTM strategy. • Lead Flow Optimization: Identified $500K worth of mismanaged leads and suggested changes to marketing and CRM teams to correct defects in lead flows to enable proper routing and lead nurturing. • Product Telemetry: Worked with the product and data teams to assess product feature usage and log the telemetry in the data warehouse to be incorporated into further user and marketing analyses. • Multi-touch Attribution. Using response data from Salesforce, implemented an algorithm and SQL query that attributed partial credit to all involved campaigns for each opportunity. • Marketing Nurture improvements. Based on lead conversion analysis, recommended changes to improve effectiveness and change from long stream nurtures to shorter sequences with more direct messaging. • Survey Insights: Implemented a dynamic Tableau dashboard for real-time dissection of survey results. • Data Governance: Organized code block repository for common and complex SQL queries.

RTHD Analytics, LLC | Jan 2014 - Present

Founder/Principal for Analytics Consulting Services firm

Provide analytics services to clients to solve a variety of problems including web analytics, call center analytics, and sales/marketing analytics.

Swing Affair | Jul 2001 - May 2014

President/Director

Officer for small not-for-profit whose goal is to promote the swing dance and lindy hop community in South Florida. Offers strategic and logistical planning for periodic and annual events. Swing Affair sponsors an annual three day event every January, which draws over 150 dancers to South Florida.

InfiLaw | Apr 2013 - Apr 2014

Consultant (Business Analytics and Statistician)

Performed business analytics for consortium of for-profit law schools in the US. Major projects and accomplishments include: Provided business analytics and strategy support for admissions cycle for three law schools. • Predictive Analytics: Developed predictive model in "R" to assess student risk of failing the Bar Exam • Forecasting Application Volume: Created ARIMA time-series analytics model to predict future applicant pool size with less than 5% error, aiding staffing and revenue forecasting. • Survey Analysis: Analyzed engagement surveys and provided descriptive statistics, theme analysis, culminating in a written and PowerPoint presentation to executive team for consideration.

My Education

Take a look at my formal education

University of Florida - Warrington College Of Business

University of Florida

About Me

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