Beta

Paul Lincoln

Data Analyst/Scientist

WPP

Technologies

DataCamp Course Completion

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

Courses

Introduction to Python

Courses

Introduction to Python

My Work Experience

Where I've interned and worked during my career.

Mekanism | Oct 2022 - May 2023

Associate Analytics Director - Performance

• Led team of analysts in daily, weekly, and monthly reporting cycles focused on digital, social, and website performance. • Utilized first party and third-party data to create comprehensive dashboards, reports, and models. • Oversaw reporting across various channels, including web, social media, paid media, social listening, organic, and CRM data. • Collaborated closely with internal stakeholders, including finance team, to develop finance dashboard for deeper insights into burn rates and Service Level Agreement Value • Created Digital Asset Management process, to capture more metadata and enable stronger analysis of creative content and assets used in digital output. • This initiative enhanced understanding of campaigns, web pages, and social media performance. • Utilized wide range of tools and technologies, such as SQL, Google Analytics, Google Ads, Python, Tableau, Looker, GWI, and Google Tag Manager to extract value and optimize client digital performance. • Collaborated cross-functionally with departments including Creative, Strategy, Media, Development, Social, and Project Management. • Achieved notable results by leveraging data insights derived from analytical process, improving social media engagement by 22% and 12% for two client campaigns, and increasing website traffic by 5% and 3% respectively. • Implemented data-driven strategies, including documentation, data integration, automation in Google Big Query, data mart batch ingestions for dashboards, and restructuring of reporting for more action-focused out puts and incorporating more benchmarking strategies and forecasting models. • Overcame challenges associated with departmental differences by setting up effective communication channels, acting as bridge between different teams and facilitating strong collaboration.

Rhythm | Oct 2021 - Oct 2022

Senior Data & Analytics Strategist

• Developed and implemented organizational strategy for intelligence and reporting using analytical best practices including both qualitative and quantitative strategies. • Created custom web page lead scoring model to use with all clients to assist in understanding of web page strength and reasoning for exploring new opportunities relating to strength of landing pages and SEO efforts. • Created company-wide tracking and audit templates for websites, social media, Paid Media, and email. • Created documentation for client onboarding that led to a 30% increase on initial SOWs proposals. • Utilized Consumer reports and Social Listening tools to create perspective audience digital behavior and personas to effectively use in client activations and branding efforts. • Created Monthly and Quarterly reports to highlight strategy and effectiveness across multiple channels for organization highlighting wins and areas of opportunity. • Created predictive models to display in analytics specific reports to highlight the full value of the digital ecosystem for the client's audience.

VMLY&R | Nov 2019 - Oct 2021

Senior Analyst, Analytics & Data Insights

• Identified and optimized engagement metrics that led to 120% increase in digital KPIs across all digital media. • Integral part of analytics and innovation team responsible for over $1B in new business and renewals • Created multiple client-facing and internal dashboards that have led to increased production and internal innovation across departments. • Maintained Social and Paid Media data integrity and provided in-depth analysis for internal stakeholders. • Used SQL daily to create data marts which served as data sources for reports and models for clients and internal stakeholders. • Developed and deployed interactive dashboard to complement technical and strategic needs for clients using Tableau. • Created predictive models to predict total leads during reporting cycle along with provided direction to digital spend. • Increased overall sales by over 8% for select retail products and digital KPIs 92% using different audience segmentation software.

Federal Reserve Bank of Chicago | Jun 2019 - Oct 2019

Data Logging and Analytics

• Increased department identified KPIs by 20% vs historical benchmarks regarding security protocols. • Customized device alerts and user log errors with Splunk which led to increased department understanding of machine usage protocols. • Created and started-implementing bank-wide solution using internal bank data to improve employee onboarding KPIs such as new employee IT ticketing and survey comfort scores by 17%.

Dealer eProcess | Jun 2017 - Jun 2019

Search Engine / Digital Marketing Analytics Strategist

• Supplied digital analysis and foresight for clients and internal stakeholders on current industry trends and digital performance relating to nationwide activations. • Developed and deployed interactive dashboards to complement technical and strategic needs for clients using Tableau. • Created predictive models to help show car units sales forecast for clients using both first and third-party data. • Increased overall sales by over 8% and digital marketing metrics by 92% for my direct clients.

Autumn Consulting | Jun 2015 - Jun 2017

Executive Assistant Marketing Project Manager

Assisting CEO in developing and implementing marketing strategies for organizations to deeply engage current clients and attract new clients. Provided superb organizational: data mining, data research, dashboard creation, SEO and digital marketing strategies for small to medium sized businesses.

Healthcare Business Insights | Nov 2015 - Feb 2017

Senior IT/Informatics Academy Director Membership Director

Healthcare Research Company providing analytic analysis, business intelligence and proven solutions to health systems across the country. Used data and healthcare metrics to discover issues and/or short comings with systems; then offering ad-hoc solutions.

YogAsylum | May 2014 - Feb 2017

Social Media/ Digital and Event Marketing Manager

Creating a well established presence on social media: focusing on Facebook, Twitter, Instagram. Developing and maintaining a relationship with our clients. Creating and setting goals along with developing strategy to achieve them. Finding and choosing events where we can promote our services to individuals and groups.

Coast Incorporated | Dec 2014 - May 2015

Team Lead

Responsible for the training of new company representatives. Contributed to the modification of sales strategies and approaches to achieve higher company earnings. Personally responsible for creating more customers for our clients. Successfully completed the Sales Training Program.

Vector Marketing | Jun 2010 - Aug 2011

Field Sales Representative

- Successfully completed the company’s field sales training program - Organized and hosted group sales events to market and increase customer base - Participated in and contributed to the creation and modification of marketing ideas to be more effective in creating awareness of Cutco products.

Owens Corning | Jun 2010 - Sep 2010

Marketing Specialist

- Find multiple locations were we could promote materials that would lead to sells. - Setup booths at fairs/shows to promote materials. - Personally, following up with recent customers to make sure everything is well.

My Education

Take a look at my formal education

Master of Business Administration - MBA, Data Analytics University of Southern Indiana | 2019

Bachelor of Business Administration - BBA, Consumer Behavior/ Science, Marketing, and BusinessUniversity of Wisconsin-Stevens Point | 2014

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