ABOUT DANALYTICS
Hi! I'm Dan Shea. I'm a little older now and a seasoned analytics director, project manager, and data scientist with (about) 20 years of applied experience. I am passionate about using data and analytics to uncover insights, opportunities, and ways to improve customer experiences and outcomes. Great insights and real performance improvements are not easy but are within reach with the right action plan and expertise behind you. I would love to hear about your business challenges and discuss how you can use analytics for your Brand and performance marketing.
DAN'S PROFESSIONAL AND ACADEMIC EXPERIENCE
August 2023 -
PRINCIPLE DATA SCIENTIST, DANALYTICS AI, LLC
I provide consulting, management, and direct assistance in translating raw customer and consumer data into useful business information. Highly experienced in data management, KPI assessment, reporting, visualization, and machine learning / AI model development.
January 2023 - August 2023
DATA SCIENCE MANAGER, ALLEN & GERRITSEN
Assisted Boston media and creative Agency in the development of best practices in media effectiveness measurement and data management to enable more robust media analytics. Provided direct data science support using python and SQL in performing marketing attribution modeling and econometric sales prediction for B-B-C consumer products clients and Boston tourism authority. Used AI assisted modeling to analyze social media data for trends in topics and sentiment for tourism client. Deployed python program to perform keyword scraping of websites to support SEO work.
November 2020 - September 2022
ANALYTICS MANAGER, ALLANT GROUP
Provided project management and direct analytics support to CRM and database administration Agency. Evaluated, onboarded, and administered Dataiku predictive analytics and machine learning system to expand Allant Group’s analytic capabilities. Developed and deployed multiple models and scored over 1BB customer and consumer records for prospecting, cross-selling, and media effectiveness evaluation. Dataiku certified developer. Designed and built product recommendation model based on website shopping and engagement activities and transactional data for a top scientific equipment manufacturer.
Supported major publisher’s Media Partnership Group in designing and building digital data mart, Tableau dashboards, and analytic methods for evaluating owned and partner site engagements.
September 2019 - July 2020
ANALYTICS GROUP DIRECTOR, CAMPBELL-EWALD
Managed Ad Operations and Media Analytics teams supporting performance marketing, cross-media reporting, dashboarding, and social listening efforts. Clients included Kaiser-Permanente, Mutual of Omaha, Meritage Homes, Union Bank, and the Alliance for Lifetime Income (ALI). Worked with twelve direct reports in Detroit and LA offices.
July 2018 - September 2020
ANALYTICS DIRECTOR, EMPOWER MEDIA MARKETING
Managed and developed media investment modeling, customer segmentation and profiling, digital and cross-media performance assessment, and dashboarding for clients including TriHealth Cincinnati, GNC, Vtech toys, Rustoleum, Wendy’s, 5/3 Bank. Worked with four direct reports in Cincinnati and Chicago offices.
April 2007 - July 2018
DIRECTOR OF ADVANCED ANALYTICS, GTB
Led a team of data scientists delivering advanced predictive and descriptive models, market insights, and data services for Ford Motor Company. Projects and deliverables included survey-based research, market demand models, digital attribution, website valuation, media spend recommendations, competitive analysis, and customer segmentation using all varieties of data.
April 2006 - April 2007
SENIOR ANALYST/CONSULTANT, AQUENT MARKETING SOLUTIONS
Supported GM’s credit card products (the first “rewards” credit card) and the marketing of GM vehicles. Primarily responsible for research-based guidance and coordination of direct marketing planning and execution to profitably sell new vehicles.
February 2001 -- February 2006
MANAGER OF DATA MODELING SERVICES, BBDO DETROIT
Developed and managed direct marketing and CRM analytics for DaimlerChrysler. Developed and utilized industry leading datamart with 3,000+ data points for over 18MM customers. Oversaw development of 72 off-the-shelf propensity models used to predict in-market timing, defection, and vehicle preferences. Created standardized, comprehensive, framework for assessing marketing campaign performance.
April 1987 - March 1994
AVIATION ELECTRONICS TECHNICIAN, U.S. NAVY
Stationed at NAS Cecil Field and aboard the USS Saratoga (CV-60). Desert Shield / Desert Storm service. Aviation Warfare Specialist, AT2-AW (E-5). Honorable Discharge.
July, 1999
M.S., PSYCHOLOGY AND HUMAN DEVELOPMENT, VANDERBILT UNIVERSITY
Worked on cross-cohort longitudinal study of gifted student experiences and outcomes. Transferred with advisors from Iowa State doctoral program in Psychometrics and Applied Individual Differences program. Statistics minor. (ABD).
August, 2004
BA, UNIVERSITY OF NORTH FLORIDA
Magna Cum Laude. Statistics minor.
I hope you have enjoyed the site. Please reach out if you would like to discuss mutual interests! Best Regards, Dan
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(MORE RECENT MUGSHOT)
I was a tinkerer and would-be inventor as a kid and that led me to a job in the Navy repairing communications equipment (back when we still repaired electronic equipment!). Complex circuitry is analogous to how other “decision systems” --math models to organizations-- process and combine information and feedback (results) to take actions. I also harbor a deep curiosity about people, plus a knack for math and statistics, and that led me to the arcane study of "quantitative psychology," which observes and predicts behaviors based on experiences, interests, and other measured traits. These interests merged after college when I pursued a career in “data mining and modeling” in the Detroit automotive industry. Being a lead “quant” supporting both Agencies-of-record and our Clients’ more directly provided continuous exposure to diverse business challenges of real impact on sales both near-term and long-term. Analysts like me are also explorers so after working for all the Big 3, I decided to branch out to other clients and industries and to focus on digital media analytics and omni-channel campaign assessment. The need to sort that out scientifically (and monetarily) is a big challenge in it’s own right. It is also a requirement for integration with advanced analytics (attribution, mix, A/B, conversion optimization) and to link performance marketing back to broader strategic concerns around Brand equity, competitive positioning, and customer loyalty.