Eric Hoying

Establish product vision and strategy for innovative data products and business intelligence reporting. Architect integration with enterprise products and master data management. Formerly Brand View, Clavis Insight, One Click Retail and PlanetRetail RNG, Edge by Ascential™ delivers accurate and actionable sales-driving data, insights and advisory solutions for global brands and retailers looking to win in today’s ecommerce-driven world.

Led sales and marketing e-commerce analytics capabilities development for $18B global corporation. Created data strategy for acquisition, integration, and deployment of E-Commerce sales, web analytics, and digital shelf metrics across retailers. Established and owned relationships with e-commerce capabilities and analytic service providers. Selected Accomplishments: • Defined Key Performance Indicators (KPIs), established an integrated data environment, and deployed cross-retailer dashboards utilizing agile delivery, empowering organization to monitor and diagnose e-commerce trends. • Managed offshore data scientist team, providing analytic insights and digital shelf strategy to e-commerce leadership and marketing, driving 30% growth at key retailers. • Architected and implemented master data management capability that harmonizes and attributes product data into common hierarchy, enabling consistent, unified view of retailer and vendor data sources.

Measured sites’ traffic and conversion performance, diagnosed issues and analyzed digital marketing tactics using clickstream analysis and reporting tools. Oversaw team of seven analysts and two consultants. Managed Adobe SiteCatalyst implementation among all Sears and Kmart websites. Selected Accomplishments: • Integrated site tracking with offline transaction and promotional data, improving business intelligence environment in monitoring consumer behavior and marketing program performance. • Stabilized and standardized tracking by conducting thorough audit of websites and revamping tagging.

Collaborated with all levels of the organization to prioritize and deploy customer business intelligence capabilities. Supervised six associates and two contractors. Initiated and implemented projects to improve data quality and consumer behavior analysis. Selected Accomplishments: • Developed customer master data strategy that integrates operational systems, recognizes consumers during interaction, creates seamless experience, and serves real-time offers. • Designed and created a flexible enterprise customer profile reporting environment providing complete 360 degree view of consumer activity, demographics, and purchase behavior, enabling organization to compare and contrast any consumer population segment.

Headed product ownership for Customer Data Warehouse. Managed direct marketing campaign selection processes, provided extensive reporting, and analytic support for marketing, merchants, finance, and legal senior leadership. Directed team of seven, two onsite, and more than 10 offshore contractors. Selected Accomplishments: • Drove $25MM incremental margin, by creating business case and managing project pushing offers onto store receipts. • Expanded Kmart consumer recognition from 8% to 26% of sales, engineering new enterprise consumer master data management and household merge algorithm fully leveraging knowledge of consumers. • Administered more than $10M marketing services and demographic vendor contracts, implemented data quality, and process improvements, resulting in $5M annual cost take out. • Established and chaired cross-functional data stewardship team that improved data quality within transactional systems, defined customer information use and privacy guidelines, and provided training to the enterprise.

Built high performing data engineering team to provide CRM list selection, customer reporting, and analysis utilizing customer data warehouse. Conceptualized, designed data architecture, and developed ETL to build consumer-centric data marts, feed predictive modeling, and generate reporting for tracking and analysis. Managed 5 data engineers. Selected Accomplishments: • Led integration and consumer privacy preferences of Kmart, Lands’ End, and Sears consumer data warehouses, enabling marketing to consumers across platforms. • Constructed consolidated view of each customer’s experience and profitability across all businesses completely changing consumer behavior analysis, segmentation, and Return on Investment (ROI) of direct marketing. • Streamlined and improved marketing campaign tracking significantly by architecting, developing response history repository, and redesigning response tracking methodology.

Initial power user of data warehouse in selecting campaigns, tracking customer response, and diagnosing data quality issues. Expanded data warehouse adoption by training analytics teams on SQL and mentoring on data structures.