Donald Hodson is an innovative marketer and statistician with over 15 years’ expertise in analysis and modeling of...
Donald M. Hodson
[email protected]
Mobile (404) 680-6146
www.linkedin.com/in/donhodson
Innovative marketer and statistician with over 15 years’ expertise in analysis and modeling of detailed customer purchase and usage data within the Retail, CPG and Customer Services industries. Leverage primary, secondary and Big Data for a 360o view into millions of customer’s experience to drive improvement in satisfaction, retention, spending and product/service penetration. Proven success in identification of scalable customer initiatives driving double-digit growth in sales and profitability for AT&T, Home Depot and Coca-Cola. Particular expertise in: Data Mining / Big Data
Lifecycle / Relationship Management
Customer Segmentation
Customer Experience
Statistical Modeling / Advanced Analytics
Executive Consulting
Financial Analysis / ROI
Market Research / Competitive Intelligence
SAS and SQL Experience
AT&T Mobility
9/06 - Present
Director of Research, Analytics and Modeling Lead all analysis of syndicated, proprietary and ad-hoc market research surveys as well as analysis of detailed internal customer-level data to identify drivers of satisfaction in the customer experience, NPS growth and profitability. Routinely consult with senior executives to review findings and establish and/or course-correct tactics. Direct department of eight professionals and $7.5 million budget.
Built AT&T’s first and only Big Data initiative for Marketing integrating all points of digital and physical customer contact including Customer Care, Chat, On-Line, all Retail/Omni-Channel sales data with other customer-level detail including usage, network performance, device and plan, billing, unstructured call center and social media etc. as well as attitudinal survey data,. o
Founded, staffed and managed analytic COE supporting numerous client groups for complete integrated o analysis of customer attitudinal and behavioral data to enable full 360 insight that drive the customer experience, product adoption, attrition, NPS, spending, etc.
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Identified unknown service voids leading to customer dissatisfaction and early contract churn by comparing customer-perceived experiences procured via surveys to respondent’s actual experiences via Big Data.
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Formulated targeted initiatives for strategic customer segments at various contract stages and service levels and quantified ROI and NPS impact. Collaborated with CLM team for current test-market implementation.
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Conducted extensive Key Drivers analysis to quantify relative importance of internal service metrics on customer satisfaction. Results drove development and weighting of internal operational KPI metrics enabling business focus and more efficient resource allocation.
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Redefined Company’s retention programs by identifying when and why customers make decision to churn leading to major department refocus to improve relevancy and timeliness of retention efforts.
Created and implemented two on-going primary research studies to identify experiences that drive customer loyalty or conversely identify pain points across all points-of-interaction that stifle satisfaction and drive attrition.
Designed and conducted extensive analysis of initial device and plan provisioning on early customer churn. Statistical models identified drivers explaining 85% of early contract churn. Results refined the sales process, changed rep performance metrics and drove over 40% reduction in early deactivations and operational costs.
Received Key Contributor Awards and other executive recognition for these studies acknowledged for driving quantified improvements in customer experiences and company perceptions. Speaker at key industry conferences including TMRE, ESOMAR and Insights Innovation Exchange (iieX) presenting successes leveraging Big Data to improve customer NPS and retention while reducing costs of customer service.
INDEPENDENT CONSULTANT
7/05 - 9/06
Led all analysis, interpretation and reporting for Home Depot’s proprietary multi-market, multi-category tracking studies. Provided strategic implications and recommendations by market and category.
Donald M. Hodson Page 2 THE HOME DEPOT
7/02 - 6/05
Director of Retail and Customer Analytics Built and led new department to identify revenue growth initiatives via customer acquisition, retention and loyalty as well as improvements to existing stores through analysis of POS and customer-identified purchases.
Integrated sales data with secondary data and proprietary surveys to build Company’s first detailed trade area profiles for 1,600+ stores. Identified BIC stores drove resource allocation to improve under-performing stores resulting in 6% growth in same-store test market sales. Integrated new structured approach to 2004 and 2005 planning through analysis of number of buyers, dollars-per-trip and number of trips-per-buyer by category
Conducted extensive segmentation of Home Depot’s universe of ~10M private label credit card customers. Appended demographics to two year purchase history detail. Identified segments based on purchase behavior, promotional sensitivity, product penetration and profitability. Recommendations for CRM campaigns drove increases of 15%+ in total dollar sales among two of three target segments.
Contributed extensively to evaluation of multiple M&A candidates, Wall Street analysts presentations and senior executive meetings.
THE COCA-COLA COMPANY
7/95 - 7/02
Director of Market Research and Strategic Planning
11/99 - 7/02
Directed all analyses for Company’s largest consumer tracking study to evaluate trends in components of consumption patterns and brand perceptions for core brands. Lead all analysis and integration of syndicated data sources in support of Market and executive management.
Established monthly management routines and brand reviews; integrating brand performance by market including promotional support, pricing, competitive activity and consumer consumption metrics. Directed Brand Management on specific actions to grow brand sales.
Developed Company’s first models integrating Nielsen’s market-level merchandising measures with consumer brand consumption and loyalty segments to establish brand-specific consumer penetration and/or consumption strategies by market. Designed and implemented test market yielding a 12.1% increase in sales. Approach expanded nationally and implemented for 2002 market plans.
Senior Shopper Insights Manager
7/95 - 10/99
Founded and managed new COE within Coca-Cola engaging with clients from over 40 of nation’s top retailers including Wegman’s, Target, Kroger, Lucky, Publix, Vons and BP leveraging customer transaction and loyalty card data to provide customer-specific programs leading to increase spends and retention.
Established routines that reduced processing time from two months to two days to receive, cleanse, append and generate reports for disparate retailer’s POS and/or Loyalty Card data. Analyses identified opportunities to increase store traffic, customer loyalty, optimized promotional efforts, maximized customer profitability through up/cross-sell, etc. “Standardized” routines requiring minimal modification for different clients and data structures.
Received Global Electronic Marketing award from the Grocery Manufacturers Association for innovative marketing programs resulting in 9.8% increase in same store sales and over 6% increase in profitability among account’s top shoppers. Co-presented with clients at leading industry conferences where they attested to business successes achieved based on my recommendations.
AMOCO CONSUMER PRODUCTS; Product Manager
6/94 - 6/95
JOHNSON & JOHNSON CONSUMER HEALTHCARE
4/89 - 2/94
(previously Burroughs Wellcome)
Senior Research Manager / Associate / Product Manager Developed and executed all marketing initiatives and plans, inclusive of TV advertising, promotions, pricing, forecasting and channel management for existing portfolio and new product initiatives. Grew Neosporin 43% in two years. Promoted to lead all new product initiatives for Sudafed, the division’s largest brand.
Master of Applied Statistics: Louisiana State University B.A. Business Administration and Management Science: California State University, San Bernardino
