Dan Linton

Current

• Marketing Science Director at Critical Mass

Past

• Senior Web Metrics Reporting Analyst at TELUS Communications
• Web Marketing Specialist at Sauder School of Business (contract) at University of British Columbia
• Internet Marketing Manager (contract) at Terasen Gas

• Director of Marketing - Hospitality (Hcareers) at onTargetjobs
• Manager Marketing and Communications at Hcareers
• Senior Web Analyst (Contract) at Shaw Communications Inc.
• Marketing Manager at World Web Technologies Hotel / Hospitality Internet and Software Company
• Director of Sales and Marketing at 5 Calgary Downtown Suites Hotel and Spa
• Marketing & Communications Manager at CipherSoft

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6 more...

Education

• University of California, Irvine
• The University of British Columbia
• Red Deer College

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Recommended

15 people have recommended Dan

Connections

164 connections

Industry

Marketing and Advertising

Websites

• My Visual CV (more detailed)
• My Blog
• Twitter

Dan Linton’s Summary

As a successful Web Analyst and Web Marketing strategist, I have an extensive arsenal of online marketing capabilities and technical knowledge, as well as a passion for leveraging analytics in driving high performance web strategies. I have utilized advanced cross-channel analytics strategies and segmentation to promote engaging and optimized web experiences for a wide variety of sites and projects including product launches, online advertising, landing pages, email campaigns, search, as well as usability testing of existing and new site features. Additionally, I specialize in combining web analytics and other business intelligence resources to drive overall corporate strategies in the areas of sales, customer service and more.

My expert knowledge of leading web analytics and web measurement tools includes Omniture, WebTrends, Google Analytics, OpinionLab, Mobilytics, TeaLeaf, ForeSee and many others. I have hands-on experience in project managing the implementation, combining and data mining of these and other web technologies. My experience with BI tools such as Cognos allows me to leverage data from other sources to deliver actionable business recommendations. Work on several Web Analytics Association committees keeps me on the leading edge of the online measurement industry.

Dan Linton’s Specialties:

Web Analytics, Web Intelligence, eMarketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM), PPC Management, brand development, ad creation, website development, media buys, strategic planning, software marketing, HTML, search engine marketing, Omniture SiteCatalyst, WebTrends, Google Analytics Individual Qualification, data warehousing, business intelligence, dimensional modeling, lifecyle marketing, email marketing

Dan Linton’s Experience

• Marketing Science Director

  Critical Mass

  (Privately Held; Marketing and Advertising industry)

  November 2009 — Present (2 months)

  Leading the analytics team managing the website of one of the largest automotive manufacturers in the world.
  
  Key Activities: Build relationships within the client organization and become a trusted advisor in the area of Marketing Science / Web Analytics, organic account growth, strategy development, technology evaluation and implementation, education and building a culture of measurement for client and internal teams, budgets and estimating, team growth and retention.
  
  *Drove web analytics and intelligence strategies and implementation for global brands.
  *Successfully managed the agency analytics team with their largest clients and deployed ne measurement methods.
  *Engaged new processes which resulted in 100% tagging verification, leading to shortened deployment cycles.
  *Developed all new measurement strategy for the launch of an industry-changing electric vehicle.

• Senior Web Metrics Reporting Analyst

  TELUS Communications

  (Public Company; T; Telecommunications industry)

  July 2009 — October 2009 (4 months)

  Main web analytics resource and multi-channel intelligence evangelist for one of Canada's largest telecommunications companies.
  
  Key activities: strategic web improvement recommendations, Omniture SiteCatalyst implementation customization, automated reporting, executive dashboards, continuous improvement process driver, ad hoc analysis, voice of customer implementation, multi-channel virtual team management.
  
  * Developed and manage a virtual multi-channel intelligence team to provide actionable data and recommendations for initiatives across the organization.
  * Drive the continuous improvement process by delivering actionable insights into web traffic data from a variety of sources including web analytics, business intelligence, operations, marketing and more.
  * Act as the company champion and expert in web analytics and web data insight.
  * Assist in advanced customizations and the combination of other company data for even greater insight into the customer experience.
  * Produce a wide variety of scheduled and ad hoc reports combined with actionable intelligence, co-ordinating data from multiple sources and systems.

• Web Marketing Specialist at Sauder School of Business (contract)

  University of British Columbia

  (Educational Institution; Higher Education industry)

  March 2009 — July 2009 (5 months)

  Primary driver for web analytics, e-marketing and email strategy at Canada's leading academic business school.
  
  Key activities: strategic web and online marketing planning, online advertising, web analytics, SEO, SEM, brand identity, website content and design, newsletters and e-blasts.
  
  * Implemented advanced web analytics tagging strategy to significantly improve metrics reporting.
  * Engaged continuous improvement processes on website and e-marketing activities.
  * Project managed and implemented new school-wide e-newsletter and e-blast system.

• Internet Marketing Manager (contract)

  Terasen Gas

  (Public Company; Utilities industry)

  January 2009 — March 2009 (3 months)

  Key position in website analytics, evolution and development BCs natural gas utility.
  
  Key activities: content management, web analytics reporting evolution, web project management, web marketing, usability.
  
  * Evolved the SiteCatalyst implementation for full automation, freeing more time for analysis and site evolution.
  * Enhanced site content strategy and created a new site experience for visiting customers.
  * Project managed the development of an all new home page with internal stakeholders and external agencies.

• Director of Marketing - Hospitality (Hcareers)

  onTargetjobs

  (Online Media industry)

  October 2008 — December 2008 (3 months)

  Focal point for all marketing activities. Proactively create, drive and manage the marketing department’s projects and resources to achieve website and corporate goals, with a particular focus on leveraging web analytics to improve processes and results.
  
  Key activities: strategic marketing and advertising planning, sales support, web analytics for continuous improvement, SEM, brand identity, overall website evolution planning, traffic partners, ROI and fiscal responsibility, client research and personas, tradeshows.
  
  * Performance managed a cross-functional marketing team for all activities including web analytics, email marketing, public relations, training development, sales tools, customer and job seeker experience etc.
  * Developed a strategic advertising product marketing plan which tripled previous sales numbers with a heavy emphasis on sales force education and resources.
  * Re-focused company culture towards data driven decision making by incorporating analytics and customer data into win/loss analysis, retention and up-sell strategies, lifecycle marketing programs, and special marketing projects.

• Manager Marketing and Communications

  Hcareers

  (Privately Held; Online Media industry)

  May 2008 — October 2008 (6 months)

  Promoted to Director, see above.
  
  * Project Managed all marketing department functions.
  * Manage marketing activities that directly support sales and revenue growth while acting as the Client and Job Seeker advocate.
  * Responsible for traffic partner and web analytics functions, and championing improvements and ROI.

• Senior Web Analyst (Contract)

  Shaw Communications Inc.

  (Public Company; SJR-B; Telecommunications industry)

  August 2007 — April 2008 (9 months)

  Responsible for developing and implementing full web analytics program on all Shaw web properties as well as developing and delivering dashboards, scorecards, and ongoing insights to key personnel and departments.
  
  Key activities: web analytics implementation and customization, marketing campaign tracking and optimization, A/B and multi-variant testing, usability testing, custom and ad-hoc reporting, executive dashboards
  
  * Cultivated a data-driven culture and focused on delivering actionable insights to a wide variety of key business stakeholders, not just data.
  * Wielded a variety of data tools to achieve specific web improvements, including WebTrends, OpinionLab, TeaLeaf and others.
  * Significantly improved conversions by initiating advanced campaign tracking and ROI analysis for email and web marketing spends.

• Marketing Manager

  World Web Technologies Hotel / Hospitality Internet and Software Company

  (Internet industry)

  December 2006 — August 2007 (9 months)

  Managed all marketing efforts for Canada’s largest Travel Portal site.
  
  Key Activities: strategic marketing plan development, search engine optimization, online and traditional advertising, email marketing, pay-per-click campaigns, trade shows, online software demonstrations and e-learning, website development, search engine marketing, SEO, web analytics, blogging, creative development.
  
  * Drove hundreds of leads into the sales pipeline by designing, writing and implementing an informative newsletter on topics of interest to World Web's corporate audience.
  * Scripted, produced, and directed Web 2.0 Videos like WebRezPro and ActivityEngine to engage prospects in the company's products and services.
  * Crafted powerful custom e-Learning modules which successfully engaged users of the targeted software and freed the developers time from answering basic questions to enhance the product instead.

• Director of Sales and Marketing

  5 Calgary Downtown Suites Hotel and Spa

  (Hospitality industry)

  October 2005 — December 2006 (1 year 3 months)

  Created the marketing and sales revolution of an emerging downtown Calgary boutique hotel.
  
  Key Activities: strategic marketing plans and budgets, website development and optimization, web analytics, advertising, brand development, Internet and email marketing, promotional campaigns, sales department training, public relations, customer database management, competition tracking, collateral and creative development.
  
  * Redeveloped website from scratch with web analytics and a strong SEO strategy which increased web booking revenue by 170%.
  * Brought to life a highly successful public transit ad campaign and created original food and beverage advertising which not only drove significant levels of new revenue but also won first place for creative design in the 2006 Alberta Restaurant and Foodservices Association Marketing Awards.
  * Lead sales and marketing teams to achieve and exceed hotel revenue goals utilizing business development models while implementing highly successful marketing and pricing strategies.

• Marketing & Communications Manager

  CipherSoft

  (Computer Software industry)

  March 2005 — October 2005 (8 months)

  Led an emerging software company to e-marketing success.
  
  Key activities: strategic marketing, website development and analytics, search engine optimization, trade shows, online webinars and communications, email marketing, collateral and creative development, training.
  
  * Authored and developed whole new levels of web content to attract potential clients, greatly improve online communications and achieve top ranking on search engines.
  * Created web based on-demand and live presentations which greatly increased interest in products as well as freed significant time for sales to pursue live leads rather than prospecting.
  * Managed all trade show appearances and speaking opportunities including JavaOne and Oracle Open World.

Dan Linton’s Education

• University of California, Irvine

  Certificate in Web Intelligence , Web Intelligence, Business Intelligence, Project Management, Data Warehousing , 2008 — 2008

  Graduated March 2009

• The University of British Columbia

  Award of Achievement in Web Analytics , Web Analytics , 2007 — 2008

• Red Deer College

  General and Applied Sciences 1989 — 1993

Additional Information

Dan Linton’s Websites:

• My Visual CV (more detailed)
• My Blog
• Twitter

Dan Linton’s Interests:

Web analytics, web intelligence, internet technology, search engine optimization, search engine marketing, HTML, travel, hotels, hospitality, software, martial arts, cycling, fitness

Dan Linton’s Groups:

Web Analytics Association Member
Web Analytics Association Research Committee
Web Analytics Association Standards Committee
Web Analytics Association Education Committee

•    Executive Suite
•    Web Analytics Demystified
•    Online Marketing, Web Analytics, and E-commerce Group -- WebAnalysts.Info
•    International Internet Marketing Association
•    UCI Alumni
•    DataShaping Advanced Analytics
•    Web Analytics Association
•    eMarketing Association Network
•    Online Advertising Professionals
•    Web Analytics Professionals (+5000 web analytics members) Join now!
•    University of British Columbia (UBC) Alumni
•    Calgary Ad Club
•    Omniture Users Group
•    RDC Alumni
•    Online Media Jobs -- Work in Internet Marketing, E-business, Web Analytics, etc.
•    PPC Pros Canada
•    Web Intelligence Insight
•    University & College Admissions - Thought plus Technology
•    Canadian Social Media Professionals & Enthusiasts
•    Web 2.0 Marketing Group

Dan Linton’s Honors:

Google Analytics Individual Qualification
Google AdWords Qualified Individual
Alberta Restaurant and Foodservices Association 2005 In-house Marketing Award

Dan Linton’s Contact Settings

Interested In:

• career opportunities
• consulting offers
• new ventures
• expertise requests
• business deals
• reference requests
• getting back in touch