I am interested in web analytics, improving marketing effectiveness and business intelligence.

Based in London, England, I am heading up web analytics with Rightmove. Rightmove is the UK’s largest online property website and the 10th largest website in the UK (in terms of pages served from the UK). That means their site has more traffic than sites such as the BBC, Autotrader, Tesco, and Lastminute. Over 75% of all estate agents, lettings agents and property developers in the country advertise all their properties on the site and the company has transformed from a small privately-owned start-up to a FTSE 250 company in just 6 years.

Previously, I have worked as a web analyst and online marketing strategist for clients such as Saab, BBT (global recruitment agency), Powwownow (Skype competitor) and London Stock Exchange. Ten years experience in  increasingly more challenging roles developing web analytics and online marketing services, providing the commercial realities behind client online marketing performance and improving overall website and marketing performance.

Web analytics from a business strategic perspective used to drive increased revenue, better business decisions and increase conversion rates. Analyze website data and online marketing campaigns, test and optimise different web page designs (multi-variate testing) and optimise marketing campaigns to drive increases in the conversion rate and ultimately the bottom line for clients. Analysis and judgement to all aspects of the strategic development of the interactive business. Close direct liaison with internal developers on specification, implementation and refinement of sites and tracking and implementation of page naming and tagging conventions.

I am half English and half Colombian (hispanic that’s right) and was brought up here in London. However, I have also lived in Paris, Colombia, Costa Rica and more recently New York for 2 years 99-01 where I founded a dot com with funding from IBM. Qualified anthropologist (wasn’t it Berners-Lee who said the internet was the largest anthropological experiment the world has ever seen?), web marketer and strategist.

If you’d like to get in touch, please drop me an email on blog at marianina dot com or hopefully see you at the next web analytics wednesday or emetrics conference. Or get in touch via the Web Analytics Association (WAA) where I am a committee member.