Adam Haber
Verified Expert in Marketing
Marketing Expert
Los Angeles, CA, United States
Toptal member since September 26, 2024
Adam is an accomplished digital analytics and conversion rate optimization (CRO) expert with 20 years of experience in B2C and B2B environments. His core strengths include tag management, data analysis, data visualization, reporting, and A/B and multivariate testing. Throughout his career, Adam's work has produced tens of millions of dollars in incremental revenue and cost savings—along with countless insights and innovations—for leading companies across various industries.
Expertise
- A/B Testing
- Conversion Rate Optimization (CRO)
- Data Visualization
- Google Analytics
- Google Tag Manager
- Optimizely
- Statistical Analysis
- Web Analytics
Work Experience
Founder & CEO
Boost Analytix
- Launched a boutique consultancy specializing in web analytics and CRO.
- Ranked consistently in the top 3% of an estimated 12 million active members on the world's largest freelancing platform.
- Completed 75+ client engagements while maintaining a 100% job success score for five years.
- Enabled startups, entrepreneurs, SMBs, and large enterprises to better track and understand the behavior of their online visitors, find hidden patterns and actionable insights in their digital data, and maximize the performance of their ad campaigns.
- Performed A/B and multivariate tests that drove user engagement, increased revenue, and maximized ROI.
Digital Analytics Manager
Viking Cruises
- Conducted forms-related tests that boosted quote submissions by 2.3x, worth an estimated $2.6 million annually.
- Executed an email signup test, increasing form completions by 105% and reducing bounce rates by 16%.
- Leveraged visitor stitching technology to connect anonymous site visits with offline passenger booking data.
- Led the implementation of an enterprise-level tag management system and modernized the company's fragmented data collection framework.
Web Analytics Manager
TOMS
- Directed a successful web analytics and testing program for seven eCommerce sites in North America and Europe.
- Built a profitable testing ecosystem from the ground up, generating $15+ million in incremental revenue.
- Implemented and maintained the company's first automated, dynamic product recommendations engine.
- Reduced cart abandonment by 59% and recovered around $20,000 in daily lost revenue by performing a checkout analysis that revealed payment errors on several EMEA sites.
- Increased revenue per visitor by 12% for men's and kids' segments through a gender-based targeting and personalization campaign.
Senior Marketing Analytics Project Manager
Kaiser Permanente
- Managed complex analytic projects for the country's largest nonprofit healthcare plan, serving 9.3 million members in seven regions.
- Leveraged various quantitative and qualitative methods—such as logistic regression, discriminant analysis, ARIMA modeling, and surveys—to understand and predict customer behavior.
- Increased conversions by 125% through Yahoo! rich ad tests.
- Reduced the cost per application by 40% through a Google Ads test.
- Grew online apps by 25% through a multivariate landing page test.
- Boosted individual and family plan sales in Georgia by 400% through a customer acquisition model.
- Improved the ability to target profitable, "at-risk" accounts by 280% through member termination and lifetime value models.
- Lifted response and conversion rates by 250-425% through direct mail targeting models.
- Launched a database marketing program in six new regions under a national shared services initiative.
- Provided consulting and subject matter expertise on a $50 million data warehouse initiative.
Project History
CRO Program for a Global Footwear & Apparel Brand
https://www.toms.com/Built a highly successful testing and optimization program for TOMS Shoes, a leader in the sustainable giving space and pioneer of the "one for one" business model.
I led a cross-functional team comprised of marketers, merchandisers, UI/UX designers, content producers, developers and other subject matter experts. I prioritized test concepts and developed a quarterly optimization roadmap. I framed measurable hypotheses, designed and executed A/B and multivariate tests, and presented key findings and recommendations to internal and external stakeholders. Over three years, I conducted over 250 experiments and generated $15 million in incremental profit.
CRO Program for a Luxury Cruise Line
https://www.youtube.com/watch?v=7KJlFxqOOi8Developed a cutting-edge testing and optimization ecosystem for Viking, an award-winning Norwegian cruise line offering river and ocean voyages on all seven continents.
I built a robust, scalable, and highly effective CRO infrastructure to guide website optimization efforts. I conceived, executed, and analyzed dozens of controlled experiments aimed at boosting conversion rates. One of the program’s most notable “winners” increased quote requests by 300% and generated a projected revenue of between $4.2 million and $5.8 million.
Digital Analytics Transformation for a Leading Professional Development Organization
https://www.ccl.org/Spearheaded a multi-year, multi-agency initiative designed to streamline and improve the web analytics ecosystem at the Center for Creative Leadership (CCL), one of the world's top providers of leadership development training and education materials.
I overhauled the entire digital analytics infrastructure from the ground up. I transitioned the company from an outdated and problematic setup based on Universal Analytics, a 10-year-old platform, and hardcoded pixels to a modern, flexible, and scalable architecture built on Google Analytics 4, Google Tag Manager, Big Query, and Looker Studio. These efforts resulted in a vastly improved tagging framework, more accurate and reliable data, better reporting, and deeper insights.
Education
Master's Degree (Graduate Fellow) in Public Policy
University of California Los Angeles (UCLA) - Los Angeles, CA, USA
Bachelor's Degree (Regents Scholar) in Political Science
University of California San Diego (UCSD) - San Diego, CA, USA
Certifications
Google Analytics Individual Qualification (GAIQ)
Google Skillshop
Award of Achievement in Digital Analytics
University of British Columbia (UBC)
Skills
Core
Google Tag Manager, A/B Testing, Conversion Rate Optimization (CRO), Marketing Analytics, Funnel Marketing, Google Ads, Digital Marketing, LinkedIn Ads
Platforms & Tools
Google Analytics, Google Analytics 4 (GA4), Google Analytics 360, Looker Studio, Crazy Egg, Tealium, R, HubSpot
Technical
Google Search Console, JavaScript, CSS, HTML
Other
Adobe Analytics, Statistical Analysis, Google Optimize, Web Analytics, Website Optimization, Data Visualization, Data Analysis, Multivariate Testing, Digital, Analytics, Audits, Dashboards, Visual Website Optimizer, Optimizely, Adobe Target, Hotjar, VWO, eCommerce, Microsoft Clarity, Adobe Launch, Monetate, Tableau, Microsoft Power BI, Webtrends, SAS, SPSS, Minitab, SAP BusinessObjects (BO), Unbounce, Economics, Econometrics, Data Science, WooCommerce, jQuery, Software Development
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