Kevin Rounsley, PhD

LinkedIn commissioned me to provide an in-depth analysis of their data and write a white paper, providing a per-country analysis that calls out key industry and country differences. I leveraged data to understand how to reach and engage the audience and how digital platforms are used and have sales influence for buyers and decision-makers.

Our key findings answered the following per country:
• Who were the key buying decision-makers, i.e., their job title and age demographic, and their role: decision maker, influencer, recommender, or approver?
• How many were involved in the buying decision?
• How long did it take to complete the buying process, including awareness, research, consideration, and negotiation?
• What time of year is the decision to purchase most likely made?
• Which product and service categories were they involved in purchasing?
• How were digital channels used for both awareness and research?
• Which channels were used for each of those steps?
• What topics did they find most useful, and what were the most important factors influencing their decisions?

Together with an in-depth strategic white paper, we also produced a summary sheet with insights, recommendations, and best practices for each country.

Issued annually by Screen Australia for the past 34 years, the drama report covers the production of feature films, TV dramas, and narrative online content by financial year. The report incorporates data gathered through surveys and publicly available sources to provide a holistic view of drama production activity in Australia and is presented for the past five years.

I led the transformation from the existing Excel spreadsheets and PDF reports to website publishing with embedded Power BI interactive dashboards. This involved two key skill sets:

1. Stakeholder management and communication with the report, design, data, and web teams.
2. Data analytics, data visualization, insights and analysis, dashboard design, and Power BI data layer building.

The final result was a web-based report driven by a comprehensive and detailed Power BI data layer and dashboard consisting of 42 pages and 60+ interactive charts and visualizations.

The report was integrated into a webpage narrative that Screen Australia's stakeholders could explore and deep-dive into based on their interests. In addition, we created a traditional PDF version, an executive summary, and a dashboard user guide.

As part of the leadership team at Digivizer, I leveraged my data and marketing expertise to help design and build a digital marketing insights platform.

My role involved:
• Selecting key campaign performance metrics for all owned, earned, paid, search, and website platforms, including TikTok, YouTube, LinkedIn, Meta: Instagram and Facebook, X-Twitter, Meta Ads, X Ads, Amazon Ads, TikTok Ads, Microsoft Ads, Google Analytics, and Google Search Console.
• Designing interactive UX, charts, display, and data visualization elements and extensively testing the software to ensure it provided users with a clear, concise picture of the position of their brands and campaigns in the social and digital media space.

To achieve success, key stakeholder collaborations included:
• Teaming with social, search, and paid specialists, understanding their goals and measures of success.
• Integrating with the developer team to understand the data integration and software pipeline and guide development, including elements like API access, payment gateways, chatbot integration, and automated insight reporting.
• Collaborating with the CEO and growth team to build a product marketing and lead generation funnel—achieving thousands of active users.