Trace Johnson

In order to ensure that our paid social media clients could increase their understanding of their customer bases and improve personalization models, I worked with our head of data science to design, develop, and launch a product that:
• Onboarded a first-party CRM and transaction data
• Appended third-party data
• Built a single view of the best customer analytics model and report
• Ran our own lookalike modeling
• Instantiate audiences to paid social media platforms

Our launch brands included Capital One, Stitchfix, and Williams-Sonoma.

The product now represents the core of SocialCode to its brands.

Endeavor sought to understand and collect its consumer data assets from across the websites and properties it owns and operates. The CDP project has included the collection of data from across Endeavor. The CDP team stood up a set of streaming analytics, data pipeline, and transformation capabilities to populate a combined data warehouse. That data warehouse has been used by Product Insights to provide visibility into the performance of its various businesses as well as to power a set of data products that are and will be utilized by sales organizations and digital experiences across the company.

I started working with Endeavor in January of 2020, though the CDP formally began working in August of 2020. The first properties started utilizing analytics by October of 2020, and the first data product was published into the visualization tool for the Super Bowl mobile site in February 2021.

The CDP team I managed built utilities, APIs, and data services, and provides access to stakeholder clients across Endeavor. The CDP team has built an infrastructure that leverages the Endeavor email to access tools from transformation pipelines to visualization applications.

We have consumed data and provided services to 15 properties.

LivingSocial launched the Escapes business on its core Deals platform with a similar model. Dateless vouchers would be purchased, and then purchasers would call the front desk of the contracted bed and breakfasts to select their dates.

The company wanted to move upmarket to larger hotels and compete with Groupon, which required selling dated hotel inventory.

After testing the demand for this product through a series of MVPs, I led an RFP and vendor selection for a SaaS inventory solution. We then built:
• A standalone travel service to connect to multiple sources of travel supply (wholesalers, Priceline retail inventory, channel managers, and direct connects)
• Front-end search and booking experience
• Automated landing pages
• Authorization, book capture checkout process by leveraging single-use credit cards to book Priceline affiliate inventory
• Content management system
• Customer support system
• AP/AR accounting

When travel was deprioritized, the platform remained in operation, booking hundreds of thousands of dollars worth of travel every day with less than an hour of support per month.