I'm Raleigh Gresham.
I'm an analytics leader working on creative ways to differentiate brands. I believe most of them should be asking for more from their customer data.
My Point of View: What you know about your customers should be bringing your brand to life in meaningfully personal ways. Your customer data should mean the end of robotic marketing automation and "same suit, different tie" content. It should drive un-copyable tactics built around your unique blend of brand, product and service. Customer knowledge should make gratitude and relationships the bedrock of your long-term strategies.
Check out some of the things I've published. →I help brands curate and use insights about their customers. My average project impact is +3.5% ROI for every data point I help someone put to use.
This has given me the chance to partner with some great brands and I've been able to lead and work with some really amazing people.
Let's figure out how to get the most from what you know about your customers.
Email me: raleigh.gresham[at]gmail.com
Some of the things I've written:
For most of us, Steve Jobs is not going to be in our office later to fight for and demand game changing ideas.
Welcome to the age of the algorithm-native. In return for their data, consumers expect brands to be using their information in ways the consumer benefits from.
Data users tend to polarize. They don't create things that everyone agrees with or likes.
A data-first approach to innovation. Use this framework to sketch a low-fi version of products or services that can be built on top of your data.
My portfolio of impacts:
27% lost-revenue avoidance per treated customer
Index for tracking and responding to a customer's shifting engagement with a brand or product over time.
+27% campaign participation; +$273 in incremental revenue per treated customer.
Propensity score for a customer's likelihood to 'seek out' a brand or product.
+$112 incremental revneue in need markets per treated customer.
Index for how influential an individual customer's behavior is to an organization's core measure(s) of strategic success.
+17% overall satisfaction; +37% likelihood to repurchase.
Operational improvement themes, mined from customer surveys, delivered to local sales and 'in-store' teams through a simple mobile app.
+11.5 points to net-promoter score.
Analytically recommended conversation starters delivered via email to front desk staff for use in personalization at guest check-in.
+36% in campaign ROI over previous years.
Just-in-time segmentation and clustering, delivered via a web app for use by tactical marketing teams in 'surprise and delight' campaigns.
+29% enrollment rate in treated group.
Non-traditional thank you gifts sent to business travelers who were not memebers of the loyalty program during a stay in a hotel.
94% of treated customers are now in high value segment; +$1,700 annual value per treated customer.
Merge of summarized social media activity and customer profiles to gift high value potential customers with an over-the-top professional sports experience based on their team of interest.
3 to 1 repeat stays in treated group; +$2,300 incremental revenue per returning customer.
First time, high-value-target guests who had checked in for a stay longer than three weeks were sent a gift box of items selected from their home city.
My resume:
| Leadership Experience |
|---|
| Building and leading marketing teams that align CRM, analytics and marketing automation platforms to convert data into loyalty and marketing tactics that maximize effectiveness and incrementality. |
| Leading analytics based process improvement efforts across the revenue cycle ecosystems of major health systems. |
| Leading customer analytics driven product development programs that feed marketing and loyalty tactics to brand, loyalty, content and martech teams. |
| Core Expertise |
|---|
| Driving the technical, analytical and business aspects of harnessing complex marketing ecosystems that have their foundation in data and analytics. |
| Communicating the output of complex analytics systems and models with a design-minded approach to leveraging data journalism and best practice data visualization techniques. |
| Strong consulting acumen with a track record of effective systems based problem solving across sales, marketing, loyalty, branding, product development, operations, legal, and finance. |
| Customer Data Integration and Activation. |
|---|
| Leading the alignment of marketing automation and CRM platforms to execute account based B2B content and channel strategies. |
| Developing CRM expansion strategies based on proprietary audit and assessment technique. |
Expanding customer insights and knowledge through:
|
| Designing tools and processes that ensure the right customer insights are in the right place at the right time. |
| Instituting customer value modeling, monitoring and actioning in marketing ecosystems. |
| Developing self-correcting customer engagement and content strategies, based on attribution modeling and test-measure-learn loops. |
| Leveraging customer insights and CRM data in long-range planning. |
| CRM, Profile Management & Marketing Automation |
|---|
| Salesforce Ecosystem |
| Adobe Ecosystem |
| Google Marketing Ecosystem |
| LiveRamp |
| Signal |
| MailChimp |
| Terminus |
| Data Carpentry and Analysis |
|---|
| AWS Ecosystem |
| Python Machine and Deep Learning Ecosystem |
| SQL-based management with MySQL & PostgreSQL |
| Tableau |
| Content Strategy and Digital Marketing |
|---|
| Account based marketing |
| Personalization in content arc development |
| Google Advertising Ecosystem (including Google Analytics) |
| Facebook Advertising Ecosystem |
| SEO strategy development |
| General Web Development |
|---|
| HTML+CSS |
| JavaScript |
| WordPress |
| Bootstrap |
Some really nice things people have said:
Having had the chance to work with Raleigh Gresham in business and serving together with a nonprofit, I can say definitively that he is in the top tier of humans I know. He's the rare blend of a strategic thinker who will roll his sleeves up and do the work, all the while positively impacting everyone around him.
What you'll find about Raleigh is that he is one of the few people that can balance good nature and team first attitude along with delivering results. His background in analytics and penchant for creating good content made him the kind of partner that wants to see work that grabs attention along with the results that warrant the investment.
Raleigh is a natural leader and I’ve seen first-hand how effortless it is for him to win the respect of others around him with not just his intelligence, but his very human approach to the workplace. I’ve yet to come across anyone who invests as much time in their people as Raleigh.
If you want to see your customer data move from being stuck in reports and presentations to being the driver behind your products or services, get Raleigh involved.
Raleigh is one of the most creative thinkers I’ve worked with over the years. Raleigh’s ingenuity, inventiveness, and unconventional thinking are all reasons why he has been so successful throughout his career.
Raleigh has been a great strategic partner with BI to help organize revenue cycle analytics. We have made tremendous progress towards standardizing reporting and improving project intake & delivery under his leadership.
Excellent communication skills and very articulate. Data curious and knows how to employ the challenge process to strengthen strategies and presentations.
Raleigh is a dedicated and talented professional who possesses a tremendous amount of knowledge and insight in numerous areas. He is a team player who collaborates well with others to solve problems. He would be a valuable asset to any organization.