Anthony James Piccolo
Product Analytics Manager
Career Experience
January 2022 - Present
MYOB, Cremorne, Victoria
Role: Product Analytics Manager
As I continued to show the value of Product Analytics in driving good decision making, the team expanded and I was promoted to a manager role. From here I hired 4 Product Analysts in the team, built out the functional home and created a hybrid embedded model for analysts to workin within our product and delivery teams. This role has allowed me to keep growing my technical capacity in delivering quality analytics and insights, but create a better data culture, coach, mentor and pair with the other analysts within the team. Some key highlights from my time in Product Analytics have been;
- Third party app marketplace recommendation engine, increasing attachment rates and overall reducing churn
- Working embedded with product and delivery team shipping a new inventory management feature
- Self employee onboarding feature via our partnership with Flare
- Cohort retention analyses and frequency insights - this overall assisted in validating product strategy
- Trial cancellation behaviour after implementing payment up-front / early-life of a trialist
- Helped validate and make product decisions by designing, and analysing various experiments
- Built Product Analytics function not limited to hiring of analysts, coaching, mentoring and overall strategy
September 2021 - January 2022
MYOB, Cremorne, Victoria
Role: Senior Product Analyst
After spending time in analytics within the Sales & Support function of the organisation, I moved to Product & Technology where I was the first Product Analyst hire. This role allowed me to take on more leadership responsibilities, work with a new set of stakeholders from product managers, developers and broader engineering teams who are shipping features. This gave me the chance to work through new and different problems, help shaping product strategy and helping teams make decisions based on insights from customers who engage with our products.
June 2021 - August 2021
MYOB, Cremorne, Victoria
Role: Senior Data Analyst
This role was a continuation of my work as a Digital Insights Analyst. After being promoted to a Senior, I took on more leadership responsibilities and played an active role in leading more projects.
May 2019 - June 2021
MYOB, Cremorne, Victoria
Role: Data Analyst
Working in the Digital Analytics team within Operations & Enablement at MYOB across SME, Enterprise, Practice & Financial Services. I support key stakeholders from acquisition teams with marketing analytics projects, to platform and other product lead teams to support the overall progression of analytics at MYOB to make better decisions that drive acquisition volume.
- Using AWS Athena, Snowflake and BigQuery for analysis and data manipulation
- Making use of event driven architecture (Segment) to create data pipelines to make analytics easier
- Creating Airflow DAGs to run on schedule and prep for presentation layer
- Writing complex queries/business logic in SQL. For example, lead journey to subscription
- Creating ETLs to send data between cloud services
- Experimentation from test design, methodology and reporting to drive subscription
- Develop analyses, tools and models to support marketing decision making
- DDA attribution modelling for marketing effectiveness
- Software engineering practices using git and clean code principles
October 2018 - May 2019
Country Road Group, Richmond, Victoria
Role: Group SEM Specialist
As the Group SEM Specialist I lead and executed the strategy for performance marketing activities across Country Road, Witchery, Mimco, Trenery and Politix. Grew the team to manage two direct reports and was responsible for driving increased revenue in a competitive e-commerce retail market with falling AOVs.
- Brand Paid Search randomised geo experiment design and implementation (GeoexperimentsResearch)
- Store Sales Direct Data (online member transactional data) - ad clicks to offline sales attribution
- Forecasting revenue from performance marketing (prophet R package)
January 2018 - September 2018
Country Road Group, Richmond, Victoria
Role: Group SEM Analyst
In my role as Group SEM Analyst I lead and executed the strategy for performance marketing activities across CRG brands. I had particular focus on acquisition via Paid Search channels and during my time in this position I worked with stakeholders from brands directly, publishers and our GA360 and GMP partners.
- Restructure of accounts to align with industry standards / best practice
- Performance reporting
- Naming conventions through standardised taxonomy
- Increased efficiency, transaction volume and improved ROAS
July 2017 - January 2018
Columbus Agency, South Melbourne, Victoria
Role: Performance Executive
Provided client service, implementation and strategic direction for BMW, MINI, UNIQLO and Porter Davis Paid Search accounts. Liaised with Google account managers to ensure the best outcomes for clients were being achieved. Worked with other agency partners and stakeholders to execute on campaigns across other channels. This might mean presenting a strategy to wider teams and responding to briefs.
January 2016 - June 2017
Columbus Agency, South Melbourne, Victoria
Role: Performance Analyst
Implementation and successful running of campaigns on SEM, Social Media, Display and YouTube channels. Worked primarily across the Federal Government media account, with specific focus on DFR (Defence Force Recruiting). Managed budgets of up to $4m per year in Paid Search for DFR to drive applications across all the major forces. Development and execution on major digital marketing Federal Government campaigns including the AEC (Federal Election 2016) from inception, to implementation and post campaign analysis.
Education
2015 - 2015
Swinburne University of Technology, Hawthorn, Victoria
Bachelor of Arts (Honours) Thesis: ‘Tweeting the News: The role of Australian Political Journalists using Twitter.’ My thesis tested the extent to which a sample of Australian political journalists were transforming traditional practices when using Twitter as a communicative medium or whether there was a process of normalisation. Over 8000 tweets were captured and analysed using DMI-TCAT.
2010 - 2012
Swinburne University of Technology, Hawthorn, Victoria
Bachelor of Arts (Journalism) Minor: Politics and Public Policy
Computing Stack / Tooling
- Analytics: Google Analytics
- Cloud: AWS, GCP
- Collection: Segment, Tag Manager
- Data Visualisation: Tableau, Data Studio, redash, superset, PowerBi
- Languages: R, Python, SQL (Athena/Presto, BigQuery, Snowflake), HTML, CSS
- ETL: Airflow, dbt
- Testing: Optimizely, Split
- CMS: Wordpress
- OS: Unix/Linux