Elizabeth "Smalls" Eckels
  • Columbus,
  • Ohio,
  • United States
Member Since: 2016/02/11
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Total points1,400
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Professional Background
Analytics Consultant
Smalls Analytics & Team Demystified
April 2011 – Present
- Analytics lead at Google for Maps APIs
- Analytics consultant for DSW eCommerce
- Manage Smalls Analytics consultants to provide analytics expertise & support for Things Remembered, Oxo Good Grips, and Print Syndicate (LookHuman.com)
- Oversaw the enterprise analytics reimplementation of Pharmaceutical, Medical, and Corporate ordering and website platforms using Adobe SiteCatalyst/Analytics at Cardinal Health
- Provided ad-hoc and regular reporting for US Weekly, Rolling Stone, and other clients by utilizing data from Google Analytics and Performable platforms.
- Configured segments and profiles in Google Analytics to provide requested viewpoints
- Audited Google Analytics code to ensure tracking was implemented correctly
- Configured tracking using jQuery in the Performable platform in order to record specific success indicators
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Full Biography

Elizabeth Eckels, better known as "Smalls" within the Analytics industry, is known for efficiently driving data to be high quality and highly functional. Her valuable experience spans across sectors, with Analytics focused on Technology, Education, Media, Healthcare and very deep experience in Retail.

She is currently consulting for Google and DSW, both Fortune 1000 companies, through Team Demystified as part of Analytics Demystified, Inc. Her company, Smalls Analytics, LLC, is focused on developing and providing best-in-class analytics for clients and has provided services for Google, DSW, Cardinal Health (Fortune 26), Things Remembered, Print Syndicate, Oxo GoodGrips, TireDiscounters, Donato's Pizza, and Homage.

Formerly a senior level Analyst at Abercrombie & Fitch, Elizabeth was responsible for managing analytics projects from inception of the business questions to sharing the story of the data, contributing to the growth and development of the analytics team, supporting CRM and testing initiatives, and managing a team member whose focus is on Social & Mobile Apps.

Elizabeth is the winner of the Digital Analytics Association "Rising Star" award (2013) and has been an active member in the local analytics community by mentoring students. Additionally, she is an evangelist of the Analysis Exchange to promote growth of both analysts and seasoned practitioners to support non-profit needs. She has been speaker & moderator at eMetrics and Accelerate, and regularly contributes to online conversations about Digital Analytics via @SmallsMeasures on Twitter.

Specialties: Information Design, Adobe Omniture SiteCatalyst, Discover, DataWarehouse, ReportBuilder, Microsoft Excel, Google Analytics, Apple iWork Pages & Keynote, Process development & documentation

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