Edward (Ned) Cullen My name is Edward Cullen and welcome to my little place on the web. For clarification this site has nothing to do with Stephanie Meyers, the Twilight series, the Twilight movie or vampires. Work My passion is using marketing mix modeling techniques to help companies measure and optimize the effectiveness of their marketing spend. By measuring the effectiveness of different marketing vehicles by product, country, region and business unit marketing leaders can now put spend in the most effective vehicles (DM, Events, etc). Additionally I have developed an optimization tool that can help determine where those dollar shifts should occur and predict the incremental revenue that can be achieved through this optimization. I spend most of my time during the day as a Database Marketing/CRM professional and have spent the last 3 years focused on developing a methodology for calculating Marketing ROI using a mathematical approach. This is beneficial for companies that do not have direct contact with a majority of their customer base. Methodology also includes a tool to help maximize return by optimizing your marketing spend by category (events, DM, Demand Gen, etc). Previous positions include rebuilding the Dell consumer catalog targeting model which lead to a 20% increase in response for the prospect catalog, 36% increase in response for the customer catalog and a 75% increase in response for individual email and direct mail tactics. While at Travelocity higher response rates and conversion were also seen and my team at IBM was included in the Peppers and Rodgers "1to1 Field book". Skills Over 15 years Direct/Datbase Marketing/CRM experience Over 20 years SAS experience Market Mix Modeling Marketing Automation expert Event triggered or state base marketing campaigns eMail campaigns with exceptional response rates Data Mining Customer segmentation for treatment of inbound calls Targeting of prospects for increased response rates Identifying and executing cross-sell campaigns for maximum effectiveness Merging of website data with tradition customer data Company experience includes: HP, Dell, Prodigy/AT&T, Travelocity, IBM, GodwinGroup, Tucson Electric Power, Houston Lighting & Power Education: BS Economics from Texas A&M University My LinkedIn profile is available here. Fun Two things occupy my free time, auto racing and music. On about 8 weekends a year you can find me racing my vintage Porsche 911 with either CVAR which is a Texas based vintage racing group or Porsche Club Racing. Most racing takes place in College Station, TX at Texas World Speedway with 2-3 races per year in the DFW area and the occasional race outside Texas. For more information on my car and racing activities visit CullenRacing.com. When I'm not racing I play in a local cover band called Roman Holiday which features rock and top 40 hits from the 80's to current. You can catch us live in Austin, Killeen, Temple, San Antonio and other towns in central Texas. Visit the band's myspace page here or my personal myspace page. I also have built and maintain a couple of website one of which is GrailTone.com which is all about getting good guitar tone. This site also hosts the official Randall Amplifiers official forum and the unofficial Mesa Boogie forum. Also have sites dedicated to EVH Gear and Tokai Guitars.