James Dutton

A highly skilled Digital Marketing & Strategy Consultant with 10 years experience creating data driven, insightful and award winning global and regional marketing and digital media strategies for major global brands in Asia, Europe & North America.

Download James Dutton's CV here

CAPABILITIES:

Ability to think laterally and find solutions to marketing problems.
Formulate data driven marketing and communication strategies.
Excellent presentation skills, with a special ability at communicating complex ideas.
Capability of consuming large volumes of customer data and insights, and translating that information into relationship programmes.
Thought leadership in web analytics.
Passionate about emerging media and the effect of channel divergence on customer relationship metrics.
Experienced business consultant, with senior partner relationships with Atlas, DoubleClick, MSN, Yahoo, Google, WebSideStory, Epsilon Interactive across Asia Pacific & North America.

CAREER HIGHLIGHTS

Developed a heuristics based customer segmentation model for SME’s in Singapore for the creation of messaging and communication strategies in readiness for the launch of MSN AdCenter.
Strategy lead on winning pitch for global Nokia 'find and compare' business, to create a new tool for product comparison.
Managed all web analytics and Omniture SiteCatalyst projects for HP’s IPG businesses in Asia.
Presentated at DoubleClick Rich Media seminar, discussing the opportunities for rich media advertising in a fragmented and evolving media landscape.
Carried out specialist media analysis projects in Japan and Korea for HP IPG & Corporate marketing groups to assess media effectiveness and to deliver insights into digital advertising ROI models.
Presented at Singapore Marketing Magazine Peer Lunch briefing (blog entry here).

Conceptualised a branching survey tool that functioned as an ‘online consultant’ for Cisco that simultaneously gathered prospect qualification data for the client that funnelled responses to various CRM channels while delivering an intelligent automated consultancy service to their SMB prospects.
Developed the digital media strategy for the HP Photosmart 8750 that was the first use of DoubleClick Motif technology for a technology brand in Asia (Dart Motif Case Study here). The ad units received a 9.6% interaction rate with an average of 74 seconds brand interaction time per user. The campaign was voted the best in show winner for the DM Asia awards 2005.
Created an online survey strategy for HP Asia that combined global TCE (Total Customer Experience) metrics with site usability, propensity to buy and satisfaction metrics that allowed a detailed site improvement programme to be launched across Asia.
Created processes for HP to manage regional agencies via development of business metrics for campaigns, and ensuring consistencies amongst partners when presenting end of campaign reports.
Management of SE Asia search advertising for Nokia Asia.

Moved from AKQA London to XM Asia Pacific, Singapore.
Setup and grew the Analytics & Insight practice regionally for XM Asia focussing on web analytics, online advertising, csutomer research and strategic planning.
Introduced Nokia Asia to online advertising, by means of a brand test campaign to determine channel and placement efficiencies and response across key Asian markets. Have subsequently taken ownership of regional online advertising for Nokia Asia.
Developed and managed the HP Science of Printing (Singapore Site) campaign framework, introducing HP to Web Analytics and frameworks for ensuring campaign effectiveness met via definition of correct business metrics.

Through bespoke customer journey tracking was able to optimise the customer sales journey of the Orange Store incrementally over 6 months, increasing overall customer satisfaction and sales conversion.
Managed the online advertising campaigns and strategy for the Jo Malone store (an Estee Lauder company). In the run up to the Christmas period 2003 internet inventories were so low that additional inventory from warehouses was brought in to meet demand.

Introduced Search Engine Advertising to Sainsbury's in the period shortly after the launch of SainsburysToYou (their Online Store platform). Exceeded clients customer acquisition costs by over 300%, and helped Sainsbury's grow their customer base at a higher than expected possible rate.
Developed an launched a flash generator based promotions tool with conversion based analytics and real time optimisation for the homepage of Lunn Poly UK (a TUI company)

Launch of AKQA Analyst 2.0 - a rich media online advertising solution proprietary to AKQA that enabled highly specialised advertising campaigns to be programmed and run from within the agency.
Started on a programme to migrate the Analyst solution away from pure adserving, into a revolutionary 1x1 pixel tracking and analytics solution for clients who needed specific microsite and campaign tracking. This new means of tracking websites was later to be adopted by Websidestory and Omniture at an enterprise level.

Launch of Expedia Valentines Campaign. An online advertising campaign where macromedia generator enabled real time data to be pulled into banners to stream real time offers and prices to customers.

Moved from Eqos Systems to AKQA London
Part of the Microsoft Newsletter team, driven with the goal of creating an api driven tracking solution so that Microsoft were able to track click-throughs, opens from their emerging email communications division. The solution was later to become a component of the AKQA Analyst solution later offered to all clients.

1998

Started work in digital media and technology after 12 months initially working in legal practice following graudation from University of Newcastle-upon-Tyne with BA(hons) Town Planning and DipTP(merit) European Planning [Universitat Dortmund]

CURRENT ROLE

Company - OgilvyOne
Location - New York, USA
Job Title - Partner, Associate Director, Web Analytics
Start Date - January 2007 - Present
Key Clients - SixFlags, Cisco, IBM, TimeWarnerCable, Investools, TDAmeritrade
Main Responsbilities - Web Analytics Practice leader for North America, with strategic leadership on tracking, testing, analysis and content delivery for major US clients. Thought leader for digital media analytics within OgilvyOne NY and across Ogilvy & Mather NY - work includes adding Ogilvy to Web Analytics Association and developing white paper content for knowledge management system, developing web analytics process documentation for strategy, planning, engineering and rich media teams.

PREVIOUS ROLES

Company - XM Asia Pacific
Location - Singapore
Job Title - Director, Analytics
Start Date - January 2004 - December 2006
Key Clients - Nokia, HP, Visa, Cisco
Main Responsbilities - Leadership and management of four key vertical service offerings within the agency - Web Analytics (including usability, A/B testing, dashboard development), Advertising and Direct Marketing (including online advertising strategy, email communications, service and response improvement), Customer Research (including panel development, survey management, customer data analysis, persona development) and Digital Strategy

Company - AKQA Inc
Location - London, UK
Job Title - Head of Product Development & Analytics
Start Date - December 1999 - January 2004
Key Clients - Xbox, Sainsbury's, Estee Lauder, Orange, Microsoft, Nike
Main Responsibilities - My role at AKQA was jointly split between product management of the agency proprieraty adserving and analytics application "Analyst" and a client servicing role where I was responsible for license sales and support, developing analytical applications and reports for clients, team management (software engineers and consultants / analysts).

Company - Eqos Systems Ltd
Location - London, UK
Job Title - Software Configuration Manager
Start Date - January 1998 - December 1999
Key Clients - Internal Role
Main Responsibilities - Responsible for all software build and integration tests. Initially I worked at Eqos as a technical customer support specialist. As a leading B2B Supply chain software developer using Internet protocols I was exposed to fantastic visions of how internet business could transform everything we understood was the norm.

INVOLVEMENTS:

Safecount.org - Active participant trying to help and educate the public about the true value and meaning of cookies.
e-Marketer Confererence 2004 - Presentation on the current state of Online Advertising in Asia, and how brands should be leveraging the channel more.
MSN Strategic Account Summit - As one of only 500 people globally to be invited to this keynote MSN conference I was in a fantastic position to discuss online advertising and search with the likes of Steve Ballmer, Eric Schmidt, Terry Semmel and many more. A fascinating two day session, and one I hope to be given the opportunity to attend again.
Asia Business Forum (Advertising & Promotions Conference 2005) - Presentation on emerging technologies, digital convergence, multi channel online advertising to drive your clients brand.
Media Magazine - Interview discussing Search Advertising and what the surge in growth means for Asian Clients
DM Asia 2004 - Presentation to discuss the benefits on online advertising in the DM context, advocating the use of technology to drive simpler more efficient processes.