Donald M.

Hodson
donald.hodson@comcast.net

Mobile (404) 680-6146

www.linkedin.com/in/donhodson

Innovative marketer and statistician with over 15 years expertise in analysis and modeling of detailed
customer purchase and usage data within the Retail, CPG and Customer Services industries. Leverage
primary, secondary and Big Data for a 360o view into millions of customers experience to drive
improvement in satisfaction, retention, spending and product/service penetration.
Proven success in identification of scalable customer initiatives driving double-digit growth in sales and
profitability for AT&T, Home Depot and Coca-Cola. Particular expertise in:
Data Mining / Big Data

Lifecycle / Relationship Management

Customer Segmentation

Customer Experience

Statistical Modeling / Advanced Analytics

Executive Consulting

Financial Analysis / ROI

Market Research / Competitive Intelligence

SAS and SQL Experience

AT&T Mobility

9/06 - Present

Director of Research, Analytics and Modeling

Lead all analysis of syndicated, proprietary and ad-hoc market research surveys as well as analysis of detailed internal
customer-level data to identify drivers of satisfaction in the customer experience, NPS growth and profitability.
Routinely consult with senior executives to review findings and establish and/or course-correct tactics. Direct
department of eight professionals and $7.5 million budget.

Built AT&Ts first and only Big Data initiative for Marketing integrating all points of digital and physical customer
contact including Customer Care, Chat, On-Line, all Retail/Omni-Channel sales data with other customer-level
detail including usage, network performance, device and plan, billing, unstructured call center and social media etc.
as well as attitudinal survey data,.
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Founded, staffed and managed analytic COE supporting numerous client groups for complete integrated
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analysis of customer attitudinal and behavioral data to enable full 360 insight that drive the customer
experience, product adoption, attrition, NPS, spending, etc.

Identified unknown service voids leading to customer dissatisfaction and early contract churn by comparing
customer-perceived experiences procured via surveys to respondents actual experiences via Big Data.

Formulated targeted initiatives for strategic customer segments at various contract stages and service levels
and quantified ROI and NPS impact. Collaborated with CLM team for current test-market implementation.

Conducted extensive Key Drivers analysis to quantify relative importance of internal service metrics on
customer satisfaction. Results drove development and weighting of internal operational KPI metrics enabling
business focus and more efficient resource allocation.

Redefined Companys retention programs by identifying when and why customers make decision to churn
leading to major department refocus to improve relevancy and timeliness of retention efforts.

Created and implemented two on-going primary research studies to identify experiences that drive customer loyalty
or conversely identify pain points across all points-of-interaction that stifle satisfaction and drive attrition.

Designed and conducted extensive analysis of initial device and plan provisioning on early customer churn.
Statistical models identified drivers explaining 85% of early contract churn. Results refined the sales process,
changed rep performance metrics and drove over 40% reduction in early deactivations and operational costs.

Received Key Contributor Awards and other executive recognition for these studies acknowledged for driving quantified
improvements in customer experiences and company perceptions.
Speaker at key industry conferences including TMRE, ESOMAR and Insights Innovation Exchange (iieX) presenting
successes leveraging Big Data to improve customer NPS and retention while reducing costs of customer service.

INDEPENDENT CONSULTANT

7/05 - 9/06

Led all analysis, interpretation and reporting for Home Depots proprietary multi-market, multi-category tracking studies.
Provided strategic implications and recommendations by market and category.

Donald M. Hodson
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THE HOME DEPOT

7/02 - 6/05

Director of Retail and Customer Analytics

Built and led new department to identify revenue growth initiatives via customer acquisition, retention and loyalty as well
as improvements to existing stores through analysis of POS and customer-identified purchases.

Integrated sales data with secondary data and proprietary surveys to build Companys first detailed trade area
profiles for 1,600+ stores. Identified BIC stores drove resource allocation to improve under-performing stores
resulting in 6% growth in same-store test market sales. Integrated new structured approach to 2004 and 2005
planning through analysis of number of buyers, dollars-per-trip and number of trips-per-buyer by category

Conducted extensive segmentation of Home Depots universe of ~10M private label credit card customers.
Appended demographics to two year purchase history detail. Identified segments based on purchase behavior,
promotional sensitivity, product penetration and profitability. Recommendations for CRM campaigns drove
increases of 15%+ in total dollar sales among two of three target segments.

Contributed extensively to evaluation of multiple M&A candidates, Wall Street analysts presentations and senior
executive meetings.

THE COCA-COLA COMPANY

7/95 - 7/02

Director of Market Research and Strategic Planning

11/99 - 7/02

Directed all analyses for Companys largest consumer tracking study to evaluate trends in components of consumption
patterns and brand perceptions for core brands. Lead all analysis and integration of syndicated data sources in support
of Market and executive management.

Established monthly management routines and brand reviews; integrating brand performance by market including
promotional support, pricing, competitive activity and consumer consumption metrics. Directed Brand Management
on specific actions to grow brand sales.

Developed Companys first models integrating Nielsens market-level merchandising measures with consumer
brand consumption and loyalty segments to establish brand-specific consumer penetration and/or consumption
strategies by market. Designed and implemented test market yielding a 12.1% increase in sales. Approach
expanded nationally and implemented for 2002 market plans.

Senior Shopper Insights Manager

7/95 - 10/99

Founded and managed new COE within Coca-Cola engaging with clients from over 40 of nations top retailers including
Wegmans, Target, Kroger, Lucky, Publix, Vons and BP leveraging customer transaction and loyalty card data to
provide customer-specific programs leading to increase spends and retention.

Established routines that reduced processing time from two months to two days to receive, cleanse, append and
generate reports for disparate retailers POS and/or Loyalty Card data. Analyses identified opportunities to
increase store traffic, customer loyalty, optimized promotional efforts, maximized customer profitability through
up/cross-sell, etc. Standardized routines requiring minimal modification for different clients and data structures.

Received Global Electronic Marketing award from the Grocery Manufacturers Association for innovative marketing
programs resulting in 9.8% increase in same store sales and over 6% increase in profitability among accounts top
shoppers. Co-presented with clients at leading industry conferences where they attested to business successes
achieved based on my recommendations.

AMOCO CONSUMER PRODUCTS; Product Manager

6/94 - 6/95

JOHNSON & JOHNSON CONSUMER HEALTHCARE

4/89 - 2/94

(previously Burroughs Wellcome)

Senior Research Manager / Associate / Product Manager

Developed and executed all marketing initiatives and plans, inclusive of TV advertising, promotions, pricing, forecasting
and channel management for existing portfolio and new product initiatives. Grew Neosporin 43% in two years.
Promoted to lead all new product initiatives for Sudafed, the divisions largest brand.

Master of Applied Statistics: Louisiana State University

B.A. Business Administration and Management Science: California State University, San Bernardino