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Seth L. Fandetti
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Seth serves as RigorAnalytics Chief Information Officer. As CIO, Seth specializes in optimizing e-commerce business areas, developing and executing online strategies, and improving ROI through analytics and other tactics. As Chief Marketing Officer, Seth overseas all e-commerce, CRM, and application development.
Seth was previously the Director of Online Marketing & E-Commerce at Collette Vacations – a global, escorted tour company that is one of the largest and oldest in North America. As a Director, Seth oversaw thirteen highly-trafficked websites on a diverse multi-platform system and led all digital marketing campaigns. He also managed a highly skilled internal staff and all external technical relationships. Specific accomplishments and areas of expertise include:
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Digital Brand Management: Led all online strategies and initiatives including the February 2012 launch of a completely overhauled collettevacations.com – a successful merger of three different brands into a single, re-designed portal.
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Strategic Partnerships: Managed the online portion of large scale, white-label partnerships with AAA, Smithsonian, and Marriott Vacations. Developed content delivery systems and integration strategies for wholesalers and featured partners including Vacations To Go, Affordable Tours, Atlas Tours, and various cruise lines.
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SEO: Created custom content strategies and highly customizable solution systems that were successfully deployed at Collette to achieve Top 10 rankings on over 500 search terms. Produced results in organic SEO that have been the best in the travel industry, and helped the company save on overall marketing spend by reducing the need for continued SEM in certain other areas. Seth’s content strategies have since been mirrored by others in the SEO community looking to achieve the same results.
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SEM: Launched and monitored highly customized, targeted campaigns in high-spend, long-tail keywords, filtered to focus on results that maximized ROI.
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Email: Developed strategy for, and oversaw deployment of, 30+ global email marketing campaigns per month.
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Social: Created and implemented promotional plans and customer acquisition strategies that led to significant growth of the company’s social network on Facebook and Twitter. Developed a proprietary, industry-first algorithm to calculate the success of social media posts.
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Usability analytics: Analyzed customer behavior, habits, and trends to create customer usability models that improved site retention and ROI.
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Web analytics: Created a custom Google Analytics dashboard to emphasize highly relevant metrics, and a Google Analytics interface to extract online data that mapped to offline data (such as direct mail and catalog campaigns). Developed additional monitoring tools with Hitwise, Webtrends, Omniture, and Unica.
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In 2008, Seth and his Collette team received the Web Marketing Association’s WebAward for Outstanding Achievement in Web Development in the category “Travel Standard of Excellence.” The WebAward Competition is judged by an independent panel of expert judges around the world and is the premier award recognition program for web developers and marketers worldwide.
- In addition to his marketing expertise, Seth has a strong IT foundation – he spent his early years at Collette as a Senior Internet Systems Developer and he was responsible for the setup of all development architecture. He is fluent in multiple programming languages and operating systems, and he has intimate knowledge of systems (including cloud-based and custom content caching), firewalls, VPNs, co-located hosting, CRMs, and SQL databases.