Charlie Ballard

Global Director, Customer Insights at TripAdvisor

Charlie Ballard

Global Director, Customer Insights at TripAdvisor

Biography

Currently TripAdvisor’s Global Director of Customer Insights, applying all available forms of internal data and analytics together with external research to provide key facts and narratives about worldwide travel trends and patterns which together help win, retain and extend TripAdvisor’s business. Charlie has been hired as internal MBA consultant in BT’s “MBA Leadership Programme” after participating in summer internship created by the CEO of BT Innovation & Design; took full-time role in BT Group Organisational Health programme as head of strategy and analytics, creating a method for using internal analytics across all lines of business to effect continued culture change and identify managers and teams most successfully driving the evolution of the company.

Completed full-time MBA at ESADE Business School in Barcelona, Spain in December 2011; elected Director of Marketing in MBA programme’s student government & VP of the student-run Marketing Club; implemented and launched “CampusGroups”, an online communications platform providing calendaring, blogging, newsletter, survey and events management to the ESADE MBA programme.

Led measurement and analytics team for former agency’s largest client, working with the CMO of Comcast to maximize digital media’s branding and acquisition effectiveness; created and launched agency’s content testing programme generating $1.2MM in incremental agency revenues Specialties: New product development, business change and trasformation, customer and prospect segment analysis and forecasting, site design & optimization, crosschannel marketing measurement & analytics, social media implementation.