SIDNEY BERNARDINO
digital marketer | data analyst
About me I am a highly motivated and passionate professional in digital/social media marketing, specialising in data and analytics. I have handled multiple local and multinational brands in different industries in my 4 years of experience in marketing and creative agencies in the Philippines, working closely with clients and colleagues to drive growth and create best results. Recently, I have finished my master’s degree in digital marketing in Newcastle, United Kingdom with a distinction (1st class degree). My main skills are in data analysis and visualisation, campaign and communication planning, conversion optimization, content performance analysis, and marketing strategy.
What I can do for you Market Research and Analysis
Digital Analytics
Digital Strategy/Performance Analysis
Research is what I consider to be among my top skills. I can read and generate findings through quantitative and qualitative data to learn about the consumer’s characteristics and to effectively understand how to build a relationship with them.
I have worked primarily as a data analyst in marketing and advertising agencies, this being my main specialisation.
Through research and data analysis I can see what works best for a particular brand or product.
I am skilled in data manipulation, interpretation, and reporting to gain insights in solving business needs, aiding in market strategy.
I can provide ideas and recommendations for campaigns and general best practices for digital and social media channels via content, messaging, and ad placement.
Microsoft Office (Word, Excel, Powerpoint)
Data visualization (Power BI, Tableau)
Software & technical tool proficiency
Data analysis (Excel, SQL)
Web & email analytics (Google analytics, Mailchimp, Websand)
Social network analysis (Node XL, Sysomos, Radian 6/Salesforce, Crimson Hexagon)
Digital/social media analytics (Facebook, Twitter, Instagram, Youtube analytics)
SAMPLE WORKS
MARKET ANALYSIS
Profiling Customer Journey Mapping
Sidney Bernardino | Marketing Portfolio
Segmentation
01
Customer Segmentation
In a university project, I made a marketing plan for IKEA’s sofas and decided to target middle-aged couples with adolescent children. Based on consumer research, this target segment earn high income and are experienced shoppers. The couple are the main purchase decision makers for the home yet still include their children during shopping.
Customer Profiling
Customer personas were created based on this target segment. From consumer studies and research, demographic characteristics, preferences, and behaviours were recorded.
Customer Journey Map
A sample customer journey map specifically for the target market was crafted to see their potential actions before buying a sofa, and possible touchpoints or channels they can receive from the brand about the product. This shows how the brand can study and leverage on customers to make them closer to purchase.
DIGITAL & SOCIAL MARKETING ANALYTICS 6
5
02
4
Performance Analysis Sentiment Analysis Conversation Analysis Influencer Scan
2
1
0
Sidney Bernardino | Marketing Portfolio
3
Social Media Performance Analysis 4% 3.50%
3% 2% 1% 0%
Mar-16
May-16
Jul-16
Sep-16
Nov-16
Jan-17
Mar-17
4% 3% 2% 1.10% 1% 0%
Mar-16
May-16
Jul-16
Sep-16
Nov-16
Jan-17
Mar-17
7% 6% 5% 4% 3% 2%
2.30%
1% 0%
Mar-16
May-16
Jul-16
Sep-16
Nov-16
Jan-17
Mar-17
For a previous global fastfood outlet, I monitored social media pages month on month on total engagement. Benchmarks were set based on year-to-date moving average. On this chart, Facebook and Twitter drew above average engagement based on campaigns launched, while Instagram did not fare as well as the other two platforms.
Sentiment Analysis
TOTAL NEGATIVE SENTIMENT SOV
31% I analysed consumer sentiment for a global brand on electronics and appliances based on online conversations captured using social listening tools. In this sample, air-conditioners generated the highest share of negative buzz compared to washing machines and refrigerators. Looking at the total SOV of negative sentiment, most complaints were about the product (e.g. durability, defects).
28%
Product
41%
Customer Service Service (Product + CS)
Conversation Analysis Purchase Complaint, intention, 0.2% Inquiry, 0.3% Dislike for 1.2% Casual product, 1% reaction, Product 0.8% recommend ation, 3.8% Love/desire for product, 31.7% Friend tag, 61%
Neutral 1% Commenda tion 0% Complaint 16%
Follow up 1%
Inquiry 78%
I analysed comments of the shoe brand Schuh on Facebook. Most were generally neutral with more than half (61%) were people tagging their friends. Some asked about their friend’s opinion on the shoes, asking them what they think about it which was highlighted in the words “think” and “look”. Similarly, most used words were “love”, “need”, “want” and “nice” to describe love and desire for the product (32%).
In my previous job, I monitored online conversations for an airline using social listening tools. Majority of buzz were inquiries on fares, routes and promos (78%). Complaints were directed to changes and delays in flight (16%). Specifically, customers were displeased with sudden changes in time of departure especially waiting long hours and missing important appointments.
Suggestion 3%
Influencer Digital Scan
For a Japanese clothing brand, I had to scan potential local influencers for the client. In this sample, I looked at the celebrity/influencer’s social media footprint which includes their following count, posting frequency and the types of content they publish on their official pages and accounts. I also analysed how the influencer fared in comparison to the current endorsers and promoters of the brand.
CREATIVE OUTPUTS
Email Marketing Plan
Sidney Bernardino | Marketing Portfolio
Market Infographics
03
Email Marketing Plan In the same IKEA university project, I created an email marketing plan focusing on consumers buying furniture for mainly forthe living room. I segmented the audience into three based on data: starting families, established families, and young professionals. Starting families are characterised by early adults (25-34 years old), usually newly married couples who want to grow their own families. In this email sample for the first segment, the message talks about the pains of moving into a new house and how IKEA can help starting families in designing their new home; frontloading IKEA’s room inspirations, as well as basics or essential items needed when moving into a new place.
Market Infographics
I created an infographic about my research on the IKEA project concerning middle-aged consumers’ buying behaviour for the living room. Data was acquired through academic and industry reports (e.g. Mintel) about buying furniture for the home.
DIGITAL STRATEGY
Sidney Bernardino | Marketing Portfolio
Campaigns and digital channels in general
04
Campaign/Product Strategy
For the IKEA project, I shared recommendations for digital strategy for the brand’s sofas targeting the middle-aged couples. Strategy includes strengthening organic search, tweaking the website, and content ideas on social media. Offline channel strategies to complement online were also included.
Social Media Strategy
A music educational hub in UK’s Northeast needed awareness to gain student enrolment. There is opportunity to leverage on social media to gain awareness on their locality. I recommended specifying the target audience to the main market segments and shared content ideas and plans for their social media pages.
SIDNEY BERNARDINO
digital marketer | data analyst