Michele Kiss

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Michele has over six years experience in web and marketing analytics, optimisation, testing, business intelligence and forecasting for a range of verticals and business models. She has successfully developed individuals and teams of analysts, as well as the analytics practice within organisations. Michele is a key contributor to the digital analytics industry via speaking engagements, writing, and her involvement with organisations such as the Digital Analytics Association and the Analysis Exchange. She holds degrees in Law and Psychology from the University of Melbourne (Australia) but is currently located in the United States.


Grand Circle Travel
Director, Digital Analytics

Responsible for building the Digital Analytics practice for Grand Circle Travel and Overseas Adventure Travel brands.

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  • Implementation of digital analytics solutions, including assessment of additional solutions required to meet business needs
  • Developing the analytics and optimization roadmap
  • Integrating web data with cross-channel marketing and customer data
  • Building out the department from the ground up
Red Door Interactive
2010 - 2012
Director, Digital Analytics

Lead a team of analysts to provide reporting, analysis and recommendations to optimize clients’ business initiatives.

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  • Web, social and acquisition reporting
  • Analytics implementation and configuration
  • KPI and goal setting
  • A/B/n and Multivariate Testing
  • Site and landing page optimization recommendations
  • Competitive analysis
Digital Analytics Association
2011 - Present
Co-Chairman, Membership Committee

Work with Board of Directors to define industry direction and membership requirements

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  • Create and execute strategic plans to accomplish the recruiting and retention of members
  • Improve and help articulate member value proposition
  • Develop scope of committee, identify and prioritize projects
  • Identify, prioritize and assist with partnership opportunities
  • Create and execute member events to promote the values of the WAA
  • Create and manage subcommittees as needed
  • Regularly report to the Board of Directors on membership metrics
Kelley Blue Book
2006 - 2010
Manager, Web Analytics

Managing a team of analysts responsible for web and advertising executive, product and sales reporting and analysis.

Proactively providing site optimization and advertising product recommendations to drive growth.

Predicting and analyzing the impact of site projects, marketing initiatives and automotive industry trends on visitor behavior and revenue streams.

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  • Work with internal and external teams to create an internal data warehouse, including setting out business requirements
  • Validating data accuracy and managing the adoption of MicroStrategy business intelligence solution
  • Forecasting site traffic, product volume and revenue up to two years in advance using a hybrid methodology
  • Engaging and guiding SAS analysts, as well as liaising with product groups to take into account anticipated initiatives and product changes.
  • Promoted from Web Analyst to Manager of the group after six months
  • Promoted from Marketing Assistant to Web Analyst after five months
Various Roles
2000 - 2005
Legal Assistant
Freelance graphic and web designer


University of Melbourne
2000 - 2005
Bachelor of Law
Bachelor of Arts (Psychology)
American Community School, Hillingdon
1999 - 2000
International Baccalaureate (99.90 score)

Honors, Volunteer & Speaking


  • Web Analytics Association "Rising Star" 2011 - Winner


  • Analysis Exchange - Mentor

Keynote or Panel Speaking:

  • eMetrics Marketing Optimization Summit
  • Omniture Summit
  • Online Marketing Summit (Social Media Masters)
  • Web Analytics Demystified Accelerate
  • Keystone Solutions Speaker Series
  • Red Door Interactive Speaker Series


  • Beyond Web Analytics
  • Measure Mob


  • Website Magazine
  • The Review
  • Colorado Biz.


  • Web Analytics Association
  • TweetReach
  • ClickTale
  • Red Door Interactive
  • Measure Mob
  • MicheleKiss.com