Rob Gallardo crafts marketing strategies for Universal Orlando Resort based on the knowledge his team derives through analytics. After starting at Universal conducting primary research, Gallardo's responsibilities quickly grew to encompass web analytics, where he architected the company's implementation across 15 domains and four ecommerce platforms. Increased insight into online behavior resulted in dramatic changes to Universal's online advertising and the eventual insourcing of those functions, which Gallardo led in 2010. Leaning on his experience in database marketing from his prior roles at Rollins College, Gallardo also built the data foundation and campaign management capabilities to drive Universal's CRM programs.
With an insatiable appetite for better measurement and deeper understanding of consumer behavior, Gallardo has most recently led the implementation of a cross-channel attribution platform that drives digital marketing strategy and optimization.
Marketing to the New Consumer