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Shirli Zelcer

Chief Operations Officer, Audience Analytics
Shirli Zelcer

Shirli leads Merkle’s global Predictive Analytics service line. She has more than 15 years of experience in strategy and analytics in the travel and entertainment, retail, and financial services industries. At Merkle she has worked with a variety of different clients including Disney, Dell, Universal Orlando, Royal Caribbean, Marriott, and Nike, and has led projects for both consumer and small business lines of business. Key projects Shirli has managed include enterprise segmentation, lifetime value, online/offline channel integration, lifecycle segmentation, contact strategy optimization, acquisition and customer targeting and next best models, opt out propensity models, and media mix modeling. 

Prior to joining Merkle, Shirli worked for Capital One in the Marketing and Analysis department, responsible for developing statistical risk models, NPV models, and DOE testing. Shirli has both a bachelor’s and a master’s degree in Statistics from Cornell University.

Shirli's Articles, Blog Posts, Webinars and More

Donor Value: A Critical Element in Activating Donor Strategy

Donor Value: A Critical Element in Activating Donor Strategy

Donor strategy is the first step in developing an understanding of your donors (and prospects), and the economic value each can deliver to the organization. Successful donor strategy is rooted in world-class enterprise segmentation.

Keys to Advanced Attribution for Hotel Marketers

There are five key components to a successful attribution campaign, and it is increasingly important to address all of them in order to determine what online and offline media is effective in driving bookings.