ABOUT ME

6+ years of experience in market research and data analytics. Extensive understanding of digital and offline marketing measurement through diverse successful projects. Innate ability to translate business requirements into technical tasks and generate valuable insights by utilizing data-driven methods. Proven ability to work cross-functionally & achieve business objectives through critical thinking.

I am a student for life, always looking to learn and develop new skills. I enjoy wrangling data to generate creative marketing & business strategy. I aspire to build smarter and more effective business solutions that contribute to the greater good.

I love engaging with people as it provides me an opportunity to learn new perspectives & ideas. I aspire to work in an innovative, data-driven & diverse organization that provides me an opportunity to learn something new, each day.

EDUCATION

2013 - 2015
Master of Business Administration - Marketing
MBA - Marketing & Operations
FORE School of Management, India

2019 - 2020
Master of Science - Business Analytics
University of Illinois at Chicago

2008 - 2012
Bachelor of Technology - Computer Science
B.Tech - Computer Science
‍Rajasthan Technical University, India

← Tap to view Coursework

Coursework

Data Mining
Business Intelligence & Reporting
Advanced Database Management
Statistical Modeling in R & Python
Big Data Analytics
Marketing Analytics
Advanced Predictive Models

Advanced Market Research
Lean & Agile Systems
Project Management
Supply Chain Management
Consumer Behavior
Strategic Brand Management
Retail Management

Software Project Management
Advanced Database Management
Management Information System
Object Oriented Programming
Advanced Statistics
Data Structures & Algorithms
Statistics & Probability Theory

SKILLS & CERTIFICATIONS

Business Intelligence & Reporting

Certifications
Desktop Specialist - June 2020
Tableau Data Scientist - May 2020

LinkedIn Learning
Power BI Training - July 2020

Udemy Learning
SQL Server Integration,
Analysis & Reporting Services

Scripting languages & Statistical Packages

Packages Used
Pandas, Numpy, Scikit-learn, Seaborn, Plotly, Matplotlib, Keras, Pytorch, SQLite, SpaCy, NLTK

Packages Used
Dplyr, Ggplot2, tidyr, mlr, randomforest, caret, e1071, glmnet

Techniques
‍Hypothesis Testing, A/B Testing

Database Management & Data Warehousing

Learning
T-SQL, Data Modeling,
Relational database Management System

Learning
Excel, Power Query & Power Pivot

WORK EXPERIENCE

Sep 2021 - Present
Senior Analyst
Ogilvy, Chicago

Oct 2020 - Sep 2021
Data Analyst
Break Through Tech, Chicago

May 2020 - Dec 2020
‍Sales Analytics
Paramount Staffing, Chicago

Feb 2017 - Aug 2018
Business Analyst
‍ICICI Bank, India

Sept 2016 - Jan 2017
Market Research Executive
‍Genus Innovation, India

Mar 2015 - Apr 2016
City Marketing Manager
Groupon Inc., India

Apr 2014 - June 2014
Social Media Marketing Intern
Sports Franchise: KKR, India

← Tap to view responsibilities & achievements

Leading media performance measurement and social strategy for Ogilvy’s existing clients as well as for new business pitches.

Managing media performance reporting and website analytics for $1-5m campaigns. Developing client-facing dashboards and creating insights for future campaign strategies, by aggregating, cleaning & synthesizing data from paid and organic marketing media channels including Social, Programmatic, Search, Email, OOH and TV/Radio.
Executing & analyzing Brand Lift studies to assess campaign success on ad awareness, message association, and consideration factors. Working on a COVID-19 vaccine awareness campaign for children, attained 9-15% lift in consideration and persuasion KPIs.
Designing and running A/B tests to examine key campaign parameters with a goal to improve key consideration metrics of Click-through-rate, Video completion rate and Cost per landing page view.
Devising custom Social Listening solutions for crisis monitoring, strategy development, competitive audits and discovering opportunistic moments for clients.
Empowering the strategy teams by designing audience personas & identifying key passion areas for the target audience by utilizing social parameters and research tools like MRI Simmons.
Advanced skills & tools: Python, SQL, Power BI, Tableau, Google Data Studio, Sprinklr, Meltwater, NetBase, Funnel, Google Analytics, Adobe Analytics

Performed marketing analytics for ongoing programs. Created reports from university data & program data to identify trends and optimize BTT’s marketing strategy.

Gathered reporting requests from different stakeholders. Extracted data from SAP’s Web Intelligence tool, transforming data using Google’s BigQuery and developing live dashboards using Google Data Studio to present insights to the team.
Designed standard operating procedures and SQL queries in BigQuery to allow seamless refresh of dashboards & reports over time.
Developed a segmentation strategy for targeted marketing. Conducted A/B testing to optimize the performance of email marketing campaigns. Boosted the email open rate & click through rate by 25% and lifted the number of conversions by 200%.
Created a rubric in SQL to automate and speed up the program application evaluation process, reducing the evaluation time by ~90%.
Advanced skills & tools: MS Excel, Google BigQuery, Google Data Studio, SQL, Web Intelligence, Qualtrics

Revamping the sales strategy for Paramount’s North America operations and orchestrating new revenue generation opportunities.

Accelerated the lead generation process through automation and identifying 5000+ new prospects using Google Maps APIs in Python. Narrowed down the prospects to top 30 clients to be targeted through their national strategic accounts program, using insights from historical revenue data.
Led functional requirement gathering and translated business objectives into technical design. Drove business decisions by creating visualizations & dashboards from historical sales data using Tableau. Identified3 strategically advantageous new locations for branch expansion.
Advanced skills & tools: Python, Google Maps API, SQL,Tableau, Sales Forecasting, Location Analytics

Managed a portfolio of $1m. Exceeded the sales quota by 40% by generating a net revenue of $300k.

Acquired 20+ new HNI clients and lifted the new business revenue by 18% during FY 2017-2018.
Spearheaded a customer segmentation strategy through unsupervised cluster analysis of 7000 HNI clients. Mobilized investment & service history data from multiple teams and created work-streams by performing ETL operations.
Collaborated with service team and facilitated successful completion of service requests for 80+ clients.
Advanced skills & tools: R, MS Excel, Power Query, Customer Segmentation, Business Development

Administered sales & marketing support for 6 product lines (SKUs) in solar batteries & inverters division.

Established workflows for collecting vital data from 800+ organized & unorganized dealers/retailers across India.
Formulated sales & demand forecasting models for each SKU and optimized the inventory plan for all five regions across the country. Slashed the service turnaround time by 30% by analyzing the qualitative feedback from sales team & historical service data.
Advanced skills & tools: MS Excel, Power Query, PowerPoint, Forecasting, Strategic Resource Allocation

Led ROI driven hyperlocal marketing campaigns with a reach of 2m+ users, aimed at new customer acquisition and customer engagement. Formulated business insights from each campaign through Google Analytics and prepared retrospective reports.

Boosted the number of active users by 150% through corporate associations and tie-ups with local businesses & college festivals.
Amplified the user adoption by 12%through targeted social media marketing, scheduled push notifications and e-mail newsletters. Achieved the lowest customer-acquisition-cost out of 12 cities, with a decrease of 30% from national average.
Collaborated with marketing agency & design team to build creatives and coordinated with internal service team to provide merchant & customer support. Worked with external marketing partners and Groupon merchants to maximize campaign reach.
Advanced skills & tools: Google Analytics,Salesforce, MS Excel, PowerPoint, A/B Testing, Growth Marketing, Project Management

Owned the team’s targeting strategy & formulated a focused social media content plan. Uplifted the number of followers by 100% on Facebook & 25% on twitter within three months. Attained the highest interaction rate on Facebook & Twitter among all IPL teams; outranked the pack by 75%.

Created revenue generation & cross-selling opportunities for team sponsors through contests & Facebook live events with players & team owners.
Designed surveys to study demographics & behavior of the fan-base (3m+) & collected data for 17k IPL followers. Conducted hypothesis testing & regression modelling in SPSS to detect correlations and produced actionable insights to lift interaction rate, positive sentiment & people talking about this.
Advanced skills & tools: Survey design, MS Excel, SPSS (Chi Square test, ANOVA, Regression modeling), PowerPoint, Sentiment Analysis, Klout Score