Career Summary

Over6+years of experience inBusiness Analytics,Project Management, Global delivery; key areas of experience: MarketingOperations and Analytics.

Core Skills

Functional & Analyticalskills:

• Database marketing – Campaign management & co-ordination, end user needs identification and Testing
• Analytical design , execution & analysis of marketing campaigns with focus on direct mail
• Analyze marketing metrics to identify relationships between marketing actions & financial outcomes
• Present technical information in non-technical format and translate analytical findings into strategic & tactical opportunities
• Support Business groups with customer segmentation, targeting& positioning activities
• Experience in Retail analytics
• Work in agile and iterative fashion to convert findings from data to business insights and recommendations
• Statistical Analysis – Hypothesis formulation, data collection and preparation, exploratory data analysis (EDA)
• Test and learn methodology

Technological skills:

• Teradata: SQL , utilities- fast load & multi load
• Certifications:
• Teradata Certified Professional (Level 1) v2 R5.
• Teradata Certified SQL specialist (Level 2) v2 R5
• UNICA, TCRM,SAS,Micro Strategy
• MS Office –Advanced Excel & PPT
• UNIX

Project Management

• Global delivery model ( onsite- offshore) – appreciate and understand challenges and benefits
• Cross functional interaction with IT &in-line Business teams – Marketing, data/vendor & marketing operation vendors
• Staff utilization
• Develop project timelines, task allocation, project tracking, monitoring and reporting
• Develop quarterly roadmaps
• Gather customer feedback to improve Customer Satisfaction

Experience Summary:

Confidential (2009-2011), Minneapolis , US
Confidential is a leading grocery retail chain. During my stint at Supervalu, I largely worked on campaign operations, campaign design & measurement, ad-hoc analytics in support of business needs

Confidential (2011 - 2012)
Client is a leading US-based grocery retail chain serving the Customer Insights and Strategy arm of marketing division.
Role: Lead Analyst, Campaign Management Analytics
Skillset: Business Analyst, Project Manager, Teradata SQL,Advanced Excel, UNICA/TCRM,SAS, Statistical Analysis &Micro strategy
Campaign Operations

• Elaboratedcustomer requirementsfor analytical design of campaigns
• DesignedUNICA flowcharts for Segmentation
• Provided list count estimates & variance explanations to CRM team
• Performed Hypothesis test to check the significance of the split sampled groups
• Performed Power analysis to understand the strength of the sample
• Developed score cards for various kinds of campaign offers-Basket, Department & Free offer relevancy scoring
• Generated data files after quality assurance testing and delivered to external vendors
• Seed lists & Suppression files are managed along with data files generation
• Signed Off files received from client external vendors for coupon printing process
• Performed database load and ensured that data dictionary is well maintained by IT
• Worked under challenging environments where the client decided to migrate to UNICA from TCRM-campaign management tool
• Maintain knowledge repository- documented end- to-end flow, and provided periodic updates

Campaign Effectiveness

• Sanitized campaign related inputs- coupon, cost, return files and quality assurance of production data before reporting.
• Delivered Standard LIFT Reports for promotional & post window.
• Evaluated the strength of the results received on the offer & audience test performed in a campaign with the aid of Confidence Intervals.
• Provided business insights with the aid of cohort - trend charts, audience & offer comparison of results with past campaigns
• Analyzed the results of each campaign and presented to client partners in the form of a Deck
• Discussed with business teams on the relevance of business findings
• Performed the What-if analysis on each campaign results: what happened- why it happened & what is likely to happen
• Presented Vendors manufacturer LIFT reports - on campaigns where manufacturer coupons had an exclusive participation.
• Analyzed the Segmentation Cohort of Client customers over a period of 2 years and provided business insights on the cohort movement within various segmentation scores.

Inquisitive and ad-hoc analytics
From time to time – based on business priorities- worked on various inquisitive and ad-hoc analytics. Typically these require quick turnaround time. Few representative samples are:

• Analyzed Loyalty market penetration in various markets as a weekly report after the launch of Loyalty program
• Analyzed the trend change from a Loyalty launch store to a detached price store
• Performed the longitudinal analysis of Universal Control design
• Developed a Loyalty metrics report that can be used for predicting estimations for every Campaign
• Designed analytical datasets to understand the size of prize for CRM
• Analyzed the Share of Wallet of Client customer base through EDA & hypothesis tests.
• Developed in- house Hygiene for every campaign files
• Analyzed new set of geo- codes that need to participate in every campaign.
• Provided High Index category reports to CRM team with the aid of Micro strategy.

Automation and development work

• Developed t- SQL code for populating the standard LIFT reports based on business requirements
• Migrated the Reporting SQL code from a legacy DB to a new DB( or when data sources are changed)
• Automated execution of SQL code with the aid of SAS, UNIX & Excel macros

Cross Functional Team Interaction

• Interacted with IT/ EDW teams during data migration from legacy to new DB
• Worked with IT- UNICA- DBA teams to kill the hung flowcharts, active time out sessions, server slowness during transition from TCRM to UNICA environment
• Associated with Client’s external vendors for sending campaign data files across & sign offafter quality assurance.

Confidential, US: (2009)
Role: Business Analyst
Skillset: Business Analyst, Teradata SQL& Advanced Excel

• Interacted with various stakeholders –IT operations managers and Business Unit managers to gather reporting requirements– types of services, SLAs, asset utilization, CPU and Space/Memory utilization. Prepared functional requirement document, data flow documents. Prepared mock-up reports in excel.
• Analyzed information available in Tools, evaluated existing Tool extracts against reporting requirements and submitted ‘Change Requests’ for additional extracts to Tools teams.
• Developed data model to capture, track and report asset information such as- model, manufacturer, live/in-use, CPU, Memory utilization of servers.
• Worked with software development team to develop, test and deploy the software.

Confidential: (2008)
Role: Business Analyst
Skillset: MS Project, Teradata, MS Visio, UML, SQL, Advanced Excel and XML

• Conducted JAD sessions. Interviewed Business Users and Business Unit heads on current processes on how they get information, pain areas in current processes.
• Analyzed current processes, inputs and outputs, pain areas in current processes and SLAs.
• Profiled Data, Conducted ‘Source System analysis. Developed ETL Business Rules. Prepared ‘Source to Target’ mapping. Identified, documented, and validated business /transformation rules.
• Prepared logical data model using Visio based on ‘Target’ table /entity data structures.
• Prepared Report Mock Ups- layout, definition of dimensions, measures, drill down and roll up requirements, reviewed those mock ups with Business Users and got sign offs.
• Coordinated with Development teams and Operations team for space/CPU forecasting and planning. Prepared initial space and CPU estimates for target Teradata database based on expected volume of data.
• Developed effort and schedule estimates for the ‘Risk Reporting’ module.
• Designed and developed Use Cases, Activity Sequence Diagrams using UML.

Confidential ( 2004-2005)
Role: Financial Analyst
Skillset: XML, UML, SQL, MS Office – Predominantly on Excel.

• Segmented investor accounts on various parameters such as Principal, Interest, Tax and Insurance amounts.
• Using Segmentation as base data, prepared reconciliation reports, defaults, retention curves and cohort Analyses.
• Developed Summary reports, trends on segment movements.
• Developed ad-hoc SQL queries to validate hypotheses of Business Units. Presented analyses using excel and Power Point documents to BSA manager and Business Units.
• Interacted with other teams such as Remittance Department to remit/recover funds from trusts and Escrow department to clear any unidentified item during T&I reconciliation

Educational Background:
MBA, Confidential School 
Bachelor of Technology (Civil Engineering, Confidential)