Marketing Analytics Resume

SUMMARY

TECHNICAL SKILLS:

PROFESSIONAL EXPERIENCE

Confidential

Marketing Analytics

Responsibilities:

Improve and assess the performance of traditional and online marketing campaigns for new patient acquisitions and retention of current patients.
Identify metrics and segmentation dat can be used to develop key findings, insights and recommendations in increasing incremental patients and ROI by conducting in - depth analysis of Smile Brands' patient, transactions and campaign data.
Address key business questions by identifying meaningful trends and patterns dat lead to actionable insights, and by applying advanced analytic techniques.
Develop methodology for tracking and measuring retention, calculating LTV, measuring campaign TEMPeffectiveness of PPC, IYP, Superpages, YP Print, Email, Direct Mail, Shared Mail and VIC, testing different offers and correctly implementing marketing campaigns.
Partner wif Smile Brands' vendors and agencies to improve our processes and bottom line.
Participate in the development of Data Warehouse by providing marketing requirements and by playing a key role in data modeling and database design for campaign data, and in evaluation of Tableau and QlikView / Qlik Sense for data visualization and discovery.

Confidential

Business Analytics

Responsibilities:

Delivered strategic insights and addressed key business questions by diving in to the data and finding meaningful trends and patterns in the areas of upgrade marketing and sales.
Analyzed results of email, direct mail and outbound telemarketing campaigns by hypothesis testing and profiling for Pay-per-view Cinema and boxing, wrestling and sports events.
Selected the best candidates for marketing campaigns dat increased revenues based on purchase behaviour, maximum ROI, response scores, persistency scores, customer value and segmentation, and profiles.
Identified segments of subscribers who are persuadable by direct mail, email and outbound telemarketing by conducting experiments and profiling subscribers.
Queried, extracted, integrated, explored and transformed data from multiple source systems such as Teradata using SAS and SQL in order to perform data and statistical analyses.
Improved and streamlined the process of selecting leads for selling Premiums by converting the UNICA flow into a SAS program dat minimized delays, improved relationship wif vendors and business owners, and saved company resources.
Generated monthly reports for Pay-per-view Cinema business dat provided visibility into key business metrics..

Statistical Analyst II

Confidential

Responsibilities:

Performed segmentation analysis on consumers having a collection trade and a non-collection trade to understand who were likely to go into collections based on maximum delinquency, balances and other factors.
Processed and manipulated data of 275+ million U.S. consumers coming from various systems and credit bureaus, wif different formats and layouts (me.e. XML, DTD) in order to prepare the data for analysis and modeling.
Performed logical extraction and transformation of data, validated data through reasonability tests, balancing and other methods, and analyzed root causes of data issues.

Statistical Analyst

Confidential

Responsibilities:

Consolidated and maintained monthly reports of summary counts wif trends dat identify significant changes and indications of possible system or data problems.
Performed vendor assessments and competitive analysis and gave sound, strategic recommendations on which vendors to buy data from.
Investigated system and data issues by gathering relevant information and querying databases, and proposed solutions to improve quality.
Delivered business intelligence which uncovered opportunities for improvement by applied statistical analysis techniques and noledge of database management.