Jan 2022 – Sep 2023 · 1 yr 8 mos · India

• Standardized analytics across a global automotive marketplace spanning 6 countries and 450+ centers.
• Developed a unified measurement framework to accelerate executive decision-making across 4 countries.
• Implemented risk management systems that enhanced delinquency visibility and improved funds flow.
• Optimized conversion funnels, significantly reducing drop-offs in listing and loan processes.

Dec 2019 – Dec 2021 · 2 yrs · Gurgaon, Haryana

• Technologies : MySQL, Hive, Presto, Tableau, MS Excel, Google Sheets, Unidash, MS Word, Google Slide
• Created intuitive dashboards, built scalable reporting architecture, highlighted trends & key
• problem areas, tracked quantitative metrics and scoped out opportunities; scaling up ‘News
• vertical’ efficiency
• Worked closely with global research analysts to benchmark consumption of News content;
• performed quantitative analysis; assisted research and formulation of best practices
• qualitatively, optimizing funnel efficiency
• Spearheaded measurement strategy for strategic initiatives, major events on FB and
• Instagram; planning, forecasting and tracking of half yearly targets; democratized proactive
• decision making with periodic insights which helped in optimizing KPIs in real time
• Collaborated with cross-functional teams including, product marketing and engineering; showcased PPTs; built data driven coherent narratives; ultimately driving higher content
• consumption and product adoption
• Deep dived into News Media landscape; identified global trends; assisted in concluding actionable insights to drive future content strategy

May 2018 – Jul 2019 · 1 yr 2 mos · New Delhi Area, India

• It's a traditional business of selling tyres via brick and mortar model running in a unorganized way.
• Initiated a systematic approach to curb traditional business challenges and process gaps in MRF dealership business thereby achieving more growth with less human intervention.
• Identified KPIs for optimization, implemented reporting system, applied demand analytics and kept a very stringent oversight on operations augmenting the productivity by 2X.
• Focused on cross selling and up selling, increased the revenue by ~25%.
• Created new CRM processes, improved NPS from -5 to 12.
• Daily active customer base increased from 20 customers to 45 customers.
• Led initiatives like increasing social media presence, WhatsApp marketing, customer segmentation and targeting, product analysis and optimized stock turn & sell through.

Oct 2017 – Mar 2018 · 5 mos · Gurgaon, India

• Technologies: Google Analytics, MS Excel, Google Sheets, R Studio, JIRA, MySQL, GTM
• Defined the schema of Analytics DB and enabled the ETL pipeline populating it.
• Built web tracking system afresh using GA. Created real time dashboards, defined and reported critical KPIs. Resulted in increased CTRs and customer retention.
• Optimised customer funnel by driving product experiments, improved conversion by ~0.2%.
• Identified fake customers, blacklisted ~10K customers, return rate decreased by 15% and cancellations decreased by 20%.
• Collaborated with technology team to enable marketing campaign tracking and validation.

Sep 2016 – Mar 2017 · 6 mos · Gurgaon, India

• Technologies: Amplitude, Google Analytics, Mode Analytics, Data Studio, Phabricator, Omniture (Basic)
• Collaborated with PMs/CXOs to enable tracking for all the existing and new products/features launched for makaan.com as well as proptiger.com.
• Improved Lead generation for makaan.com by 10%.
• Revamped Landing pages, improved CTR by 40% and reduced exits by 50%.
• Created, analysed and managed multiple product dashboards on Mode Analytics, Amplitude and Data Studio for providing insightful visualization to the top management.
• Proactively investigated/informed product related issues and changes in the trends.
• Spearheaded analysis like Cohort Analysis, Repeat user analysis, Customer Engagement, Multi-Channel funnel analysis and Demand analysis. Actionable insights presented to Product Head and CTO, increased customer retention by 10% and Marketing ROI by 7%.

Apr 2015 – Aug 2016 · 1 yr 4 mos · On-site

• Technologies: MySQL, Google Analytics, GTM, MS Excel, BigQuery, Hive, R Studio, Phabricator, Appsflyer
• Led a small team of 4 Analysts.
• Consulted Category Heads/CXOs/PMs to understand business, define key metrics, intuitively create technical documents, set up properties, create the architecture and enable tracking for all the consumer activities and product functionalities using Google Analytics and GTM.
• GA Implementations: Internal search tracking, A/B testing, NPS tracking, grid performance tracking, custom funnel tracking, internal promotion tracking, AdWords integration, custom business tracking and realtime dashboards. Led the QA effort for all the tech implementations.
• Impact: Increased CTRs for internal properties by 25% to 30%, Reduced funnel drops by 15% to 20%, improved search efficiency by 30%.
• Worked alongside Paytm Labs team to create and launch the first recommendation engine, enhanced the CTR by 100% and time to convert reduced by 20%.
• Built customer segments and personas analysing usage and buying behaviour of 150 million customers across 100 million orders – notably CTR up by 50% and CR% improved by 20%.
• Built the online marketing reporting architecture. Optimized digital marketing mix at a campaign/keyword level, decreased the CAC by INR ~30/- for physical goods.
• Established key parameters to identify frauds in executing CPI campaigns, saved INR ~7 Million.
• Led the initiative for training 150 employees internally in Google Analytics.

Jun 2014 – Mar 2015 · 9 mos · On-site

• Technologies: MySQL, MS Excel 2010, PriceWeave, Google Analytics, Qlik Sense, Saiku.
• Consulted with internal teams like Marketing, Operations, CRM, Category, SMT, Product and other key stakeholders to develop analysis that lead to actionable insights and eventually accelerate profitable growth.
• Developed and deployed analytical & reporting solutions for Paytm’s existing as well as newly launched business verticals. This involved data munging across several large and complex databases having more than 50 Million rows and 200 variables.
• Created visualizations and insightful dashboards using MS Excel for different business teams.
• Automated business critical/ad-hoc reports and alert triggers. Significantly improved the productivity of category teams, led to actionable insights & accelerated profitable growth.
• Created dashboards and drove key analysis for spike impact analysis, price band analysis, cart abandonment analysis, print ad analysis, search query analysis, saved card analysis, payment mode analysis, fraud detection, price protection analysis and OOS product ageing analysis along with the team.
• Built and mentored an analytics team of 3 members.
• Proactively designed and executed analytics training on SQL, MS Excel and Web Analytics.

Apr 2013 – May 2014 · 1 yr 1 mo · New Delhi Area, India

• Technologies: SAS, MS Excel 2010, DCM, Google Analytics, WebTrekk.
• Created, analysed and managed various marketing and product dashboards.
• Developed and automated end to end SAS based daily marketing reports for deducing insights on performance which were presented periodically to CMO/CXOs.
• Optimized SEM campaigns; improved the CTRs by 30% and ROI by 15%.
• Social media marketing campaign optimization; ROI improved by 25%.
• Optimized product funnels by identifying gaps in navigation flow which directly enhanced conversions by 10% and reduced bounces & exits by 50%.
• Creating placements, campaigns, click & impression trackers and implementing pixels in DCM for different channel partners.
• Setting up Onsite Remarketing campaigns via DCM (DoubleClick) from the Scratch.

Mar 2012 – Mar 2013 · 1 yr · Bengaluru Area, India

• Technologies: SAS, QlikView, MS Office, R Studio, SQL Server, SSIS, Microsoft Visual Studio
• Created high impact Sales reports for one of the biggest pharmaceutical company after initial analysis of their working including working on different BI tools like QlikView and data analysis tools like SAS.
• Involved in drawing insights and sharing it with the client on a weekly basis to show who the physicians at risk were and what the possible reasons behind the same were.
• Collated KPIs from the Report Rationalization Project and created design for the proposed reports.
• Developed mock-ups for Sales/KPI/MDMC report and worked on reports based on these mock-ups.
• Performed ETL process on the raw dataset creating SSIS packages and integrate different databases with each other.
• Developed SSIS packages for ETL process on raw dataset.