Big Data, Marketing, Social Media, Data mining and Analytics.
PROFESSIONAL SKILLS
Applications: Tableau, Python,
Perl, Hadoop, SAS EG, SAS Forecast Server, R, Business Objects, Enterprise
Miner, Teradata Utilities, Moodle, MS Office, MS Project, MATLAB,
Minitab , Excel – Pivot tables and Macros, Google Analytics, Hyperion
Brio, ithink, Lindo, Lingo, Promodel, VHDL, VLSI, KXEN, Web Site Tracking using
Omniture.
Statistical Skill Set: ANOVA, A/B testing, Customer Scoring, Data Mining, Design of Experiments,
Forecasting models, Linear Regression, Lifetime Value Analysis, Logistic
Regression, Marketing Mix Modeling, Marketing Channel Attribution, Statistical
Quality Control, Stochastic Modeling
Memberships: IEEE,
INFORMS, NAFSA
Operations Research Skill Set: Benchmarking, Capacity planning, Linear and Non-Linear
optimization, Project Management, Stakeholder
Analysis, Supply Chain Modeling, SWOT Analysis
Languages: C, C++, SQL,
Perl, Shell Scripting, VB
Operating System:
UNIX, Windows 95/98/NT/2000/XP
Web Development:
HTML, XML
Database: Teradata SQL,
Oracle, Microsoft Access, MySQL
TRAINING
SAS Programming II –Manipulating Data with Data Step
SAS Institute Inc.
Predictive Modeling Using Logistic Regression.
SAS Institute Inc.
Applied Analytics using SAS Enterprise Miner.
SAS Institute Inc.
Forecasting Using SAS Forecast Server Software.
SAS Institute Inc.
Certified Scrum Master
Scrum Alliance
EXPERIENCE
Assistant Professor / Systems
Analyst
September 2016 - Present
Justice K.S. Hegde Institute of Management, Nitte, India
Manage
IT systems and Technology team for Justice KS Hegde Institute of Management.
Making sure that technology meets the requirements of teachers and students;
and is also cutting edge to meet the requirements of the fast paced working
world.
Projects include:
●
Work daily with 300 MBA students in a large University Campus.
●
Teach Excel class to 150 MBA Students
●
Student Database Creation
● Technology Upgrades and working with vendors
● Manage Social Media for Nitte ( Twitter,
YouTube etc)
● Manage App content for Nitte
● Task Force member to make JKSHIM a AACSB
accredited school.
● Participate
in NBA and NAAC accreditation process
and documentation
● Moodle
(Learning Management Systems Installations and Management) implementation
● Creating Online Surveys and Forms
● Updating the College Website
● Wi-Fi Footfall Increase
● Classroom Tech Upgrades
● Point of contact for Kramah software
implementation.
●
NUCAT examination proctor.
Justice
K S Hegde Institute of Management is managed by the Nitte Education Trust. The
Institute offers a two-year full time MBA program recognised by the All India
Council of Technical Education (AICTE) and the Government of Karnataka and is
affiliated to the Visvervaraya Technological University, Belgaum.
Marketing Data Analyst
January 2015 - April 2016
Revolve, Los Angeles, CA
As part of the
Business Intelligence team I support data analysis across all the marketing
channels for Revolve and Forward by Elyse Walker.
I work with SEM,SEO,Email,Social Media and PR on channel attribution, marketing
mix and LTV.
Responsibilities:
●
Develop analysis
and trend data to support strategic marketing analysis and overall business
directives
●
Maximize database
skills to build, manage and analyze internal data sets
●
Apply statistical
analysis skills to all marketing channels
●
Scrutinize data
sets and reports to ensure accuracy, validity, and data integrity
●
Understand the
complex needs of different marketing channels while performing detailed
post-event analyses of campaigns to measure effectiveness and return on
investment
●
Develop, design,
implement, and deliver data analysis reports
●
Collaborate with
team to identify and interpret trends, variances, and business performance
●
Clearly
communicate analytic results of engagement plans and post-event summaries
●
Prepare
informative and well-organized presentations showcasing insights and
recommendations supported by data
●
Derive trends and
patterns across large sets of data and sourceSpearhead new measurement and
analytical opportunities to maximize measurement innovation and new insight
discoveries
●
Conduct ad-hoc
analyses to drive improved performance of marketing programs and campaigns
●
Compile, maintain
and distribute a multi-channel weekly marketing scorecard that measures WoW,
MoM, & YoY channel performance
●
Act as liaison
between marketing department and vendorsIntegrate vendor tasks and oversee
vendor deliverables while supporting day-to-day reporting and analyst tasks
Consultant, Portfolio Analysis
February 2013-January 2015
Discover Financial Services, Riverwoods, IL
●
Provide strong database, statistical, and analytical support
for the Discover Network.
●
Adhoc analysis
for Discover Network and Diners Club.
●
Work
independently and capable of handling multiple projects at the same time.
●
Project management and building good relationships across
different functional areas within the company and beyond.
●
Explain analytical results to Senior Management
in a clear, concise and effective manner.
●
Statistically
based deep dives into various
marketing initiatives within Discover Network and Diners Club.
●
Project
Management for internal analytic
products for Discover Network and Diners Club Marketing.
CRM Analyst
February 2010-February
2013
Overstock.com, Salt Lake City, UT
●
Developed an LTV model using KXEN.
●
Built a two stage
marketing mix model using SAS EG and JMP.
●
Developed a marketing channel attribution model
using SAS EG.
●
Built a customer scoring model using SQL.
●
Ad hoc analyses
for Branding, CSE, Affiliates, Email, Paid Search, Natural Search,
Display Ads and Loyalty program.
●
Work closely with
reporting to develop periodic marketing
reports and rework a marketing
scorecard.
●
Leverage Teradata SQL to build CRM datasets.
●
Writing gathering
requirements for software development
projects.
●
Proficient in Agile
and Scrum methodologies.
●
Functional expert
of Overstock.com’s loyalty, co-op and personalization programs.
●
Expert on
implementation of Overstock.com’s SEO,
Display Ad, Internal Search and Ad network and mobile development projects.
Marketing Analyst
September
2009-February 2010
LivePerson, New York, NY
●
Manage marketing analytics and reporting for the Consumer Marketing group.
●
Develop LTV methodology and analysis of customer retention and
acquisition.
●
Developed
profiles of VIP customers by
leveraging data from various information sources.
●
Own and develop KPI’s for the group and various
business units- Affiliate Marketing,
Community, Media, Product Management,
SEM, SEO and Email Marketing.
●
Adhoc reporting and analysis using the
Business Objects platform.
●
Carry out website
analytics using Google Analytics and
Omniture.
●
Highly involved
in the transition of the BI platform
to Cognos.
●
Use R and SAS extensively for transcript
mining and other analytic projects.
●
Closed the Email Marketing Reporting loop by
integrating Responsys feeds to the
BI platform.
Statistical Quality Analyst
March
2009-September 2009
Leapforce Inc. , Pleasanton, CA
●
Own design and
develop statistical processes to
gauge quality for a team of highly distributed Search Engine Evaluators.
●
Use R extensively to present findings and
suggest actionable next steps.
●
Use a variety of
methods to carry out statistical
analysis of business issues.
●
Design and
implement Quality Control processes
for this early stage startup.
●
Work with closely
with search engine evaluators , and teams at the client site
●
Present findings
to rest of the company as well as at the client site; Google, Inc.
Data Insights Analyst
April 2008-February 2009
Yahoo! Inc. , Sunnyvale, CA
●
Work with very
large datasets using SAS to conduct
query-level analysis of search results to derive insights and investigate
broadly to identify trends.
●
Use R extensively to design statistical
tests for research into search algorithms.
●
Methods used
include significance testing,
building logistic regression models
and reverse engineering SQL
databases.
●
Analyze and
identify patterns on content that impact relevance. Identify improvement
opportunities, and propose process /
policy changes or technical solutions.
●
Work with cross functional teams of IT
developers, end users and business analysts to develop and implement processes.
●
Work with click,
impression, query logs and other metrics. Tests carried out involve bucket tests as well as offline
methods such as A/B testing.
●
Evaluate current
processes and policies, identify areas for improvement, and recommend new policies and processes
backed by data analysis using SAS.
●
Establish
criteria across multiple intersecting data streams to drive deeper analysis.
●
Evaluate the
quality of potential new content feeds and web pages on a number of criteria
for inclusion into the search index and consider their impact on Search
results.
●
Conduct reviews
on existing content using proprietary tools to ensure compliance with content
guidelines.
●
Manage a pipeline
of requests from multiple cross functional teams.
●
Educate team members on using SAS to develop statistical models as well as on
the use of processes developed.
●
Present findings
to Senior Management.
CRM Analyst
January
2007-April 2008
Delta Air Lines, Atlanta, GA
●
Programmed in SAS to carry out data mining and analytics
in support of Delta’s direct and email marketing programs.
●
Used SAS to segment, test, plan and measure
marketing campaigns.
●
Worked with the
IT group to regularly upload most recent version of Customer Data Mart to be used with the OMA tool.
●
Regularly carried
out customer list selection, targeting and segmentation in support of direct
marketing.
●
Maintained and
optimized a customer data mart, containing summary information on approximately
12 million active SkyMiles members.
●
Developed
logistic regression and response models to better target customers.
●
Involved in
tracking the success of Delta’s marketing initiatives.
●
Worked with
outside partners in the exchange of customer information for marketing
initiatives.
●
Prepared dashboards and ad hoc reports in support of marketing initiatives.
SAS Analyst
January 2006- August 2006
Alabama Productivity Center, Tuscaloosa, Alabama for Fitts Industries
, Alabama
●
Worked on
developing a Statistical Process Control
Chart using Base SAS and Statistical Quality Control
Techniques.
Operations Management Instructor January
2005- December 2006
Department of
Information Systems, Statistics and Management Science , Culverhouse College of
Commerce and Business Administration, University of Alabama, Tuscaloosa.
●
Graduate Teaching
Assistant Performed administrative course work, wrote syllabi, prepared
materials and taught an undergraduate course to 400 undergraduate students each
semester.
●
Letter of commendation for exceptional teaching performance.
Research Assistant
February 2004-December 2004
Victoria Management School , Victoria University of Wellington, New
Zealand.
●
Developed,
managed, organized and administered a management
simulation involving 1000+ undergraduate students of management at Victoria
University of Wellington.
Instructor
July 2002-
February 2004
Computer Science
Department, Poornaprajna College, Udipi, India
●
Facilitated class
discussion and taught undergraduate courses.
●
Designed a
computer database for the college library using MS Access.
EDUCATION
Master of Science in Operations Management January 2005- December 2006
The University of
Alabama, Tuscaloosa, Alabama
Graduate Diploma in Commerce (Strategy Concentration)
February 2004- December 2004
Victoria
University of Wellington, Wellington, New Zealand
Major: Strategic
Management
Bachelor of Engineering
October 1998-
July 2002
Visveshwaraiah
Technological University, Belgaum, India
Major:
Electronics and Communication Engineering
Awards
Mention in Inc. Best in Business for the year 2009 for a
Management Simulation I worked in Victoria University of Wellington with Dr
Eric Chong.
Books
Memories –
Natasha Samani ( Amazon KDP)
February 2026
Volunteer
Informs 2026
Annual Meeting Career Fair , Victoria University of Wellington Mentor, Spic
Macay, Informs 2005 Annual Meeting.
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