Tools / Technology used - SQL server, Qlikview, SPSS, SAS, R, Visio, Test & Target - Led the analytic effort for the development and implementation of PPI marketing campaigns that drove 50% better ROI. - Analyzed interplay and cannibalization between acquisition and retention channels or various web channels which drove major personalized campaigns efforts. - Managed business-unit-wide communication vehicle to update organization on analytics and optimization insights gathered by the entire analytics team. - Drove strategic business intelligence and actionable insights thru data analytics for Norton eCommerce business unit to maximize revenue. - Studied behavior of Symantec's 800M subscription, auto- renewal Norton business, performing optimization for the conversion funnel to identify and leverage up-sell, cross-sell opportunities. - Synthesized behaviors of 150M Norton product users to define sales opportunities and design programs to retain, engage customers and maximize revenue. - Provided support for all areas of optimization from ideation, budget approval, A/B test design, implementation, campaign creation, measurement, insights. - Analyzed and recommended a course of action for all of Symantec eCommerce Partner Driven Acquisition business to drive end to end solutions and campaigns for incremental revenue. - Established key metrics and executive dashboards measuring all parts of the purchase funnel. Developed and trained users on global standardized tools, business processes, and reporting capabilities.

Tools / Technology used - SQL server, HTML, Tableau, Oracle CRM, Leadlander, LeadGensys - Established lead generation marketing tool (Leadlander, LeadGensys) to monitor customer activities on website, analyzing behavior of various segments, integrated it with email marketing for ongoing lead nurturing. - Created and established lead tracking processes in Oracle CRM, integrated it with website, to capture, monitor, assess, report results for lead gen campaigns and projected ROI. - Consolidated individual sales databases in Oracle CRM, defined and conducted segments to communicate with customers per cohort. Drove email campaigns and industry investor newsletters. - Led redesign and launch of search engine friendly website. Worked closely with designers on website functional requirements, optimized layout, design, usability and customer experience. Responsible for ongoing updates.

Tools /Technology used - CRM SFDC, Hyperion, Tableau, Advanced Excel, HBX, Lead genesis - Consolidated data from multiple sources into Hyperion; analyzed it to have full lifecycle visibility to make strategic decisions (consumed by L1/L2). Designed and implemented lead generation programs including scoring, hot lead alerts, and status tracking of programs through SalesForce.com with 40% increase of qualified leads. Established a nurturing mechanism on HBX and Salesforce.com to measure campaign ROI. - Analyzed ROI and effectiveness of various marketing channels, as well as brand awareness and brand equity guiding investments. - Tracked key website metrics, correlated with programs and events. Monitored online visitors to understand user behavior, cohort analysis. - Collaborated with the Finance on tracking product line performance, renewal rates and market share. Maintained advanced excel based pricing tool. - Created system for ongoing measurement of NPS, brand awareness, Sales surveys; which identified issues & improvement opportunities with different functional areas. Identified key drivers for loyalty which helped the company prioritize investment.

Tools/ Technologies used - Ms Access, SQL, SPSS, R, Advanced Excel, Tableau, Adobe Analytics, Google Adwords / Analytics - Structured databases, executed new set of detailed programs and packages for reading and handling data in MS Access. - Consolidated data from multiple sources, performed unstructured data analysis to ensure SEM data accuracy and consistency using SQL. Processed data transformation techniques such as data smoothing for managing projects and ongoing processes. - Worked as Insights Analyst for various functional business partners across CNET, to support business requests for reporting and insights. - Determined optimal campaigns, analyzed returns, assisted in growth and optimizing campaigns, recognized trends and opportunities within dashboards, comeback reports, to maximize ROI - Designed tests such as A/B tests for landing pages optimization to maximize conversion rate, targeting ads for geography, demographics and time of day to maximize revenue and ROI on CNET Network.

Tools / Technologies used: SQL Server, Tableau, Omniture, Google Analytics, Ms. Excel - Worked with management and interacted with clients to identify business insights and learning for direct marketing programs. - Analyzed findings using various statistical techniques such as data modeling, regressions, variances etc. - Identified and investigated patterns in data and working with planning and account teams to define direct marketing strategies. - Prepared easy to understand Reports, Dashboards to develop ongoing and post-program analysis. - Provided statistical consulting to determine significance of observed results.