Marketing Data

K EERTHE VANI DURAISA MY ACHAIAN

Dallas TX ***** 972-***-**** ***************@*****.*** www.keerthevani.co.nr www.linkedin.com/in/keerthevani

S UMMARY:

Currently working with Online Performance Marketing, Richardson as a Digital Marketing Web Analyst Intern

Worked with Fiserv Inc., Dallas as a Business Analyst Intern

E DUCATION:

M.S. Management Information Systems, The University of Texas at Dallas, Richardson, TX GPA: 3.50 (Expected May 2014)

B.E. Electronics & Communication, Anna University, Chennai, India GPA: 3.27 May 2012

S KILLS SET:

Business Intelligence/Data Mining/Reporting: R, SAS, Weka, XLMiner, CA Clarity PPM, SSIS, SSAS, SSRS, Cognos BI, MicroStrategy, Microsoft

SharePoint, Advanced Excel (Vlookup, Macros, Pivot Tables), SAP Business Objects Web Intelligence, SAP Business Explorer, xCelcius, Crystal Reports

Web Analytics: Google Analytics, Adwords, SEO (Open Site Advisor, Majestic SEO), Webmaster, SEMrush, Hootsuite, Omniture Sitecatalyst

Database/RDBMS: T-SQL, Microsoft SQL Server, MySQL, Access, Excel (VBA)

Programming Languages: C, C++, JAVA, Base SAS, Basic HTML

Documentation Tools: MS Visio, Rational Rose, MS Office Suite

Management Skill: Six Sigma Process, Agile Programming & Testing, Information Technology Infrastructure Library (ITIL), SDLC, Use Cases

CERTIFICATIONS:

December 2013

UTD SAS Certification

September 2013

ITIL v3 Foundation Certification

PROFESSIONAL EXPERIE NCE:

Marketing Web Analyst Intern, Online Performance Marketing January 2014 – Present

Work with projects in Google Analytics, Data Analytics, Site Content Making, paid media and Social Media incorporating knowledge in MIS

developing skills in Broad Digital Marketing

Measurement and analysis of web traffic, keywords, backlinks, visitor tracking, Search Engine Optimization, visitor acquisition, conversion and

retention, KPIs, ROIs for web sites and measurement of online marketing campaigns using SEMrush, SEO tools and Google Webmaster tools

Developed Strategic plans and came up with marketing plans for projects that directly impact client success

Performed Social Media Analytics to compare and analyze monthly data for pages and campaigns on the pages on Facebook using FB Analytics and

for data on Twitter using Tweetstats and on LinkedIn and other social media using Hootsuite

Business Analyst Intern, BillMatrix, Fiserv Inc. June 2013 – December 2013

Worked with Core design team to develop ERD’s and Data Modelling for Client Projects

Developed management reports with Cognos BI and SQL queries

Created Service Level Agreements (SLAs) for QA Testing of client projects and created JADs with the assistance of the Business Analysts

Developed and Implemented Test Cases for User Acceptance Testing (UAT) for several client projects

Worked with MicroStrategy to perform analysis on IVR Call Data and create reports for the same

Implemented data security for web applications using Tokenization and Corporate Components in SSIS. Automated batch jobs using SSIS and

generations of reports using SSRS

Redefined the Organization Breakdown Structure (OBS), performed Data Analysis on Clarity PPM and generated interactive dashboard reports

A CADEMIC EXPERIENCE:

Advanced Business Intelligence: Applied different BI Techniques such as, Market Basket Analysis, Cluster Analysis and Predictive Modeling on large

datasets and recommended sales strategies to the companies. (Regression, Anova, Decision Tree, Neural Networks, KNN). Assesse d the customer

retention rates and predicted the amount of customers who will accept a new product trial using base SAS Modeling, SAS Enterprise Miner, Weka

and XLMiner

Business Data Warehousing: Implemented the ETL process using SAP BW and designed queries using BEx query designer, analyzed queries using

slice, dice, drill-down and roll up features in BEx Analyzer. Created SAP Dashboard Design using Xcelsius and created standardized reports using

Crystal Reports

Spreadsheet Modeling with Advanced MS Excel: Worked on Optimization Models, Linear Programming & Network Programming Models, Macros

(VBA), Simulation techniques, Sensitivity Analysis, Net Present Value (NPV), V-Lookups, Pivot tables, Data formatting, P/L, XNPV, IRR and cash flow

DBMS and System Analysis & Project Management: UT Dallas Bike Rental System: Gained knowledge on SDLC. Identified functionalities for a

website of a Bike Rental System and prepared the Functional Specifications Document (FSD), modeled the system using OOAD meth odology,

analyzed & proposed a new model and transformed the models into detailed design using MS Visio 2003 & Rose Modeler and implemented the

same using MS Access 2010, SQL Server 2008 and MS Visio 2010. The DB worked well with Manual Testing and parameterized data testing

Object Oriented Programming: Implemented Software Development, Flow of Control and Object Oriented Concepts like Classes, Methods, Objects,

Arrays, Inheritance, Exception Handling, Stream & File IO operations and GUI using Swing & Dynamic Data Structures

M ISCELLANEOUS:

Leadership: Vice-President of Social Impact Group (SIG) at UT Dallas

Volunteer Activities: Association of Information Technology Professionals, SIFE, ISA at UT Dallas and Sankara Eye Foundation, Divine Spark-USA

Interests: Yoga, Indian Classical Dancer/Teacher (Bharathnatyam), Carnatic Music, Reading Thriller/Action Fiction

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