Data Marketing

Anitha N. Reddy

Cell: 769-***-****, Email: **********@*****.***

SKILLS

Languages & Packages: SAP BO 4.0, Designer, Info view, Business Objects

Reporting, Web-Intelligence, TCRM/CRM Administration,

Teradata PMON, Oracle for Windows, SQL, SQL*Plus,

PL*SQL, SQL*Forms, C, Pascal, SQL*Assistant, Toad,

HTML, Web Development, OO Methodology, Aginity, Data

Stage, Delphi, Progress, Power Builder, Visual Basic,

Developer 2000, Crystal Reports, Cognos, Erwin,

Visio, Query Analyzer, HP Quality Center, and Brio.

BusinessAnalysis Functional Requirements Gathering, User Interviews,

Business Requirements Gathering, Process Flow

Diagrams, Data Flow Diagrams, Data Analysis,

Requirements Analysis, Design, Data Modeling, Data

Architecture, Data Flow, Data Cleansing.

Databases: Oracle, SQL*Server, MS-Access.

Data Warehouse: Teradata, Netezza.

EDUCATION

Master of Science in Computer Science,

Jackson State University, Jackson, Mississippi. G.P.A. 3.8

EXPERIENCE:

Business Intelligent Analyst, CSpire, Jackson, MS Jan 12

- Present

. Involved in the Migration of about 300 reports from 3.1 to 4.0 and from

Oracle to Netzza

Modified and maintained Universes using Designer module to include

objects like Dimensions, Details and Measures according to the

Functional specifications.

Created new objects and classes in the Universe based on the report

creation requirements.

Created Aliases and Contexts for resolving Loops and checked the

cardinality and Integrity.

Resolved data mismatch issues that are raised from end users.

Created Web Intelligence Documents by writing SQL Queries for Derived

tables in the universe as per the Functional Specifications.

Consolidated 300 reports to 200 by converting them to user refreshed

reports.

. Used the formatting options like cross tab representation, section

breaks, data sort options, calculations, font etc.

. Worked on creating conditions, filters, ranking in Webi reports.

. Worked extensively with the major functionality of BO like Breaks, Ranks,

Alerter, Variables, Formulas, Filters, Sorts, Query prompt,

Hyperlinks in Webi.

. Created a backup of WEBI Reports and Universes in BIAR format using

Import Wizard.

. Extensively used Aginity to verify if the data pulled by the report is

correct compared to the database data.

. Involved in Report bursting for Personalizing and distributing documents

using CMC.

. Created various dashboards using XCelsius and Crystal Reports.

. Created Derived tables in the Designer to enhance the capabilities and

performance of the universe, customized Universe level Prompts as per

Functional Requirements.

. Check the integrity of the Universes, and export the universes to

Repository for making available to users

. Created reports using Business Objects functionality's like Queries,

Drill Down, Cross Tab, Master Detail and Formulae's.

Senior Programmer

Saks Incorporated, Jackson, Mississippi Nov 03 - Jan 12

* Responsible for the full life cycle development of applications with

minimal supervision. This includes requirements gathering, planning,

designing, coding, testing, and implementing projects to support the

campaign management system.

* Developed various Charts, Graphs and drill down reports in webi.

* Created bar charts, pie charts and exported them to power point, PDF

and presented them in user meetings.

* Work with marketing users in New York and Lawrenceville to facilitate

the system activities of generating reports, campaigns, segments, and

mail outputs for marketing operations. Information is accessed from

the Data Warehouse or the Teradata CRM database.

* Create and support Unix (AIX) scripts to populate Teradata Tables/Views

used Teradata Campaign Management Application.

* Created about 50 - 60 CRM legends with different customer criteria

which helped marketing users in segmenting customers for their

campaigns and communications.

* Create stored procedures in updating Teradata tables, creating reports,

and sending success/failure processing emails.

* Modify GUI interface to retrieve data from data warehouse. Make

modifications per user request to the CRM legends.

* Involved in ETL procedures in extracting and loading data from

Mainframe environment to Teradata using Datastage. Generate and

execute stored procedures to load data from data warehouse to CRM

databse.

* Use SQL Assistant to write SQL that will access the Data Warehouse or

the CRM environment.

* Document processes that update the DataWarehouse from the ETL

processes. Product used: Ascential

* Backup and assist with running a daily/weekly process that updates the

Data Warehouse. Provide on call support for daily production batch

cycle.

* Managed all aspects of marketing communication efforts by supporting

marketing users in

* Creating campaigns with increasing levels of sophistication using

Teradata CRM.

* Designing, managing, and implementing business strategies at any

customer level.

* Creating campaigns and segments that are timely, relevant, and cost-

effective.

* Segmenting customers and programs that have the greatest long-term

profit potential for business.

* Utilizing the appropriate communication channel to best satisfy

customers while minimizing company's infrastructure needs.

* Delivered the right offer to the right person at the right time through

the right channel.

* Worked with events to automatically detect opportunities-such as

changes in a customer's status or life-stage-and act upon them in near-

real-time.

Senior Programmer (Mar'03 - Nov/03)

Groen

. Involved in design and development of an Inventory Control database in

Oracle. Involved in coding and analyzing data and provide various reports

in Crystal Reports on Inventory, Stock, Vendors, Sales/Tax, Order's

information etc. for different states. Designed execution plans and

involved in data loading, regression testing and system testing.

Senior Application Developer/Analyst (Sep' 96 - Feb'

03)

MCI World Com, Jackson, Mississippi.

. Responsible for the full life cycle development of applications with

minimal supervision. This includes planning, designing, coding, testing,

and implementing projects to support the lead management system, and

sales automation system.

. Work with both Marketing and New Business users to facilitate the system

activities of generating lead files, transferring the files to the

appropriate platform, and processing the sales to update several

administration systems.

. Designed and Developed various ad-hoc reports in Query Analyzer as front-

end, SQL*Server as a back-end. Provide onsite Operations support to SMCS

(commissions) application to approximately 40 users in Clinton. Provide

coding, testing and error correction for application modification.

Perform functional analysis and data analysis to unit test and document

system requirements based on client needs.

. Designed and developed a Help Desk database and application in Oracle and

Delphi for marketing department. Involved in data loading procedures,

support and maintenance of the database. Perform data analysis and

design data models for the system.

. Designed and developed Local Services Billing database and application

for marketing department using Oracle, Delphi and Access. Involved in

coding and analyzing data from IXPlus and provide various reports on

local services billing and line counts information for different states.

Designed execution plans and involved in regression testing and system

testing.

. Involved in the design and development of a relational database for

Employee Payroll using Oracle. Design based on E-R model using the

concepts from relational approach. Implemented with Oracle SQL*Plus,

SQL*Forms and SQL*Menus. Highlights of the prototype are that it can be

used with ease to retrieve and update the data at the same time providing

data security and integrity.

. Designed and developed HR Turn Over database and application in Oracle

and Delphi/Crystal Reports for marketing department to report all active

and terminated employees with promotions, percent increase, transfer

information, etc. on a weekly basis. Involved in data loading procedures

using SQL*Loader, database maintenance, backups and support.

. Responsible for Y2K testing and implementation of the software and the

applications.

. Involved in the design and development of Private Line database and

application using Oracle, Delphi and Interbase, which provides various

Delphi reports and forms.

. Involved in the design, development, unit test and system test of

Marketing Private Line application using Oracle and Delphi for reporting

purpose also maintained the application program and the system.

. Involved in coding, loading and testing Journal Entries upload in Private

Line Database.

. Designed and implemented a database for Inventory Control and Order

Processing system which keeps track of the stocks and orders information

for marketing department. Involved in monthly data loads and system

enhancements.

. Performed system analysis and designed/developed a Billing and Inquiry

system. This system helps the department in billing the consumers using

Oracle database and it's tools SQL*Forms, SQL*Reports and SQL*Menus.

. Created my own web site with personal page involving animation,

restricting access, secure transaction methods, order forms and

transactions involved in online shopping.

Programmer/Analyst (Aug' 95 - Sep'96)

Conway Computer Group, Jackson, Mississippi.

. Served as Technical Lead for the implementation and support of PABBLO -

policy-underwriting package. Travel to client sites to develop

requirements for system modifications. Design and develop specifications

for modifications and enhancements as requested by clients. Oversee

PROGRESS training for entry-level developers. Create client specific

conversion modules. Assist application developers in program

modifications. Perform code reviews to ensure modifications meet design

specifications and adhere to coding standards. Application developed in a

client/server environment utilizing PROGRESS as the software solution;

Sun Solaris UNIX as the optimal database Platform.

. Analyze business problems and recommend solutions to the problems.

Translate solutions to business problems into specifications for

modifications of Conway Computer Group software packages. Supply

documentation of implemented changes to software; provide support for end

users that encounter problems with CCG software. Participate in the

design and development of CCG software. Provide coding, testing and error

correction for modifications.

Programmer/Analyst (Oct' 94 -

Jul' 95)

Mississippi Center for Technology and Transfer, JSU, Jackson, Mississippi.

. Maintain financial reports and billing through computerized financial

systems, review the federal register and related funding material and

report relevant information, conduct workshops, install and organize data

and software programs. Assist with special project assignments; provide

routine assessment/analysis reports of workshops and participants.

Perform data loading and retrieval; maintain all computer hardware

network and e-mail, systems and training for the center.

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