Data Analyst Marketing

Simha Girish

Business Analyst /Campaign Analyst

Email: *********@*****.***

mobno : 786-***-****

Summary:

Accomplished 7 years in Business Analysis, Data Analysis, Campaign Analyst and System Analysis with extensive experience in business products, operations, Data Strategy & Business Intelligence Domains.

Proficiency in Designing, developing and executing integrated marketing campaigns involving business rules using Unica Campaign, Interact, Emessage

Experience in installation and configuration of IBM Enterprise Marketing Suite & Cognos and also Good understanding of Operating Systems, Databases, Application Servers

Knowledge on both outbound and inbound marketing.

Strong SQL, Excel business problem solving and analytical skills

Good Knowledge on ETL and Data Warehousing concepts, telecom,Smarter commerce, Travel and logistics and rigorously working on banking domain

Involved in creating Reports using IBM Cognos Report studio

Proficiency in base SAS, SAS/SQL, SAS/macro

Proficient in data collecting, cleaning, aggregating and reporting

Accomplishments in analysis and documentation of large-scale business systems such as authoring Project Charters, Visions, Business Requirement Documents, Business Overview Documents, Narrative Use Cases, Data Mapping, Functional Requirements Specifications and Technical Requirements Specifications.

Expertise in creating UML/RUP based modeling views like Activity/ Use Case/Data Flow/Business Flow /Navigational Flow/Wire Frame diagrams using Rational Products & MS Visio.

Proficient as long time liaison between business and technology with competence in Full System Development life cycle (SDLC) with Waterfall, Agile

Extremely comfortable in leading large brainstorming sessions with all the stakeholders and eliciting requirements and areas of focus including key use cases and capabilities Business is looking for.

Facilitated change management across entire process from project conceptualization to testing through project delivery, Software Development & Implementation Management in diverse business & technical environments with demonstrated leadership abilities.

Technical Skills:

Operating system : Windows, Ubuntu (Linux flavor)

Analytical Tools : Base SAS, SAS/SQL, SAS/macro

Databases : IBM DB2, Teradata,Oracle, My-Sql, Ms-Sql

Campaign Tool : IBM UNICA Campaign,Interact,SAS

Application Servers: WAS, Oracle weblogic(Basics)

ETL Tools : Informatica Power Center

Reporting Tools : IBM Cognos, sas, Excel

Client: AvMed, FL Dec 2013 – present

Profile: Business System Analyst / Data Analyst

Responsibilities:

Design,develop,execute and analyze marketing campaigns across various digital marketing channels like Email,Direct Mail,Website,mobile app etc..

Handling campaign adhoc dataload,response data, customer contact history and customer preferences

Performed troubleshooting for Unica Campaign flowcharts and implemented best practices to increase the performance of flowcharts

created standard folder structures, offer templates, flowchart templates and table catalogs in Unica environment according to the business process

Involved in gathering document requirements from the business related to marketing campaigns and Translate business requirements into technical specs.

Perform quality assurance testing against campaigns developed by other team members and develop campaigns

Wrote standard and complex SQL queries to perform data validation to ensure test results matched back to expected results

Involved in generating reports using against and contact history using SAS,SQL

response

Environment: UNICA Campaign,SAS,, MS Office Suite,Teradata,Oracle,ETL

Client: IHG, ATLANTA October 2011 – Nov 2013

Profile: Campaign Specialist

Responsibilities:

●Involved in Developing and deploying campaigns for ‘Inbound customer’ using UNICA Interact to present personalized messages to client customers in real-time across channels.

●Involved Discuss and gather project requirements from different business teams and stakeholders.

●Experience in coordinating with Channel managers to deploy and Un-deploy real-time Interact campaigns in Production

●Monitoring Interact offers across all channels on day to day basis. Troubleshoot the issues by co-coordinating with onshore IT teams.

●Analyzing the performance of targeted offers using SAS / Teradata.

●Ensuring compliance and other governance requirements are delivered.

●Ensuring timely delivery of Campaigns and post campaign analysis.

●Involved in Creating QC checklist, process documentation and maintain them in a Centralized portal.

Environment: UNICA INTERACT, SQL,SAS, Oracle, UNIX,MS Office Suite

Optum Health Care Services, Hyderabad,India Feb 2010 – September 2011

Business Analyst / Data Analyst

UnitedHealth Group is on a mission to help people live healthier lives. Unified in the goal of building a health system that works better for everyone, and committed to creating greater opportunities for the customers, partners and employees.

Specialties Health Care, Wellness and Health Management, Retiree Solutions, Information Technology

Responsibilities:

Create and execute campaigns in Unica for major direct marketing efforts (direct mail, email & telemarketing) as well as smaller, trigger-based programs within the framework of the overall contact strategy.

Providing direction and campaign executions designed to drive up engagement and enrollment into different products using knowledge of the customer data.

Performed troubleshooting for Unica Campaign flowcharts and implemented best practices to increase the performance of flowchart

Worked on both Unica Campaign and Unica Interact module.

Assessed and interpreted needs and requirements of our partners, daily coordination with stakeholders on phone.

Provided actionable insight by giving explanation and interpretation of data to support dept and business unit needs

Maintained a strategic relationship with business partners to develop deeper understanding of their business goals and suggested new strategies

Environment: UNICA Campaign, Terdata,Cognos,Informatica,Ms office,SAS

IBM UNICA Integration Bridge,Tibil Bangalore,India June 2009– June 2010

Role:UNICA Consultant

It is an Integration project between two major products i.e IBM Unica Enterprise Management Suite,IBM Sterling Selling & Fulfillment Suite To Facilitate quicker decision making to drive profitability by enabling key business end users Store Managers, Brand Managers, MKTG Managers and also to Determine the best message to extend in both outbound and inbound marketing channels.

Responsibilities:

Involved in designing Flexible architecture which allows campaign to access and use data stored anywhere

Participated in discussions with Product level architects to gain the knowledge with in the product

Developed flowcharts in such a way that users can modify the segmentation or logic of the flowchart without entering into the unica

Involved in installation & configuration of 8.5,8.6 versions of unica campaign modules and tested the compatibilities with other IBM products.

Created different kinds of inbound and outbound triggers using for unica using batch scripts.

Involved in Database table administration like mapping system tables, user tables from various data sources.

Involved in creating offer templates, audience level, users & roles administration.

Involved in configuring unica with cognos to generate default standard reports

Presented the demo of the project for various clients

Eita Telkom, Bangalore October 2008 – May 2009

Campaign Analyst /Business Analyst / Data Analyst

Campaign Analyst for reputed telecom company. Responsible for segmenting the subscriber’s base based on their usage revenues, and targets them with various BTL campaigns, Response Tracking, and Campaign Data Mart Creation.

Responsibilities:

Involved in extracting data from different sources

Designing campaigns for targeting customers in order to increase revenue.

Creating data mart and automating the process of capturing the data.

Analysis the customer behavior and dividing them into segments in order to decide which offer they should be targeted for.

Analyzing pre campaign revenue and post campaign revenue.

Analyzing revenues for Test group and control group to measure the success of the campaign.

Modifying the offers and segments based on the above results.

Understanding of Unica & Campaign Strategy Planning and Understanding of Campaign Process

Experience in Using utilities, Creating users, groups and their respective roles

Involved in creating strategic segments, Flowcharts, Offer templates, Table mapping from external data sources Into Unica

Knowledge of unica detect, marketing platform,marketing operations, customer insight

Understanding of Multiple Channels for promotion (Direct/Email)

Experience in Identifying and building campaign templates and campaign triggers.

Experience in Designing and executing integrated marketing campaigns involving business rules using Unica Campaign.

Document all regular processes so that they are consistently and sustainably executed.

Manage campaign quality assurance processes prior to campaign execution.

Working knowledge to troubleshoot campaign make modifications to existing campaigns and ensure campaigns are being executed correctly.

Environment: SAS, UNICA CAMPAIGN,oracle,Informatica

Education:

B.Tech in Computer Science engineering from JNTUH

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