Data Marketing

ANKIT PANDYA

* ******* *****, *******, 416-***-****

ON M1H 2H2 Canada acuq8w@r.postjobfree.com

SUMMARY

• Around 4 years of experience working on EMM technologies like Unica Suite, Interact

• Expertise in building and maintaining Ad hoc, recurring campaigns and simplifying campaign designs

• Well versed with various process boxes

• Comfortable using advance functionality in Unica such as Dynamic user variables, derived fields & Custom Macros.

• Goal oriented attitude and excellent interpersonal and communication skills within cross functional teams and vendors.

• Time and project management, Quick learner and intrusive PROFESSIONAL EXPERIENCE

Sears Holdings Corporation Chicago, IL & Remote

Unica Business Consultant 10/12 - Present

• Constructed ad-hoc, triggered, scheduled & dynamic auto campaigns.

• Ability in understanding Unica Log files and Optimized campaigns and increased the campaign efficiency based on the backend workflow of the campaign.

• Used Unica’s advance functionality like custom macros, derived fields, user variables & temp table tokens in the campaigns to increase the campaign efficiency.

• Extensively worked on Email campaigns, Direct Mails, Triggers

• Worked on most complex campaigns of Sears such as: Statement Letters, Coupons

• Part of NSegment project- an initiative to collect segmentation criteria over the past year, analyze them, group similar criteria and build Unica Sessions corresponding to those segments to be directly used in the campaigns thus eliminating the need of building bridge tables and decreasing the lead time of a campaign.

• Used complex CASE statements and nested joins in TERADATA.

• Built bridge tables in Teradata by joining multiple (>4) data sources for the initial campaign universe.

• Performed Quality check(s) on the every output mail list to ensure data accuracy.

• Performed in depth analysis on data & prepared weekly, biweekly, monthly Waterfall reports by using MS Excel, SQL, and UNIX.

• Experience in working with cross-functional teams and Business Units and gathering business requirements and specifications for marketing campaigns.

• Handled Direct Mail campaigns with budget >$2MM successfully and efficiently.

• Used Teradata Utilities like SQL Assistant to access database.

• Assigning offers to various input cells.

• Extensively created and used templates functionality with in Unica.

• Used SQL to perform detailed Quality Check(s) on the output mail list to check for the correctness of the output data.

• Coordinating with Email Vendors to configure the output mail file layout taking into consideration all the Business Unit’s requirements.

• Help Unica interact channels as per the business needs.

• Mentored new associates with Unica campaign and Data mart of Sears.

• Extensively worked on interact specific processes like interaction, decision & populate segment.

• Worked in both test, design & run time unica interact environments.

• Building Interactive Campaigns for Multiple interactive channels.

• Constructed interactive channels & interactive sessions.

• Construct campaigns using a combination of Unica campaign, optimize & interact.

• Evaluate the existing triggered campaigns and optimize them for better performance.

• Explore opportunities to decrease CPU cycle time on application & database during campaign execution.

• Automate some commonly used attributes across every campaign.

• Help set up the on-boarding campaign for new customers.

• Review the current QA process, suggest and document improvements.

• Targeting and working on adhoc analysis based on segmentation criteria provided by the campaign planning team.

• Generating waterfall counts in Unica on the basis of the segmentation criteria provided.

• Doing extensive segmentation using business rules based on transaction behavioral data of credit card holders and their payment patterns.

• Building complex flowcharts with multiple business conditions and suppression rules in place and optimizing their performance.

• Creating reusable segment templates specially catering to suppression rules.

• Scheduling of the email deployment as per the given time and date.

• Liaising with vendor team to ensure timely and effective launching and monitoring performance of the campaigns.

• Creating offers in Unica for the target audience according to the invite email and business request.

• In depth experience using campaign management tools requirement gathering and daily work flow of Unica.

• Creating offers in Unica for the target audience according to the invite email and business request. Environment: Unica Affinium Campaign 8.6, UNIX, TERADATA, SQL, Teradata SQL Assistant 13.0, BTEQ, Korn Shell, Base SAS, Windows XP Professional, MS Excel, MS Access, MS Power Point, Aprimo Genesis Software Solutions San Jose, CA & Remote

Unica Affinium/Interact Developer 05/12 – 10/12

• Performed detailed analysis for requirement gathering for email campaigns and Direct Mail campaigns

• Developed email and direct mail marketing campaigns using IBM UNICA Campaign tool

• Collaborated with marketing planners to achieve desired campaign results and presented results in executive summary reports, using waterfall analysis and segmentation analysis

• Performed data analysis and wrote complex SQL queries for count pull for email campaigns

• Extensively involved in adding new offers on IBM UNICA offer setup and monitoring offer deployment using IBM UNICA Interact on Inbound side

• Deployed Interact Offers and assigned Marketing scores based on offer priority level

• Performed exhaustive data analysis as a part of Quality Check(QC) process to verify data

• Maintain documentation around various types of campaigns, offers and channel optimization techniques Environment: UNICA Campaign-EMS, UNICA eMessage, UNICA Interact, Oracle, Windows7, PL/SQL, SQL, SAS Ewald & Wasserman Research Consultants, LLC Buffalo, NY/ San Franciso, CA Field Researcher (Tobacco Study) 03/12 – 08/12

• Complete interviews with respondents using standardized SRC interviewing techniques and persuasion skills.

• Ability to present research study goals and objectives in a professional and ethical manner and complete survey accurately based on observation.

• Greeted, explained procedure and debriefed participants after interview

• Collect and Enter Data in the format that helps in creating structured database and non-skewed database

• Analyze the data entered and create analysis which outputs data in a manner requested by researcher. EDUCATION

University of Windsor Windsor, ON

Masters of Management June 2015

SUNY Buffalo, The State University of New York at Buffalo Buffalo, NY, USA Bachelors of Science June 2011

Lakhotia Computer Center (LCC) Vadodara, GJ, India Higher Diploma in IT Engineering Sept 2007

• A 3 year IT Program

SKILLS

Technical Competencies:

Enterprise Marketing: Unica 7.5 - 8.6, Unica Interact. Tools (FTP Tools): WinSCP, FileZilla, Putty

Applications: MS Word, MS Excel, MS Project, MS Outlook, Minitab, SPSS, PDP Tool Operating Systems: MS-DOS, Windows 95/98/2000/NT/XP/7, UNIX, Working on IOS and Mac OS. RDBMS: TERADATA V2R4.0, V2R5, Netezza, Oracle 9i/8i, SQL Server 2000, MS Access, Oracle. Languages: SQL, UNIX Shell scripting, BTEQ, Base SAS, HTML, EXTRA CURRICULAR / ACTIVITIES AND INTERESTS

Interests: Volunteering, programming, Chess, taking leadership, managing and listening to music

• Volunteered for various ISSS(International Student and Scholar Services) activities and programs at SUNY Buffalo and many other social events

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