Marketing Analytics Digital

Rishita Mehta

+1-945-***-**** **************@*****.*** www.linkedin.com/in/rishitamehta/

PROFILE SUMMARY

Technological competencies: SQL, SAS, Tableau, Python, Adobe Analytics, Adobe CJI, Google Analytics, Sales Force, Responsys, MS Tools, WordPress, Shopify, HubSpot, Sprinklr, Clever Tap PROFESSIONAL EXPERIENCE

Commerce Bank

Marketing Analytics Intern Domain: Marketing analytics Missouri, USA

Jun’23 – Aug’23

• Engineered a PR article measurement model, converting sentiment data into insights by leveraging the NPS framework. First in the company to quantify PR performance and overall brand reputation assessment.

• Designed a dynamic real-time social sentiment tracking dashboard, harnessing data from Facebook, Twitter, and Review portals. Identified and addressed critical concerns with frustrated and at-risk customers. 5Paisa Capital

Assistant Vice President Domain: Marketing analytics Mumbai, India

Feb’22 – July ‘22

• Elevated app user engagement by 3% through the development of a personalized product recommendation engine using regression methodologies.

• Led the analysis of app and digital marketing data to optimize campaign strategies, driving a 20% increment in ROI and 2.3% boost in customer acquisition.

• Oversee the entire marketing campaign lifecycle, from ideation and content development to execution and optimization, collaborating effectively with multiple stakeholders. Bajaj Finance Limited

Senior Cluster Manager Domain: E-Commerce analytics Pune, India

Aug’21 – Dec’21

• Developed a 360-degree customer view in Tableau, providing a holistic perspective of the customer journey across marketing touchpoints. Identified funnel leaks and implement strategies to convert potential leads into sales.

• Developed Offer prioritization model, by leveraging purchase behavior and clickstream data. Resulted in a 3x reduction in Email, SMS, and push notification triggers and 20% increment in conversion.

• Utilized SQL, Python to extract, clean, and analyze large datasets, providing actionable insights to maximize ROI on marketing efforts.

Cluster Manager Domain: Website & App data analytics Mar’20 – Jul’21

• Segmented customers into clusters using statistical clustering methods to target high-value customers based on CLTV. Resulted in optimized campaign targeting strategies and improving marketing efficiency ratio by 4.8%.

• Ran monthly presentations to senior management with findings and recommendations on marketing KPI accomplishments. contributing to strategic marketing planning, budgeting and sales forecast.

• Carried out advanced A/B and multivariate testing to optimize digital marketing campaigns and website, enhancing ROI by 30%.

• Conducted market research, analyzing a range of e-commerce websites, with a focus on layout design, customer journey, and payment options. Served as a foundation for the development of company’s E-commerce app. Senior Unit Manager Domain: Campaign analytics Nov’18 – Feb’20

• Created interactive campaign performance dashboards in Tableau and Adobe analytics to monitor campaign performance.

• Increased leads for financial products by 300% through a multi-channel marketing and segmented targeting strategies.

• Automated real-time SMS, email, and push notification triggers by leveraging abandoned cart and event completion data. Boosted conversion rate by 15%.

Deputy Manager Domain: Digital marketing May’17 – Oct’18

• Orchestrated the multi-platform launch of insurance products, crafting marketing plan encompassing budget allocation, channel & communication strategy and campaign execution. Revenue boost of $24K/month.

• Designed automated and personalized Emails, SMS, Web Push notification journeys in addition to manual retargeting, ensuring consistent lead generation for sales team.

• Created offers and planned and executed campaigns for direct marketing and social media channels, promoting e-commerce sale events and achieving a 20% sales increase.

EDUCATION

University of Texas at Dallas MS in Marketing Analytics

(STEM program)

Dallas, TX Dec’23

Xavier Institute of Management and Entrepreneurship MBA in Marketing Bengaluru, India Apr’17 Sikkim Manipal University BBA Patna, India Aug’14

Business growth analysis, Advanced analytics techniques, Customer behavior analysis, Acquisition costs, Lifetime value analysis, Campaign performance analysis, Key performance indicators (KPIs), Performance reporting, Marketing dashboards, Trend analysis, Actionable insights, Optimization strategies, Cross-functional collaboration, Performance targets, Marketing analytics infrastructure, Data visualization, Customer segmentation analysis, Targeted marketing strategies, Customer engagement, Customer retention

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