VIJAYA PATIL Jersey City, NJ +1-929-***-**** www.vijayapatil.com adbzo8@r.postjobfree.com LinkedIn EDUCATION

MS in Information Technology and Analytics, Rutgers Business School GPA 4.0 BE in Computer Science, Bangalore Institute of Technology GPA 3.8 Newark, NJ

Bengaluru, India

2018-2019

2008-2012

EXPERIENCE

CIBER GLOBAL LLC Senior Digital Analytics Consultant Whippany, NJ (Oct 2019 – Present)

Bayer Pharmaceuticals: Performed Reach & Frequency analysis for prospecting/retargeting campaigns for multiple Pharma and Consumer Health brands using Google Ads Data Hub (ADH) and BigQuery; Provided recommendations for campaign optimizations

Performed audience overlap analysis to evaluate ad-spend waste for multiple publishers and suggested agencies on targeting mechanisms

Configured tags (including Floodlight tagging) and Data Layer variables for Bayer websites using GTM to track the user interactions ACCUWEATHER Senior Analyst, Digital Analytics New York, NY (Aug 2019 – Oct 2019)

Built custom data studio dashboards for video play analysis from JW Player, content analysis, and topline metrics for website and apps

Forecasted sessions for all the devices using statistical models in R such as STLF, Prophet and helped in budget planning for FY2020 BENJAMIN MOORE & CO. Digital Analytics Specialist Montvale, NJ (Jul 2019 – Aug 2019)

Working knowledge of online advertising pricing methods (CPM, CPC), DSP (DV360, Trade Desk), SSP (Campaign Manager), Google Ads, and Search Ads 360; Used offline sales and on-site GA360 data to create custom segments and customer profiles

Configured e-commerce goals in GA360 to visualize funnel to track micro conversions for BM.com contractor website; this funnel visualization shows how many users make it to the next step of purchasing a product; Retargeted potential users based on drop off BENJAMIN MOORE & CO. Digital Analytics Intern Montvale, NJ (Dec 2018 – May 2019)

Performed in-depth analysis of information from multiple data sources (web analytics data as well as external data such as offline sales, weather data, unemployment data, home sales data, etc.) and provided significant insights into factors impacting sales using R language

Identified on-site buying behavior using custom fields, segments, audiences, etc. in GA360; Created weekly/monthly/yearly dashboards and ad-hoc reports using Google Data Studio and made actionable intelligence available to the C-Level executives

Designed, built, and automated dashboards having brand specific KPIs using optimized SQL queries; Reduced reporting time by 10% WELLS FARGO INDIA SOLUTIONS PVT. LTD. Senior Analyst Bengaluru, India (Dec 2015 - Nov 2017)

Led a team of 3 and developed machine learning models for Wells Fargo Consumer Lending products (Auto Loans, Student Loans, Mortgages, Personal Loans) as part of Enterprise Data and Analytics Team to asses creditworthiness of customers

Performed feature selection using PCA and Recursive Feature Elimination (RFE) and Random Forest for feature ranking; Implemented models in Python such as logistic regression, kNN, Naive Bayes, & Random Forest; Reduced net charge-off rate by 2%

Implemented k-means clustering in R to understand customers’ background and segmented the customers based on product purchases TATA CONSULTANCY SERVICES LIMITED Analytics Specialist Bengaluru, India (Dec 2012 - Dec 2015)

Taj Hotels (IHCL Group): Analyzed patterns and trends in users’ booking behavior by analyzing web traffic using GA360

Redesigned and repositioned key homepage features by utilizing Google Optimize 360, resulting in 8% YoY growth in the pageviews

Tata Motors: Analyzed the sales quotes and available inventory for 800 dealerships of 3 years data using Siebel CRM Automotive

Optimized the gap between demand and supply of auto-parts using time series forecasting model such as ARIMA, AR, MA, and forecasted for next 6 months; Used RMSE as estimator measure; Improved customer satisfaction by 5% in dealerships