Data Analyst Digital Marketing

Shakeela Fatima

*** ******* ******* *****, **** Cary, North Carolina 27519

Mobile: 919-***-****

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

Business System Analyst/ Data Analyst

Summary

Good industry knowledge in Retail, Ecommerce, Banking, Insurance, healthcare, Human Resource.

Around 6 years of IT experience as an Analyst with solid understanding of business requirement gathering, business process flow, business process modeling, functional specification, business case analysis, quality assurance and testing.

Proficiency in SQL Queries on Oracle, SQL Server and Teradata.

Experience on BI/Reporting Platforms like Qlikview and Tableau.

Advance Skills in Excel and Vision and other Microsoft office tools.

Extensive knowledge of Rational Unified Process (RUP), Object Oriented Analysis and Design (OOAD) using Unified Modeling Language (UML), MS Visio, MS Project, Visual Paradigm, Waterfall model, Rational Rose, Requisite Pro, Rational Clear Case

Experienced in interacting with business users and executives to identify their needs, gathering requirements and authoring Business Requirement Documents (BRD), Functional Specification Documents, Use Case Diagrams, Activity Diagrams and Sequence Diagrams using UML modeling.

Excellent writing skills in preparing business requirements documents (BRDs), system requirements specifications (SRS), system design specification (SDS), functional specifications, and defining project plans.

Critically evaluate information gathered from multiple sources, reconcile conflicts, decompose high-level information into details, abstract up from low-level information to a general understanding, and distinguish user requests from the underlying true needs.

Experienced in facilitating and conducting Joint Application Development (JAD), Rapid Application Development (RAD), interviews, workshops and requirement elicitation sessions with end-users, clients, stakeholders and development team

Experienced in Business Analysis, SWOT Analysis, Gap Analysis, Return on Investment, Cost-Benefit Analysis, Risk Analysis, Disaster Recovery Planning, Testing and Project Planning

Knowledge of HIPAA standards, code sets and EDI (Electronic Data Interchange) Transaction syntax like ANSI and X12

Experience of creating source to target mapping, edit rules and validation, transformations, and business rules

Quickly understand the business issues and data challenges of client's organization and industry

Deliver informative and well-organized presentations

Exhibit confidence and an extensive knowledge of emerging industry practices when solving business problems

Technical Skills

oBI Tools

Business Objects, QlikView, Tableau

oDatabases

Oracle, Teradata, MS SQL Server, Access

oLanguages

SQL, PL/SQL, C, C++, Java

oScripting Languages

VB Script, Java Script, Unix Shell, Perl

oOperating Systems

Windows NT/2000/XP/2003, UNIX, Linux

Educational Qualifications

Bachelor’s Degree in Computer Applications, Osmania University, India

MBA-HR, Symbiosis, India

Diploma of Completion, UiPath Academy:

RPA Business Analyst, 2019

Level 1 RPA Developer Foundation, 2019

Certificate of Completion:

RPA Developer Advanced Training, 2019, Edureka

PROFESSIONAL EXPERIENCE

Business System Analyst – MetLife, Cary, NC November, 2019 – Present

Project Description: DFSS Disability Evolution

MetLife is among the largest global providers of insurance, annuities, and employee benefit programs, with 90 million customers in over 60 countries.

The scope of DFFS Disability Evolution project is the seamlessly integrate disability claims processed on FINEOS, a new disability claim processing system, with the MetLife’s proprietary legacy system, UDS (Unified Disability System). As part of this effort, a consolidated data mart will be built for all the disability insurance claims thus enabling Analytics and Reporting of the disability claims from single platform.

Job Responsibilities:

Business stewards and SME engagement to understand and document the legacy UDS claim processing

Interact with FINEOS project teams to understand the new process flows, identify gaps in process and engage with solutions team to ideate the mitigation plans

Analyze and document the attribute level functionality and definitions from both the systems

Map attributes, provide transformation logic and document the gaps by closely working with lead BSAs, project teams and development teams

Engage with development and test teams to validate the data and track deliverables

Prepare FSD and document as-is and to-be process flows

Collaboration with Data Modeling team to maintain the integrity between dev, test and production environments

Environment/Tools: BigSQL ( IBM Data Studio 4.1.3 ), MS SQL Server, BIDS(SSIS/SSRS), Informatica, Agile/Scrum Project Execution, Jira, SharePoint, Windows platforms, ServiceNow, HP ALM

Business System Analyst - AKC, Raleigh, NC August, 2017 – November, 2019

Project Description: Single Profile System

American Kennel Club Founded in 1884, the AKC is the recognized and trusted expert in breed, health and training information for dogs. AKC actively advocates for responsible dog ownership and is dedicated to advancing dog sports. As part of Single Customer Profile, AKC aimed at consolidating disparate sources of customer information obtained from Dog and Litter registrations, Sports and Events, Online store, Canine College, Marketplace, groomers and various partners to provide a holistic view of customer. This initiative enables AKC to strive towards improving customer interaction, understanding of customer behavior, targeting of customer and customer support.

Job Responsibilities:

Analyze, evaluate and document the current landscape of AKC business processes and interactions with in and out of its entities to build a holistic view of AKC ecosystem

Identify the potential customer touch points into AKC business and establish process flow to identify distinct set of customers by personas

Engage with different business process stewards to understand and document the process flows, inter connectivity and inter dependency

Establish guidelines to identify unique customer and personas then to build upon the Single Profile System

Analyze data from multiple sources, like, EDB, ECOM, EDW, Shopify, Canine College to determine the data lineage and identify potential gaps in data

Data preparation and map-gap documentation for Dog & Litter Registration, Sports & Events Data Cube Project.

Engage with Directors of each Business Process head to understand KPI`s and document them in

Data Cube Project.

Extract data through logical complex SQL queries and develop cross group and cross functional reports covering client needs.

Environment/Tools: Agile/Scrum Project Execution, Jira, Oracle, TOAD, SharePoint, Tableau, QlikView, MS SQL Server, Windows platforms

Project Description: Email Service Provider

AKC uses variety of email marketing platforms to send marketing communications to its prospect customers. The problem proliferates as the disparate email platforms target same customer multiple times for the same marketing campaign. This project addresses such issues by establishing a single Email Service Provider (ESP) for the entire customer communications, marketing emails, and advertisements. We evaluated current ESPs in use like, StrongMail, SendGrid, Marketto and Core Framework to understand and documents the strengths and weaknesses of each of the platforms. Also engaged with other leading email marketing provides like Sailthru, StrongView Selligent, Cheetah Digital and YesMail to understand their products and features offered.

Job Responsibilities:

Understand and document AKC’s various communication channels and customer market segment definitions adopted

Documenting communication triggers, target customers and business rules of inclusion and exclusion for AKC’s three Email Service Provider platforms (Strongmail, Sendgrid, Marketo, In-House Framework)

Proposed new market leaders in email communications for evaluation like Sailthru, Strongview, Selligent and Cheetah Digital

Evaluate the platforms’ ability to meet AKC’s current and prospect communication models

Provide the data facts needed to support the RFP Responses and communicate findings to executive board for decision making.

Described Epic/User Stories for Transactional, Triggered and Marketing Emails.

Wrote complex Ad Hoc SQL queries to extract data from various Sources for digital Marketing needs.

Environment/Tools: Agile/Scrum Project Execution, Jira, Oracle, TOAD, SharePoint, Tableau, Qlikview, MS SQL Server, Windows platforms

Business Analyst - Trinet, San Leonardo, CA February, 2015 – August, 2017

Project Description: Analytical Data Migration Platform (ADMP)

Trinet offers HRM Solutions in PeopleSoft HRMS modules including Payroll, Benefits and Workforce Administration. Trinet's online HRM solution is currently used by more than 300,000 work-site employees throughout USA and growing exponentially year after year. To meet this exponential growth with a very highly scalable technology in demand, Trinet is currently moving into big data and analytics platform along with their cloud base HRM solution that placed it to be niche market leader as HRM and benefit management solution provider. To enable this ADMP project was initiated to migrate data from all the data marts supporting various application modules into a data warehouse on Teradata and Big Data platforms. This migration enables robust analytical capabilities for strong market hold.

Job Responsibilities:

Functional analyst of the core system capabilities provided within PeopleSoft HRMS: Payroll for N.A., Workforce Administration, Benefit Administration and Workforce Service Delivery both on technical and business perspectives

Triage and help solve problems within core modules of PeopleSoft HCM(Human Capital Management), such as Core Human Capital Management, Workforce Management, Workforce Service delivery, ESS and MSS

Lead cross-functional teams to address business process or systems issues during testing and operational activities.

Coordinate with other functional support resources and makes solution recommendations to ensure that user requirements are met in a timely and efficient manner.

Analyze, test and document custom modifications required to address client business requirements.

Served as liaison with business and technical staff to build business relationships, document business cases, and manage and drive change within the organization.

Involved in developing, organizing, and managing business and functional requirements for IT projects and initiatives.

Creating Business Requirement Document (BRD) and involved in preparing Functional Specification Document (FSD).

Lead business process reengineering teams by mapping "as-is” and "to-be” business processes, eliciting, documenting, and validating requirements and their drivers and managing requirement traceability matrix.

Participate in sprint planning, daily scrum meeting, status and bug review and triage sessions

Conducting User Acceptance Testing (UAT) and verifying performance, reliability and fault tolerance issues. Also familiar with testing tools to design and develop test plans and test scripts.

Responsible for JAD facilitation. Gather, synthesize and prioritize requirements using interviews, document analysis, requirements workshops, site visits, and surveys.

Facilitating Scrum Daily Standup, Product Backlog, Backlog Grooming, Sprint Planning, Retrospective agile ceremonies

Bridging the gap in domain understanding between the client and technical team.

Working knowledge in defect tracking tools Quality Center, Rally and Jama

Design customer reports and extracts from various processing systems

Environment/Tools: Agile/Scrum, Jira, Jama, PeopleSoft HCM 9.x, FSCM 9.x, SQL, Windows, Linux/Unix, UML, Office Tools, Quality Center, Qlikview

Data Analyst - Kaiser Permanente, Pleasanton, CA October, 2012 - January, 2015

Project Description: Maintenance of Certification Projects

Kaiser Permanente is America's leading nonprofit integrated health plan serving more than 9 million people from 37 hospitals and 588 medical office buildings in seven states and the District of Columbia. The MOC – PQI (Practice Quality Improvement) projects comprises of multiple initiatives focused in measuring and reporting the quality of service provided to patients, stating from initial appointment to specialty care. These PQI metrics will be assessed to forecast the propensity of obtaining the Part IV of the MOC. As part of this initiative we were developing an analytical platform to better understand the trends, time-to-service and patient’s feedback from multiple Epic system modules, like Clarity and Cogito.

Job Responsibilities:

Understand the guidance set for PQI measures and standards.

Perform the map and gap analysis on the requested reports supporting the PQI measures.

Engage with Clarity and Cogito admins and developers to data-bridge among Clarify-CDW-Teradata environments, in case of missing data elements to support the required PQI measures.

Querying Databases to provide ad hoc reports based on client and internal business needs while meeting an agreed upon deadline.

Document and maintain the AS-IS data model and data lineage paths among existing systems.

Eliminate the duplicity of efforts by coordinating and communicating the common/shared PQI measures across multiple MOC initiatives.

Establish and benchmark the data for continuous monitoring of quality and improvements, which later used for performance measures.

Triage and log defects. Ensure the defects affecting the quality measures are communicated across the initiatives to prevent multiple efforts from development and QA teams.

Assess the impact of potential solutions to assist management to make a sound and quality decision.

Monitor and communicate the development and testing status of project to required cross functional initiatives.

Ensure smooth Change Management by providing the analysis on AS-IS and To-BE scenarios.

Prepare detailed status reports and update the status to the business and technical teams during weekly review meetings.

Review Functional specification documents, design documents, requirements traceability matrix and involved in developing test plan document.

Supervise and guide testers in the team and monitor day-to-day test activities with business analyst team and offshore development teams and suggest necessary changes if required in relevant use.

Work with the UAT and QA teams to conduct an assessment and determine how effective UAT and QA guidelines can help the company achieve timely completion of projects.

Validate performance of the systems by running scripts and gather the response times. Prepared results of the performance tests.

Prepare reports on defects and conducted defect meetings with the development team.

Provided Reports and Dashboards using Excel/Tableau in understanding trends, time-to-service and patient’s feedback from multiple Epic system modules.

Environment / Tools: Agile/Scrum, Jira, Rally, Teradata, SQL Server, Hive, Clarity, Cogito (CDW), Windows 2008 R2, Linux, Office Tools, Tableau.

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