Marketing Data

Sakshi Babbar

214-***-**** ******.********@*****.*** Linkedin

EDUCATION

The University of Texas at Dallas May 2019

M.S, Management Science (Data Analytics) GPA 3.0

Amity University, India May 2017

B.B.A International Business and Marketing GPA 3.5 TECHNICAL SKILLS & CERTIFICATIONS

Certifications: Google Analytics Certified, Google AdWords Certified, Google Tag Manager Certified, Tableau Desktop Certified Core Skills: Predictive Data Analysis, Reporting and Requirement Gathering, Data Visualization, Project Management, A/B testing, Analysis Tools: Google Analytics, Adobe Analytics, Advanced Excel, SQL, Azure, Salesforce, Python, Jira Data Visualization & Reporting: Tableau, PowerBi, Data Studio, Keynote, Supermetrics, QuickSight BUSINESS EXPERIENCE

Data Analyst - Mindgruve Holdings, Inc September 2019 – Present

• Developed predictive data models by measuring and identifying KPIs, and analyzed strategies improving revenue by 25% YoY

• Extracted, cleaned and analyzed campaign performance data using the Salesforce CRM and Snowflake data warehousing

• Automated data extraction using SQL scripts and visualized the data on Tableau for clients across multiple industries formulating business growth strategies, improving client relationships and expanding client outreach by 8-10%

• Analyzed customer attribution on various platforms to measure and improve conversion, engagement and retention rates

• Designed and maintained ETL (Data Extraction, Transformation and Loading) mappings on the snowflake data warehouse

• Developed hypothesis for A/B testing to measure the goals to improve the consumer response rate by 25% on landing pages

• Led training to educate the media team as the subject expert for Google Analytics and Tableau for reporting and insights

• Initiated process improvements, data automation and built statistical models to discover growth for Mindgruve’s clientele Marketing Analytics Intern, Student Union - The University of Texas at Dallas August 2018- May 2019

• Conducted A/B and multivariate testing of web pages and marketing campaigns, thereby increasing conversions by 12%

• Forecasted performance analysis and ROI on investment of 5 marketing channels leading to an increase in profitability by 10%

• Implemented tag placement on the website and analyzed the campaign KPI’s improving effectiveness by about 8% MoM

• Created insights from extracted data by removing duplicated values and mapping missing values with Advanced Excel

• Extracted data from multiple resources and loaded it into MySQL database using SQL scripts to build monthly reports

• Developed dashboards in Tableau to communicate with cross-functional teams’ insights and optimized UTD website Marketing Analytics Intern - JPBSV Jewelry Pvt. Ltd. August 2017- July 2018

• Analyzed consumer data to report interactive consumer metrics, providing statistical recommendations, increasing website traffic efficiency by 15% using SQL and developed seasonal visualization dashboards in Tableau

• Formulated solutions improving e-commerce operations efficiency and growth strategy leading to 77% client retention rate

• Formulated quarterly newsletter visualizing various channel marketing ROI, showcasing 12% conversion rate improvement, customer retention rate, and stakeholder management statistics by 15% and 23% respectively assisting internal mobilization Marketing Research Intern - Market Cube LLC May 2015-July 2015

• Performed multi-variate testing to improve customer journey, that increased the SERP rankings by about 20 ranks MoM

• Conducted competitor analysis and optimized website expanding visibility, increasing the conversion rate by 10%

• Formulated a customer acquisition strategy and forecasted to generate 200k incremental accounts annually

• Conducted in-depth site-analysis based on client feedback; and formulated strategies for audience expansion by 80% PROJECTS

Guns Law and Crime Rate Impact in United States – Predictive Data Modeling and Regression Analysis

• Explored and manipulated data identifying key explanatory variables in R and visualized statistical analysis using Tableau

• Formulated the right hypothesis on the given panel data, performed regression and selected the best model by avoiding serial correlation, and heteroskedasticity by using Cluster Robust standard errors with variables at a 5% significance level Ecommerce Website Performance and Evaluation – Adobe Analytics

• Established key business objectives and analyzed factors impacting success metrics of an e-commerce website

• Performed keyword research to improve SERP ranking and organized keywords into ad groups and campaigns using Google AdWords campaign manager to achieve CTR of 1.26%, avg. CPC of $0.06 and improving keyword ranking from 78 to 43 ORGANIZATIONS

• Serving Seniors - Lead Volunteer September 2019 – June 2020

• AUTOBOT INDIA - Marketing Officer, International Student Ambassador September 2017 – May 2019

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