Marketing Data
Resume:
TANIYA DATA SCIENCE + DATA ANALYTICS+THAKKAR MARKETING STRATEGY
Santa Clara, CA, 95054
***************@*****.***
EXPERIENCE
Marketing Analyst
8x8 Inc Feb’2019 - Present Campbell, CA
Marketing Analytics
Marketing Mix Analytics
• Developed Return on Investment models for marketing channels using different marketing KPIs and attribution techniques to provide a multi-scenario approach and aid investment decision making for the upcoming fiscal year
• Developed a Media Mix Model quantifying the impact of media spends on revenue to help in the allocation of marketing budget for the upcoming fiscal year
• Executed cohort studies for specific campaigns and products, drove analyses to understand customer behavior and identify opportunities for improving campaign(s) Sales Conversion Analytics
• Coordinated with team leaders in US, UK and Australia to get data specifications and requirements, pulled data from various sources,performed analysis and built a forecast model to set sales pipeline targets for each stage in the funnel resulting in implementation of targets company wide
• Performed conversion rate optimization and funnel analysis to aid future decisions in boosting customer engagement,acquisition and retention
Performance Reporting
• Created reports in Salesforce, Marketo and Google Analytics to monitor campaigns, leads and sales pipeline, manager of the repository of analytical dashboards used to periodically track business impacts
• Created presentations showcasing data analysis, visualisation and results to explain the narrative extracted from all of the analysis to stakeholders and senior leadership consisting of executive staff members (CMO, CFO, VPs)
Marketing Data Science
• Built predictive models with advanced statistical techniques like logistic regression, time series regression, k-means clustering, decision tree, to plan marketing initiatives and investment decisions for the upcoming fiscal year
• Built a logit regression and multinomial regression model in python to predict the win rate and sales pipeline in each stage of the funnel for different business segments in the US region to set sales benchmarks
• Built a model in Python combining different data sources, formulated a flow of these structures based on the data quality to enrich the firmographic details for companies in the database to be used for multiple analyses
Leadership and Management
• Mentored, led and managed a team of three data science interns for summer internship program, built a predicitive model in over the summer and presented the findings from the model to the entire marketing senior leadership
• Manage an off shore data science and analytics team of six based overseas for multiple projects
• Point person, specifically co-ordination and data management for an outsourced deep learning data science team for attribution modeling projects
Marketing Science Analyst
Critical Mass Inc (Omnicom Group) @ Nissan USA Jun’2018 - Aug’2018 Chicago, IL
• Performed data analysis to monitor daily KPI performance using Adobe Analytics, investigated the changes in key metrics, coordinated with designers and developers to make data informed changes in web application and improve NissanUSA’s digital user experience
• Utilized Tableau and MS Excel to build dashboards and provided visually dynamic reports highlighting customer preferences and satisfaction scores (from the survey data)
• Worked closely with designers and developers to formulate data supported digital strategies, developed test plans for optimisation and performed post optimisation analysis (A/B testing) Data Analyst and Advancement Ambassador
Illinois Institute of Technology Aug’2017 - May’2018 Chicago, IL
• Analysed University’s Alumni data and built a predictive model (specifically Logit Regression) in RStudio to forecast the amout of donation the univeristy is likely to receive during the fiscal year and determine the significance of key variables
• Designed surveys and analyzed the results of survey to recommend actionable insights to the team Marketing Analyst
Eco Achievers Jan’2017 - Aug’2017 Chicago, IL
• Conducted research and performed data analysis using RStudio and Advanced Excel to extract actionable insights, identify category trends and purchase patterns to create and publish an Industry White Paper highlightings the insights
• Developed regression model to prove significance of green homes and understand key variables that affect the sales price of houses in Chicago Land Area EDUCATION
Illinois Tech - Stuart School of Business and Institue of Design 2016-2018 Chicago, IL Master’s in Marketing Analytics GPA 3.54/4.0
Relevant Coursework: Business Innovation and Design Thinking, Market Research and Engineering, Analytics for Decision Making, Business Analytics, Predictive Analytics ICFAI Business School 2014-2016 Mumbai, IN
Master’s in Business Administration (PGPM)
Concentration: Market Research (Qualitative and Quantitative) University of Mumbai 2010-2013 Mumbai, IN
Bachelors in Management Studies
Concentration: Marketing and Market Research
TOOLS
• Python (libraries frequently
used-Pandas, SciPy, Sci-Kit
Learn, Matplotlib, Seaborn)
• RStudio
• Tableau
• SQL
• Advanced Excel
• Salesforce CRM
• Marketo
• Google Analytics
• Adobe Analytics
• SPSS Modeler
• IBM Watson Analytics
• Amplitude Analytics
DATA ANALYSIS SKILLS
• Regression Analysis
• Cluster Analysis
• Conjoint Analysis
• Preditive Modeling
• Choice Modeling
• Data Visualisation
AWARDS
• Recipient of Rave Awards - Best
Employee Award at Illinois Tech
• Awarded the best Marketing
Simulation project at IBS Mumbai
LEADERSHIP
• Part of Women in Tech organisation
at 8x8, led and managed various
project initiatives and events
• Head of Arts Club at IBS - Led a team
of 25 spread across departments
(Marketing, Finance, IT, Creative,
HR) ensuring smooth functioning
and collaboration, representative of
the club in the Student Council
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