Abinaya Saravanan

346-***-**** adyyje@r.postjobfree.com www.linkedin.com/in/abinayasaravanan

PROFESSIONAL SUMMARY

Results-driven Analyst with experience in analyzing market trends, user behavior, and product performance to drive data-informed decisions. Skilled in utilizing data analytics tools and techniques to identify opportunities for product optimization and enhanced user experiences. Adept at conducting competitive analysis and market research to support product strategy and development. Committed to driving product success through continuous improvement and a customer-centric approach.

EDUCATION

UNIVERSITY OF HOUSTON, C. T. Bauer College of Business, Houston, TX December 2021

Master of Science in Business Analytics (Data Analytics), GPA: 3.8/4.0

Selected Courses: Database Management Tools, Infrastructure and Architecture (SQL); Research Design for Business Problems; Business Analytics Frameworks and Methods (Data Mining, Python); Advanced Marketing Analytics ( Bluesky Statistics); R for Business Analytics

MADURAI KAMARAJAR UNIVERSITY, School of Management, Madurai, India May 2017

Master of Business Administration; Concentration: Marketing Management

ANNA UNIVERSITY, College of Engineering, Chennai, India May 2015

Bachelor of Engineering in Electrical and Electronics Engineering

EXPERIENCE

UNIVERSITY OF HOUSTON,Houston, TX September 2020-December 2021

Graduate Assistant

Collaborated with professor, assisting in experimental design and execution of research projects

Supported the development and implementation of research protocols and standard operating procedures

Drafted comprehensive background information for projects by conducting extensive literature reviews and studying research findings

Organized and maintained research databases and records, ensuring data accuracy, integrity, and confidentiality

Conducted data collection and Performed in-depth data cleaning and preprocessing. Performed data changes suitable for better modeling and visualizations

Utilized various data analysis techniques, including descriptive statistics, regression analysis, and hypothesis testing, to draw meaningful insights from complex datasets

Modeled PowerBI reports. Created many DAX measures, calculated columns to implement date, time, statistical, and mathematical operations to show on the visuals

Participated in academic conferences, competitions and workshops, presenting research findings

ATWORK PERSONNEL, Houston, TX June-September 2020

Marketing Analytics Intern

Conducted market research with secondary data sources to identify new target demographics, leading to a 20% increase in customer acquisition

Developed Marketing dashboards using PowerBI and Monitored campaign analytics for highly targeted marketing campaigns

Integrated data from multiple sources and utilized web analytics to improve the user experience on the website

Implemented A/B testing methodology on email templates, resulting in 25% increase in email open rates

Devised and implemented industry-specific LinkedIn content strategies and strategically engaged with groups and individuals, increasing traffic by 1400% and followers by 100. Presented LinkedIn study to the Marketing Team

CITY UNION BANK, Madurai, India October 2017-March 2018

Senior Associate

Collaborated with marketing team to devise customer acquisition strategies, increasing deposits by 5 million INR in 6 months

Deployed BI tools to generate sales reports of banking products across different customer segments in the region

Used SPSS and implemented cluster analysis on customer data to identify customer micro segments, increasing customer retention by 35%

Oversaw branch operations and software, including customer service transactions

Verified documents and assisted new customers in opening new accounts with bank

DOODLEBLUE INNOVATIONS, Chennai, India May-July 2016

Business Development Intern

Conducted in-depth market research and analyzed customer behavior to identify key trends, resulting in 50% increase in conversion

Developed and monitored KPIs for product performance, resulting in improved product quality and therefore decreasing support ticket volume by 10%

Collaborated with cross-functional teams to define product requirements, leading to reduced development time and increased feature adoption among users

Supported strategy implementation. Recommended 12 features for product development

Performed cold calling, email marketing and customer database management

PROJECTS

Kellogg’s Market Research Project – Insurgent Brands January-May 2021

Co-Led project and conducted focus groups to design survey for understanding shopping behavior of protein bar consumers

Used qualitative and quantitative research methods to generate insights on brand awareness, brand perception and brand recall and compared it with competing brands

Performed social media audit of RXBAR and competing brands

Recommended social media partnership plan including types of food bloggers and influencers to consider

Kellogg’s Market Research Project – MorningStar Farms July-December 2020

The aim of the project is to study Millennials and GenZ Consumers’ Preferences and acceptance towards meat substitutes

Led cross-functional team to analyze marketing factors that influence Millennial and GenZ consumers to buy meat substitutes

Designed and conducted survey to formulate recommendations for optimization of Offer in Developing Market

Used Google Trends to identify the region and keywords that showed high search volume

Analyzed competitor social profiles and posts, used social media monitoring tools and sentiment analysis tools to devise data-driven competitive social media strategy

Presented recommendations with data visualizations to Kellogg’s team of marketing managers, including an optimal social media ecosystem plan for Incogmeato’s competitive terrain

ADDITIONAL

Programming Languages: SQL, R, Python

Database Management: SQL Server

Statistical and Data Analysis: Excel, StatTools, SPSS, BlueSky Statistics, Power BI

Certifications: The Fundamentals of Digital Marketing from Google Digital Garage (July 2023)

Community Service: Led team of 40 to organize zero-waste plastic-free festival; conducted city campaign to reduce carbon footprints

Authorized to work in the U.S. with no need for sponsorship

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