Digital Marketing Power Bi

ASHISH P. MODI

Kinnelon, NJ • 973-***-**** • ********@*****.*** • www.linkedin.com/in/ashish-modi-bi-etl

PROFESSIONAL SUMMARY

• Proficient in analyzing large datasets using SQL and creating compelling, interactive dashboards using Tableau and Power BI

• Strong command over data integration tools like Informatica, Fivetran, and Matillion enabling efficient data manipulation and ingestion

• Experienced in Data Governance projects from a strategy standpoint as well as architecture with Informatica, Collibra and Alation

EMPLOYMENT HISTORY

Sr. Digital Marketing Analyst, Global Marketing OperationsSep 2024 – Dec 2024

IntuitAtlanta, GA

• Analyzed campaign performance, tracked key metrics, and generated reports to provide insights into marketing efforts within Salesforce Marketing Cloud

• Utilized Looker Studio to conduct in-depth analyses of customer behavior, segmentation, and lifetime value for marketing team

• Collaborated with marketing teams to define KPIs, track performance metrics, and provide regular performance updates

• Utilized SQL in Google Big Query, Looker Studio and GA4 to present data graphically and provide insights and recommendations based on analysis

• Built an Analysis model using Twilio Segment to monitor customer's interactions across all touchpoints to consolidate and unify customer data to gain a comprehensive view of the customer journey and optimize marketing and engagement strategies

Assistant Manager, Digital Analytics & ReportingJun 2021 - Aug 2024

Bayer PharmaceuticalWhippany, NJ

• Analyzed and documented business processes, translating them into system requirements by creating technical, functional and business requirement documents

• Facilitated data governance policy using Collibra software to actively catalog data quality metrics, show lineage from BI Reports, and produce a data dictionary resulting in a 30% increase data accessibility and a 20% reduction in data processing time

• Developed high-level conceptual, logical and physical design of data warehouse implementation using Lucidchart data modeling tool

• Optimized dashboards in Power BI sourced from Azure SQL Server and Databricks with a focus on usability and performance resulting in a 30% increase in operational efficiency

• Developed CI/CD process using Git and DBT for code changes in Snowflake from development layer to production layer

Sr. Data Warehouse Developer, Digital & Retail Media Data Operations Jun 2019 - May 2021

Bayer PharmaceuticalWhippany, NJ

• Led systems integration project to transition from Datorama into Snowflake data warehouse using Matillion by performing customer requirements gathering, design, development, testing and implementation as well as post-production support

• Built ETL jobs for the pharmaceutical division to ingest clinical trial data from source API’s, CSV, Parquet, and JSON files into Databricks using Python code to push data into Azure SQL Server utilizing Azure Data Factory

• Developed integration frameworks for Databricks, troubleshooting and optimizing Delta Live Tables jobs to ensure seamless data processing and integration

• Developed ETL/ELT data pipeline flow to load data from various data sources utilizing Fivetran to a staging database layer and applied complex business logic to populate normalized and denormalized data structures

Sr. Data Steward, Data QualityJan 2016 - Jun 2019

Sirius XM RadioNew York, NY

• Utilized Informatica Data Quality tool to ensure data quality through regular checks and collaboration with other technology teams within marketing, finance and supply chain teams

• Refined master data and executed automated clean-up processes, which enhanced data quality improvements for business processes and internal reporting

• Curated exceptional value by streamlining the development effort of data catalog and lineage using Informatica Data Quality during an MDM implementation project with Informatica Intelligent Data Management Cloud software

• Provided regular updates to stakeholders and developed project documentation using Jira and Confluence

Sr. Business Intelligence Developer, Process and Information ManagementJan 2005 - Dec 2015

Sirius XM RadioNew York, NY

• Performed data variance analysis and debugged SQL queries to ensure 100% accuracy on data extraction from Oracle source data and Teradata data warehouse target location

• Applied advanced data cleaning and data normalization techniques in Informatica Powercenter ETL jobs to maintain data integrity and optimize data retrieval processes

• Conducted ad-hoc analysis and designed customizable dashboards using Cognos for subscriber reporting and vehicle tracking reporting systems to handle updated business rules for multiple owners and changes in Sirius XM business model

Data Analyst, Analytics and Forensic Technology Sep 2001 - Dec 2005

Deloitte & Touche LLPNew York, NY

• Managed and enhanced client data across multiple CRM tools, ensuring up-to-date and accurate information

• Performed lead verification by researching on Business Objects and Cognos to identify and correct data inconsistencies

• Oversaw data accuracy and consistency within Deloitte’s databases through ongoing validation, audits, and updates, leveraging strong

analytical skills and attention to detail

Technical Business Analyst Intern, Investment Management Group Jun 2001 - Sep 2001

Goldman Sachs Princeton, NJ

• Performed analysis of business and technical needs, documenting requirements, process flows and system logic

• Worked with stakeholders and technical team members to develop and prioritize concise and testable requirements and user stories

• Created and maintained a variety of technical and functional documentation, including business requirements, functional specifications, process models, workflows, project plans, user stories, policy standards, test plans and scenarios and user/training guides

PROJECTS

MDM Implementation Informatica, Teradata, Oracle Jun 2018

• Defined roadmap & architecture for Master Data Management & governance which involved implementation of Informatica MDM solution, including infrastructure, design, development (IDQ, IDD & ETL), operational support, and project management

Consumer Health Campaign Analysis SQL, Tableau, Matillion Feb 2022

• Modernized Bayers reporting by replacing Datorama with a Tableau BI dashboard, integrating data from API/CSV and Snowflake SQL. Created a data model and visualizations across 5 departments, optimizing with Tableau Desktop for a 5% performance boost

Data Catalog Creation Collibra, Snowflake, Tableau Sep 2023

• Worked with cross-functional teams to define and document data governance requirements and objectives, included data classification, ownership and stewardship resulting in a 30% improvement in data quality and security

EDUCATION

Master of Science – Information Technology

Stevens Institute of TechnologyHoboken, NJ

Bachelor of Science – Management Information Systems

Duquesne UniversityPittsburgh, PA

TECHNICAL SKILLS

Analytical Tools: Snowflake, Power BI, Looker, Tableau, Google Analytics, Google Ads, SQL, Splunk, Github

Technologies: AWS, Azure, GCP, Collibra, Alation, Informatica, Salesforce Marketing Cloud, Twilio Segment, Databricks, Snowflake, Matillion, Fivetran, Talend, Rivery, Informatica MDM, Informatica IDQ, Informatica IICS, Python Anaconda, Javascript, DevOps, Jira

PROFESSIONAL CERTIFICATES

•Tableau Desktop Certified Associate - May 2021 •AWS Developer Associate - August 2022 •Informatica IICS - December 2024

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