Media Analyst Information Systems

Summary

Results-driven and detail-oriented Media Analyst with expertise in analyzing consumer behavior, campaign performance, and media spend effectiveness. Proficient in utilizing SQL, Python, Excel and Tableau to extract actionable insights and optimize cross-channel marketing strategies. Demonstrated ability to create interactive dashboards to support executive decision-making and drive ROI.

Education

Northern Illinois University DeKalb, IL

Master of Science in Management Information Systems May 2025

Mumbai University Mumbai, India

Bachelor of Technology in Electrical and Electronics Engineering May 2021

Experience

Media Analyst- McDonald’s (Illinois, United States) Jan 2024 – Dec 2024

Planned and executed paid social campaigns across Meta, TikTok leveraging audience segmentation and creative testing to improve CTR by 20% and lower CPA by 12% across key demographics.

Analyzed regional CAC, reduced sales acquisition costs by $0.3/customer with SQL and Excel based analysis of lead quality by region and source.

Identified and correlated media trends with in-store traffic data, using Veraset and Excel, leading to optimization decisions that increased footfall by 23% during promotion-heavy weeks.

Evaluated and tailored brand KPIs across regions, using SQL and Tableau to identify underperforming channels and optimize ad spending, contributing to a 15% increase in marketing ROI.

Data Consultant- WelcomeTech (Mumbai, India) Aug 2022 – Aug 2023

Executed A/B test using SQL to measure marketing effectiveness, delivering data driven insights that improved unaided brand awareness by 30% over quarter and lower funnel conversions by 25%.

Integrated store-level sales data with media analytics to evaluate cross channel effectiveness, influencing a 12% reallocation of the campaign budget to high performing regions resulting in a 25% lift in conversion rate

Collaborated with the marketing and CRM teams to analyze media driven customer behavior, helping boost customer retention rate by 15% through targeted data-driven content strategies over two quarters.

Developed automated Tableau dashboard for tracking and forecasting YoY & QoQ sales trends across 6+ regions and provided recommendations, resulting in 20% improvement in regional sales and reducing report turnaround time by 50%

Data Analyst- iRecord (Mumbai, India) Jun 2021 – Jul 2022

Performed Exploratory Data Analysis (EDA) and predictive analysis using Python to identify churn drivers and build machine learning models, achieving over 85% prediction accuracy.

Applied statistical analysis on 200+ financial assets to optimize portfolio performance, resulting in a $50K return improvement through informed reallocation.

Created and presented interactive Power BI dashboard with a team of 5, using Power Automate and Schedule Flow for weekly dashboard updates, which enhanced stakeholder understanding and accelerated decision-making.

Leveraged SAS to analyze stakeholder investment behavior, uncovering key holding patterns and engagement trends that increased client portfolio performance by recommending 15% more tailored investment strategies.

Skills

Data Analysis & Visualization: MS Excel, Looker, R Studio, SAS, SAP Business Objects, Tableau, Google Analytics

Databases: Snowflake, Microsoft SQL Server, MS Access, MySQL, Oracle, Redshift

Languages: R, Java, Python, XML, PHP

Others: Salesforce CRM, Salesforce Marketing Cloud JIRA, MS Office, WordPress, AWS Cloud

Project

Customer review data sentimental analysis SQL, Python, Microsoft Excel

•Conducted predictive analysis on customer data to identify patterns and key factors contributing to churn. Using machine learning models such as Logistic Regression, developed a classification solution that achieved over 85% accuracy in predicting churn rate.

Database Management of Eyewear Company Tableau, Microsoft Excel, SQL

•Built, deployed and executed Eyewear company database using RDBMS, querying it with SQL and visualizing the data with interactive Tableau dashboards managing over 10k+ entries with 20 tables.

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