Data-Driven Marketing Analytics Specialist

Uma Maheshwari C

********@*****.*** 234-***-**** USA LinkedIn

Summary

Data-driven Marketing Analyst with 4+ years of experience leveraging advanced analytics, AI-driven insights, and omnichannel attribution to optimize digital marketing performance. Proven expertise in web and marketing analytics, predictive modeling, personalization, and dashboarding across enterprise-scale platforms. Strong background supporting global brands and Fortune 500 clients by translating complex data into actionable business insights that improve engagement, conversion, and ROI. Technical Skills

Marketing & Web Analytics: Google Analytics, Adobe Analytics, Mixpanel, Matomo, Conversion Funnel Analysis, Attribution Modeling, A/B Testing

Visualization & Reporting: Power BI, Tableau, Supermetrics, Excel (Pivot Tables, Power Query), Data Studio

CRM & Marketing Platforms: HubSpot, Maropost, Salesforce Marketing Cloud, Sprout Social, Mailchimp, Customer Data Platforms

SEO & Campaign Intelligence: SEMrush, Google Ads, Meta Ads Manager, Keyword Strategy, Paid Media Tracking

Data & Cloud Tools: SQL, Python (Pandas, Seaborn), AWS (Redshift, S3), Snowflake, Google BigQuery, Azure Synapse

Trends & Methodologies: Omnichannel Marketing, Predictive Analytics, Personalization via AI/ML, Customer Lifetime Value (CLV), Agile Marketing, Cross-Channel Attribution

Professional Experience

Marketing Analyst, Netflix 04/2025 – Present Remote, USA

Analyzed user behavior across web, mobile, and smart TV platforms using GA4, Adobe Analytics, and Mixpanel, driving a 20% increase in personalized content click-through rates and engagement.

Executed A/B testing for emails, homepage thumbnails, and push notifications via Matomo and internal tools, improving engagement by 18% and informing iterative content and messaging strategies.

Leveraged AI-powered recommendation models to create micro-audience clusters, achieving a 25% lift in personalized email conversions delivered through Maropost and enhancing targeted campaign efficiency.

Built interactive dashboards in Power BI and Tableau integrating Supermetrics, CDPs, and streaming data, enabling real-time, cross-channel campaign performance tracking for more informed marketing decisions.

Designed omnichannel attribution models connecting paid media, social, and influencer campaigns to ROI metrics, improving reporting accuracy by 30% and guiding strategic budget allocation.

Monitored audience sentiment and viral trends with Sprout Social and internal analytics, supporting content strategy optimization, AI-driven experimentation, and dynamic homepage personalization for higher time-on-platform. Marketing Analyst, Wipro 06/2021 – 11/2023 Hyderabad, India

Analyzed digital marketing and campaign performance data using Google Analytics, Excel, and SQL to identify trends, optimize funnels, and improve campaign ROI across enterprise clients.

Built and maintained automated dashboards and reports in Power BI / Tableau, enabling stakeholders to track KPIs such as conversion rate, CAC, CTR, and engagement metrics.

Supported multi-channel marketing analytics (paid media, email, web, social) by consolidating data from platforms including Google Ads, Meta Ads, and CRM systems.

Conducted A/B testing and performance analysis to evaluate campaign effectiveness, resulting in data-backed recommendations that improved conversion rates and lead quality.

Partnered with cross-functional teams (marketing, sales, product) to translate complex data into actionable business insights for client presentations and executive reviews.

Performed data cleaning, validation, and QA to ensure reporting accuracy and consistency across weekly and monthly performance reports.

Assisted in budget optimization and attribution analysis, helping stakeholders reallocate spend toward high-performing channels. Education

Kent State University, Kent, Ohio

Master of Science in Business Analytics 01/2024 – 12/2025 RBVRR Women’s College, Hyderabad, India

Bachelor’s Degree 07/2019 – 07/2022

Certificates

Introduction to Agile Development and Scrum – IBM Marketing Attribution & ROI Analytics (Multi-Channel) Projects

Conducted end-to-end analysis of user behavior and platform preferences, defining key business questions, designing surveys, cleaning and validating data, and identifying actionable trends to support strategic decision-making for business growth.

Provided ROI and CAC-driven insights that enabled media budget optimization, improving overall campaign efficiency by 15%, while translating attribution data into actionable executive recommendations Omnichannel Campaign Analytics & Executive Dashboard

Developed an interactive Power BI dashboard integrating data from Google Analytics, Adobe Analytics, Mixpanel, HubSpot, Meta Ads, and Google Ads, consolidating ROI, CAC, conversion rates, and audience engagement for executive-level decision making.

Automated cross-channel reporting workflows, reducing manual reporting by 35+ hours per month and delivering actionable insights that supported budget optimization and improved marketing ROI.

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