Marketing Analytics and Dashboard Specialist

Vamshi Tummala

Marketing Analyst

NJ, USA ****************@*****.*** +1-908-***-**** LinkedIn PROFFESSIONAL SUMMARY

Marketing Analyst with 2+ years of experience analyzing marketing performance, customer acquisition, and campaign ROI across banking and technology environments. Proficient in SQL, Power BI, Excel, Google Analytics 4 (GA4), Adobe Analytics, Salesforce CRM, and Python to analyze large datasets, automate reporting, build executive dashboards, and deliver actionable business insights. Experienced in customer segmentation, campaign performance analysis, marketing reporting, and cross-functional collaboration to improve operational efficiency and marketing effectiveness. Holds a Master of Science in Data Science and a Bachelor of Science in Internet Communications Technology, providing a strong foundation in marketing analytics, business intelligence, and statistical analysis. PROFFESSIONAL EXPERIEANCE

Capital One, USA Marketing Analyst Feb 2025 – Present

• Analyze multi-channel marketing campaign performance across digital, email, paid media, and customer acquisition initiatives using SQL, Power BI, Adobe Analytics, Microsoft Excel (Power Query, Pivot Tables), and Salesforce, providing actionable insights to marketing and business stakeholders.

• Develop and maintain interactive Power BI dashboards to monitor campaign KPIs including conversion rate, customer acquisition cost (CAC), click-through rate (CTR), return on marketing investment (ROMI), and lead performance, supporting 20+ recurring marketing campaigns.

• Perform customer segmentation, campaign targeting, and audience analysis by querying large datasets with SQL, enabling more effective marketing strategies and personalized customer engagement.

• Partner with cross-functional teams including Marketing, Product, Business Analytics, and Operations to translate business requirements into reports, automate recurring analyses, and improve campaign tracking using Jira, Confluence, and Agile methodologies.

• Optimize marketing reporting processes by automating data preparation and validation using Power Query, Excel, and SQL, reducing manual reporting effort by approximately 30% while improving reporting accuracy.

• Monitor campaign performance trends, conduct variance and root cause analysis, and present weekly and monthly performance reports with data-driven recommendations that support budget allocation, campaign optimization, and business growth. Mphasis, India Junior Marketing Analyst Aug 2023 – Jan 2024

• Supported the planning and execution of digital marketing campaigns across email, social media, and web channels by coordinating with cross-functional teams, ensuring timely campaign launches and brand consistency.

• Analyzed campaign performance using Google Analytics 4 (GA4), Microsoft Excel (Pivot Tables, Power Query), and Power BI, tracking key marketing KPIs such as website traffic, click-through rate (CTR), conversions, and engagement to support data-driven recommendations.

• Developed weekly and monthly marketing performance reports and interactive dashboards using Power BI and Excel, reducing manual reporting effort by 30% through standardized reporting templates.

• Conducted market research, competitor benchmarking, and customer trend analysis using Google Trends, SEMrush, and internal CRM data, helping the marketing team identify new campaign opportunities and audience segments.

• Maintained campaign, lead, and customer data in Salesforce CRM and Microsoft Excel, improving data accuracy by 20% through regular validation, deduplication, and quality checks.

• Collaborated with marketing, sales, and content teams to monitor campaign execution, optimize marketing materials, and ensure alignment with business objectives while supporting ad-hoc marketing analysis and stakeholder reporting. EDUCATION

Master of Science in Data Science Feb 2024 – Nov 2025 Saint Peter's University, Jersey City, New Jersey, USA Bachelor of Science in Internet Communications Technology Nov 2019 – Jul 2023 University of Rome Tor Vergata (Università degli Studi di Roma Tor Vergata), Rome, Italy TECHNICAL SKILLS

• Marketing Analytics: Campaign Performance Analysis, Marketing Analytics, Digital Marketing Analytics, Customer Segmentation, Customer Journey Analysis, Market Research, Competitive Analysis, Consumer Behavior Analysis, Marketing KPI Tracking, Customer Acquisition Analysis, Marketing ROI (ROMI), Conversion Funnel Analysis, A/B Testing, Cohort Analysis, Retention Analysis, Churn Analysis

• Business Intelligence & Reporting: Dashboard Development, Executive Reporting, KPI Reporting, Data Visualization, Performance Monitoring, Trend Analysis, Forecasting, Ad Hoc Analysis, Dashboard Automation, Business Intelligence

• Analytics & BI Tools: Power BI, Tableau, Looker Studio, Microsoft Excel (Advanced), Power Query, Power Pivot, Pivot Tables, DAX, VLOOKUP, XLOOKUP

• Data & Database: SQL, Data Analysis, Data Cleaning, Data Validation, Data Transformation, Data Modeling, Data Interpretation

• Web & Marketing Analytics: Google Analytics 4 (GA4), Adobe Analytics, Google Tag Manager (GTM), Google Search Console

• CRM & Marketing Automation: Salesforce CRM, Salesforce Marketing Cloud, HubSpot, Marketo, Mailchimp, Microsoft Dynamics 365

• Advertising Platforms: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, Microsoft Advertising (Bing Ads)

• Business & Collaboration: Stakeholder Management, Cross-Functional Collaboration, Business Process Analysis, Requirement Gathering, Process Improvement, Root Cause Analysis, Agile (Scrum), Waterfall PROJECTS

AI SaaS Customer Acquisition & Product-Led Growth Analytics

• Built an end-to-end marketing analytics dashboard to monitor customer acquisition, trial-to-paid conversion, customer acquisition cost

(CAC), monthly recurring revenue (MRR), and marketing ROI across multiple digital channels using SQL and Power BI.

• Performed funnel analysis and customer segmentation to identify drop-off points in the product-led growth journey, improving trial conversion insights and enabling targeted marketing campaigns.

• Developed automated executive dashboards integrating CRM, website analytics, and paid advertising data, reducing manual reporting efforts and improving campaign performance monitoring.

Tech Stack: SQL, Power BI, Microsoft Excel, Google Analytics 4 (GA4), Salesforce CRM, HubSpot CRM, Python (Pandas), DAX Omnichannel E-Commerce Marketing Performance Dashboard

• Designed an interactive dashboard to analyze sales performance, customer acquisition, conversion rates, average order value (AOV), return on ad spend (ROAS), and customer lifetime value (CLV) across Google Ads, Meta Ads, and email marketing campaigns.

• Conducted customer cohort and RFM analysis to identify high-value customer segments and recommend personalized marketing strategies for customer retention.

• Automated daily KPI reporting by integrating marketing, website, and sales data, enabling stakeholders to track campaign effectiveness and optimize marketing spend.

Tech Stack: SQL, Power BI, Microsoft Excel, Google Analytics 4 (GA4), Shopify Analytics, Google Ads, Meta Ads Manager, HubSpot CRM, Python (Pandas), DAX

Student Enrollment & Digital Marketing Analytics Platform

• Developed marketing dashboards to evaluate lead generation, enrollment conversion rates, application funnel performance, campaign ROI, and student acquisition trends across multiple digital channels.

• Performed geographic, demographic, and behavioral segmentation of prospective students to optimize recruitment campaigns and improve enrollment forecasting.

• Automated marketing performance reporting by integrating CRM, website analytics, and campaign data, enabling leadership to make data- driven enrollment decisions.

Tech Stack: SQL, Power BI, Microsoft Excel, Google Analytics 4 (GA4), Salesforce Education Cloud, HubSpot CRM, Python (Pandas), DAX

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