Marketing Data Analyst - SQL & Analytics

SINDHUJA THADURI

Marketing Data Analyst

IL, USA +1-630-***-**** **********@*****.*** LinkedIn SUMMARY

Marketing Data Analyst with 4+ years of experience delivering data-driven insights across retail and digital marketing environments. Skilled in leveraging SQL, Python, Google BigQuery, Adobe Analytics, GA4, and Tableau to perform customer analytics, marketing performance analysis, experimentation, and attribution modeling. Proven expertise in customer segmentation, predictive analytics, dashboard development, and marketing measurement to optimize campaign performance, enhance customer engagement, and support strategic business decisions. SKILLS

Programming & Analytics: SQL (Advanced SQL, CTEs, Window Functions, Query Optimization), Python (Pandas, NumPy, Scikit-learn, Matplotlib), Data Wrangling, Statistical Analysis, Predictive Analytics, Feature Engineering, Data Validation, Data Quality Marketing Analytics: Marketing Performance Analytics, Customer Analytics, Product Analytics, Digital Analytics, Ecommerce Analytics, Customer Segmentation, Audience Segmentation, Behavioral Analytics, Customer Journey Analytics, Cohort Analysis, RFM Analysis, Customer Retention Analysis, Attribution Modeling, Marketing Measurement, A/B Testing, Multivariate Testing, Incrementality Testing Marketing Technologies: Adobe Analytics, Adobe Target, Google Analytics 4 (GA4), Google Tag Manager, Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, Salesforce CRM

Data Visualization & Reporting: Tableau, Power BI, Looker Studio, Executive Dashboards, Interactive Dashboards, Automated Reporting, KPI Monitoring, Executive Reporting, Data Storytelling Databases & Cloud: Google BigQuery, Snowflake, PostgreSQL, MySQL, Microsoft SQL Server, Data Warehousing, ETL, Data Modeling Business Analytics: Customer Lifetime Value (CLV/LTV), Customer Acquisition Cost (CAC), Return on Ad Spend (ROAS), Conversion Rate Optimization, Revenue Optimization, Performance Measurement, Marketing Forecasting, Decision Support, Business Performance Analysis Collaboration: Jira, Agile Methodology, Cross-functional Collaboration, API Integration WORK EXPERIENCE

Kroger Marketing Data Analyst, USA Aug 2024 – Present

• Integrated customer, CRM, Google Analytics 4 (GA4), Adobe Analytics, and in-store POS data into Google BigQuery, leveraging advanced SQL

(CTEs, Window Functions) and Python for data wrangling, transformation, data validation, and quality assurance across 5M+ customer records, creating trusted datasets for enterprise marketing data analysis.

• Performed customer analytics, behavioral analytics, cohort analysis, RFM analysis, and audience segmentation to evaluate purchasing patterns, customer retention, shopping frequency, and omnichannel engagement, enabling more effective lifecycle marketing and personalization strategies.

• Analyzed customer interactions across web, mobile, and BOPIS experiences using GA4 and Adobe Analytics, leveraging event tracking, conversion tracking, funnel exploration, and path exploration to identify customer journey friction and improve digital experience.

• Executed marketing performance analytics across email, paid search, display, and retargeting campaigns, measuring Customer Acquisition Cost

(CAC), Customer Lifetime Value (CLV/LTV), ROAS, conversion rate, and campaign effectiveness to generate actionable marketing insights and support revenue optimization.

• Designed and evaluated A/B testing, multivariate testing, and incrementality testing within Adobe Target to optimize customer experiences, validate personalization strategies, and improve campaign performance through statistically driven decision-making.

• Developed predictive analytics solutions using Python, applying feature engineering, statistical modeling, and customer purchase behavior analysis to identify cross-sell opportunities, improve recommendation accuracy, and increase average order value by 12%.

• Built automated executive dashboards and self-service reporting solutions in Tableau connected to BigQuery, monitoring customer acquisition, conversion funnel performance, customer retention, campaign ROI, BOPIS adoption, and executive KPIs, enabling faster executive reporting and business decision support.

• Partnered with marketing, merchandising, engineering, product, and data science teams to deliver business insights, strategic recommendations, and marketing measurement frameworks that improved budget allocation, campaign optimization, and overall marketing efficiency by 10%. Accenture Marketing Data Intelligence Analyst, India Aug 2020 – Jun 2023

• Performed end-to-end marketing performance analytics across digital, paid media, social, and traditional advertising campaigns, measuring campaign effectiveness against business KPIs and supporting data-driven marketing strategies.

• Conducted customer analytics, behavioral analytics, audience segmentation, customer journey analysis, and competitive market research to identify growth opportunities, optimize targeting strategies, and improve customer engagement.

• Built marketing attribution models, executed incrementality testing, and evaluated channel effectiveness using SQL and statistical analysis to improve marketing measurement, optimize media investments, and increase overall campaign ROI by 20%.

• Automated enterprise marketing reporting workflows using advanced SQL (CTEs, Window Functions) and Python, integrating campaign data from Google Ads, Meta Ads, CRM platforms, and third-party marketing systems while improving data quality and reducing manual reporting.

• Developed interactive Tableau executive dashboards for campaign performance, customer acquisition, conversion trends, marketing ROI, engagement metrics, and KPI monitoring, contributing to a 25% improvement in campaign performance.

• Partnered with media planning, finance, and business stakeholders to perform marketing forecasting, campaign performance measurement, and budget optimization, reducing media spend by 15% while maintaining campaign reach and customer acquisition goals.

• Presented executive-ready data storytelling, strategic recommendations, and business insights through dashboards and presentations, enabling leadership teams to make informed marketing and investment decisions.

• Maintained enterprise marketing datasets through rigorous data validation, data reconciliation, and governance processes, ensuring reporting accuracy and supporting trusted business performance analysis. EDUCATION

Master’s in Business Analytics - Trine University – Detroit, MI, USA Bachelor of Business Administration - Kakatiya University – Warangal, Telangana, India CERTIFICATIONS

HubSpot Marketing Analytics Certification & Google Data Analytics Professional Certificate

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