Anil Kumar Silla

Experienced Data Analyst with a strong background in campaign analytics and customer insights within the financial services sector. Skilled in using SQL, HCL Unica, Salesforce Marketing Cloud, and Power BI to support data-driven marketing strategies and performance optimization.

• Analyzed campaign performance for retail banking products (Home Loans, Deposits, Credit Cards), supporting strategy development through data insights
• Utilized HCL Unica to extract and segment customer data, enabling targeted, multi-channel marketing initiatives
• Built and maintained interactive Power BI dashboards to track key KPIs, improving reporting efficiency and enabling real-time performance monitoring
• Collaborated with marketing and product teams to refine targeting criteria using historical campaign and customer behavior data
• Improved lead quality and conversion rates through data analysis that enhanced campaign precision and personalization
• Identified and resolved data integrity issues in machine learning–driven lead generation processes, significantly boosting output quality
• Automated reporting processes in Power BI, reducing manual effort by 60% and increasing stakeholder visibility into campaign results
• Contributed to strategic adjustments in marketing campaigns, leading to measurable improvements in ROI and engagement metrics

Detail-oriented Data Analyst supporting data-driven marketing operations across B2B and B2C healthcare products. Experienced in campaign data planning, segmentation, reporting, and performance optimization, working closely with cross-functional stakeholders to ensure data accuracy and actionable insights

• Collaborated with multiple business stakeholders to gather data requirements for ongoing and ad-hoc marketing campaigns, ensuring alignment with business goals
• Utilized IBM Unica 10.1 to analyze customer data and build segmented target lists for personalized campaigns, improving audience relevance and engagement
• Developed and maintained custom data sets, dashboards, and reports to support daily, weekly, and monthly campaign performance tracking
• Created and delivered ad-hoc analysis and custom data extracts to support marketing research and executive decision-making
• Deployed campaign data through Salesforce Marketing Cloud (ExactTarget), ensuring data accuracy and consistency across communication channels
• Led quality assurance and data validation efforts to ensure integrity of customer data across EM and DM campaigns (e.g., prescription updates, chronic condition outreach)
• Identified process inefficiencies and implemented improvements in campaign flow documentation and status tracking, enhancing transparency and execution speed
• Streamlined campaign reporting processes by improving flowcharts, standardizing templates, and coordinating across analytics and marketing teams
• Supported the development of a centralized system for tracking campaign performance metrics, increasing visibility and reducing manual effort
• Provided weekly updates to leadership, highlighting key data issues, risks, and recommended solutions for campaign process improvements

• Build the process and execution of marketing campaigns by ensuring the highest quality customer and market information is used in segmenting the target audience using UNICA.
• Data validation and strategy for performance improvement. Use predictive models for at least 90% of the campaigns.
• 100% adherence to campaign execution timelines. Exceptions should be clearly documented over email. Ensure the quality delivery of the email campaign, with zero errors.
• Partnering with the functional team to develop improvement strategies in campaigns and design more effective campaigns through insights from campaign analysis. Use the Cognos CDPM reports to analyze and share basic metrics with the DPP/Program Manager for every campaign.
• Perform troubleshooting and address the challenges of the campaign.
• Being part of the Marketing Automation Audit team responsible for auditing campaigns' performance and compliance of the campaign flowcharts to the GMC standard.
• Worked as a Unica Admin, supporting the campaign, IMO, and Interact modules.
• I have worked on the Prod-DR framework upgrade activity and gained experience in working with multiple environments, such as Prod, DR, Test, Dev, and Pre-Prod.
• Have knowledge of creating external callouts on Interact, Interact deployments, and testing.
• Proactively monitoring day-to-day activities, like health checks, system performance, and checking the traffic on the HP diagnostics tool about latency.
• Partition a few system tables that are growing at a rapid rate, and schedule the purging of old data on a daily basis.
• Helped developers in resolving the issues in production while executing or developing campaigns.
• Used to perform performance testing on interact servers to check how the live traffic is enabled using the HP diagnostics tool and load balancer.

• I worked in the Campaign Operations team, which involves applying statistical tools and techniques for strategic marketing of various retail products.
• Using Unica Affinium (Unica’s data mining and strategic marketing tool ver. 7.5, ver. 9.1.0, and ver. 9.1.1) & SQL, Oracle 9i for data pulling and execution.
• To create tables and indexes for compacting larger data into smaller tables.
• Responsible for manual testing using queries to ensure that the data extracted is in accordance with the requirements of the campaign.
• Framing waterfalls of the flowcharts for a better view of the data.
• Quality check of the database before rollouts.
• To research, plan, and implement campaign strategies based on requirements from the marketers.
• Responsible for the design and development of campaigns for email marketing.
• Creation and editing of the design of e-message documents for the purpose of introducing personalization into the email, as per client requirements.
• Creation of custom reports that track email messages sent to the customer, along with responses received by them.
• End-to-end execution of around 2 to 3 campaigns on a weekly basis. This involves the design and development of the campaign, flowchart logic verification, preview of the email document, and testing of the email on different ISPs and browsers.