BUVANESWARAN G

Global Campaign Tracking - This project provides a unified framework to measure and optimize digital acquisition campaign performance across the U.S. and 17 international markets. It ensures that all marketing channels and partners can be evaluated consistently, with accurate attribution.

Roles and Responsibilities.

• Lead architecture, design, and end-to-end development of a global digital acquisition tracking platform used across the U.S. and 17 international markets.
• Build and optimize large-scale data pipelines to process impressions, referral landings, onsite activity, app starts, and submissions into a unified 7-day touchpoint history model.
• Implement attribution frameworks that calculate partner bounty and channel effectiveness for affiliates, paid search, and display media.
• Drive data-driven decision-making by enabling real-time dashboards, anomaly detection, and automated alerts for campaign performance and system health.
• Serve as the technical lead, conducting design reviews, guiding engineering best practices, and mentoring team members, while remaining a hands-on contributor.
• Collaborate with cross-functional stakeholders (Marketing, Analytics, Product, and Platform Engineering) to align data strategy, optimize performance, and ensure the delivery of high-reliability solutions.

• Worked with data science team in creating ML Pipelines using Airflow.
• Developed Spark jobs to process IOT data from wireless routers and internet gateways.

Recommender Engine - A real time application which serves the personalized products to the prospects visiting the Amex Page.

Achievements

• Created Apache Kafka Avro Producer-Consumer framework for processing and storing data in Hive tables in Avro format.
• Created a framework based on Scala-Spark for easy creation of reports using simple configuration files.
• Designed and developed Recommender engine for Amex Website.
• Created a python-based ingestion application to ingest data into Hive and Hbase.
• Designed and created UI application using Spring MVC which is used by Data Science team to ingest the business rules.
• Created a web application which captures user activity on Amex website using Rest API, Kafka and Spark.

HCSC Enrollment Portal - Insurance Portal which enables small companies to enroll their employees to register for health insurance.

Key Roles and Responsibilities

• Design, construct, install and maintain highly scalable data management systems.
• Handling various technical aspects like coding of modules, performance issues, critical defects.

Radar and Sonar - Radar is a bug tracking and project management tool used by Apple.Sonar is a ticket management tool to track the status of the service request raised by customers.

• STARS - It is a mortgage project to track the various lifecycle in processing a mortgage loan starting from creating an order, appraising the land, verifying the documents and giving approval for the loan.