Deepak Singh
Senior Product Analyst - 2
Summary
Senior Data Analyst with expertise in data, product, and marketing analytics across E-commerce, CPG, Telecom, and FMCG domains. Proven ability to transform complex data into actionable insights and strategic recommendations that drive revenue growth, optimize performance, and enhance customer engagement. Skilled in leveraging advanced analytics to deliver measurable business impact
Overview
7
7
years of professional experience
Work History
Senior Product Analyst II
Flipkart
08.2024 - Current
- Led end-to-end design of performance tracking systems and A/B testing frameworks across key product areas including Search, Payments, Shopsy, and Minutes (Quick Commerce), enabling data-driven product decisions.
- Built tracking instrumentation and data models from scratch for the Minutes (Quick Commerce) app; defined and monitored critical KPIs to evaluate product performance.
- Designed tracking and success metrics for UPI payments and Buy Now Pay Later, improving visibility into payment funnel performance.
- Spearheaded analytics for Search Revamp, designing instrumentation and running A/B experiments that drove a 14% increase in order conversion while improving metrics like CTR and MRR.
- Developed and executed a custom tracking + experimentation framework that delivered an 8% uplift in attach-product conversions.
- Identified and fixed a critical tracking gap causing 4.28% underreporting in Add-to-Cart and Buy Now events, significantly improving KPI accuracy.
- Leveraged Google Notebook LM and WindSurf AI to optimize and design tracking solutions reducing the tasks by mutliple folds.
- Designed cohort-based facts (recency, CLV, transaction frequency, ON/NN/OO segmentation) to support deep customer and category insights.
- Partnered with marketing, demand planning, and finance teams to create actionable dashboards and reports, translating complex datasets into business strategies.
- Designed attribution models for new marketing channels (Influencer & Creator Studio), driving 3% increase in daily traffic and achieving the highest conversion rate among channels.
- Led ads optimization initiatives, reducing ad spend by 18% through data-driven targeting and performance insights.
- Integrated AppsFlyer campaign data with internal analytics systems, building a unified attribution model for cross-channel performance measurement.
- Revamped Shopsy affiliate attribution logic in collaboration with partners, resulting in a 3x increase in traffic and conversions.
- Technical Skills:
SQL (Advanced), GCP BigQuery, HiveQL, Python (Pandas), A/B Testing (Statsig), Forecasting, Adobe Analytics, Mixpanel, AppsFlyer, Looker Studio, Google Sheets (Apps Script), Data Modeling, Data Extraction & Cleansing
Deputy Manager - Product Analytics
Vodafone Intelligent Solutions
12.2023 - 08.2024
- Derived actionable insights to improve product performance and user engagement, supporting business growth across digital channels.
- Partnered with cross-functional teams to define project goals, scope, and deliverables, ensuring strong alignment with business objectives.
- Conducted in-depth analysis on app adoption patterns across customer segments and identified second-line products with the highest adoption, enabling targeted growth strategies.
- Detected and resolved a critical tracking discrepancy where orders were missed in Adobe Analytics but captured in the OMS system, resulting in a 6% improvement in reported conversion accuracy.
- Performed data quality assessments on an ad-hoc basis to ensure data integrity, consistency, and reliability for business reporting and decision-making.
- Technical Skills: SQL, AWS Athena, AWS Redshift, Teradata, Microsoft Excel, Python, Pandas, Adobe Analytics, ContentSquare (A/B Testing), Tableau
Product Analyst
Flipkart
10.2022 - 12.2023
- Worked on development of Flipkart internal reporting tool as analyst.
- Provided actionable insights and recommendations based on data analysis to drive product performance improvements and optimize operational efficiency. Provided solution for measuring KPIs on the Flipkart Data Portal.
- Designed instrumentation for Cross Sell and Upsell feature. Performed A/B testing analysis. Designed and tracked KPI using the tracking solution designed.
- Collaborated with cross-functional teams to define project goals, scope, and deliverables, ensuring alignment with business objectives. Designed and produced comprehensive reports, dashboards, and visualizations to communicate complex data findings to non-technical stakeholders effectively.
- Collaborated with the marketing team to identify and resolve misattribution of ads worth INR 5L a day during a critical sale event, ensuring accurate attribution and maximizing campaign performance.
- Conducted ad hoc data analysis and presented findings to support strategic planning, risk assessment, and performance evaluation. Utilized SQL, Adobe Analytics, and other programming languages to extract, clean, and manipulate large datasets for analysis and reporting purposes.
- Technical Skills: SQL, GCP BigQuery, HiveQL, Google Sheets, Adobe Analytics, Python, Pandas, Marketing Analytics, Product Analytics, Power BI
Data Analytics Consultant
Fractal Analytics
05.2021 - 10.2022
- Worked as Analytics Engineer on a project named MENAP Dashboard.
- Interacted with clients to understand the requirements related to Power BI dashboard needed to be built.
- Designed and implemented end-to-end data processing pipelines — from raw data ingestion into GCP Cloud Storage, transformation into consumable datasets in BigQuery, to creation of views enabling seamless integration with Power BI dashboards.
- Collaborated with stakeholders across multiple markets to gather and consolidate data, building a unified global view that enabled strategic insights for the client.
- Optimized data sources and processing rules to enhance data quality through design and development phases.
- Technical Skills: GCP Bigquery, AWS Athena, Airflow, Power BI, SQL, Pandas, Teradata
Analytics
Mavenir Systems Private Limited
06.2019 - 11.2020
- Worked on telecom analytics data.
- Designed trackers to monitor the data for different client.
- Designed trackers to monitor candidates hiring data for HR teams.
- Tools and Skills required: Python, SQL, Power BI
Data Analyst Intern
Tredence Analytics
01.2019 - 06.2019
- Worked on a project named Customer Knowledge Graph.
- Interacted with clients to understand the requirement.
- Designed graph database on Neo4j based on requirement.
- Tools and Skills required: Neo4j, SQL, Python, Advance Excel
Education
Bachelor's of Engineering - Computer Science
Dayananda Sagar College of Engineering - VTU
Bengaluru08-2018
Skills
- Advance SQL
- Hive QL
- GCP Bigquery
- Adobe Analytics
- Mixplanel/AppsFlyer
- Advanced Excel
- Ecommerce analytics
- Python - Pandas, Numpy, Matplotlib
- Marketing Channel Analytics
- Product analytics
- Business Intelligence
- A/B Testing
- Customer Journey/CX Analysis
- Cohort analysis, funnel analysis, segmentation
- Tableau/Looker Studio
Accomplishments
- Member of Tech and AI products showcase team at Flipkart.
- Won OTT Quiz at Flipkart.
- Won consolation prize in Current Affairs Quiz at Flipkart.
- Won inter department football tournament at Fractal.
Timeline
Senior Product Analyst II
Flipkart
08.2024 - Current
Deputy Manager - Product Analytics
Vodafone Intelligent Solutions
12.2023 - 08.2024
Product Analyst
Flipkart
10.2022 - 12.2023
Data Analytics Consultant
Fractal Analytics
05.2021 - 10.2022
Analytics
Mavenir Systems Private Limited
06.2019 - 11.2020
Data Analyst Intern
Tredence Analytics
01.2019 - 06.2019
Bachelor's of Engineering - Computer Science
Dayananda Sagar College of Engineering - VTU