Prateek Shrivastava

• Designed and implemented custom event tracking and conversion goals within GA4 and GTM to measure user behavior, product performance, and the customer journey across websites.
• Defined taxonomies for segment events and tracking.
• Build a Tableau dashboard to track the page performance.
• I conducted an analysis to track the growth of the platform over the past three years, based on the visits and reservations.

Product Analytics -

• Nykaa Play Optimization : Analyzed user behavior and content consumption within Nykaa Play (in-app video platform), Provided data-driven recommendations to improve content delivery and user engagement within the app.
• Enhanced Affiliate Marketing: Led the integration of new affiliate partners (WishLink, Lehlah, YouTube, NAP Fashion), developed influencer dashboards and metrics, and conducted in-depth product analytics to optimize platform performance and identify revenue growth opportunities

Customer & Marketing -

• Tailored marketing strategies to specific customer segments. Segmented customers by affluence (Luxe, Emerging Luxe, Mass, Masstige) and RFM analysis (Active, Inactive, Lapsed, Settled, Advocates) and Dormant & Deep-Dormant.
• Organic Traffic & Channel Optimization : Analyzed paid and unpaid marketing channels to identify optimal acquisition strategies for different customer segments (New vs Repeat)
• Marketing Channel Optimization: Analyzed paid and unpaid marketing channels to identify optimal strategies for acquiring, retaining, and converting customers.
• Conducted A/B Testing: Led A/B testing of coupon campaigns across customer segments to optimize promotional effectiveness and drive incremental revenue.
• Conducted comprehensive campaign performance analysis to drive data-driven marketing optimization. Developed and maintained robust reporting and dashboards to track key metrics, identified opportunities for improvement, and provided data-backed recommendations to inform strategic decision-making and drive sustainable growth.

• Product Analytics: Incorporated analytics into each of the product processes to track and analyse on-product user actions
• Measured the performance of various product features by defining and tracking metrics to test different hypothesis
• Data Warehousing: Devised a holistic solution that reduced manual consolidation effort to track different data and metrics
• Effectively managed a data warehouse and dashboards to ensure the quality and availability of data for scalability and analysis respectively
• Utilized cost optimization strategies to reduce expenses associated with data warehouses & data pipelines
• Business Analytics: Exhibited expertise in the creation of comprehensive and informative reports, charts, and visualizations to effectively present data in a manner that is easily understandable for stakeholders
• Collaborated with cross-functional teams to identify and resolve challenges pertaining to data, and made decisions while maintaining the precision and authenticity of the information.