Ruchi Roy

• Analyzed the data governance issues for the marketing data areas to provide recommendations and solutions.
• Determined areas for improvement and implemented processes, improved KPIs and enhanced data flows to improve the credibility and usage of the reports.
• Performed research and analysis on the marketing data to derive the logic and develop master SQL queries for sourced, influenced, campaign performance and attribution reports.
• Troubleshot issues by understanding issue, diagnosing root cause and coming up with effective solutions to improve the performance and reduce data complexity
• helped the business identify the most effective lead sources, treatment mediums, program markets, verticals in order to improve opportunities and generate revenue footprints

● Added Data Dictionary as part of report for all the 10 dashboards to facilitate users with no prior data understanding, installed gateways and enabled schedule refresh for all the reports

● Continuous tracking of lead and campaign data coming from multiple sources and integrating with Sales Force data to validate the data

● Successfully managed to deliver the campaign Dashboard for a giant Ad- company based out of Dubai after submission of multiple wireframes and thus improving the campaign earning to 25%

● Incorporated various attributes to generate the report for all the source types for lead generation and investigating campaign performance via Campaign owners and total efforts by calculating various type of lead attributes such as MAL, MQL, SQL, Rejected leads and total converted leads

● Analyzed and implemented the product basketing and query optimization technique to attain optimum analytical approach to enhance revenue generation parameter

● Implemented 80/20 KPI to target the major revenue generating consumers to have a preference in terms of targeting for a particular campaign and create a workflow by studying the behavior to have a contingency approach to bottlenecks and the hurdles

● Worked on the analysis part for the migration of the business from Qlik view to Power BI, the data flow mapping, feasibility quotient and the revenue impact post migration, worked with the ETL Developer to trace the lineage from the reports, excel extracts to the database

● Extracted Data from Data bricks and mapping the relevant components, setting up connection for various Database environments into Power BI, establishing relationships among tables to generate interactive dashboards, defining key metrics to determine engagement

● Acting as SPOC for all the BI related activities like Data Discussion, mockup build, setting up connection, loading data, processing data through ETL or ELT tool to the dashboard Development

● Acting as SPOC for a highly data Sensitive Client which is also the highest Billing Client to the Organization and able to deliver requirements on the weekly basis as well as revert to ad-hoc requests