Ishita Datta

• Designed a lookalike model and improved accuracy by integrating third party data for user persona
• Cloud Recording Overage Analysis: Product change recommendation by identifying the bottleneck in customers paying for overages
• High intent targeting: Creating a group of high intent audience and targeting them through emails, the campaign achieved a 10% conversion rate which was +7% higher than other cohorts
• Buy flow analysis: Identifying drop off points in the buy flow by analyzing key visit metrics, this further helped in improving the product design to integrate the buy flow in the homepage
• AB Test for Pricing Page: Performing an AB test to identify how test performed better improving key metrics like MRR, Churn, CTR and AOV

• Discounting Bucket Analysis: Worked with sales team to categorize discounts being offered to customer into Red, Yellow and Green; which is being used to arrive at potential +13% YoY ARR (Annual Recurring Revenue) increase
• Registration feature survey: Survey design using Qualtrics to identify two most important features that would interest free users to convert into paid tiers hence improving free-to-paid conversion

Category Finance/Business:

• Performed Basket Analysis to understand how units per order can be increased by benchmarking against US and identifying 50+ items sold together
• Price Competitiveness dashboard setup to understand how to remain price competitive and profitable showcasing potential profit of +20% of total sales
• Recruited new member for business analysis team to support division growth and create strong and productive department
• Supported leadership team with reporting, analysis, and business presentations to inform divisional strategies
• Cashback analysis during sale events to come up with right thresholds for cashback for customers; pull back offer once budget is met to avoid overspending

Traffic Finance:

• Proposed to create unique push for customers to increase their repeat rate during sale. Click rate surpassed best performing push and this was implemented for all ongoing sale event thereafter.
• SME for new traffic metric (RCV) which replaced older and error prone metric (Sessions) used earlier. This metric was chosen to be presented in Amazon Seattle analytical event to other geographies.

Finance Automation:

• Led team of 5 data engineers to automate Page 0 for financial reporting, establishing robust mechanism of working with over ~50 metric owners
• Developed geo trend analyzer which enabled teams to perform geo level deep dives across customer lifecycle segmentation

• Worked with automobile client to solve inventory related problems
• Worked with banking client to identify gaps customer journey for their mobile application