Summary
Overview
Work History
Education
Skills
Websites
Accomplishments
Certification
Awards
Timeline
Generic

SURAJIT SHASMAL

Bangalore

Summary

Analytics consultant with ~4 years of experience working with ecommerce and transportation domain to shape and drive insights from data

Overview

4
4
years of professional experience
1
1
Certification

Work History

Senior Business Analyst

Meesho
08.2023 - Current
  • Worked with the activation and acquisition team, Unlocked Whatsapp as a channel by conducting well-designed AB tests and campaigns which eventually led to an increase of 30% in activation rate with 40% lesser activation CAC than other channels. - Conducted RCAs on major drops in activation rate, PN failures, and seasonality. - Launched FOD(first order discount) and worked on it inside out to find the optimal discount that meets the IRR guardrails. - Managed a team of two BA's, providing guidance and oversight to ensure alignment with strategic business objectives. - Being a part of the branding team, Built an MMM Model using saturation and adstock to find the best-performing channels which helped in an improved ROAS. - Collaborated with 3rd party media agencies to design questionnaires for surveys. - Prepared demand forecasts for upcoming sale events for branding mediums taking into account perf spends and seasonality.

Data analyst

Rapido
06.2022 - 08.2023
  • Worked with customer experience team to reduce Helmet, Extra Cash and Safety related issues from ~15% of total orders to 7% of total orders and also used NLP(Uni, Bi and Tri Variate) to identify top 20 most used keywords from free text customer feedback for rides and NPS. - Discovered potential problems that existed in the system related to customer experience issues and ideated Microfeedback, which increased the coverage of responses from 1.6% to 14%. - Being a part of captain retention team, I was a Major contributor to the scaling of a self serve tool named i-Allocator which streamlined the process of assigning incentives to riders along with efficiently managing the burn. - Used Metabase to create a Diagnostics Dashboard to identify the city level problems and performance.

Business analyst

Porter
08.2021 - 06.2022
  • Created a realtime lead scoring model which assessed various leads and scored them based on multiple parameters
  • This score was then used by the dialer to prioritize the calling of leads. - Built a OKR dashboard which was a one stop destination for viewing all the key metrics associated with spot business resulting into 10 hours of manual effort weekly. - Simultaneously handled spot and houseshifting business, wherein I was the only analyst for houseshifting business looking into all their business requirements. - Took multiple sessions on teaching the basics as well as unused features of metabase (visualization tool) to the city and business team.

Data analyst

Larsen and Tuobro Infotech
10.2020 - 10.2021
  • Designed a marketing mix optimizer to create the best marketing plan which takes the investment associated with each promotion channel and provides recommended investment to maximise ROI. - Implemented a data quality management layer to the harmonized data source to improve the quality and scope of data driven decisions; which was leveraged to refresh 20+ dashboards. - Created end-2-end data pipeline using Python and Powershell scripting to automate ticket reporting - saving 180 hrs/month.

Education

Bachelor of Science in I.T -

SK Somaiya College, Mumbai
01.2020

Skills

  • Statistics - AB testing, Regression, Media mixed modelling
  • Technology - SQL, Python(Pandas, Numpy, Data Wrangling), R, Github, Pyspark
  • Data Visualisation - PowerBI, Excel, Metabase, Databricks, Mixpanel, Superset, Google analytics, Appsflyer
  • Soft skills - Storytelling, Insights Presentation, Team management

Accomplishments

Built MMM data on a complex dataset of new user activation to find the contribution of branding spends, perf spends and discount spends. Using the output adjusted spends to increase branding by 7%

Certification

  • IBM data analyst specialization.
  • Google IT automation using Python

Awards

  • 01/2023, Do more for Less Award, For Handling multiple threads in the initial months of joining and bringing impact.
  • 02/2024, Extreme ownership, For handling multiple time sensitive RCA's and driving them to closure.

Timeline

Senior Business Analyst

Meesho
08.2023 - Current

Data analyst

Rapido
06.2022 - 08.2023

Business analyst

Porter
08.2021 - 06.2022

Data analyst

Larsen and Tuobro Infotech
10.2020 - 10.2021

Bachelor of Science in I.T -

SK Somaiya College, Mumbai

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