Anupam Rai

E-MAIL-MOBILE - ANUPAM RAI Marketing and Analytics Professional LOCATION Bangalore A multi-faceted professional accustomed with proven marketing analytics, business and managerial skills; targeting mid-senior level opportunities in business analytics with an organization of high repute PROFILE SUMMARY ❖ Offering chronicled success of over 12 years in Marketing & Customer Analytics, Data Analytics, Engagement Management, Process Improvement & Business Insight ❖ Experience in implementing basic to predictive modelling/ ML techniques on various business problems (Regression, Decision Trees, Clustering, Market Analysis, KNN Algorithm) ❖ Excellence in gathering and understanding requirements of clients & other multiple stakeholders (at strategic and tactical levels), followed by translation into technical requirements & provisioning of suitable solutions. ❖ Developed visualization and dashboards which assists in decision making integrating multiple data sources ❖ Proficiency in applying advanced machine-learning algorithms & advanced predictive modelling techniques to solve complex business problems; hands on Regression and Statistical techniques using R, Python, Excel, and SQL ❖ Possess excellent interpersonal and analytical skills with proven track record of utilizing process-oriented approach towards the accomplishment of organizational goals. ❖ Over the years, developed excellent understanding of different Marketing data platforms and processes. ❖ Scored 97.87 percentile in CAT 2010 ❖ Rank 961 in JMET 2010 CORE COMPETENCIES Marketing Research & Analytics Data Science & Analytics Business & Customer Insights Stakeholder Management Statistical Analysis/ Data Visualization Team Management Reporting & Documentation SOFT SKILLS EDUCATION Initiator PG Diploma in Data Science from IIITBangalore in 2018 Collaborator MBA (Marketing & Finance) from IIT Roorkee, Roorkee in 2012 Communicator Innovator Analytical B. Tech. (Computer Science) from UPTU in 2007 Other Courses: ❖ Completed Marketing Analytics Course from Jigsaw Academy in 2018 Thinker NOTABLE ACCOMPLISHMENTS ACROSS THE TENURE At ThoughtWorks (Since Apr’21), ❖ Led the development of: o Responsible for collecting the business requirement, designing and building the strategic level dashboards for senior marketing executives o Integral part in Defining and reporting on Marketing KPIs that helped in bringing the investement in new initiatives o Sisense Dashboard used by Marketing Team to understand the performance of their service line campaigns working closely with Marketing stakeholders, Data-engineering teams and other cross functional teams o Built multiple dashboards in Salesforce from various lenses like Campaign Dashboards, Lead/Contact dashboards, Opportunity dashboards to serve stakeholder needs o Identified the need & built 4 POCs using advanced analytics techniques & presented to Marketing leaders. 1 was selected to be scaled and deployed o Techniques Used: Markov Chain Model, Logistic Regression, K-Means & Hierarchical clustering o Additionally, done gap analysis in data and data processes which has helped up in better streamling the reporting structure in our current systems o o Integral part of the team in setting up the Campaign influence model in CRM in B2B scenario which led to measure the influence of campaign mix on the pipeline Customer profiling using clustering model deployed in CRM for better targeted campaigns At Unisys, ❖ Led the development of: o Development of Tableau Dashboard used by Field Marketing Team and Sales Team for better understanading on account and successfully attained the cost saving of $400,000 for the company by meeting the current need o Regression Model on web-data to understand the channels driving the most number of conversions as regards asset downloads o Clustering Model based on web analytics data to segregate customers and faciliates towrads the better targeted market o Account Engagement Model to deliver the characteristics of a highly engaged account and used by Field Marketing Teams for better conversations with the Sales team ❖ Launched an end-to-end campaign flow for the analysing the campaign by the organization through integrating data sources such as Demandbase, Salesforce and LinkedIn ❖ Established a Clustering Model on clickstream data generated through email campaign to analyse performance of campaign ❖ Possess very good business knowledge and supported the company’s strategy exercise multiple times ❖ Have successfully managed the team of 3-5 members At IBM, ❖ Merit of receiving following awards for showcasing the brilliance towards the roles assigned: o Integration and Innovation Award in 2013 o Manager’s Choice Award in 2014 ❖ Recognised as an integral part of the Unique Team and worked on distinctive project in Healthcare domain ❖ Successfully led Social Media Intelligence Indices Program to identify the themes around social media conversations on different channels WORK EXPERIENCE Since Apr’21 with ThoughtWorks, Bangalore as Lead – Marketing Analytics ❖ Responsible for collecting the business requirement, designing and building the strategic level dashboard for Senior Marketing Executives ❖ Sisense (BI Tool) owner within the marketing organisation ❖ Part of the team involved in integrating different marketing data sources to build a comprehenve end-to-end customer journey view for Marketing Leaders Dec’14 – Mar’21 with Unisys, Bangalore as Lead – Marketing Analytics Key Result Areas: ❖ Tableau Dashboard used by Field Marketing teams and Sales team for better undesratnding on account and successfully attained the cost saving of $400,000 by meeting the current need ❖ Keeping a close-knit coordination with the onshore and offshore stakeholders to map business requirements, scope out projects and build solutions around them ❖ Measuring ROI of online and offline advertising campaigns; preparing report on marketing KPIs like leads, conversion rates, website traffic and social media engagement ❖ Conducting competitive research and analyzing benchmarking data; delivering deal intelligence to th SMEs to acquire the business vision ❖ Tracking, reporting, and analyzing the performance of marketing activities, ad-hoc analytic requests, and development/automation of regular reports ❖ Performing Regression analysis on LinkedIn ads data to identify the factors that affects the Lead generation in B2B scenario PREVIOUS EXPERIENCE Jun’12 – Dec’14 with IBM, Bangalore as Market Insights Professional Dec’07 – Jul’10 with Kale Consultants, Mumbai as Programmer Analyst KNOWLEDGE PURVIEW ❖ ❖ ❖ ❖ ❖ ❖ ❖ Machine Learning Modelling Techniques Analytics Languages: R (Intermediate), Python (Intermediate) Visualization tools: Tableau, R , Python, Sisense, Excel, Salesforce BI Tools: Tableau, Sisense Hypothesis Testing Databases: MySQL Statistics & Exploratory Data Analysis: Using R, Python, Tableau Prep, Excel ❖ Marketing Tools: DemandBase, Google Analytics, CRM – Salesforce, Adobe Analytics, Marke Y’ PERSONAL DETAILS Languages Known: Address: English, Hindi & Awadhi Bangalore For project details, please refer the annexure: ANNEXURE Projects Undertaken ❖ Steered the classifications of vehicles into different types based on figures viewed from many angles utilizing PCA to reduce dimensionality and SVM for classification ❖ Identified the potential loan customers for Thera Bank using classification techniques; led the comparison model developed with the Logistic Regression and KNN algorithm to select the best performing tool ❖ Conducted Cluster Analysis using K-means and Hierarchal Clustering Techniques for segregating online retail store customer data based on RFM (Recency, Frequency and Monetary) ❖ Regression Model to understand the factors on which car prices vary on and help a car company enter the US car market ❖ Logistic Regression Model to understand the factors behind employees leaving the organization and model the probability of attrition ❖ Customer Churn Model: Anticipated telecom customers likely to churn with X% accuracy by analysing 7000+ customers’ data ❖ Uber data to identify the root cause of cancellation and non-availability of cars and recommended ways to improve the situation ❖ Investment data from crunchbase.com to identify the best sectors, countries and a suitable investment type to help spark funds take appropriate decision for their investment strategy