Purnima M Email and Phone Number

Product & Campaign Performance:- Derive the traffic and spend KPIs to understand the performance of a demand creation campaign using Databricks and PowerBi charts (data retrieved via Ad ID tracking enabled on Adobe). This enabled spend optimization at granular levels and helped in targeting the right audience with the right ads.- Channel performance (majorly TV) - tracking metrics such as visits to various product pages on site, attention index, and studying the performance of both CTV and LTV across product categories.- Worked on multiple ad hoc requests for real-time understanding of campaigns and latest product features(tracks real-time data for quick spend optimisations for live Ads across different channels).- Performed multiple levels of data validations for the DE team that helped them transform Databricks data sources to the required format.Customer Segmentation & Targeting:- Extensively worked on customer segmentation and analyzed customer behaviour on the D2C website to improve the conversion rate and customer satisfaction.- Created customer segments and analyzed the various characteristics across the identified clusters in Adobe Analytics.Insights & Recommendations:- Customer profiles for various use cases (involving digital marketing channels, pricing tests etc.) during COVID-19 to identify the shift in customer characteristics.- Analyzed the customer journey (in Adobe CJA) across various D2C and Paid channels to provide actionable insights to the marketing team.- Provided outputs and insights from A/B tests for various features on web UI.

Automation & Visualization:- Developed workflows to update master tables weekly using Alteryx reducing 10 hours of manual code run.- Built monthly reports in MicroStrategy with data in AWS Redshift for B2B activities, eliminating the need for manual effort and time.- Designed the wireframe and built a Tableau dashboard with multiple views to deep dive (region, route etc.) and understand the performance of OTS products and remove the need for independent analysis across cross-functional teams.