Neha Mazhar Email & Phone Number

Boston, Massachusetts, United States

Greater Boston Area

• Revamped membership marketing metrics, definitions, and identified ideal success criteria to optimize for engagement and revenue driven through weekly membership visits to sites
• Increased visibility of metrics and data self-service through advanced insight-to-action automated tableau dashboards; manipulated and aggregated data to ensure refresh at a daily cadence for speed (previously monthly)
• Leading the analytic strategy/data approach for paid traffic, with the goal to scale spend efficiently with high Rev/Cost payback; Designed dashboard outlay and identified various bugs within current ad data while.

Greater Boston Area

• Engineered a multivariate A/B testing template with all KPIs in one centralized location; used by analytics team daily to conduct analyses, cutting down standard A/B analysis time by more than half
• Conducted in-depth analysis on Rue La La’s email strategy, identified impact on engagement, sales, and key trigger points in consumer engagement lifecycle; first view on email data for communications team
• Established business metrics for Rue La La’s content platform, using data from various sources, to analyze and share revenue impact and ROI with broader team and company
• Mentored and trained Jr. Analysts in SQL/Tableau and ad-hoc analyses

Boston

• Created new reporting framework for Marketing KPIs; saving time and effort, circulated weekly to company
• Analyzed multiple A/B tests; increased efficiency of workbooks, presented findings to CMO bi-weekly, provided recommendations to increase ROI based on analysis
• Determined the root cause of a key business question for new buyer growth using trends, visitation, conversion, revenue and device behavior; results formed the baseline for new buyer growth strategy and decision-making
• Introduced a Recency, Frequency, Monetary matrix in order to understand consumer behavior; used by Retention team as the primary tool for all audience strategies for marketing campaigns

• Learned to utilize SAS and SQL; performed ad-hoc analyses and reporting for clients across business fields
• Carried out a demographic analysis for a regional financial services company to guide future marketing campaigns; presented findings to CEO
• Steered a marketing opportunity analysis for a wireless network provider to understand causes of attrition

• Assisted and mentor incoming and first year international students, focusing on helping them adjust to college life and answering any and all questions regarding Bentley University
• Facilitated events aimed at immersing the new students in the Bentley community