Nupur Sinha Email and Phone Number

Business Analyst in the Data Analytics Center of the Credit Cards portfolio in Yes Bank. Credit Cards Portfolio Dashboard for Business Insights Key portfolio and risk parameters -Monthly creation of the portfolio data layer on the top of Credit Cards base tables taking the month end status of each account in the cards portfolio-Deep dive on key Portfolio and Risk parameters for Senior Management on monthly basisPortfolio Campaign Management -Designed monthly targeted portfolio campaigns aimed to achieve the desired portfolio metric (Spends, NU rates, Dormant population activation etc.) based on the customer profile and spends behavior with Credit Cards portfolio team-Enabling the portfolio and marketing teams to run and execute these campaigns by sharing the campaign base for email and sms communication-Fulfilment and analysis of the campaigns including response rate of the customers and success of the campaign. Use these learnings to understand the customer and imbibe them in designing the campaigns in future

GSP Product Adoption• Managed the GSP campaign targeting specific locations for a Japanese client who was performing poorly in these campaigns• Streamlined the budget across ad groups based on their performance and made bid suggestions• Successful adoption led to an increase of conversion (+8.2%) and drop in Cost per acquisition (16%). This resulted in the expansion of GSP campaign for client’s other limiter period offers and helped grow Google’s businessCost Optimization• Made direct interventions on a large scale in 25 ad-words accounts of a client to bring down the overall cost when 38% of the monthly budget was exhausted in first 6 days of the month• Made live changes to bids and budget in the account. Led to a drop in the daily cost by 70% in the next 2 days. CPA reduced by 56%. The client granted an additional budget of $3 M for the month which was a big win for the teamBasic Hygiene Initiative• Designed a scalable approach to achieve performance excellence by concentrating on attributes like Ads/Formats, Targeting, Reach & Restructure with main focus on bidding, extensions and RLSA. • On time implementation led to increase in Conversions (+12%) and drop in CPA reduced by (-15%). The conversions rate increased by 10%. Also, impressions (+175%), Clicks (+3%) showed an increase with decrease in CPC (-8%). Scaled to other clients in Travel and OTA

Key Responsibilities and Skills:•Leading 6 member marketing analytics team providing support to the largest retailer in US. Team focusses on monitoring and forecasting Visits, Orders and Revenue through different marketing vehicles•End to end execution and delivery of multiple projects •Identify and procure analytical opportunities by developing project proposals and proof of concepts•Advanced level - Tableau, Spotfire, SAS and MS Office tools•Intermediate level - Discover, Python and SQL, Segmentation and Cluster analysis•Excellent verbal and written communication and interpersonal skills with proven leadership qualitiesProjects:Supported R&D analytics team of one of the largest bio-pharma company to achieve the following - Hub Commitment vs Actual analysis: Developed a methodology and a robust interactive framework to help the team assess their hub performance, understand historical commitment and attainment patterns for similar studies in future- Clinical Trial Partnership analysis: Built an assessment framework to guide decisions on existing and new partnerships driving greater ROI from partnersCoordinated with one of the largest retailer in US to achieve the following- Conversion Funnel: Tracking different parameters of the funnel, identifying the leakage at various steps. Performing deep dive analysis and leveraging it in deriving actionable insights- Internal Traffic Softness analysis: Performed an analysis to determine softness of internal traffic by breaking down the internal and external traffic by entry page types for top departments - Department Forecasting: Currently working on forecasting the external traffic to a department page with the help of overall spend data using ARIMA time series modelling

To understand the client requirements and EDA of the data to fix the best possible way to solve the business problems. Developed and automated projects on Tableau and SAS. Also handled all client communications at a very early stageKey Projects:- Patient Enrollment Tracking: Developed a methodology to help them improve their clinical trial tracking process by identifying the key study performance metrics and visualizing them in Tableau-Credit period compliance analysis: Analyse historical payment patterns of its major accounts to anticipate delays or advances in future settlements-Program Country Planning: Development of a robust country planning process by integrating central and survey data, enabling them make a data driven informed decision- Targeted Site Identification: Enabled data driven insight generation in Site identification for clinical trials by leveraging information not being available in an easily consumable format