Summary
Overview
Work History
Education
Skills
Timeline
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Parashar Pandya

Analytics
Dallas,TX

Summary

Marketing Data Ninja who believes in gathering actionable business insights that help solve problems or strategize the long term impact. Curious to understand and explain the "Why, How, When, What and Where" to drive the business forward. Always seeking to identify website/app challenges that customers face and ways to change them

Overview

5
5
years of post-secondary education
9
9
years of professional experience

Work History

Business Operations Manager

Expedia
Dallas, TX
11.2017 - Current
  • Measure and track performance metrics for Lodging line of business for NORAM Brands. Over last 4 years improved conversion by 200bps
  • Synthesize data from multiple sources such as Omniture, SQL ( Hive, Teradata, Qubole etc) to drive actionable insights such as changes on landing pages, customer facing errors and pain points
  • Automate reporting to help key stake holders self-serve and take data driven actions.
  • Build business case around strategic opportunities such as new product features, merchandising tactics and destination/market deep dive
  • Contribute to forecasting and planning process by helping finance stakeholders understand recent business trends
  • Actively investigate suspected issues from outside sources, including visitor notes, bug reports, outages, research, and employee observations
  • Site Optimization: Develop keen understanding of website experience and develop recommendations to improve customer engagement and conversion
  • Customer Experience: Understand key drivers of customer satisfaction and attrition, through primary/secondary research, customer feedback, and partnership with Customer Operations & PR teams

SEM Specialist

Expedia
Dallas, TX
08.2015 - 11.2017
  • Monitor and Manage SEM campaigns for Hotels, Cars Line of Business and improve keyword score by 50% using ad relevancy
  • Use data tools to build models that can maximize revenue within set of ROI. Leveraged audience and geo bidding to better target customers and increased CTR by 2 folds
  • Gather actionable data from various sources to continually optimize campaigns. Ensure top spot and thus market share in key geo-destinations and focus areas
  • Apply automation of collecting keywords performance data and ensuring bulk changes at scale using RAdwords and Python libraries
  • Own a piece of channel P&L and drive marketing contribution
  • Performed in-depth competitor reviews to check competitor activities with ad placement, keyword use, placement bids and landing pages

Senior Data Analyst

RAPP
Dallas, TX
09.2014 - 06.2015
  • Lead and conducted custom analytical studies in their entirety, from project inception and design through preparation and delivery of reports and presentations
  • Analyzed consumer level databases, media performance of marketing campaigns to tease out insights and identify performance drivers using complex SQL queries. Media include: digital media (display banners, paid search, social media), offline media (TV, print), and website data (direct traffic, referred traffic, organic search traffic)
  • Build dashboard tools using Tableau and Domo that automate monthly reporting of KPI's and visualize insights
  • Conducted statistical analysis on customer loyalty data using SAS and identified meaningful consumer indicators and trends. This helped in identifying customer segments and enhancing loyalty program.
  • Build relationships with key internal and external clients

Senior Business Analyst Analytics

Hay Group
New Delhi, India
04.2012 - 07.2013

Analyst

Grail Research
New Delhi, India
11.2010 - 02.2012

Education

Master of Science - Business Analytics

Arizona State University
Tempe, AZ
08.2013 - 05.2014

Bachelor of Science - Computer Engineering

NMIMS University
Mumbai
07.2006 - 07.2010

Skills

Data analysis

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Timeline

Business Operations Manager

Expedia
11.2017 - Current

SEM Specialist

Expedia
08.2015 - 11.2017

Senior Data Analyst

RAPP
09.2014 - 06.2015

Master of Science - Business Analytics

Arizona State University
08.2013 - 05.2014

Senior Business Analyst Analytics

Hay Group
04.2012 - 07.2013

Analyst

Grail Research
11.2010 - 02.2012

Bachelor of Science - Computer Engineering

NMIMS University
07.2006 - 07.2010

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