Summary
Overview
Work History
Education
Skills
Timeline
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Shreya KRISHNAM

Denver,CO

Summary

Focus driven Data Analyst with 2+ years of hands on experience in Customer Data Platforms, Martech and Adtech space in the financial sector. Proven record to deliver data driven solutions for business goals. Great team contributer who loves working cross functionally amongst Engineering, Product and Marketing teams.

Overview

3
3
years of professional experience

Work History

Data Analyst

Western Union
08.2021 - Current
  • Lead WU's enterprise customer data platform mParticle, which serves as the primary data hub for customer engagement data for both retail and digital channels.
  • Lead the ETL side of the enterprise loyalty platform which serves as a main source of points data.
  • Collaborated with business teams across the Martech, Adtech, CRM and Retail Media teams to gather requirements and defined technical architecture to support marketing uses cases and give cost effective data solutions.
  • Implemented in app and push notifications in Salesforce Marketing Cloud and Braze respectively for Canada and Australian markets which lead to a 20% increase in customer engagement.
  • Designed and architected audience segments for Customer Preferences in the US and European markets which are consumed by social media platforms for re-targeting that led to a 25% increase in overall engagement.
  • Collaborated with the digital and product teams in data quality monitoring to ensure key KPIs dashboarded in Amplitude to record funnel conversion rates.
  • Enhanced the campaign conversion rates by integrating meta pixel events and server events from mParticle which detects cookies and ad blockage.
  • Architected a data architecture flow to an AWS cluster for customer 360 giving a bird's view of customer journey drop rates. Consolidated the number of customer identities from 7 to 3 which lead to efficient data pipelines.
  • Engaged in technical resource planning cost estimation to support project scoping, pricing, and planning.
  • Coordinate with privacy and compliance teams for new use cases to ensure data transmission is GDPR and CCPA complaint.
  • Designed an end to end ETL data pipeline in Talend Studio for loyalty data which automates data ingestion from the source AWS S3 to the enterprise data warehouse Snowflake.
  • Optimized ETL jobs for data quality implementing data checks on the data and improved the efficiency by 15% with optimized querying.


Technology Analyst Intern

Warner Media
06.2020 - 09.2020
  • Used data cleansing techniques to clean data using Pandas and explored data visualization libraries using seaborn and Tableau
  • Applied ML models and Nueral Networks using Tensorflow, Keras, sklearn and statsmodel libraries extensively to deploy models into production
  • Used KMeansSparseCluster in R to cluster sparse data based on customer engagement
  • Model Optimization using convex, differentiable and non linear algorithms

Education

Bachelor of Science - Computer Science

University of California, Irvine
06.2021

Skills

  • Customer Data Platform - mParticle, Adobe Experience Platform
  • Cloud Based Tools - AWS S3, AWS EC2
  • ETL Tools: Talend Studio, Matillion
  • Analytics Tools: Amplitude, Tableau, ThoughtSpot
  • Martech tools: Braze , Salesforce Marketing Cloud
  • Data Manipulation Tools: Numpy, Pandas
  • Machine Learning Tools: Keras, sklearn, Tensorflow
  • Programming Tools: SQL, Javascript , Python , Numpy, Pandas, Unix

Timeline

Data Analyst

Western Union
08.2021 - Current

Technology Analyst Intern

Warner Media
06.2020 - 09.2020

Bachelor of Science - Computer Science

University of California, Irvine

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Shreya KRISHNAM