Senior Business Analyst - Data & Martech
Assembly Global
Total des années d'expérience :8 years, 7 Mois
Worked on various data consultancy, automation and analysis projects, servicing some of MENAs largest and most well-known brands across a range of industries, including travel, retail and financial.
• Automated Search Query Analysis SQL (SQL Google Ads Scripts)
• Automated Product feed custom labelling (SQL Looker)
• Causal Impact Testing (Python)
• Look-to-Book Analysis (SQL Looker)
• Diminishing Returns Analysis (Python)
• Custom Media Creative Hypothesis Testing (SQL)
• Custom, Dynamic Audience Segmentation and Value Tiers (SQL)
• Industry Benchmarking with 1st and 3rd party data (Python APIs SQL Looker)
• User journey dashboards using custom tracking parameters exported from GA. (SQL Bigquery imports/connections PowerBI)
• Revenue and Budget Forecasting and modelling (Python)
• Dashboarding, Visualising large and complex datasets (Looker / Google Sheets / PowerBI)
• Website Backend Tracking, Testing, Analysis and Consultancy (Dataslayer GTM GA)
• Managing comms and workflow between martech, devs, analysts, performance teams and stakeholders
• Leading a specialist team of data & martech analysts on custom products and projects
• Product/project sales pitch with high-level client stakeholders
As the principle data scienctist, I led on Data Science & Data Automation projects for a small dynamic agency which serviced mid to large media clients
• Automated Campaign Budgeting Algorithm, optimised for a choice of KPIs (CVR, ROI, CPA, Rev) - written in Bigquery
• Diminishing Returns Analysis (python)
• Data ingestion, cleaning, aggregating and visualising in Google Cloud Platform (Bigquery) and Looker
Supported and carried out numerous marketing analysis & modelling projects for a number of global clients in varying industries.
Projects include:
• MMM
• Multi-touch attribution with SQL and R
• Causal impact & incrementality testing
• Look to book for airline & hospitality clients (measures timespan between customer browsing, then booking, then staying)
• Diminishing Returns analysis
• Forecasting
• Data cleaning, aggregating and visualising in SQL & Looker/PowerBI
Took a short break from my data career to complete the final placement for my teacher's qualification.
Created and Managed PPC Adwords/Bing accounts for a number of global clients
• Account creation, organisation and Campaign naming convention
• Budget management & Strategy
• Keyword Research and copy-writing
• Managed Google Shopping, Display, and ETA ad campaigns for a cohesive paid performance
• Keyword bid strategy
• Search Query Reports and Account hygeine
• Performance analysis and reports via dashboards, presentation, weekly calls and face-to-face meetings
• Managed client comms and ensured satisfaction & transparency
• Co-ordinated with other channels (social, display) for optimised omni-channel marketing strategy
• Implemented tracking via custom parameters & UTMs
Full-time maths teacher in an inner-London secondary academy.
Taught Newstyle Hiphop for 1 year, Advanced Hiphop the following year. Taught techniques and choreography weekly to classes of over 30 students. Led performances in showcases and represented the university in competitions.
Represented various charities to obtain long-term donations from residents around London. Promoted to Team Lead within 2 weeks.
Jul 2012 - Dec 2012 (6 months)
Tutor learndirect Limited
Mar 2012 - May 2012 (3 months)
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