Anna Maria Peddanedi

In this recent role, I worked closely with internal and external stakeholders to drive optimization across media channels. I led the analyst team assessing campaign performance to discover insights and create reports to deliver brand awareness, multi-channel media, top-line conversions, consumer acquisition, and retention. — Leveled up the analytics function to provide business intelligence while exploring new opportunities for B2B clients. — Created roadmap and strategy to evolve to the “To-Be” state for advanced analytics. — Shared thought leadership and performed competitive, market, and trend analyses.

Here, I provided in-depth analyses of marketing channels, customer behavior, products, conversions, and campaigns. I tested and developed integrated solutions to boost credit and debit use. I tapped into data within loyalty, retail, financial, and subscription services to improve spend, customer acquisition / retention, and partner sales. — Provided transparency into consumer behavior, spending patterns, and trends across segments with customer, product, and transactional reports and dashboards. —Improvement in retention costs by segmenting top-line card holders impacted by Mastercard changes. — Lift in customer acquisition through strategic pivot during the pandemic. Conducted multi-variable analysis of location, historical performance, and customer behavior. — Increase in acquisitions after using customer-store location attribution to enable successful product launch during the pandemic. — Contributed to growth and acquisition strategies by analyzing the use of debit and cash products by enterprise customers. — Developed campaign strategy: defined control and target groups, tracked campaign performance, and assessed sales impact.

Working under the direction of the former Director of Data Science at PWC, I built a synthetic population dataset using deep learning / neural networks. — Used NN to build synthetic population dataset with demographic and geographic features. — Extracted key features to train models to address issues in banking, retail, healthcare, and more.

I established, trained, and mentored a team of digital analysts. I defined, communicated, and enforced analytics standards, policies, and data governance. I delivered automated reports, performance dashboards, and insights. I performed data capture, software installation/configuration, tool maintenance, user admin and tool use audits. I facilitated user training and improved processes. — Introduced CX capabilities on 20+ applications. — Prototyped new metrics and KPIs to clarify opportunities, issues, consumer retention, engagement, and quality. — Reduction in implementation expenses for a key project by training internal resources. — Improved system performances using optimization and data cleaning processes. — Secured budget major initiative after fostering communication channels among teams and leadership. — Acceleration in issue resolution by emphasizing the importance of data for digital projects. — Spearheaded CX initiative with $XM budget. — Set up metrics, KPIs, reports, and automated alerts. Led installation of plugin suite. Implemented data capture, replay configuration, and established capture integration, and privacy.

My projects in this role aligned customer experience (CX) and KPIs. I led installations, data capture, reporting, and integration with VoC tools. I implemented automations and created events in the CX management tool, IBM Tealeaf. — Managed $XM+ digital analytics project, managing the budget to cut project costs in half. Handled sourcing, training, vendors, and reporting. Led tagging, data capture, and VoC and Digital Analytics tool integration. — Introduced digital data governance, information security, and privacy policies. — Analyzed customer behavior patterns to improve customer experience, streamline functionality, and identify risk.

As a technical project lead, I oversaw initiatives related to digital analytics. I managed Adobe Data Workbench data profiles, configurations, reprocessing, and data integration. I managed tools and processed / validated data. I evaluated event patterns, configured profiles, user admin, and applications. I tracked KPIs and delivered reports. — Led $250K / yr project working closely with colleagues to develop proposal. — 15% boost in system performance using optimization and data cleaning processes. — Informed product updates via insights derived from data mining. — Optimized tagging to provide transparency into the ROI of features, projects, and releases. — Integrated multiple data sources: website, CRM, and mobile.

In this early role, I handled requirements, analyses, coding, development, and documentation. I designed data profiles, dataset configurations, and transformations. I assessed tags and event patterns. I streamlined reports and configurations; managed KPIs, tools, and data validation. I created and managed dashboards and processed scorecards. — Uncovered behavioral insights and trends with data mining. — Evaluated new products and functionality based on KPIs. — Revamped program and developed new procedures / processes to focus on the end user and production. — Acted in LongView Trading System (LVTS) and Adobe Analytics migrations.

Masters in Computer Applications