United States

Data Scientist

AI/ML Engineering

Natural Language Processing

Bachelor of Technology (BTech)

Prerna Asthana

Statical Analysis

Problem-solving

Critical-thinking

Stakeholder management

Analytical skills

Advanced data analytics

AI/ML

Business intelligence

Campaign execution & analysis

Data mining

Data visualisation

Forecasting and reporting

Machine learning

Marketing strategy

Python

Jupyter Notebook

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Supporting Discovery Tech Marketing and Merchandizing teams in their content strategies with focus on cross category purchases and discovery through personalization.

Amazon Fashions Marketing Team

• Building data pipeline and reporting framework for collecting, analyzing and reporting customer engagement, retention, and other business data to drive marketing initiatives and target the customers more efficiently
• Providing statistical analysis using tools like R, Python, AWS to predict customer response and analyze customer journey
• Developing end to end analytics for different experimental initiatives around AB testing/ hypothesis testing 
• Primary point of contact for data related queries within the Softlines Marketing organization
• Running deep-dives and analysis to support and answer business questions

• Best Customer Communications (Loyalty) Program - Analyzed large transaction data for multi-channel targeting, coupon allocation & personalized communication using data wrangling & transformation tools like R, Python, SAS, SQL
• Designed and analyzed A/B tests for new campaigns and defined key performance metrics that assess incremental impact & success factors
• Built models utilizing statistical modelling techniques like regression, ANCOVA analysis to measure campaign effectiveness and study pre/ post customer behavior
• Applied data mining, data manipulation and statistical analysis techniques, which include regression, clustering, significance testing, outlier treatment, forecasting and behavior-based analytics
• Implemented code optimization in projects and streamlined processes by utilization of SAS, SQL, Putty

• Provided ROAS and multichannel attribution analysis for digital marketing channels using MicroStrategy, Adobe Analytics and Teradata to visualize performance KPIs 
• Worked with cross-functional teams to collect, merge data from multiple sources & mine it for business insights 
• Owned analytics reporting for channels & led strategy sessions with channel & product managers based on data insights
• Leveraged multiple data sources and worked with engineering team & campaign managers to inform the creation of target audiences and segmentation, grow acquisition and improve customer retention

CRM Analytics using Salesforce.com to analyse accounts, leads, opportunities and customer data.

• Selected as a delegate for the international Harvard US India Conference, held at New Delhi in January 2015, a conference for global young leaders.
• The Harvard US – India Initiative's goal is to foster long-term cooperation between youth from the United States and India, and to leverage these relationships to address some of India’s most pressing social, economic and environmental issues. Investing in India's future is at the core of HUII's ideology.

• Analyzed the performance of various marketing channels, especially the mobile application; optimizing campaigns running on various channels by analyzing their performance based on various attributes
• Handled and dealt with huge customer level transaction and browsing data from different sources using SAS and prepared related dashboards & KPIs to monitor performance using MS Excel
• Built statistical models using regression techniques to optimize sales and enhance customer targeting
• Collaborated requirements gathering, synthesized and communicated results to marketing channel stakeholders and other teams by exploring and mining client's transaction data to identify patterns and insightful information to create marketing strategies
• Segmented and profiled customers to classify them based on their activities and various other parameters using clustering, exploratory data analysis (EDA) and classification techniques
• Strategized the acquisition of high-valued customers, analysis of browsing behavior, and monitoring the performance of campaigns on as need basis
• Targeted customers for Promotional Offers and Retail Media - Predictive Statistical Modelling for targeting Customers based on different segments and client requirements using SAS, R, SQL

Prerna Asthana🇺🇸

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