Sarath Avanaly

Expert – Customer Analytics and Insights

Responsible for reporting, data analysis and building datamarts for the Direct Marketing and Loyalty team for operations and strategic steering.
Selfservice Analytics: Building a CDP tool functionality in Looker to reduce the ad hoc requests and enable the business to create selfservice analytics. The tool is built on a central customer datamart in the datawarehouse.
Campaign Analysis: Analyzing campaign effectiveness for automated and non-automated campaigns, with a focus on behaviour of loyalty customers. Developed a control group concept for the company for ad hoc campaigns and long term control groups.
Roadmap Planning: Conduct workshops and planning sessions with business teams to develop the long-term company data roadmap.
Technical Implementation: Build and maintain data pipelines in Airflow and Google Dataform. Dashboards are built in Tableau, Looker and Lookerstudio.
Consulting: Serve as the subject matter expert for the department. Supported the loyalty program merger of Mediamarkt and Saturn.

Expert – Advanced Analytics

M.T.A Ownership: Manage and own the entire Multi-Touch Attribution (MTA) product for the company, from data extraction to reporting.
International Coordination: Consult and coordinate between the attribution solution provider (Neustar) and marketing teams in the HQ and 10 European countries.
Vendor & RFP Management: Led a tender/RFP process worth €120,000 annual budget with 5 vendors for the procurement of new Marketing Automation tools.
GA4 Migration: Core member of the team responsible for the enterprise-wide migration from Universal Analytics to Google Analytics 4.
Strategic Consulting: Facilitated workshops to develop the company data roadmap, focusing on Marketing Mix Modeling (MMM) and campaign optimization.

Marketing Analyst – Marketing Intelligence

App Analytics Rollout: Successfully rolled out Appsflyer for accurate app attribution and performance reporting, coordinated with affiliate partners for the perfect technical rollout of tracking solutions.
Cost Aggregation: Successfully rolled out Funnel.io to automate cost data collection from diverse marketing vendors.
Metric Development: Developed and maintained precise metrics for RoAS, CLV, CAC/LTV estimation, and overall marketing budget tracking.
Geo-Spatial Analysis: Performed Geo-Spatial analysis using DWH data to measure the impact of Out-of-Home (OOH) campaigns and Taxi routes.
Self-Service Culture: Built data sources to power company dashboards and fostered a self-service BI culture by mentoring teammates and other departments.
Cross-Channel Tracking: Rolled out Web/App tracking and Cross-Device Customer Journey Tracking.
Stakeholder Management: Worked directly with the CMO and department heads to provide data solutions and strategic insights.

Business Intelligence Specialist

BI Ecosystem Design: Built the company's BI ecosystem from the ground up.
Global Data Integration: Responsible for all data integrations from multiple CRM and marketing systems across 7 countries into an AWS Redshift data warehouse.
Pipeline Maintenance: Developed and maintained the entire data integration pipeline consisting of Google Analytics, marketing vendors, and in-house CRM tools.
Operational Insights: Served as the key contact for 7 countries, providing insights into conversion rates, lead conversions, revenue (Topline/Bottom line).
Onboarding: Trained non-technical colleagues on how to use BI tools and self-service data solutions.

Analyst / Solution Architect

Solution Architecture: Responsible for developing custom business solutions for clients through direct interaction with their marketing teams and vendors.
Key Client Success: Collaborated with the marketing team at Liberty Mutual, successfully convincing them to retain Visual IQ’s attribution solution.
Data Blending: Coordinated complex data blending for JPMC Cards, merging in-house technology data, third-party ad server data, and offline mail vendor data.
SME Role: Served as the Global Subject Matter Expert for the Web Analytics and Multi-Touch Attribution solutions.
Product Interface: Acted as the primary bridge between client marketing teams and internal Engineering/Product teams to prioritize features and bug fixes.

System Analyst / Senior Software Engineer

Senior Development: Acted as senior developer for Subex's Route Optimization product using VB.Net, PL/SQL, Java, and batch scripts.
Protocol Implementation: Implemented the North American Numbering Protocol (NANP) in the routing product using MML and VB.Net.
Analytics Focus: Focused on telecom analytics, involving data analysis and business logic development.

SARATH AVANALY