Digital Insights Analyst - AXA Insurace UK

09/2023 - 09/2024

AXA UK, Redhill, Surrey

• Identified opportunities and delivered insights to stakeholders, resulting in A/B test initiatives with the potential to increase conversion rates by up to 7% and generate between £100K to £1M in GWP.
• Created and maintained 10+ dashboards using Power BI and Looker Studio to drive self-serve data analysis.
• Extensive use of Google’s BigQuery and DataBricks for advanced data analysis within GCP and MS Azure respectively.
• Automate the collection, transformation and cleaning of data using Python and SQL
• Worked closely with senior stakeholders and helped them to make data-driven decisions.
• Authored 5+ training articles / documentation and hosted a data clinic, enhancing knowledge transfer and team proficiency.
•  Migrated legacy ETL scripts and reports from UA to GA4, ensuring data continuity and enhanced analytics.
• Wrote python scripts in Azure DataBricks using PySpark, pre-processing and transforming large volumes of insurance data for reporting purposes. 
• Led cross-functional efforts to cultivate a more vibrant and connected workplace culture by acting as an engagement champion.
  

Digital Data Analyst - Freelance

08/2022 - 08/2023

Bournemouth, Dorset

• Increased 50% conversions for Captive Jewellery by analysing customer’s buying journey and recommending Apple Pay.
• Increased customer traffic by 4 times for Bournemouth Lahore restaurant by analysing traffic from multiple sources and recommending targeted market strategies.
•  Managed digital data collection (GA4) and analysis using GTM for over 5 websites, serving 3 clients.
• Setup GA4 consent mode tracking complying with GDPR for 3 clients.  
  
• Designed and scheduled 4 self serve dashboards for 3 clients in Looker Studio.
• Conducted detailed keyword research, SEO audits, and performance analysis to identify opportunities for organic search optimisation. 

Digital Data Analyst - Body Jewellery Ltd.

01/2022 - 08/2022

Body Jewellery Limited, Poole, Dorset

• Increased sales by 5% through market basket analysis on over 1800 SKUs and optimising bundle offerings.
• Optimised and managed full G-suite (Google Analytics 4, GTM, Search Console and Google Ads) 
• Deployed an end-to-end NLP-based Consumer Review system, automating review postings and enhancing customer trust.
• Optimised and managed Power BI data models using SQL, DAX, Python.
• Optimised ETL pipeline to cut costs by further ~2%.
• Optimised and managed Power BI reports to analyse customer purchasing behaviour, preferences and trends.
  

Data Analyst - Matterhorn Consultancy Services

08/2019 - 09/2020

Matterhorn Consultancy, Ghaziabad, UP

• Extracted, optimised, and validated large insurance datasets for compliance analysis.
• Identified trends, outliers, and key performance indicators (KPIs) from raw data to guide business strategy.
• Created custom Excel reports and summaries that catered to the needs of executives and stakeholders.
• Generated insightful data visualisations with Excel’s charting features, highlighting key business insights and trends. 

Msc Data Science and Artificial Intelligence

01/2021 - 01/2023

Bournemouth University, Bournemouth

Bsc Information Technology

06/2022 - 07/2019

Amity University, Noida

Coding -  Python (Pandas, NumPy, SciPy, PySpark, Matplotlib) | SQL (MySQL, PostgreSQL, BigQuery)

Tech  - PowerBI, Looker Studio, Excel (Pivot), Databricks, Google analytics, Cloud: MS Azure, GCP

Expertise - Data cleaning, data analysis, data modelling, data visualisation, data presentation and impactful data storytelling

Digital - Funnel analysis, customer journey optimisation, conversion rate optimisation, monitoring website performance, attribution modelling, customer segmentation and managing and monitoring KPIs.