ARTEE YADAV

Senior Manager - Brand Analytics

Food & Instamart Swiggy India•  April 2024 - Present•  India

Collaborated closely with leadership for AOP planning for both Swiggy Food and Instamart, identifying key cohorts for targeted campaign strategies Developed the customer segmentation framework for Instamart, identifying 4 key user clusters (power users contributing 43% of GMV, Affluent occasional users, need based rigid buyers and discount seeker). Delivered insights to boost cross-category engagement and automated monthly refresh processes for 100k+ users. Developed predictive models and conducted statistical analyses to forecast traffic trends and customer behaviors, enabling precise campaign targeting for specific months

Manager - Brand Analytics

Food & Instamart Swiggy•  January 2023 - March 2024•  India

Developed and automated a comprehensive Swiggy performance dashboard, streamlining tracking of end-to-end business metrics (traffic, conversions, operations, discounts, user penetration) at city, region, and brand levels, facilitating quick RCA and daily performance monitoring for stakeholders. Implemented source-wise traffic dashboard using SQL, enabling tracking of organic and inorganic session growth among new and repeat users, helping measure campaign effectiveness. Achieved a traffic composition of 70% organic and 30% inorganic. Created campaign performance trackers for Swiggy campaigns, monitoring the effectiveness of active platforms (Print, Digital, PNs, OOH). Supported IPL 2023 marketing campaign strategy by providing data to enhance market share in Tier 2 cities and increase user penetration across India. Conducted ad-hoc analysis, assisting the team with multiple SQL queries for targeted audience activation at the society level, hyperlocal activations, and repeat engagements in the FnV category.

Business Associate - Private Brands

Swiggy India•  December 2020 - December 2022•  India

Analyzed consumer behaviors using RFM modeling for Swiggy private brands, including The Bowl Company, Homely, Soul Rasa, and Istah-Shawarma Assessed customer grievances to identify key consumer pain points, and provided data-driven insights for better consumer experience through NPS studies, achieving a 45+ NPS score for Swiggy's scale brand Built a brand-level churn model and created a pipeline to identify valuable churned customers, designing proactive targeting experiments through own media platforms and personalized communication, resulting in re- engaging 6% of valuable churned users.

Associate - Advanced Analytics

OSG Analytics•  October 2019 - December 2020•  India

Developed a Market Simulator for Becton, Dickinson and Company, a medical device company, to analyze customer willingness to pay, price sensitivity, and brand positioning, driving sales growth in the US and Brazil markets. Used the K-means ML algorithm to develop behavioral segments for Philip Morris International, optimizing brand messaging and positioning for e-cigarette products in the US and EU markets. Designed a Choice-Based Conjoint model for Johnson & Johnson, a medical technology company, to identify influential attribute combinations for new product innovation, pricing strategies, and brand communication.

Analyst - Advanced Analytics

OSG Analytics•  June 2018 - October 2019•  India

Conducted Exploratory Data Analysis, RFM Modeling, and generated reports on a monthly, quarterly, and annual basis to derive insights on customer satisfaction, factors driving return visits, and RFM modeling for Shell, an American automotive oil change company, supporting franchisee decision-making