Wridhee Bhattacharya

Senior Software Engineer

Grant Thornton US KCC•  March 2019 - Present

● Technical go-to-person: Within a short period of time, identified as the technical-go-to person within the team. Brought into play Python skills to improve the efficiency of the immediate team or the wider team by process improvements. ● Competitor research and VoC: Initiated and led the team of 10 to identify different avenues of competitive research as well as gathering VoCs in one of the special projects from CMO during COVID. The research and findings were then used to strategize content and campaigns during COVID that helped the Marketing team to bag the BRAND OF THE YEAR award in US FY20. ● Content marketing: Part of the team which won the BEST DIGITAL MEDIA/ WEBSITE and BEST DIGITAL MEDIA/ WRITING award in US FY20. Data-driven methodology was used to identify the white spaces in the old website, user journey and drop-offs to come up with strategies for new content and UI for the revamped website. ● Remarketing: Successfully identified the caveats in audience targeting for re-marketing. Post tweaks in targeting strategy, the campaign was inturn a success that met the goals within 3 weeks of the campaign with ~2x conversion rates, 12% lower CPL and 55% lower CTR when compared YoY. ● Non-branded campaign: Successfully identified the pitfalls of the non-branded keywords. Post correction, the revamping was again a success with ~85% increase in total leads driven vs. FY19. ● Predictive modeling: One of the firm’s (foundation) purple chips was to build a predictive model to empower data-driven decisions based on historical data. A predictive analysis model called ARIMA has been developed which takes into account historical data and forecasts the numbers for the future period. YTD, the model shows an overall efficacy of ~85-89% with an average % difference of 11%. ● Attribution: Identified and developed a mutual handshake between iSpot and GA using a statistical model that helped the marketing team to measure the impact of TV ads on GT.com metrics which in-turn helped in budget estimation. ● Coaching and Training: Recognized for up-skilling immediate and/or cross team members for building different statistical models for ROI calculation.

Software Engineer

Equifax•  January 2016 - March 2019

● Identifying the user journey across digital platforms: A funnel based, platform focused solution to identify the key touch points across a digital platform to identify the movement of users. Identification of these touch points enables stakeholders to understand the movement of users segregated by different business attribute. ● Identifying the drop-off stages across the user journey and re-engage the dropped off users: A marketing focused funnel based solution to identify and re-target the dropped off users through custom engagement offers, thereby increasing the rate of conversion by approximately 40%. ● Devising strategy to improve content consumption for the editorial team: A score based method to evaluate the quality of the content published by the editorial team mapped with key business centric metrics, like Pageviews, Sessions, Average Session Duration, etc. Employing the given strategy has proven to improve the user engagement by 2 minutes, thereby improving the bounce rate by approximately 20%. ● Devising smart data-driven strategies to measure performance across key business attributes for publishers: A content monetization focused solution to measure the ROIs across key business attributes for publishers, like Content Categories, Content Authors, etc. The given solution also provide an insight on the click-through-rate (CTR) of contents published under each of the key business attributes, thereby highlighting the key areas of investment and/or improvement. ● Employing strategies to identify different categories of users based on their engagement history: A custom tailored solution (inspired from SWOT analysis) to segregate users based on their engagement. The engagement is measured by a collection of different business attributes and metrics based chosen in congruence with the key performance indicators. Based on the segregated user categories, marketing team can devise custom strategies for each of the user categories, thereby increasing probabilities of conversions and/or engagement. On an average, an increase of 10% in conversion rate has been observed post implementation of the solution.