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@madhavirayarapu
Results-driven Marketing and BI Analyst with 7+ years of experience.
I am a results-driven Marketing and BI Analyst with over 7 years of experience in performance marketing analytics and digital media optimization. My expertise lies in analyzing campaigns across various platforms, including Google Ads, Bing Ads, and Facebook/Meta, where I have successfully optimized key performance metrics such as CAC, ROAS, and CVR. I pride myself on my ability to build systematic dashboards and scalable reporting pipelines using tools like Power BI, Tableau, and Looker, which have significantly improved marketing ROI for my clients.
Throughout my career, I have demonstrated a strong ability to collaborate cross-functionally with marketing, finance, and engineering teams. At BuildMyPlace.com, I improved campaign ROAS by 25% through insightful budget reallocations and keyword performance analysis. My role as a BI Consultant at Cigna allowed me to enhance treatment bookings by 12% through optimized bidding strategies, showcasing my capability to drive growth through data insights. I am passionate about leveraging data to inform strategic decisions and enhance overall business performance.
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Work history, roles, and key accomplishments
BuildMyPlace.com
Feb 2025 - Present (9 months)
Analyzed marketing spend and performance across Google, Bing, and Meta Ads, improving campaign ROAS by 25% through budget reallocation and keyword insights. Built full-funnel Power BI dashboards to track key marketing metrics, reducing reporting turnaround by 60% and enabling real-time campaign analytics.
Cigna
Apr 2024 - Jan 2025 (9 months)
Mechanized Facebook and SEM campaign data using attribution modeling and behavioral analytics, boosting treatment bookings by 12% through optimized bidding strategies. Partnered with marketing and finance teams to create monthly spend forecasts and automated CAC/CPA reporting pipelines using Azure Synapse and Power BI.
LTI Mindtree
Jun 2019 - May 2023 (3 years 11 months)
Created Looker dashboards for SaaS subscription analytics and digital funnel drop-offs, improving reporting granularity for churn risk by 22%. Engineered computerized forecast models using Excel VBA and SSAS, contributing to $500K in cost savings and standardizing cross-channel KPI definitions.
NTT Data
Jun 2017 - May 2019 (1 year 11 months)
Engineered robust ETL pipelines from Hadoop and SQL Server into Synapse to support financial modeling and cash flow analytics, decreasing data lag by 60%. Built Tableau dashboards for campaign finance attribution and variance analysis, reducing manual adjustments by 50% and improving audit readiness.
Degrees, certifications, and relevant coursework
Master of Science, Computer Science
Pursued advanced studies in Computer Science, focusing on theoretical and practical aspects of the field. Developed expertise in various computing disciplines.
Bachelor of Technology, Information Technology
Completed undergraduate studies in Information Technology, gaining foundational knowledge in software development, data management, and network systems. Acquired skills essential for IT careers.
Software and tools used professionally
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