I'm Mohan Kumar from India, and I completed my B-Tech at the National Institute of Technology (NIT) Jamshedpur in 2022. Following that, I joined Affine as a Business Analyst, where I worked for 1.5 years.
During my tenure at Affine, I delved into data and analytics using technologies like Excel, SQL, Cosmos DB, and Power BI. I actively contributed to two significant projects: Microsoft Bing Ads and Microsoft Azure Campaign Analytics.
In the Bing Ads project, I conducted comprehensive assessments of Ads, analyzing key performance indicators (KPIs) such as click-through rates (CTR), conversion rates (CVR), and cost per acquisition (CPA). This provided valuable insights for advertisers and publishers to gauge the performance of their ads on the platform. Additionally, I designed and executed A/B tests on ad copy, optimizing messaging strategies and resulting in increased ad engagement and conversions.
For the Azure Campaign Analysis project, I led the identification of the target audience for the launch of the new product Microsoft Fabric (Trident). I conducted in-depth analyses of incremental impacts on user engagement using A/B testing and performed statistical significance tests on KPIs such as Daily and Monthly Active Users, Conversions, Activations, Retention, Revenue, and Usage. Furthermore, I collaborated with the team to automate reporting processes for skilling campaigns, reducing manual work and saving time.
