Hi! I'm Disha
I love solving problems and hence I constantly work on myself to become proficient in doing so. I have 6+ years of experience in analytics. I like maintaining a balance on both aspects of problem-solving viz. getting my hands dirty using technical tools, languages, and platforms to get data-driven insights, and using business acumen and experience, to reach conclusions.
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Challenges fuel me and the need for excellence drives me to give my best shot at whatever I take up.
Resume
DISHA DEEP
BUSINESS ANALYTICS CONSULTANT
Phone:
+1 (857)-928-3972
Email:
Address:
1242 42nd Avenue,
San Francisco 94122
Date of Birth:
April 15th, 1988
EXPERIENCE
2016-2017
Consultant
IMS HEALTH (now IQVIA)
Identified and suggested segments of doctors to be targeted for marketing new and existing drugs, to doctors in the Netherlands, by using various segmentation and targeting frameworks.
Besides the technical work, I also led a team of six junior consultants and business analysts, in terms of project implementation, technical mentoring, requirement gathering and process management.
2015-2016
Consultant
AFFINE ANALYTICS PVT. LTD.
Worked closely with the pricing VP, Director of pricing and pricing manager of a leading apparel retail chain in the USA to help in the regular pricing of apparels and also designing offers, promotions, and discounts. Also, led and mentored multiple teams that worked for pricing the apparels. I was responsible for complete development and delivery - which includes information gathering, planning, execution, building the visual interface, testing, and deployment.
2013-2015
Senior Business Analyst
MU SIGMA BUSINESS SOLUTIONS PVT. LTD.
Worked with the analytics managers of three different divisions- Customer Insights, Campaign Effectiveness and Point of sales, of a leading pharmaceutical retail chain in the USA. Helped them get robust data-driven insights, delivered by my team and discuss it to combine it with their expertise and derive the optimal solutions to the problem at hand. Led multiple projects across three different teams by driving all client communications, mentoring my team in terms of technology and statistical approaches.
2013-2012
Business Analyst
MU SIGMA BUSINESS SOLUTIONS PVT. LTD.
Hands-on experience in application of decision sciences for the resolution of business problems for the oldest electronic retail in the USA. Providing end to end solutions for data extraction, pruning, manipulation and modeling procedures.
2011-2012
Associate IT Consultant
ITC INFOTECH PVT. LTD.
Customized windchill software according to customer requirements.
EDUCATION
2017-2018
Master's in Business Administration
HULT INTERNATIONAL BUSINESS SCHOOL
Specialization in Business Analytics
2007-2011
Bachelor's in Engineering
PES UNIVERSITY
Specialization in Electrical and Electronics Engineering
SKILLS
SQL/ Teradata - Advanced
SAS - Advanced
Tableau - Proficient
Microsoft Excel and VBA - Advanced
R - Proficient
Microsoft Power Point - Advanced
Regression - Advanced
Clustering Analysis - Advanced
Microsoft Access - Advanced
Python - Novice
A/B Testing - Advanced
Statistical Testing - Advanced
Data Analysis - Advanced
Dashboarding - Advanced
Business Requirement Document
User Acceptance Testing
Team Lead
English - Advanced
Functional Requirement Document
Client Management
Mentoring
Hindi - Mother Toungue
PROJECTS
PRICING
Handset Pricing
Technologies used: SAS, Teradata, Ms Excel (VBA), Ms Access
Designed a price elasticity models for over 400 mobile handsets, that predicted the shift inits demand and the demand of related products, based on the price change. Created a VBA based dashboard that used these pricing models in the back end and functioned like a simulator. This enabled real-time sales and profit forecasting with an option to save and compare multiple what if scenarios. The client's pricing team used the tool extensively to take all pricing decisions and to evaluate cross handset cannibalization.
Pricing Model for Apparels
Technologies used: Ms Excel (VBA), Ms Access, SQL, SAS
Understood the current pricing model used by the client and improved it to give more accurate results by incorporating product lifecycle, competitor pricing and seasonality trends. This did not only provide accurate pricing of the product but also helped the client to understand the sales of the product and hence plan inventory, promotion, discounts and marketing needs of the product well in advance.
CAMPAIGN EFFECTIVENESS
Campaign Measurement
Technologies used: SAS, Teradata, Ms Excel (VBA)
Conducted test & control (A/B) measurement for various direct mail, email and outbound tele-marketing campaigns conducted to acquire and retain customers. Also, generated actionable insights to help design future campaigns better
Direct Marketing Dashboard
Technologies used: Teradata, Tableau
Created a dynamic dashboard which measured the effectiveness of campaigns through various KPIs and represented the data using graphical representations for easy analysis. The dashboard supported the top level executives, of one the largest electronic retails in the USA, to understand how well their campaigns performed.
Database for Campaign Efectiveness
Technologies used: Ms Excel, Ms Access
Designed a database of all campaigns conducted historically with an easy user friendly VBA interface. to record the KPIs of previously run campaigns. This gave the client a quick access to all the information that he needed while designing new campaigns.
CUSTOMER INSIGHTS
Customer Insights Dashboard
Technologies used: SAS, SQL, Ms Excel (VBA)
Created a dashboard that was used for studying the customer behavior of a leading pharmacy retail chain in the USA. This dashboard provided insights on customer purchases at different geographical levels and customer departments. This was an easy way to study the weekly performance of the pharmacies across USA, in order to understand patterns and improve targeting and sucesss of promotions
MARKET RESEARCH
Postpaid vs Prepaid Market Share Analysis
Technologies used: Online research, Teradata, Ms Excel (VBA)
Conducted deep dive and root cause analysis to identify reasons for decline in sales of contract mobility market increase in sales of the no-contract market. Also, assess the impact of cannibalization effect of the no-contract on the contract market and its affect on the overall profitability of the mobility business
OTHERS
Lean Six Sigma
Technologies used: SAS, Teradata, Ms Excel (VBA)
Conducted DMAIC analysis for defining stores with poor retention based on the process time to fill prescriptions and also identify other drivers of retention.
Sales Forecasting for Games
Technologies used: SAS, Ms Excel
Created Ad- Hoc regression models for forecasting the sales of the new games being launched by studying the historical performance of its prequel and like games, seasonality and other trends. This forecast was used to determine and plan the inventory and bundling options of the games being launched.
Segmentation and Targeting
Technologies used: SAS, Ms Excel
Created segments of doctors based on geographical distances, qualification and other KPIs in order to be targeted for marketing new and old drugs by various pharmaceutical companies in the Netherlands. This helped in optimal allocation and utilization of sales agents in order to achieve maximum profit by increasing sales and reducing marketing costs