Kamal Kumar
Analytics & Business Intelligence Lead with 9+ years of experience.
Specializing in Marketing Strategy, Product Operations, and turning SQL into Executive Decisions.
Analytics Strategy
- Marketing Mix Modeling
- Multi-Touch Attribution
- Customer Segmentation
- A/B Test Automation
Technical Stack
- SQL (Advanced)
- Tableau & Looker
- Python & R
- Snowflake / BigQuery
Operations
- Capacity Planning
- Predictive Modeling
- Anomaly Detection
- Executive Dashboards
Leadership
- Team Mentorship
- Stakeholder Mgmt
- Agile/Scrum Delivery
- Strategic Roadmap
A Hybrid Linear × Time-Decay attribution model that improved accuracy to 87% and boosted campaign ROI by 43%.
Designed a "Single Source of Truth" Tableau dataset unifying Marketing Mix Model outputs with channel KPIs.
An automated experimentation pipeline handling data ingestion and statistical significance testing in Tableau.
Real-time anomaly detection framework identifying "bad experience minutes," reducing RCA turnaround time by 63%.
A unified benchmarking dashboard using statistical thresholds to detect performance deviations across multiple clients.
Leveraging sensor data and SQL models to predict failures and minimize downtime for 7 major aircraft systems.
Automated SQL & Excel models to monitor stock trends and trigger replenishment alerts, preventing stockouts.
Consultant Business Analyst (Lead)
Affine (Shutterstock) · Apr 2024 - Present- Leading offshore analytics for Marketing & Product.
- Boosted campaign ROI by 43% YoY through optimized channel budget reallocation.
- Rolled out Multi-Touch Attribution models improving accuracy to 87%.
- Automated A/B testing pipelines and streamlined CRM reporting in Tableau.
Senior Data Analyst
Oracle Cerner · Jun 2020 - Apr 2024- Led Product Operations and Client Experience Analytics for Healthcare SaaS.
- Reduced Root Cause Analysis (RCA) time by 63% through predictive research models.
- Developed cross-client anomaly detection models improving accuracy by 30%.
- Engineered scalable pipelines for SRE analysis and capacity planning.
Associate
Collins Aerospace · Feb 2019 - May 2020- Led predictive maintenance programs for 7 major ATA catalogs.
- Built real-time dashboards for 100+ ATA chapters to improve monitoring.
- Drove client portal transformation achieving 1-day resolution for 68% of cases.
Process Associate / Engineer
Capgemini · July 2015 - Oct 2018- Delivered marketing analytics solutions and Tableau dashboards for PPC campaigns.
- Automated performance reporting with SQL, cutting manual effort.
- Built inventory alert models to optimize stock management.
The Marketing Attribution Masterclass
From First-Click to Algorithmic Attribution. A complete technical guide to assigning credit, removing bias, and optimizing ROI using SQL and Game Theory.
Marketing Mix Modeling (MMM)
Decoding the Impact of Media Investments. Feature Engineering (Adstock/Saturation), Bayesian Modeling with PyMC, and Budget Optimization strategies.
Understanding & Automating A/B Testing
Moving beyond simple p-values. A comprehensive framework for power analysis, sample size calculation, and execution strategy.
Mastering The Marketing Funnel
Full-funnel analytics strategies. Identifying drop-off points, optimizing conversion rates, and mapping the user journey from awareness to retention.
Predictive Operations Analytics
Using data to predict the future. How I built capacity planning models and anomaly detection systems to reduce root cause analysis time by 63%.
Data Storytelling for Executives
The art of the Executive Dashboard. Techniques for visualizing complex data in Tableau to drive strategic business decisions.