About

Eshwarya Pathak is a Manager of Data Analytics at Publicis Sapient with over 8 years of experience in Web analytics and Voice of Customer analytics. She is a big believer in the power of data and how analytics has and is going to change the way we live. Eshwarya's expertise lies in working with complex data sets and weaving a story around them, starting from a visitor's first glance at digital assets right down to how they fall in love with a product, along with their credit card. Her overall past experience has helped her specialize in Digital Marketing Consulting and Insights, Personalization and Optimization use cases, A/B Testing, MVT, Automated Personalization consulting, Adobe Analytics Implementation strategy and consulting, e-commerce Cart-Order funnel optimization, Campaigns reporting and optimization, Technical specifications for macro and micro conversion, Ad-hoc and Deep dive analysis with data from various tools, Team Management, Client Management, and Training practical Analytics and Personalization to solve business questions. Eshwarya has worked with tools such as Adobe Analytics (Site Catalyst), Adobe Target, Adobe Audience Manager, Google Analytics, MS Excel - Dashboards, Machine Learning, and Python. She has created personalization roadmap and product pipelines while using deep-dive analysis of offline, CSAT, and web/app data while applying prescriptive and predictive analytics models. She has launched more than 100 A/B, MVT, Recommendation tests to improve the conversion rate by 400 bps progressively over the year resulting in approximately $2.4 M of additional revenue. Eshwarya has also introduced a value effort framework for all recommendations where value came strictly from estimating revenue and margin impact of web and offline activities. She has collaborated with the data science and engineering team to replace their 3rd party recommendation engine with an inbuilt engine which gave 5-10% better results in engagement and conversion for both new and existing users. Eshwarya has also created a propensity model to ensure visitors who are inclined towards a particular category of products are shown banners and flows related to those products, resulting in a 300 bps increase in average order value. Eshwarya has consulted clients on insights on data using first, second and third party data sources, statistical inputs to derive business recommendations, using machine learning techniques on digital data for solutions such as product recommendation engine, natural language processing, implementation strategies for Adobe Analytics, and other digital marketing tags using DTM and other tag management