Jaspreet Singh

About Jaspreet Singh

Analytics professional with extensive experience in providing descriptive and predictive analytical solutions. Vast expertise in using data to analyze trends that help inform business policies and decisions, establishing KPIs that provide actionable insights, creating and managing data pipelines and collaborating with engineers and developers to develop and streamline data governance strategies

Experience

1. Senior Consultant

   EXL

   Sep 2024 — Present · London, GB

   Client – UK’s largest clothing retailerHandled the migration of all clickstream data from UA to GA4. Identified and replicated all the key metrics in new schema for level 1 entity tables and recreated subsequent derived tables ensuring continuous data pipelines and seamless reporting for clientImplement a new logic to stitch sessions in the legacy UA data to reconcile and maintain consistency of numbers after shifting to GA4. Reduced the gap in session counts, revenue etc. between UA and GA4 from as high as 20 % across certain channels to less than 2 %Came up with innovative methodologies to remove bot traffic from web data. Traced and removed suspicious activity using a combination of geo location, operating system, engagement times and session number to make the top level of the conversion funnel leaner by almost 5 %Devised a Revenue Attribution logic to accurately assign revenue across various breakpoints in the customer journey on the website/App. Also came up with a Channel Attribution logic to assign one channel to each session.Took complete ownership of web analytics for the client and helped in monitoring performance across various retail divisions, geographies and user platforms

Education

• Indian Institute of Technology (Banaras Hindu University), Varanasi

  Master of Technology ( Integrated Dual Degree ), Mechanical Engineering