Santhi Swarup Yalapalli
Marketing Analyst @Discover
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WORK HISTORY
Marketing Analyst @Discover
US
Worked on marketing analytics for digital acquisition campaigns across Discover’s credit card portfolio, collaborating with Product,Compliance, and Legal teams to define KPIs tied to new customer growth and engagement goals.• Centralized campaign performance data from platforms including Google Ads, Adobe Analytics, Salesforce Marketing Cloud, and MetaAds Manager. Enhanced dashboard efficiency by 45% using standardized UTM taxonomy and Tableau automation.• Led cross-channel performance analyses measuring CTR, CVR, CPA, and ROI. Insights led to a 22% increase in Meta campaignengagement and a 17% reduction in paid search acquisition costs.• Ran A/B tests across email journeys and pre-qualification landing pages using Adobe Target and Salesforce. Resulted in a 33% lift inemail open rates and a 28% increase in application starts.• Built automated segmentation logic in SQL and collaborated with the Data Engineering team to streamline funnel reporting. Identifieda 20% opportunity to reallocate spend from underperforming acquisition segments to high-LTV audiences.• Participated in Agile marketing squads, contributing to sprint planning and retrospectives to ensure analytics support aligned with goto-market timelines and compliance reviews.
EDUCATION
Indian Institute of Information Technology Dharwad
Bachelor of Technology - BTech
Narayana Institute
Pre University
University of New Haven
Master of Science - MS
ABOUT SANTHI SWARUP YALAPALLI
Hi, I’m Santhi — a curious and motivated Data Analyst with over 3 years of experience using data to solve problems, tell stories, and drive smarter decisions. I’ve worked across healthcare, finance, insurance, and e-commerce, helping teams transform raw data into clear insights that lead to real business impact. Whether it’s building automated pipelines, designing dashboards, or running A/B tests, I love turning complexity into clarity. Tools I use: Python | SQL | Power BI | Tableau | Snowflake | AWS | PySpark | Talend | Excel | A/B Testing | Machine Learning Some work I’m proud of: Improved customer retention by 12% through customer segmentation at Discover Financial Built predictive models at Deloitte, boosting campaign ROI by 20% Reduced fraud false positives by 18% using clustering at Delta Air Lines I’m currently pursuing my M.S. in Data Science at the University of New Haven (Class of 2025), expanding my knowledge in AI, machine learning, and cloud technologies. 🤝 I enjoy working in Agile teams, asking thoughtful questions, and building solutions that actually get used. I’m always looking for ways to improve and learn something new. Let’s connect if you’re passionate about data, dashboards, analytics, or just enjoy great conversations about turning numbers into impact. I’m always open to networking, collaboration, or new opportunities!
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