Rincy Azeez

Designed and analyzed conversion funnels and cohort-based metrics to evaluate user behaviour and retention. Built SQL-based analytical queries with clearly defined KPIs and measurable outputs to support business decisions.

Developed dashboards tracking conversion, retention, and engagement metrics, ensuring consistency in metric definitions. Performed structured analysis of customer behaviour and revenue performance, identifying inefficiencies and growth opportunities. Supported A/B testing and experimentation, defining success metrics, analyzing results, and validating outcomes against expected KPIs.

Integrated multi-source data (CRM, GA4, marketing platforms) into unified datasets for consistent reporting and analysis. Implemented data validation and quality checks to ensure accuracy and reproducibility of results. Automated reporting workflows, improving efficiency by ~40% and enabling reliable, repeatable analytics.

Relocated to Germany and achieved German language proficiency (B1). Built structured data models and analytics pipelines using SQL, dbt, and BigQuery, focusing on scalable and maintainable analytics layers. Developed strong understanding of data warehousing, ELT design, and semantic layers. Strengthened expertise in experimentation methodologies, cohort analysis, and KPI design. Optimized queries for large-scale datasets, ensuring efficient and accurate data retrieval.

Developed SQL-based analytics solutions and dashboards to monitor business performance, operational KPIs, and customer metrics. Defined and maintained consistent KPI frameworks and metric definitions across multiple business functions. Conducted deep-dive analyses to identify trends, inefficiencies, and cost optimization opportunities. Supported experiment evaluation and performance analysis, translating results into actionable recommendations.

Improved reporting efficiency by ~30% through SQL optimization and automation. Performed data validation, reconciliation, and root-cause analysis to ensure data reliability. Collaborated with cross-functional teams to translate business questions into structured analytical solutions.