Madhu Dadi — Generative AI, RAG & Marketing Analytics Engineer

Hyderabad, India

Lead digital analytics strategy for Novartis Patient Support Services, driving data-informed decisions across patient-engagement platforms.

• Led the digital analytics strategy and analytics for Novartis Patient Support Services, ensuring data-driven decision-making across digital platforms to enhance patient engagement and support services.
• Developed and implemented key performance indicators (KPIs) and metrics to track the success and impact of digital initiatives, contributing to the optimization of patient support programs.
• Collaborated with cross-functional teams (marketing, IT, patient support, and analytics) to drive the integration of digital analytics into business processes and achieve project goals.
• Managed end-to-end digital analytics initiatives, from data collection and analysis to actionable insights and reporting, ensuring alignment with organizational objectives.
• Trained and mentored team members in digital analytics best practices, fostering a data-centric culture within the Patient Support Services team.
• Presented analytical findings and strategic recommendations to senior leadership, facilitating informed decision-making and business growth within the Patient Support Services division.
• Utilized advanced analytics tools (e.g., Google Analytics, Power BI, Advanced Modelling, etc.) to measure and improve digital engagement, patient satisfaction, and operational efficiency.

Bangalore, India

Led measurement for ATL, BTL, and digital campaigns across India, Malaysia, Indonesia, and Singapore. Built brand playbooks and CLM strategy.

• Handled the planning, execution and optimization of brand campaigns on Facebook, Programmatic and Google ads.
• Performed impact analysis and reporting of the brand campaigns across all redBus markets (India, Malaysia, Indonesia and Singapore) and helped in increasing the Brand awareness by 15%.
• Handled the Planning and Strategy for the CLM campaigns (Email, WhatsApp, SMS, PNs) and reducing the churn rate by 20%.
• Led the Marketing Analytics team in redBus to provide measurement solutions for ATL, BTL and Digital Campaigns.
• Created Brand Playbooks for Digital, Social and Owned media to effectively optimise the campaign budgets and increase the ROI of Brand initiatives.

Gurgaon, India

Led Google Ads Data Hub projects for top-5% GroupM clients: frequency reach, brand lift studies, and first-party data activation.

• Led the Google Ads Data Hub projects across GroupM agencies and worked for the top 5% of the clients of GroupM.
• Performed frequency reach analysis to find the optimal number of exposures of ads in a cost-effective way.
• Performed brand lift study, identified the most optimal consumer journey from first touch point to last touch point and measured the performance in terms of conversion lift.
• Brought awareness of 1st party data solutions to increase the targeting by using cluster analysis, cost benefit analysis and pricing analytics to the clients.

Visakhapatnam, India

Web analytics, SEO, SMM, and SEM with descriptive and predictive modelling. Reduced bounce 25%, lifted CTR 20%.

• Performed analysis on websites using Google Analytics to improve traffic and worked on SEO, SMM and SEM Campaigns using Descriptive and Predictive modellings and decreased the bounce rate by 25%.
• Strategized, planned and executed social media campaigns across all platforms including Instagram and Facebook.
• Implemented, Analyzed and Optimized organic and paid search engine marketing activities and increase the CTR by 20%.
• Formulated and documented the project/product plan for web applications.