Carla Keytel

About

In 2008, I completed my B Com Degree, majoring in Operational Research, at the University of Stellenbosch. Over the past 15 years, I have gained valuable expertise in various industries, including Retail, Fashion, FMCG, Food & Beverage, Production, and Tech. Throughout my career, I have worked across different departments such as Planning, IT, and Marketing, assuming roles as a Planner, Business Analyst, BI Analyst, and Sales and Marketing Analyst. My extensive industry experience has provided me with a deep understanding of analytical work, specifically in areas such as products, pricing, revenue and budget management, sales, marketing, forecasting, and HR data. Each of these areas had specific Key Performance Indicators (KPIs).

Experience

• BI/Data Analyst · Clickatell06-01-2022

  • Data Analysis and Interpretation: Utilizing SQL queries and advanced analytical techniques to analyze complex datasets, and uncover trends, patterns, and insights that drive informed business decisions. • Business Intelligence Strategy: Contribute to the development and implementation of business intelligence strategies, including data collection, integration, and transformation, to enable a robust data-driven culture within the organization. • Trend Analysis and Forecasting: Utilize historical data and statistical models to perform trend analysis, identify patterns, and generate accurate forecasts to support strategic planning and decision-making. • Data Transformation and Analysis: Apply data transformation techniques to convert raw data into meaningful insights to uncover patterns, trends, and anomalies. • Integration with CRM Systems: Effectively integrate data into CRM platforms such as HubSpot and Salesforce, enabling seamless data flow and leveraging integrated analytics for marketing operations and performance evaluation. • Business Intelligence Reporting: Developing comprehensive reports and dashboards using SQL and Power BI to present key findings, trends, and actionable insights to stakeholders. • Data Visualization: Creating visually appealing and interactive data visualizations using Power BI to present complex information in a clear and intuitive manner. • Data Validation and Testing: Develop and execute data validation plans and perform rigorous testing to ensure the accuracy and reliability of BI solutions, reports, and dashboards. • Gathering Business Requirements: Collaborate closely with business stakeholders, such as executives, managers, and subject matter experts, to understand their analytical needs and gather detailed business requirements. • Translating Business Needs into Technical Requirements: Translate business requirements into technical specifications, ensuring a clear understanding of the desired data outputs, metrics, and KPIs

• BI BA Analyst Consultant · Old Mutual06-01-2021 – 05-01-2022

  • Data Transformation and Analysis: Apply data transformation techniques to convert raw data into meaningful insights to uncover patterns, trends, and anomalies. • Process Modernization: Collaborate with stakeholders to identify opportunities for process improvement and automation within the organization, leveraging data insights to streamline operations and drive efficiency. • Proactive Engagement with Business Users: Proactively engage with business users to understand their evolving analytical needs, anticipating requirements and providing timely insights to support decision-making processes. • Exploratory Analysis: Conduct exploratory analysis to identify untapped areas of opportunity, generating hypotheses and assessing the potential upside of specific opportunities, thereby contributing to business growth. • Custom Report Development: Design and build custom reports tailored to the specific needs of stakeholders, presenting key performance indicators (KPIs) and actionable insights to drive informed decision-making across the organization • Monitoring and Optimization: Continuously monitor and optimize key metrics and performance indicators, identifying areas of improvement and providing regular reports on the performance of the company's initiatives. • Data-Driven Recommendations: Generate recommendations based on analytics and test findings, translating insights into actionable strategies and initiatives to drive business success and achieve objectives • Framework and Model Development: Develop frameworks, models, tools, and processes that enable analytical insights to be effectively incorporated into key decision-making processes throughout the organization, ensuring data-driven decision-making becomes standard practice. • Stakeholder Collaboration and Alignment: Collaborate closely with stakeholders from various departments to ensure alignment between analytics insights and business goals, fostering a culture of data-driven decision-making.

• Marketing BI Analyst · Clickatell09-01-2019 – 05-01-2021

  • Marketing Performance Analysis: Analyze key marketing metrics such as Google Analytics, Conversion Rate, ROI, Lead to Purchase, Lifetime Value, Cost Per Acquisition, Churn Rate, and Revenue Forecasting to provide insights and recommendations for optimizing marketing strategies and campaigns. • Cross-Functional Collaboration: Collaborate closely with marketing, product, support, and engineering teams to understand their analytical needs, align data-driven initiatives, and support decision-making processes with actionable insights. • Data Infrastructure Enhancement: Collaborate with data engineering teams to improve the underlying data infrastructure, ensuring the accuracy, reliability, and availability of marketing data. Develop and implement new analytical tools to enhance data analysis capabilities. • Tracking Implementation: Work with data engineering and product teams to implement proper tracking and data collection mechanisms for new and existing products or features, ensuring accurate measurement and reporting of marketing performance. • Exploratory Analysis and Opportunity Assessment: Conduct exploratory analysis to identify untapped areas of opportunity within the marketing domain, generating hypotheses and quickly assessing the potential impact of specific opportunities to drive marketing growth. • Custom Reporting and Forecasting: Analyze marketing performance, build custom reports, and develop forecasting models to provide key performance indicators (KPIs) and actionable insights to stakeholders across the organization, supporting data-driven decision-making. • Marketing and Growth Metric Monitoring: Monitor, optimize, and report on marketing and growth metrics, regularly tracking and analyzing marketing campaign performance, customer acquisition, retention, and revenue generation to identify areas of improvement. • Data-Driven Recommendations: Generate data-driven recommendations based on analytics and test findings

• BI Analyst Consultant · Pick n Pay05-01-2017 – 11-01-2018

  • Project Management: Define project goals, objectives, and timelines, ensuring on-time delivery of projects. Coordinate resources, track progress, and manage project risks and dependencies. • Process Improvement: Collaborate with business stakeholders to identify, design, and implement internal process improvements, automating manual processes and optimizing data delivery to enhance operational efficiency and productivity. • Data System Functionality: Collaborate with data engineer experts to enhance the functionality of data systems, identifying opportunities to improve data storage, processing, and accessibility for advanced analytics and reporting. • Data Validation and Review: Review and validate customer data as it is collected, ensuring data integrity, accuracy, and compliance with defined standards and requirements. • Data Warehouse Deployment: Oversee the deployment of data to the data warehouse, ensuring smooth data integration, transformation, and availability for reporting and analysis purposes. • Collaboration with IT Department: Collaborate with the IT department to deploy software and hardware upgrades that enable leveraging big data use cases, ensuring the scalability and performance of data systems. • Implementation of New Analysis Methodologies: Stay up-to-date with emerging data analysis methodologies and implement new approaches to extract valuable insights from data, enhancing analytical capabilities and driving innovation. • Data Profiling: Perform data profiling to identify and understand anomalies, outliers, and data quality issues, ensuring the reliability and accuracy of data for analysis and reporting purposes.

Education

• Stellenbosch UniversityBachelors Degree, Business with Mathemetics

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