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Likitha Reddy Kotla
Mid-level Business Analyst specializing in BI and analytics
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About
Analytics professional with Dell experience unifying global online sales, web analytics, SAP, and planning data across 20+ countries into scalable reporting pipelines and Power BI dashboards. Stands out for combining deep SQL/ETL work with Python automation, KPI design, and experimentation—delivering measurable outcomes like 80% less manual effort, a 2% conversion lift worth millions, and faster business decision-making.
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Key Strengths
- Built global sales and web analytics data integration across 20+ countries
- Strong SQL data modeling and transformation for messy large-scale datasets
- Hands-on ETL automation with SSIS, Azure Data Factory, Python, and SQL Server
- Designed robust data quality handling for duplicates, code standardization, bot traffic, returns, and incomplete cohorts
- Performance optimization through pre-aggregated tables, views, query rewrites, indexing, and incremental loads
- Automated inconsistent Excel planning workflows with Python, reducing manual effort by 80%
- Cross-functional stakeholder alignment across sales, finance, marketing, product, BA, and data engineering teams
- Defined and operationalized business KPIs including retention, conversion, forecast attainment, margin, and revenue
- Applied experimentation and analytics to pricing and promotions, driving a 2% conversion lift worth millions in revenue
- Improved decision-making speed by 25% and data accessibility by 30%
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