Greater Toronto Area, Canada
A seasoned professional with over 14 years of customer and retail analytics experience in Canada (Bell, Sobeys, Canadian Tire) and 7 years of Corporate Training in India. Customer data expert. Skilled at creating stories from data and providing actionable insights. Well versed with all aspects of marketing metrics in Retail industry. Experience includes: Customer Segmentations, Customer behaviour analysis and tracking, Customer Experience, Market intelligence and analysis, Competition analysis and targeting, Loyalty analytics, Post Campaign analysis, Google Analytics, Email and Direct mail marketing, ROI, Brand marketing, Social listening and tracking, IRI, AC Nielsen, Tableau. Well informed with current and upcoming technologies and trends in Customer tracking and targeting in Retail. Experience with Tools: AI tools, Google Big Query, Datalake, Databricks, Jira, Confluence, Quantum Metrics, Knime, Google Looker Studio, Tableau, Power BI, Python, SAS suite of products, Microsoft Azure, Google Analytics, data mining languages, MS Project, MS SQL, Advanced Excel, Power Point and a lot of third-party and agency-related tools.
Supporting Triangle Select Marketing Experiments strategy and post campaign analysis. Catering to other data and analysis requests in the Loyalty domain.
Thrived in fast-paced role; facilitated the transition from old Loyalty program (Airmiles) to new (Scene+) and delivered actionable insights on weekly Load to Card offers. Built a detail KPI dashboard for newly launched Employee-centric campaigns and contributed to shaping targeting for weekly loyalty campaigns. Integrated the use of Microsoft Azure and Databricks for data extraction and reporting; provided support to CRM and Loyalty teams by providing post campaign analysis. Created a dashboard for weekly post campaign analytics and marketing score card and supported Market research teams by providing relevant consumer data to conduct Customer experience surveys and followed with post survey analytics. Supported the sponsorship team by providing customer ballots in contests for drawing of winners.
Played a vital role in a team that ran a pilot for Tableau and later successfully implemented it as a reporting platform in the company; responsible for Customer Segmentation products and reports. Conducted training in various regional offices for Customer Insight Platform & reporting to support merchandising team by providing insight on various promotions. Delivering end to end complex analytical tasks/Projects in all areas of the Retail business encompassing all regions and banners across nation. Created social media dashboard for customer care team and Google Analytics Tableau dashboard for Digital team. Coordinated with third party vendors for various outsourced work and conducted Data mining, Post research survey analytics for various campaigns to support marketing.
Responsible for Data extraction, cleaning, normalizing data from various domains : Customer, Store, Products, Handsets, Demographics. Build and run profilers using third party data : Statscan, Dun & Bradstreet, Digican, Famex, Prizm and Canada Post data. (profile various segments based on geography, spending habits, age groups, early adopters and so on. Proactively lead data mining, statistical modeling and market segmentation efforts. Deliver world-class market intelligence results that combine business intelligence, competitive intelligence, customer intelligence and location intelligence. Communicate with Senior Management across functional areas and business units. Responsible for creating monthly production tables for population, residential and business customers, mobile activations, deactivations, port-outs, port-ins, unserved population, by postal codes, FSA, CSD, CMA, Malls and Dealers. Extracting and providing clean, filtered data for conduction of surveys by the analytics team and conducting analysis on survey results. Conducting regularly adhoc deep-dive Market intelligence studies based on new handsets, customer profiles and habits, competition customer behavior and migration analytics. Creating and presenting the decks for these studies. Mapping business customers to other Bell products using various tools including SalesForce.
Clients included: Accenture, Nokia, Lehman Brothers, Wipro, Atos Origin, J.P. Morgan, Financial Technologies, Capgemini, Symantec, Oracle Financials and almost all the MNCs with their presence in INDIA. Imparted training for creating enterprise web applications using open source (Java). Handled a batch size from 3 to 50 participants. Effectively taught best practices, design patterns, SDLC and Agile development. Achieved a feedback score between 4 and 5 on a scale of 1 to 5 for all trainings conducted.