Singapore
DQ is a data analytics professional who enjoys solving business problems. He finds joy in deep diving into data to identify the root cause of a business problem and work with stakeholders to exploit potential opportunities for the business. He enjoys being the 'business doctor'. He also enjoys being efficient. He reviews his working processes regularly and eliminates any slack in his workflow. He has initiated and run various process improvement projects for his team to improve the overall team working efficiency. Over his career, education, and continuous learning, he has acquired the following skills/knowledge: Programming - Python, Basic R, Regex, Basic HTML and CSS Database - SQL, RDBMS concepts and design Visualisation - PowerBI, Tableau, Qliksense Version Control - Git Machine Learning Knowledge: Regression and Classification - Linear, Logistics, MARS Decision Tree - CART, Random Forest, XGBoost Basic NLP Concepts - Tokenisation, Stemming and Lemmatization, POS Tagging, Topic Modelling Basic Neural Network Concepts Marketing Knowledge: Performance Marketing Knowledge - Media Channel and Buys, A/B Testing, Budget Optimisation Marketing Cloud - Oracle Responsys Analytical Tool - Google Analytics (UA / GA4), Datorama Life Insurance Knowledge: Certification - M5, M9, M9A, HI And never stop learning- Effective Communication Skill!
Led a cross-functional team of five Business Analysts overseeing end-to-end sales and product analytics for Singtel across B2B, B2C, prepaid, and GOMO portfolios. Physical Sales Analytics – Delivered deep-dive sales and channel performance analysis to support leadership in designing effective commission structures, calibrate sales targets and optimizing retail footprint strategies. Digital Sales Analytics – Revamped Singtel’s digital sales attribution framework by implementing Multi-Touch Attribution (MTA), significantly improving visibility into campaign effectiveness and customer conversion journeys across digital touchpoints. Marketing Analytics – Conducted customer segmentation and behavioral analysis across prepaid and GOMO businesses, advising stakeholders on targeting strategies, market opportunities, and growth initiatives within Singapore’s highly competitive telco landscape. Campaign Analytics – Designed and executed data-driven A/B testing frameworks for prepaid marketing campaigns, delivering up to 20% incremental revenue uplift through optimized audience targeting and offer strategies. Dashboarding & Business Intelligence – Developed and maintained impactful Power BI dashboards that enabled self-service analytics for senior stakeholders, improving reporting efficiency and decision-making. The dashboard I made is the top used dashboard across Singtel Singapore Group ETL & Data Engineering – Built robust Python-based ETL pipelines to automate data extraction, cleansing, and transformation processes, delivering scalable, analysis-ready datasets for timely business insights.
• Trained to run experimental studies (Lift test, A/B Test) to help advertisers measure the incrementality effect of their ads through Meta platforms. Impacted by the 2022 restructuring exercise.
• Managed digital marketing campaigns to ensure the highest ROI from the given budget • Conducted A/B testing to improve marketing objectives • Monitored campaign performances and make appropriate optimization to the marketing campaigns • Initiated project to improve work efficiencies between Singtel and external marketing agencies through process audit and workflow optimization
• Conducted statistical studies and cohort analysis on the customer service benchmarking results to understand our customers' expectations and needs • Created Tableau dashboards to support project managers for business reporting and trend discoveries • Initiated a project to create a robust classifier on customer enquiries, which enable stakeholders to observe trends on Singtel’s hotline demand and uncover opportunities to improve Singtel’s customer experience • Led a project to create a curated customer experience with an aim to promote and drive digital chat adoption, contributing to cost reduction and productivity improvement • Highly proficient in Tableau, SQL, Regex, and Python
• Conducted machine learning analysis to reduce fraudulent claims and identify potential market opportunities • Utilized SQL, Python, and Qliksense for ETL, data visualisation and business analysis • Designed and built various dashboards to provide business users with a bird-eye view of the business and highlight potential opportunities and gaps in the business • Automated business reporting processes within Etiqa, resulted in a reduction of approximately 4 man-hours a day
• Awarded the Top Intern award for Singtel High-Performance (SHINE) Internship Programme 2018 • Won the Singtel’s business case challenge 2018 by developing a robust plan to develop Singtel’s digital wallet • Developed Tableau dashboard and VBA script which drastically reduced data reporting time by 50 times • Facilitated the implementation of Robotic Process Automation (RPA) to ensure effective deployment of the system