Customer analytics, Behavioral Science, Decision Science

Top projects and work streams:• Cost of Living & FHS : Developed a heuristic model to generate financial health scores and financial stress segments for consumer duty initiatives based on customer affordability.• Overdraft Nudges : Following FCA initiatives, created customer segmentation based on overdraft usage behavior and designed a messaging journey utilizing behavioral economics.• Travel RFM : Developed an automated, always-on recency, frequency, and monetary model leveraging customer travel transactions for Global Money acquisition, enabling hyper-personalized campaigns that achieved a 30% increase in incremental sales.• Customer attrition model : Established a tracking mechanism based on diverse customer engagement KPIs to effectively forecast customer attrition.Market: United Kingdom

• Build, Deploy & PIR of Campaigns/Triggers : In alignment with CLCM initiatives developed multiple always-on triggers & ad-hoc x-sale, up-sale & spend promotion campaigns to enhance product penetration & increase share of wallet, along with customer-360 newsletters aimed at improving customer’s financial well-being.• NBA Architecture : Stabilized & automated the NBA architecture in SAS to be consumed by the Pega Decisioning system.• PL Pricing Model : Built & Deployed a personal Loan pricing model incorporating internal & external DBR.• CV parsing tool : Developed a Python-based CV-parsing tool using regex.• Anomaly Detection Graph : Built an anomaly detection graph by NetworkX & deployed it as a web app by flask.Market: MENA Region

Contributed to multiple projects in Brain-Computer Interface, SLAM, and Image Processing as a project assistant under the UGC-sponsored RUSA 2.0 scheme.