Arka Mitra Email and Phone Number

Key Projects Delivered:1. Email Open and Email Qualifier Predictor - Channel Optimization Strategy: • Technology Used : SAS and Python • ML Techniques Utilized : Random forest and Gradient Boosting Classifier • Status : Phase 1 already completed and presented to client as well as Genpact senior leadership • Impact : o Once implemented the predictor will result in significant cost savings to the tune of several million dollars o Lead to efficient utilization of marketing funds, especially helping smaller portfolios with resourceconstraints2. Recurring Bill Pay – Campaign Strategy: • The analysis resulted in doubling of customers who sign on to our RBP facility • Resulted in the expansion of our low risk revenue channel on a long term basis • The recommendations got implement within a month of presentation to the marketing and analytics leads • The recommendations have proved successful in generation revenue without addition of any significant cost to our customer3. Customer Activation Predictor – Targeting Strategy: • Technology Used : SAS and Python • ML Techniques Utilized : XGBoost • Status : Completed and presented to client as well as Genpact senior leadership, in process of implementation • Impact : o Prevent customers from going inactive by proactive customer engagement o Reduce Hit and Run customers thereby saving on the acquisition cost o Save reactivation cost and effort4. Minor Projects Delivered: • Optimum Touch-points • Optimum Ratio of In-store to World Campaigns to ensure effective customer retention while maximizing profitability

Project Title: Formulation of marketing strategy for non F&B category of CrownitProject Brief:• Understand the market scenario and consumer behaviour in Beauty category and devise an appropriate marketing strategy to increase revenue and find new opportunity to cross sell the category to existing user of applicationObjectives:• To understand current market scenarios of Salon and Spa in Delhi – NCR region• Understand market size & strategies of competing firms and to analyse the symbiotic nature of their respective strategies• To enhance business structure to generate additional revenue• To analyse and enhance the existing mobile based application in accordance with industry best practices i.e. minimizing the number of clicks per function per category• To develop new business growth opportunities which can be implemented for new customer acquisition and enhance experience of both customer and merchants/ vendorsDeliverables/ Recommendations:• Phased Out the existing User Interface in favour of “Material Design” based on prominent changes in Android 5.0 release• Devised functional and performance related consumer end application handling processes• Understand consumer behaviour and market opportunity of beauty category• Strategy Formulation and Implementation to increase revenue of Beauty category• Comparison of working Business Models of competitors

Key Responsibilities:• Gathering and Implementation of Business Requirements – BRD, CRs as a part of SDLC process • Pattern Recognition in daily reports identifying failures and other outliers in reports • Defect Identification, Analysis & Resolution and Code Migration to the server site • Initiating DSR with onsite US counterparts• Coordinating with Business Heads of other companies (Infosys and Cognizant) whose services were used in our application• Training, orientation/re-orientation and Process Briefing of new recruits and other team members