Customer Analytics (Commercial & Private Banking) Role & Responsibility (Jan’16 – Present)● Customer Attrition:Objective: To predict customers who are likely to end their relationship with the bank in near future.Methodology: Gathered data from multiple sources followed with exploratory data analysis and variable reduction to identify important variables. These variables were further feed to Logistic regression model to predict the key metrics that lead to customer attrition… Show more Customer Analytics (Commercial & Private Banking) Role & Responsibility (Jan’16 – Present)● Customer Attrition:Objective: To predict customers who are likely to end their relationship with the bank in near future.Methodology: Gathered data from multiple sources followed with exploratory data analysis and variable reduction to identify important variables. These variables were further feed to Logistic regression model to predict the key metrics that lead to customer attrition. Result: The output of the model gave a base of ~4.5K customers who are likely to attrite in next 12 months.● Cashless Proposition:Objective: To identify potential customers to offer cashless solutions (Merchant Services, CC, Bankline etc.) due to branch closures.Methodology: Used Decision Tree technique to get the significant variables & rules to segment the customers and targeting those having higher propensity to buy the product.Result: The model helped business to Identified ~10K potential customers with 68% probability of buying cashless products as compared to existing 16%, which enables us to ensure we are offering customers the most cost effective way of conducting their cash operations.● Next Best Action Campaigns:Objective: Cross-sell forex products to customers based on the forex leakage to competitor facility.Methodology: Using the transaction data of existing commercial customers, partial and full leakage for forex to competitors was identified and promotions were sent to these customers with competitive rates of Forex services through relationship managers.Result: The outcome for this analysis resulted in ~£45k pounds from the base of identified customers Show less

Marketing Analytics. (Jul’14 – Jan’16)Role & Responsibility :● X-Sell Campaign:Objective:​ Encourage existing customers to register for a new product called Westpac Rewards.Methodology: ​Identified potential customers basis their existing product holding and segment the customers into different buckets usingincome, balances, Loan closure etc as he segmentation criteria. The upliftment of sales was observed using the test-control group and thecustomers were sent offers… Show more Marketing Analytics. (Jul’14 – Jan’16)Role & Responsibility :● X-Sell Campaign:Objective:​ Encourage existing customers to register for a new product called Westpac Rewards.Methodology: ​Identified potential customers basis their existing product holding and segment the customers into different buckets usingincome, balances, Loan closure etc as he segmentation criteria. The upliftment of sales was observed using the test-control group and thecustomers were sent offers via email.Result:​ This campaign helped us in converting ​5k customers​ and an incremental sales of ~​$48,000.● Digital Adoption & Retention Campaign:Objective:​ Migration of customers to ​digital platform​ and influencing them to be digitally active.Methodology: Segmented the customers basis their digital activities. The campaign was sent through different channels (E.g. emails, directmails, statement inserts etc.) and once the customer on-boards the digital platform, more rich and customised offers were sent to increase their digital activity.Result:​ Bank was able to save ​~$95k ​from customers by stopping paper statements & going digital. Show less

Marketing Analytics (​April’11- Mar’14)Role & Responsibility :-● Segmentation and Profiling:Objective:​ Identify customers eligible for retention, Loyalty campaigns to optimize marketing budget and increase ROI.Methodology:​ Used subjective segmentation to classify customers based on their recent 12 months performance on credit card.Result:​ Identified top ​8% profitable customers​ that accounted for ​32% of portfolio sales​ and qualifies for loyalty programs, another… Show more Marketing Analytics (​April’11- Mar’14)Role & Responsibility :-● Segmentation and Profiling:Objective:​ Identify customers eligible for retention, Loyalty campaigns to optimize marketing budget and increase ROI.Methodology:​ Used subjective segmentation to classify customers based on their recent 12 months performance on credit card.Result:​ Identified top ​8% profitable customers​ that accounted for ​32% of portfolio sales​ and qualifies for loyalty programs, another 12%accounts that accounted for ​50% of portfolio’s profits​ and qualifies for credit optimization.● Customer Acquisition:Objective:​ Acquire customers from JP Morgan Chase & encourage them to use GE money card.Methodology: Conversion of customers was done by sending extensive offers, spend & get offers, cashback offers and few based on theirspending behavior and pattern on their JP Morgan card.Result:​ The​ ​outcome for this analysis resulted in acquiring ​78% customers within 3 months ​of the promotion. Show less

Retail Analytics (Delhi International Airport Ltd.) (April'10 - Jan'11)Description​:● Passenger Satisfaction Index study for the Retail, Food and Beverages & other Services offered by Delhi International Airport.● Generating insights on consumer spending behavior on different outlets at the airport by analyzing the surveys conducted by the ACI.Role & Responsibility :▪ Developed offers, which can increase footprint in the stores.▪ Identified pain areas of the… Show more Retail Analytics (Delhi International Airport Ltd.) (April'10 - Jan'11)Description​:● Passenger Satisfaction Index study for the Retail, Food and Beverages & other Services offered by Delhi International Airport.● Generating insights on consumer spending behavior on different outlets at the airport by analyzing the surveys conducted by the ACI.Role & Responsibility :▪ Developed offers, which can increase footprint in the stores.▪ Identified pain areas of the customers at the airport that required serious attention▪ Assessment of stores in terms of store management and training.▪ Used retailer’s store level information to segment stores based on last 12 months activities. Show less