Bob Federici Email & Phone Number

Texas, United States

Grapevine, Texas, United States

I joined Genesis Digital, a marketing software company for customer CRM aimed at aiding small business owners to achieve financial freedom as the first Head of Analytics. The goal was to spearhead the organization's data-driven transformation, integrating analytics across functions to help achieve revenue targets and improve decision-making processes. Was tasked with helping organize the data in a manner that would be usable to generate both basic insights as well as more complex strategies using Machine Learning. • Developed and implemented stored procedures in SQL to organize raw production data, enabling near real-time analysis.• Reduced the time by 3 days to examine and understand customer behavior by implementing standard Tableau reporting throughout the organization.•Utilized machine learning techniques to identify over 40% of high-risk attrition customers, leading to targeted retention efforts and increased profitability.• Leveraged marketing survey data to gain insights into customer preferences, driving improvements in technology and customer service.

Joined a new team and inherited a disorganized data environment with challenged reporting methods and messy data, which impeded customer contact and operational efficiency. Appointed to identify and capitalize on opportunity to drive customer marketing, contact, and operational strategies through reporting, automation, and machine learning. Lead and grow a 15-person, high-performing team through complex, innovative goals/initiatives from both a talent and technical standpoint.• Leveraged machine learning to examine customer behavior and worked cross functionally with operations leading to a 52% increase in customer satisfaction. • Created a Champion/Challenger A/B testing strategy to help identify the optimal marketing mix leading to a 30% reduction in contacts needed to achieve the same growth metrics.• Developed ‘best time to call’ customer contact model which increased contact rate by 106% by required 26,000 fewer attempts.• Quickly reduced time to create and distribute daily reporting 40% through SQL automation. Used SQL, Business Objects, and Tableau to automate additional reporting, accelerating processing timeline from 2 hours to the push of a button.

Dallas/Fort Worth Area

I joined Cash America in 2014 after being recruited by one of my former managers. My remit was to clean up the data and apply predictive analytics to the business (specifically marketing). I showcased the value of data/advanced analytics by injecting advanced analytical methods into a traditional industry (pawn shops) and propelling real, tangible results. Cash America was ultimately acquired by First Cash in September 2016.• Scaled the team from zero to three throughout tenure. • Launched an analytics initiative from scratch by identifying/closing gaps, which yielded 118% ROI for direct marketing campaign by leveraging customer insights, market research, segmentation, and modeling techniques to identify profitable customers.• Significantly increased customer e-mail registration 320% through cross-functional collaboration with IT to reduce workforce clicks in the Point of Sale (POS).• Identified $500K in marketing cost savings by pinpointing inefficient and poorly targeted digital spending.• Strengthened customer retention 14% by using predictive analytics to optimize direct mail targeting.

Dallas/Fort Worth Area

Throughout my time with Nationstar Mortgage, I used SQL to drive automation and reporting to gain process efficiency.• Drove a 15% increase in response rate by optimizing marketing channel strategies through A/B and multivariate testing strategies for online, direct mail, and telemarketing.• Cut variability of the media mix response rate forecasts 8% by building a multivariate logistic regression response model.• Fast-tracked the process to go from customer analysis to targeted marketing 150% by working cross-functionally to integrate and automate the marketing and finance departments' required components.• Reduced customer attrition 5%+ by developing a new methodology, marketing plan, and analysis plan to target customers likely to attrite.

Dallas, Tx

Following my promotion, I managed a 3-person team of business analysts to generate financial forecast models using SQL, SAS, and Excel to analyze lifetime revenue, cost, profit of customer segments, and sales growth.• Worked closely with the Vice President of Customer Care to create a company-wide dashboard of KPIs to optimize bill rates, reduce customer cancellations, incentivize call centers, and ultimately increase customer profitability.• Collaborated with the marketing department to develop and conduct A/B tests to optimize multimedia channel, and maximize sales, first bill rates, and trial period survival rates.• Liaised with Vice President of Analytics to use multiple data sources to analyze customer click behavior following the receipt of an email alert, to increase customer bill rates and customer lifetime value (CLV).

Dallas, Tx

• Managed the development of innovative business analytics applications for 50 hospitals to capture cost savings and improve quality.• Drove marketing analytics using publically available data to gain a competitive market position over regional competition.• Collaborated with both internal and external business groups to produce results designed to reduce costs and improve quality.• Utilized Statistical Analysis Software (SAS) and Standard Query Language (SQL) to deliver strong and sustainable gains in hospital performance measures.

Washington D.C. Metro Area

• Consulted with client (U.S. Army) to translate strategic and tactical operational needs into data driven results oriented projects.• Aggressively engaged in profiling analytics to maximize the accession and retention of military recruits to improve military readiness.• Provided organizational leadership in order to coordinate cross-functional analytics projects among the Army, Navy, and Air Force.• Supervised junior level analysts to drive individual performance improvement.

Greater New Orleans Area

•Utilized SAS to build predictive linear and logistic regression models.•Examined highly correlated clinical outcomes longitudinally using Generalized Estimating Equations (GEE).•Analyzed small and non-normal distributions with non-parametric techniques such as the wilcoxon signed rank test.•Prepare statistical results using SAS, Excel, and PowerPoint for reports, abstracts, and publications.

Mba, Business Administration And Management

Msph, Biostatistics

Activities and Societies: •Delta Omega, Honorary Public Health Society, 2004 •Omicron Delta Kappa, National Leadership Honor Society, 2004.

Bs, Biology

Activities and Societies: •Union College Scholars Program, 1998-2002 •Study Abroad-China, Nanjing Normal University 2000