Phrasia is a consultancy and technology company that turns unprocessed linguistic data into stronger insights, smarter decisions and accelerated capability for companies and the people in them

Delivered a consolidated view of product strategy and outcomes across 11 countries that is used to help define product and customer strategy by market, including reviews with the Aviva Group CEO and COO. This has driven a 30% reduction in on-sale products that enables markets to simplify their proposition to customers and create space for their teams to effectively develop new propositions.Built and deployed an R/Shiny application to help manage and understand Aviva’s Data Science, Propositions, Systems Thinking & Distribution staff Practices of >2,000 Practice members.

Created the Customer Metre – a research programme defining a common currency to understand customers’ views about new proposition ideas that provides simple, but robust measures to help Aviva prioritise resource allocation. Over the first 18 months >2,200 ideas tested with >180k consumers in 9 countries.Designed and built the Propositions Store, an R/Shiny application, that automates Customer Metre results visualisation, search, report creation (Excel and PPT), profile analysis, research requests and API connections to other systems. Managed end-to-end build and deployment of production system built on AWS.

Established Customer Value Management capability within Aviva Asia. Designed and implemented a solution using R that reduced team needed to run reporting, analytics and campaigns for Friends Provident International from 3 to 0.2 FTE.

Undertook extensive personal study to expand data science expertise:Johns Hopkins University: Data Science – Programme of nine 4-week courses- 9 courses passed with DistinctionStanford University: Machine Learning – 18-module programme- Programme completedMITx: 6.00.1x Introduction to Computer Science & Programming Using Python- Programme completedBerkeleyX: CS190.1x Scalable Machine Learning- Programme completed with A grade

Set up Experian’s Regional Customer Intelligence Practice in Asia Pacific. Lead proposition development, pre-sales and delivery for Marketing Analytics, Decision Management and Consulting functions. Expanded role to incorporate product management and development of segmentation products for Singapore, Japan, Hong Kong and China as well as creation of products and propositions from data mining of regional telco data. Lead pre-sales and delivery of large-scale business transformation projects including work to develop multi-channel strategy, analytics and customer loyalty management capability for Prudential Corporation Asia, Cathay Pacific, Sun Life, Las Vegas Sands, Citic Bank, PayPal, Zuji, DBS, CLP and Sport Singapore. Created and implemented sophisticated segmentation and targeting of customers for a broad variety of clients in the Financial Services, Telco, Online Travel, Retail and Leisure industries that have generated 10-50% uplifts in performance of multi-channel marketing campaigns, driving sustained improvements in customer value.

A senior member of Experian’s consulting team that has been integral in using sophisticated customer intelligence to help BSkyB drive £200m+ p.a. value by improving customer spend and driving down churn from 14% to below 10%. Created innovative segmentation techniques for BSkyB that enable the company to accurately predict both the reasons for and propensities to churn of new and existing customers using, amongst other things, sequences of behaviour and a hierarchical definition of churn drivers.

Delivered analytics and customer loyalty management projects and programs for a broad range of clients including BT, The National Lottery and GSK. Created a customer propensity model, using a custom sequence analysis method, for The National Lottery’s online business that enabled the business to accurately predict players’ lapse propensities based on “trails” of initial play behaviour. Produced a customer segmentation for STA Travel using transactional data for c.1m customers. Ensured new segmentation incorporated within the business and designed further analysis to enhance the segmentation with attitudinal data.

Coordinated a team of 4 people to design, code and implement a media booking system that enables ROI maximisation from a 6-channel, £10m p.a. affinity marketing business for The Times, Sunday Times, Sun and News of the World. Created regional GIS models that enable demographic and geo-demographic targeting of national press inserts yielding up to 120% improvements upon ROI.

Deployed research to develop and tune strategy for a £26m p.a. marketing campaign incorporating national press, TV, radio, specialist press, DM and online advertising. Effectiveness was improved 50% year on year. Designed and maintained sophisticated reporting, modelling and forecasting mechanisms, maintaining clarity and practical business direction for senior management. Researched, analysed and rationalised disparate sources of qualitative and quantitative information including market intelligence, geo-demographics and sales data in order to improve effective understanding and targeting of customers.

Responsible to senior management, as part of a 5-person team, for the clearance of a £1,500,000 receivables account.