Currently working with HSBC US Retail Data and Management Insights where my role is to triangulate across retail customer details, data platforms and derive actionable analysis to effectively report and predict impact on HSBC Retail Banking across segments.

• Analyze marketing metrics to identify cause and effect relationships by evaluating Customer demographics, promotional campaigns and services to develop/optimize marketing/sales strategies.• Extracting data from multiple data sources (i.e. excel, oracle, text files) and using SAS procedures like proc summary, proc means, proc univariate, proc sql to deliver multiple analyses like assessing marketing campaign effectiveness, profitability of specific segments, loss rates by risk bucket.• Tracking Campaign Traffic online using Omniture in order to identify patterns for targeting right segments and new customer acquisition.• Summarize Customer data on periodic levels and based on the customer propensity drawing actionable insights from it.• Analyze customer/user unstructured chat transcripts to gain insights and focus on areas of improvement using NLP (Text Mining,Sentiment Analysis) will lead to better business and more importantly enhancement in customer experience.

Data Analyst• Experience in Business Intelligence and data analysis (Ab-initio, R Studio and Teradata) to analyze large data sets including data step processing, data manipulation,data transformation, variable construction & optimization. • Developed the Risk predictive model for Citibank in the Mexico Market using Logistic Regression & Classification techniques .• Coordinated the model deployment & model implementation with the Mexico team & assisted in training the Underwriters on model concepts and model implementation.• Determined why and how often customers left Citibank to do money transactions with other competitors by identifying Key performance indicators and suggested recommendations to retain customers.• Prepared project documentation (GRASP, Traceability matrix, Release tracker, HLD, FRD etc.)• Verbal & written communication skills and presentation skills to business clients & senior Management.