Deepak Aswal Email & Phone Number

London, England, United Kingdom

London, England, United Kingdom

Diagnostic for declining Credit card account volume for Small Business (Leading bank in UK)❖ Client introduced a ‘Digital First’ proposition for pushing single director/sole trader companies on an app-based platform for applying business CA. Any entity like limited co. with multiple directors or partnership still needs to apply through the older version of the product either through branch or online (non app based).❖ Client used to book ~1K CC accounts per month in pre-covid years which dropped to ~200 per month in 2022 post introduction of the new product.❖ Identified bottlenecks on the current onboarding journeys and suggested corrective steps to boost the CC volume.Tiered Pricing for Credit Builder Card (Leading Credit Card Co. in UK)❖Client offered one of the lowest APR in the UK market which was driving a significant account volume but due to higher riskiness of the bottom 2 deciles, profitability was getting impacted heavily.Introduced a tiered pricing structure which will potentially generate an incremental income of £2.5Mn based on past year account volume base.

London, United Kingdom

Early Month on Book Delinquency Analysis: Swap- In Segment (Leading Credit Card Co. in UK)❖ Internal Risk Team has increased the application score criteria for credit card applications due to payment holiday and higher delinquency trend in the COVID-19 Period.❖ Using Machine Learning technique, identified swap- in segment with limited risk and higher return. Potential of adding in 8K customers which will generate incremental risk adjusted income of £1.2-£1.6Mn.Merchant Retention Model(Leading bank in UK)❖Creation of a merchant retention model(proactive as well as reactive)based on a constrained optimization exercise which helps in deciding whether to retain the merchant or not based on factors like card turnover and future profitability.❖ This model also provides the rates that should be offered to the merchant given the constraint that income margins remain within decent range.Marketing diagnostics for an insurer in UK❖ Reviewed end-to-end business intelligence and maturity of the marketing function of an UK insurer which involves:❖ Interview marketing leads on current business process ,data collection, data mapping & integration, analysis & BI intelligence❖ Provide fundamental hygiene of data framework that need to be set up for building advanced analytics project❖ Bench-marking the current state of statistical model w.r.t. industry benchmarks and prioritization order for data and advanced analytics projectLeast cost Sales & Service Model for one of the leading insurer in UK❖ Defined an optimal sales and service model keeping in consideration the current customer base and ensuring a balance between the usage of digital solutions and the net value of the customer.❖ Cohorts are developed on the basis of age and demographic information using different levers like digital propensity, cost to serve and lifetime value.

Gurgaon, India

Gurgaon, India

Digital Analytics based projects for one of the largest credit card companies in USA.Linking information available at time of acquisition(i.e. digital information at channel,Device Type,Device,ZIP Code) with Customer Profitability using machine learning algorithms like SVM,Random Forest and Ensemble Models) for future targeting.

Gurgaon

Worked for multiple clients for one of the largest pharmaceutical company.• Delivering end-to- end Business Intelligence projects which involves requirement gathering, datacollection, data mapping and integration, analysis, dashboard reporting and client management activities• Responsible for project proposals, project planning, monitoring and budget estimation

Bengaluru Area, India

Marketing Mix Analytics• Market Mix Modeling--Built linear regression based models to evaluate the impacts of marketing drivers and analyze their effectiveness and efficiency under different channels.• Simulation and Optimization Tool – To optimize key marketing driver of sales using self created excel based simulation tool to maximize the Volume Sales given the budgeting constraint of the marketing drivers.Research & Development• Developed a methodology for calculating Brand Loyalty Index (BLI) for one of the largest Brewing companies in the world based on the Sample Survey data provided by the client. This approach was later presented as a White Paper in which different methods were considered to calculate the BLI based on the different response set in a questionnaire.• Received Six Sigma Green Belt (GB) certification on building a new solution for “Predicting Customer Lifetime Value (CLV) using Customer level Panel Data”. This tool was developed on “R” platform and it’s being used for Customer Segmentation on the basis of CLV for a leading CPG company.•Worked on a forecasting project for one of the leading amusement park chains in the world to predict the website traffic volume and build scenario analysis (what-if situations): To check impact of a promotional activity on the website traffic.

M.A, Economics

Bachelor Of Arts (B.A.) (H), Economics