Franziska Gomez Email & Phone Number

Malvern, Pa, Us

El Segundo, Ca, Us

• Managed team of 40 data engineers, data scientists and advanced analysts, 50% offshoreData Driven Decision Making• Developed logic and architecture to launch prescriptive, data driven decision making to allocate over 1 bln in annual retention spend based on individual customer elasticities. Integrated machine learning with self-adjusting controlled experiments to continuously model out dozens of scenarios and final KPI outcomes, with highly configurable settings to allow adjustments to market conditions. Reduced time needed from previous Test & Learn approach from 90 days to 30 days, while also drastically reducing units needed in control groups or to test alternative scenarios. Data Architecture / Analytics Engineering• Restructured analytics processes to create an analytics data layer providing a “single version of truth”, reducing variations and errors in applying analytics definitions• Implemented functionality to allow processes to adapt to changing business need via configuration changes rather than code changes, reducing implementation time for change requests by 80% while also reducing risk of introducing errors• Designed and lead development of an advanced campaign and analytics dashboard reporting standardized KPIs • Developed automation tools to dynamically execute and track complex dependency chains and provide real time insights into execution status Lean Six Sigma / Agile Development• Established agile development processes following Lean Six Sigma guidelines to achieve quality in every step. Reduced development cycles by 20% while increasing quality of output• Enforced use of Jira and standardized documentation to reduce dependency on individual SMEs and ensure qualityCloud Migration• Oversaw migration to AWS Snowflake, coaching team how to restructure data flows to achieve seamless cutover Offshore Vendor Management• Restructured responsibilities and deliverables to facilitate moving 50% of work to offshore vendor for cost reduction

Boston, Massachusetts, Us

Churn Analysis• Designed and implemented data architecture and database structure for diagnostic and forecast models• Developed monthly diagnostic model to report and measure disconnects across multiple dimensions• Separated reporting of MoM disconnect changes due to changes in base composition, expected impact of trends, and unexpected changes in trends• Automated trend analysis and detection of trend changes outside of expected parameters• Developed monthly forecast using probabilistic n-body calculation, providing range estimates and ability to model multiple scenarios for input dimensionsProject Management CDMA Sunset • Lead multi-million dollar project to facilitate converting entire GreatCall base from CDMA to LTE devices on time and below budget• A/B tested materials and channels to developed budget, marketing plan and messaging, using primarily direct response channels• Lead cross-functional teams in performing extensive process analysis, adding outreach and response options for marketing communications and developing mitigation plans for process exceptions• Reduced cost by several million dollars through rigorous process automation and vendor integration enabling dynamic messaging and customized daily list size

Boston, Massachusetts, Us

• Built team of developers/analysts from ground up, primary tools SQL/SSMS, Alteryx, TableauMulti-channel CRM Architecture Design and Automation • Designed scalable data architecture and data flows for main CRM algorithm and connecting diverse raw data sources and vendor systems • Directed rigorous documentation of standards and development of playbooks for setting up campaigns and analysis, to speed up onboarding of new hires• Designed relational databases to store incoming data, process for campaign targeting or reporting, and provide outgoing feeds to other departments or vendors• Customized choice of utilized ETL technology and platform to the requirements from connecting systems and vendors (API, FTP, Snowflake, SQL/SSMS, Alteryx, Tableau, Excel)• Centralized targeting and propensity modeling for consumer database, allowing streamlined and optimized calculations, reducing runtime, and efficient cloud migration• Developed meta scheduling, queueing, and monitoring process to track daily progress and immediately identify failed procedures, allowing for dynamic processing based on completed triggers, but also manual reprocessing or triggering of specific tasks• Complied with Data Governance and PII, PHI, HIPAA, CPNI, and CAN-SPAM regulations• Identified and integrated vendors to provide supplemental demographic and behavioral data on customer base• Designed datasets groomed for preferred customer metrics and directed vendors providing look-alike acquisition modeling

Boston, Massachusetts, Us

Statistical/Marketing Analysis• Managed cross-functional team to combine primary research, data analytics, and call monitoring/agent feedback to identify root causes for churn and develop counter measures • Developed and implemented self-learning/machine learning propensity models to forecast take rate and other behaviors, enabling mass-microtargeting and personalization of dynamic content• Developed and implemented cluster analysis algorithms (color preferences for new product development, needs and emotions regarding personal heath, technology, and caregiving)• Developed and implemented forecast models for disconnects, calls to care, response method, and other metrics required for resource planning and budgeting• Designed and evaluated randomized control trials to test effectiveness of proposed churn, cost reduction, or revenue increase initiatives• Performed ad hoc analysis on various topics such as potential impact of new pricing at POS, upsell and cross-sell opportunities, potential cost savings of self-serve tools• Designed and implemented “Value Advisor” GUI using machine learning to deliver targeted upsell/cost savings recommendations to agents during care interactions, tied into incentive structure and able to identify agents requiring coaching or to serve as coaches• Designed and implemented “Retention Buddy” GUI to enable data capture of attempted disconnects in Call Centers, identify agents requiring coaching, and using machine learning to deliver targeted recommendations to agents during retention interactionsMarket Research • Designed, deployed, and analyzed surveys for various topics such as onboarding, active aging, customer satisfaction/NPS, product evaluations, pricing benchmarks, disconnect reasons• Channeled responses to Customer Care to address negative customer experiences or to review platforms to leverage positive feedback publicly• Transformed survey program to be fully automated and integrate with CRM databases

San Diego, California, Us

Chicago, Il, Us

Now part of PwCEngagement Lead for Analytical projects to increase marketing effectiveness and operational efficiency through reducing churn, increasing revenue, streamlining sales support systems and policies and improving profitability of marketing activities. Areas of expertise include data analytics, campaign management, call center operations, design and improvement of reporting systems and primary consumer research.Specialties: Wireless Telephony, ISPs, Broadband and Cable, Insurance, Fast Moving Consumer Goods, OTC medications

Conducted background research, supported questionnaire drafts and prepared results presentations for international ad hoc research for OTC products (vitamins, weight loss, personal health)

• Repeat internships summer 1995, 1996 and 1998• Organized local sales promotion activities and analyzed their effectiveness and ROI• Developed guidelines for sales force to avoid ROI negative activities

Developed marketing and distribution strategy for Klex (chocolate bar)

Diplom-Kauffrau Univ., International Management And Economics, Statistics

Mba, Marketing, Resource Management