Marketing Analytics Analyst
CurrentTIM Brasil is one of the largest telecommunications companies in Brazil, offering mobile services, internet, and digital solutions to consumers and businesses. The company focuses on providing high-quality mobile connectivity, data services, and innovation in the telecom sector. With a strong presence across the country, TIM Brasil is committed to delivering enhanced customer experiences and technological advancements.I’m responsible for the customer clustering project focused on analyzing indicators and behaviors to create segmented groups. The company was facing challenges in personalizing offers and efficiently increasing revenue. We identified the need to apply an analytical approach to drive more assertive actions and generate better results.My main task was to develop and implement a clustering model that segmented customers based on consumption, behavior, and profile data. I used advanced analytical tools and generated detailed reports that linked insights to the company's strategic objectives.The generated clusters were utilized by different departments within the company. The loyalty team targets exclusive experiences for each group, while the retention team uses the information to offer the best deals and discounts, enhancing customer loyalty. Meanwhile, the store team was able to identify customers near physical locations by cross-referencing indicators such as income and network availability, enabling them to promote specific offers.Since the project’s launch, we’ve been able to increase the number of customers in the two best groups, which are the most profitable for the company, by 60%. This growth resulted in a direct impact on revenue, driven by the personalization of offers and improved efficiency in commercial actions.This project demonstrated how data-driven segmentation can transform customer relationships and maximize results.Tech Stack: Data Analysis | Big Data | SQL | GCP | Dashboards | Marketing Analytics
