Marcone Bhering Email & Phone Number

As a Sales Planning Analyst, my work involves studying customer behavior to project sales, analyzing deviations and looking for opportunities within the Marketing Performance area and also in conjunction with other sectors of the company, such as CRM, Sales, Operations, Data, etc. .My day to day covers collecting, structuring, analyzing and defining Marketing Performance indicators from SQL databases, building Reports and Dashboards in Google Sheets/Excel/Data Studio, and data modeling using Python, Statistics and Machine Learning .Some projects that stand out are:- Recommendation ModelDevelopment of a model based on association rules together with the Data Science and CRM teams, with the aim of better meeting the needs of our customers, creating more relevant and personalized shopping experiences, and thus improving purchase frequency.- Customer SegmentationCustomer segmentation using the RFM (Recency, Frequency, Monetary Value) methodology, with the aim of optimizing marketing strategies and increasing purchase frequency. Evaluating customers' buying behavior based on three main dimensions: recency of last purchase, frequency of purchases and monetary value of transactions. These metrics allowed us to identify groups of customers with similar characteristics, enabling more accurate and personalized segmentation. And based on these insights, you can implement targeted marketing strategies such as segmented campaigns, exclusive offers and personalized loyalty programs.- Results VisibilityDevelopment of an automated report that performs the diagnosis of the main deviations of key business metrics, with different breakdowns and views, available for the 4 countries, allowing a deep view of the performance of the stores, and providing agile and valuable insights for the different areas of the company.

As a Customer Insights Analyst, my work involved collecting, structuring, analyzing and defining indicators from SQL databases. Construction of analyzes and reports in Google Sheets/Excel/Data Studio, and data modeling using Statistics, Python and Machine Learning.Some projects that stand out are:- System based on Machine Learning algorithm to perform qualitative data classification of NPS and Social Media CommentsIn order to group the comments according to the nature of the problem, such as delivery, return, navigation, service, product quality, among others. This Data Driven approach enabled a more accurate and agile analysis in identifying the main areas of opportunity for the company. With the efficient segmentation of comments, we were able to identify the most recurring issues and direct strategic efforts to proactively solve them. What was a very costly job when done manually, given the large volume of data.- Structuring and Creating Dashboards and Reports with the main Service Level metricsStructuring these indicators allows the company to systematically monitor its performance, identify areas for improvement and take corrective actions to ensure a high level of customer service, thus contributing to NPS growth. In addition to evaluating and monitoring the achievement of goals.- Cohort AnalysisBy segmenting customers into Cohorts based on acquisition period, we were able to monitor and analyze the behavior of these groups over time. Analyzing repurchase, we gained an in-depth understanding of repurchase patterns and their key drivers, as well as monitoring the effectiveness of our loyalty strategies.

Master Of Business Administration - Mba, Data Science And Analytics

Bacharelado Em Engenharia, Civil Engineering