• Built a Retail segmentation model to identify growth opportunities across the base and develop strategies around player Product holding and Omnichannel• Embedded and automated the model into a Power BI dashboard to track player movements across segments with a focus on player acquisition and churn• Analysis of Retail Product holders using Association Rules to identify the next best product for Cross selling activities to single product holders• Analysis of the attribution model to include a mix of channels instead of last touch. Actionable business recommendations were identified to boost revenue across all channels to maximise ROI. A Power BI dashboard was built to supplement the insights and track marketing spend across campaigns and channels.• Analysis of Mecca TV and Radio campaigns which reshaped commercial strategies across marketing spend• Developed Power BI dashboards to track Promotional spend across Mecca and Grosvenor brands using SQL and DAX formulas• Translated key M.I. reports into Python scripts to enable joins between current and legacy databases• Analysis of promotional activities of Casino games and maximising player value from actionable insights• Automated all key dashboards using pipelines in Data Factory

• Insight role providing segmentation analysis of the base to provide better management of the customers and identifying specific opportunities to grow• Sourcing opportunities to increase penetration of high performing games on to new operator sites• Analysis of the financial impact of maximum stake bet policies and impact of new campaigns

Advanced analytics role, building models in SAS for the Campaigns team to identify acquisition opportunities and improve retention rates. Responsibility for the whole life cycle from model build to implementation and presentation of models to stakeholders and company directors. • Building and monitoring of SAS Logistic Regression models for the Direct Line and Churchill acquisition base. Monthly monitoring of model performance and refresh of old models once decayed• Built regression models in SAS to analyse the biggest drivers of NPS scores across 5 different customer journeys. Analysis was done to test the relationship between NPS and customer retention. Simulation tests were implemented to measure driver variables’ impact on overall NPS scores. This was a long-term project which focused on Home and Motor Retention, Home and Motor Quote and Buy and Home Claims customer journeys across both brands• Building and Monitoring of Auto Renewal Net Lift Churn models for Direct Line and Churchill Home brands using CHAID Decision trees• Built a Pet Ownership model in SAS to identify customers who have the highest propensity to acquire Pet insurance• Built a monitoring tool to collate all campaign models in to 1 single source to enable time series analysis of model performance.• Testing of variables from data providers to assess the incremental benefit of using them in existing models• Insight analysis on campaigns with a strong focus on commercial value and implementing actionable insights

• End to end management of analytical and reporting projects holding strong engagement with key Visa stakeholders across the business, both in Head Office and foreign markets.• Market analysis of Merchant Category spend across the U.K. Debit Market identifying millions of pounds of value opportunities across the base.• Hierarchial clustering analysis of the base according to cardholder’s depth of spend across Merchant Category groups.• Segmentation and Descriptive analysis of the most engaged cardholders across the base. This was key to identifying the characteristics of high engaged cardholders and how the business can drive more value from the base.• Developed key reports for top retailer banks to identify sales prospects across various markets based on their international performance.• Worked on a Retailer Rankings report in Tableau to identify spending patterns for all top retailers in the Visa Europe market. The insights generated were highly valuable in identifying new opportunites for business development.• Developed a Secondary spend report for the Marriott Hotel group providing key insights into cardholder spend in competitor’s hotels and other travel related services

• End to end management of high value SQL projects with regular client facing interaction amongst key stakeholders, working on both Broadband and TV projects.• End to end production of Broadband Churn Models using Predictive modelling techniques such as Logistic Regression and CHAID Decision Trees in SPSS.• Implemented the Third Party Churn Model across a Call deferral campaign. Customers who rejected a re-contracting offer on a call were segmented in to high, medium and low risk groups for campaigning via the predictive model. Offers and risk propensity were measured accordingly which in turn is generating significant uplift for the business. • Worked on the Champions League defense projects to help minimise the churn risk of customers moving to the competition. This involves analysis of viewing data and the building of a data cube to track the movement of these customers over the coming weeks and months.• Developed important Broadband Churn and Headroom cubes which influenced important strategic decision making in the business.• Regularly presented work to key stakeholders and up to director level, consistently receiving good feedback on delivery of projects.• Developed a Virgin Media Tracking tool to analyse Virgin vs Non Virgin customers by their propensity to call in and attempt to leave, plus their propensity to be saved on a call/offers.• Mentoring of junior analysts and grads