Senior Insight Analyst
Current• Data Modelling: Build many bespoke predictive models i.e. propensity to response, conversion and product to wide variety of clients in different sectors including financial services (bank, insurance), retail and Charities etc. • Risk Modelling: Build many risk models i.e. propensity to decline or lapsing to many insurance companies using bank data in UK and as well as international companies. • Value Modelling: Developing customer value models to maximise spend and cross-sell opportunities to many retail and charity companies • Model scoring and testing: targeting individuals/households with a higher propensity to respond (linked to company Consumer prospect pool data) also test models in alignment with the plan in order to drive increased conversion• Optimizing results: Advise and communicate with clients on the appropriate use of analysis, reports (and models/models scores) so that they understand and use the output effectively • Optimizing through software: inputting model scores into company specific marketing optimisation software’s i.e contact, campaign and budget in customer or prospect database• Segmentation Model: developed wide range of segmentation models for range of clients using different techniques such as CHAID and clustering. E.g. build a Worldwide Hotel Segmentation model for a leading Hotel Chain to enable them to better compare and evaluate individual hotel performance in the context of other similar hotels across the world with a similar profile• Working on site with the client: worked for a world’s leading Financial Services company (insurance) for 12 months in their insight analysis team
