www.ritabini-analytics.com

Analytics Business Partner for Upper Funnel and Growth Audience Strategy- Digital Engagement measurement framework set-up- Digital Audience, Product and Marketing analytics (audience KPIs setting, digital journeys to conversion, product features and CTAs performance analysis, …)- Audience performance Framework strategy- Digital data Strategy and Governance, managing data frameworks and digital product data implementations that are relevant for the work- Performance analysis, Targets and KPIs setting- Reporting and dashboards

Analytics & insights lead, responsible for identification and delivery of customer data strategic insights solutions- Lead a variety of analytics projects linking behavioural and transactional data to enable identification of opportunities for growth across the multi-faceted business strategy- Lead and mentor for the I&A team on advanced analytics and for answering bigger strategic questions with data analysis - Researched with data and developed subscribers engagement KPI using product and touchpoints preferences to help study engagement drivers and inform engagement and retention targeting strategy (survival curves)- Data Strategy for customer data views and ETL implementation - Researched and developed customers content preferences segmentation tool with the use of editorial content data to inform product cohorts for personalisation and growth (PCA, k-means clustering and look-alikes modeling)- Responsible for the setup of Audience new KPIs, forecasts and scenarios for business targets- Performance analytics- Digital touchpoints data --~> Website, APP and CRM events raw data, SQL, Python

Managing Digital Audience raw data analytics and insights solutions tools design on Group Technology Customer Data Platform and agency data portfolio - Digital Consumer Journeys study with the use of 1st party web hitlog raw data- Big Data, AWS (Athena, Redshift)- R-Studio, Python, SQL

Audience Enablement and Targeting@PMI Lausanne Switzerland: Working on internal DMP for audiences and KPIs performance measurement set-up. Consulting the business on digital audience strategy for marketing activities and marketing campaigns performance and insightsEnd-to-end analytical project for Collinson Group London: loyalty data - delivered insights with the use of advanced analytics for Global Hotel Brands, to recommend most effective loyalty programs- CRM- R Studio, SQL, Excel

Responsible for Customer Analytics projects and advanced analytics proposition within the DS department- Strategic consumer insights- Developed and delivered the rewarded "Best use of data and innovation" project for one of our top key clients (UK FMCG brand). The segmentation and data insights work identified communication content areas and brand communication targeting opportunities and helped retain client business- Marketing Budget allocation modeling- R Studio/ SQL/ E-Views

- Manager of Customer data advanced analytics and strategic insights- Worked closely with Client Solution teams to design and deliver ad-hoc client work and actionable insights- Behavioural and attitudinal segmentation design with the use of 1st party clients' raw data (CRM, Survey data, Audience and Digital data)- Developed and designed brand soft metrics and analytics solutions/ tools for brand performance analysis and GAP analysis to inform strategic messaging and investment- Exposure to Marketing Mix Modeling

Internal mentor for modeling and advanced analytics techniques. Viewing panel behavioural data.Quantitative methods and Statistical modeling for acquisition, retention and upsell activitiesDeveloped ad-hoc customer segmentation: - Sport Rights segmentation. Commercial impact of different sports rights in the business to support strategic investment. - Help the business segment and target customers based on Movie interest. This work was also used to generate risky customer cohorts from viewing behavior and extract opportunities for growth (PCA, k-means clustering and CHAID profiling).

Delivered strategic growth analytics projects for the B2B Marketing Department- Support CRM and Product strategy recommendations with the use of 1st party data analysis- Acquisition, Upsell/Cross sell, Retention propensity models- Customer profiling, segmentation and targeting- Basket analysis and cohorts definition

Growth analytics and insight: leading and delivering analytics projects in an area such as quantitative research and CRM models for retention, acquisition and upsell recommendations

Researcher for the EU Board: Italy Board member.- Research Methodology developed for the European Union on consumer behaviour across 21 EU Markets (COBEREN Consumer Behaviour Research Network)- Personal research on a new market segmentation approach. Findings resulted from socio-economics datasets- Statistical analysis and modelling project (Multidimensional scaling, ANOVA test, Eta Squared)- SPSS Statistics

- Ownership of Microsoft Large Account Resellers and Commercial Distributors rebate campaigns- Implementing and suggesting new channel rebates programs- Accurately calculating and paying rebates across EMEA regions- Prepare and drive key performance metrics and reports for the group