Senior Manager
Zomato
Total years of experience :14 years, 4 Months
Job Responsibilities
o Management of workplan and projects - Monitor day to day activities of analysts and mentor them
o Maintain oversight against key indicators of business health
o Develop, align and execute campaign strategy to cure/sustain/improve business KPIs and contribute towards meeting annual growth targets.
o Work closely with key stakeholders - CEO of online ordering, Growth head, CRM head
Projects Undertaken
o Market Basket Analysis - Used market basket analysis to recommend items to be clubbed together in the same pack for a party offer.
o Karma Score - Created a rule-based segmentation for customers to segregate good and bad customers based upon their behavior.
o Sampling - Used sampling techniques in python to create a test and control group to facilitate creation of a baseline to measure CRM initiatives
o Measurement - Created the framework to measure the impact of CRM activities
Tools and techniques used: Python, SQL
➢ Job Responsibilities
o Management of workplan and projects - Monitor day to day activities of analysts and support and mentor them in BAU and other projects.
o Maintain oversight against key indicators of retailers’ health - sales, customer penetration, size of the basket
o Develop, align and execute campaign strategy to cure/sustain/improve retailer KPIs and contribute towards meeting retailer targets.
o Work closely with key stakeholders - retailer representatives, client management, data management, analysts
➢ Projects Undertaken
o Evaluation Engine Tool - Created a tool for evaluation of mailings in Pyspark reducing 200+ days of analyst time and £140K in terms of cost to the company.
o Personalization - Targeting relevant customers to send coupons for a campaign using market basket analysis and regression modelling. The personalization activities have generated a high redemption rate and an average SCR of more than 2 for most of the campaigns due to better targeting.
o Pricing Health check - Undertook the analysis of the existing customer base of the retailer to understand what it had been doing right and what could be done better to improve its value perception. The analysis was to help the retailer define its strategy going forward. We defined a new price structure for the core products of the retailer, increasing the sales and the customer base of the retailer by considerable amount.
o Creation of KVI lists for the retailer - Developed a methodology to identify products which drive price perception of the retailer. This also helped the retailer understand its customers better and set up prices accordingly for a better sales performance YOY.
Mentorship and project management
• Mentored new and existing team members. Guided them in scoping their projects from start to finish
to deliver quality insights to the retailer.
• Actively scoped and managed projects by working closely with stakeholders
o Development of talent in dunnhumby -
• Delivery of training in SAS, SQL and excel
• Participation in knowledge management forums and sharing best practices across the organization.
o Complete ownership of projects which focused on pricing & promotion activities of the retailer’s business
which included client management, project management and coming up with ideas to improve effectiveness.
➢ Projects Undertaken
o Margin optimization for Ad Flyer - Used margin data to better place the products in the flyer and identify
optimal discounts which increased customer penetration and sales uplift for the retailer
o Price and promotion balance matrix - Developed a matrix defining the strategic balance of price and
promotion focus for items in a category. This helped in suggesting the best price and promotions approach for
various products and categories.
o Control store testing - Helped the retailer analyze the outcome of store trials with respect to a set of control
stores. This process involved determining the optimum time period and number of stores for a trial, selection
of test and control stores using ANCOVA and impact evaluation after completion of the trial.
o Understanding Customer DNA
• Customer assortment suite - Helped the retailer understand the customer behaviour by looking at
who is buying the products and key performance indicators of various categories.
o Assortment analysis
• Category health checks - Analysed the KPIs to understand the category performance and
recommended changes to increase the sales and footfall for the retailer.
• Evaluation of range trials - Developed the methodology for evaluation of the range trials through
Holt Winter’s modelling technique.
o Exploratory data analysis
• Built customer segmentation based on brand sales and share of requirement
• Analysis of the effect of online promotions to understand what type of customers redeem such offers
and who else can be extended such an offer.
• Helped the retailer in measuring the associated basket spend in different customer cohorts after it
obtained the license for selling beer.
• Determined the key performance indicators for a store that was refurbished and there was a change
in the assortment in the store.
Worked with Genpact India in the Risk team for a major railcar leasing business on SAS based data modelling for
the Risk, asset management and finance domains of the business.
➢ Projects Undertaken
o Risk Domain
• Risk exposure Metrics (REM) Model - Developed a robust SAS based model which calculated risk metrics
for the business.
• LGD Model - Developed the model to calculate the loss given default as per the exposure to its customers.
• Rating Database Model - This model was developed to generate OR Ratings for the customers in order to
identify the risk associated with them. Complex name matches, and sound matches were done in SAS to
identify ratings from sources like Moody’s, Experian and S&P.
o Finance domain
• Rail Profitability model - This model calculated the total revenue, profit and loss for the business in Olap
cube studio helping business drill down to various details. This model was automated from a manual process
resulting in saving of around 100 manual hours every year.
o Asset Management Domain
• Scrap Aging Model - This model was developed to find the number of railcars scrapped by the business and
helped identify the various reasons for scrap. The model was automated from a manual process resulting in
saving of 70 manual hours every year.
• Maintenance Max Model - Model was developed to calculate the maintenance cost of railcars helping the
business identify which cars needed more maintenance and which were more cost efficient. A statistical
analysis was done on the maintenance to determine what was impacting the maintenance cost of railcars.
Project undertaken -
• Analysis of the impact of Non-Tariff Barriers on the Indian food imports and exports.
• Analysis of the impact of government policies on the Indian economy between years 2003-08.
Received Balvir and Ranjana Singh Scholarship
Topped the college in second year and secured third position overall
Scholar badge holder for four consecutive years in school