Head/Lead - Business Analytics/Decision Science - AdTech Product Team

Lead Business Analyst/Decision Science - AdTech Product Team - Product & Marketing Analytics.

- Work with Product Managers, Engineers, Marketers and Data Science teams & manage a team of analysts.

- Lead Analytics in Product, Marketing & Business Analytics

- Help create Marketing DB (KPI Tables on Daily, Weekly, Monthly basis) and product event attribution tables to marketing touch-points.

- Help create dynamic machine learning based attribution model to analyse digital channel performance metrics (MTA, Relevancy Analysis)

- Lead strategic partnerships and alliances with industry players like Payment Gateways, Banks, etc.

- Supporting the CEO in planning and overseeing new projects/initiatives across operations by gathering market intelligence

- Help prepare investment memos/pitch decks, build DCF models & financial plan

- Design and analyse business and financial MIS after coordinating with various business heads and C-level executives

- Help analyse impact of re-engagement campaigns on different product events by conducting experiments.

- Help create One Customer Journey based on multiple marketing touchpoints to analyse & optimize marketing campaigns.

- Help create product features & marketing strategies to address churn by performing analysis based on customer segmentation modelling (Cluster Analysis).

- Help increase adoption of App by analysing and creating targeted segment pools of customers.

- Designed an analytical product to analyse, monitor, predict & recommend steps to improve Customer Experience (CX-Score)

- Help create data instrumentation of Product App Banners, Preferred Payment Mode feature, Offers on home page screen and measure their impact on impressions, clicks, CTR and overall conversion to order. Increase conversion rate.

- Design multiple A/B experiments to gauge impact of feature changes to improve experience of customers & partners.

- Help the team in budget allocation for different campaigns for different ad-channels & measure incremental impact of Branding activity

- Develop customer segmentation model and lead scoring model in order to increase product adoption rate through different marketing campaigns.

- Design A/B framework to cross-sell and up-sell different products / services as a bundle to its customers.

- Start-Up Experience