Data Scientist - Marketing

Job Purpose

Performing data-mining and statistical analysis, including predictive modeling, to develop database-marketing strategies that improve customer acquisition/ retention, enhance customer experience, and maximize customer lifetime contribution

Job Responsibilities(JR) : 6 – 8 Areas

Actionable (4-6)

• Managing 2 to 3 business lines

• Provide end to end analytical support for the given business lines with an objective of increasing marketing efficiencies / customer value

• Develop predictive models, behavioral segments and event triggers

• Build predictive models / behavioral segments / event triggers for x-sell / activation / retention / attrition control - models to meet minimum performance benchmark
• To be done for all product / business lines handled by the analyst
• Analyse portfolio for solving business problems / identifying new opportunities
• Work with business / campaign stakeholders to understand objective / problem statement, generate hypothesis to solve the objective / problem and run statistical analysis to validate the same
• Regular interaction with business / product / campaigns teams

• Work jointly with campaigns and business team to identify business problem, discuss analytical approach and explain the solution which has been developed
• Ensuring all new analytical solutions are utilized

• Work jointly with campaigns and business team to ensure that minimum 60% of analytical solutions developed in the FY are utilized for campaigns / on ground activities.
• Seek feedback from campaigns and business which can be plugged back to the analytical solution
• Monitoring performance of predictive scorecards / solutions

• Monthly monitoring of performance of predictive scorecards / solutions and ensuring the performance is as per the internal benchmarks through regular enhancements of the solutions

Educational Qualifications(examples listed below)

Key Skills(examples listed below)

• Graduation / Post graduation in quantitative discipline: Engineering, Mathematics, Statistics, Economics, etc

• Strong logical, analytical & mathematical skills
• Banking Product & Process Knowledge
• Project Management Skills
• Good Communication skills

Experience Required(examples listed below)

• Minimum experience in years : 2 to 3yrs
• Prior experience in Predictive modeling includingMachine Learning algorithms
• Expertise in SAS, SQL and Python programming
• Experience in handling unstructured data / big data technology will be an advantage

Major Stakeholders(intra team and cross functional stakeholders, who would need to be interacted with for discharging duties)(examples listed below)

• Campaign management team
• Campaign operations Team
• Scoring team
• Campaign evaluation Team
• Marketing communications team
• Liability product, digital banking team, asset product, card product, TPP and NR product, HNW product
• Analytics vendors
• Fincon
• Risk Analytics and policy
• IT team including EDW management team