$$$
{{ $t($store.state.user.experience_value_in_dollars) }}
Senior
{{ $t($store.state.user.experience_search_name) }}
0
jobs
Senior Insight Analyst
Mo van Praag
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
* 12 years' experience in Insights & Analysis ◦ Managing an Insight team at http://********.*** (eBay Classifieds Group) ◦ Email segmentation for HMV lead to Direct Marketing Association Awards 2011 * Excellent skills in database mining in SQL, SAS, Python, R, Google BigQuery & Hadoop ◦ Over 10 years' experience of advanced coding across a breadth of languages * Highly proficient with Google Analytics, at http://********.*** and http://********.*** ◦ AB testing user journeys for Search vs Browse on http://********.***'s homepage, leading to 16% more ad replies on a new Cars landing page * Effective communicator of insights to a variety of stakeholders ◦ Insights on Retention presented to the Marketing director & CEO of a £1bn company, CMC Markets, delivering impact and change in Retention strategy ◦ Working with Product Managers, Data Engineers, UX, Marketing & Finance
Markets
United Kingdom
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2019 - ?
temp
Senior Analyst (Contract)
unknown.
I used R, SPSS and Tableau to analyse rental arrears to help reduce £11m of arrears with early interventions. I identified customer propensity for arrears and expected Arrears value using Regression and random forests in R. I forecasted arrears using ARIMA modelling, resulting in an 18% improvement in accuracy. I automated reporting in Power BI of the annual industry wide Statistical data review.
Power BI, R, Tableau, Spss, Analyst, BEE, Power
2019 - 2019
temp
Senior Analyst (Contract)
unknown.
I used SAS Enterprise guide to create an automated Email selections tool, reporting on results with an Excel VBA dashboard as well as ad hoc insights in to campaign performance. I developed a view of long term incremental results as well as campaign specific uplifts. I built weekly campaigns, responsible for 140m emails sent, generating £57m incremental revenue annually.
Excel, VBA, SAS, Analyst, Campaign, Guide, Enterprise
2018 - 2019
temp
Senior Analyst (Contract)
Wunderman.
I built a Customer Headroom model for Shell Global's CRM team, testing different methodologies and delivering the best solution to achieve variable fit and reduce information loss. I created a bespoke Negative Binomial Generalised Linear Model for 11 markets globally, validating the datasets for the current time period and a forecast time period. The model was then used to identify customers who were expected to fill their fuel tank, but had not done so with Shell, identifying a key customer touchpoint to prevent brand switching, stretch fuel spend and promote loyalty. The model achieved 70% accuracy of a customer's fill within a given week.
I used R to work on Samsung NPS results, processing 45 files to import data and create a summarised output of customer response by EMEA market. I used R Shiny to create interactive forecast tools and a World map tool that plotted heat maps of customer activity for Shell.
I used R to work on Samsung NPS results, processing 45 files to import data and create a summarised output of customer response by EMEA market. I used R Shiny to create interactive forecast tools and a World map tool that plotted heat maps of customer activity for Shell.
CRM, R, Analyst, Testing, Forecast, Processing
2018 - 2018
temp
Senior Insight Analyst
Sky IDS.
(Contract)
I worked with Europe's largest viewing panel data, customising scaling algorithms to represent the Sky customer base. I analysed the effectiveness of a Sky TV Weekly email, that went out to 5.3m customers. My analysis demonstrated a reduction in Churn and increased viewing of Pay content generated by customers who received the emails vs. those that were in the Fallow group.
I managed a Tableau dashboard, using viewing data to understand customer's TV viewing of different TV channels, linear, on demand and channel owners.
I used SAS & Google BigQuery to validate and fix errors in an existing cluster algorithm, producing a large-scale customer segmentation for testing email communications tailoring TV content emails to a customers' preferred genres.
I worked with Europe's largest viewing panel data, customising scaling algorithms to represent the Sky customer base. I analysed the effectiveness of a Sky TV Weekly email, that went out to 5.3m customers. My analysis demonstrated a reduction in Churn and increased viewing of Pay content generated by customers who received the emails vs. those that were in the Fallow group.
I managed a Tableau dashboard, using viewing data to understand customer's TV viewing of different TV channels, linear, on demand and channel owners.
I used SAS & Google BigQuery to validate and fix errors in an existing cluster algorithm, producing a large-scale customer segmentation for testing email communications tailoring TV content emails to a customers' preferred genres.
Tableau, SAS, Content, Algorithms, TV, Analyst, Testing, Google
2017 - 2017
temp
Senior Data Analyst
FarFetch.com.
(Contract)
I worked on Store of the Future, building a database using Microsoft Access and POS data. I created a customer matching algorithm to deduplicate customers with multiple accounts, then ranking customers by spend. I created insights from the dataset of 30k customers, linking their accounts data to transactions to create segments of customers that could be invited to experience first class customer service in a new high tech store.
I worked on Store of the Future, building a database using Microsoft Access and POS data. I created a customer matching algorithm to deduplicate customers with multiple accounts, then ranking customers by spend. I created insights from the dataset of 30k customers, linking their accounts data to transactions to create segments of customers that could be invited to experience first class customer service in a new high tech store.
Database, Customer service, Service, Analyst, Pos
2016 - 2017
temp
Insight Manager
Gumtree.com.
(Contract)
I managed the Insight team, completing a large backlog of work within 3 months. I developed the analytical skills within my team, focusing on presenting the data for management stakeholders. I presented to the Core team in weekly meetings to demonstrate the site's performance versus targets and areas of growth and decline. I produced automated dashboards using Google Analytics, Hadoop, Python, Teradata, Tableau, Excel and Google sheets for Product Managers, Marketing, UX team & Cross functional Squads.
I developed customer insights on Gumtree users, using our Teradata Data Warehouse to pull back customer level insights on recency and frequency of customers posting an ad and customers replying to ads. I developed a Single Customer View using Teradata, combining these actions with geodemographic data from Acxiom to understand what the customers were doing and who they are. My analysis identified 3.5 million customers who had never been targeted using the previous mailing logic, vastly growing the mailable customer base to be able to drive more visits to the site, with an estimated £200k/year uplift in revenue. I worked with Data Engineers to implement the new solution in Salesforce Marketing cloud.
I communicated insights to the Core team, which included Product Managers and members of the Leadership Team, engaging the team in customer journey insights. My insights on Customer Search vs Browse Success lead to the development of a Cars Landing page. Following an AB test the landing page was successfully released, generating +16% uplift in customer replies.
I used R and Python to create customer segments and logistic regression models, training myself to learn the code on similar methodologies e.g. Stepwise regression, parsimony and variable fit. I used Python to query Google analytics and create automated reporting across multiple channels.
I managed the Insight team, completing a large backlog of work within 3 months. I developed the analytical skills within my team, focusing on presenting the data for management stakeholders. I presented to the Core team in weekly meetings to demonstrate the site's performance versus targets and areas of growth and decline. I produced automated dashboards using Google Analytics, Hadoop, Python, Teradata, Tableau, Excel and Google sheets for Product Managers, Marketing, UX team & Cross functional Squads.
I developed customer insights on Gumtree users, using our Teradata Data Warehouse to pull back customer level insights on recency and frequency of customers posting an ad and customers replying to ads. I developed a Single Customer View using Teradata, combining these actions with geodemographic data from Acxiom to understand what the customers were doing and who they are. My analysis identified 3.5 million customers who had never been targeted using the previous mailing logic, vastly growing the mailable customer base to be able to drive more visits to the site, with an estimated £200k/year uplift in revenue. I worked with Data Engineers to implement the new solution in Salesforce Marketing cloud.
I communicated insights to the Core team, which included Product Managers and members of the Leadership Team, engaging the team in customer journey insights. My insights on Customer Search vs Browse Success lead to the development of a Cars Landing page. Following an AB test the landing page was successfully released, generating +16% uplift in customer replies.
I used R and Python to create customer segments and logistic regression models, training myself to learn the code on similar methodologies e.g. Stepwise regression, parsimony and variable fit. I used Python to query Google analytics and create automated reporting across multiple channels.
Management, Manager, Logic, Google, Search, Google sheets, Development, Teradata, Presenting, Salesforce marketing cloud, Growth, ADS, Analytics, Test, Marketing, Hadoop, Leadership, Tableau, Salesforce, Data Warehouse, Cloud, R, Training, UX, Google analytics, Excel, Python
2016 - 2016
temp
Senior Insight Analyst
Merkle.
(Contract)
I used SQL and VBA to create an automated report, identifying when Renault ports were overstocked, helping Renault to make decisions to distribute shipments to other ports with capacity. I worked with developers on Single Customer Views for Ask & Zizzi restaurants and East Midlands Trains, developing loyalty segments to understand customer behaviour and reward customer loyalty. I had input to the contact strategy, recommending frequency of eCRM on the customer journey, using data to inform decisions in client meetings.
I used SQL and VBA to create an automated report, identifying when Renault ports were overstocked, helping Renault to make decisions to distribute shipments to other ports with capacity. I worked with developers on Single Customer Views for Ask & Zizzi restaurants and East Midlands Trains, developing loyalty segments to understand customer behaviour and reward customer loyalty. I had input to the contact strategy, recommending frequency of eCRM on the customer journey, using data to inform decisions in client meetings.
Sql, VBA, Analyst
2016 - 2016
job
Unemployed
Unemployed.
due to illness. I have made a full recovery.
2015 - 2016
temp
Digital Analyst
TSB Bank.
(Contract)
I used Teradata to identify where customers were exiting sales funnels, to help improve sales by identifying technical issues with loans applications. I built a Digital Active User report using Excel VBA, automated by using pivot tables to pull data from external data sources. The report combined elements of 3 other reports and included features to calculate the run rate for the quarter and year end automatically.
I used Teradata to identify where customers were exiting sales funnels, to help improve sales by identifying technical issues with loans applications. I built a Digital Active User report using Excel VBA, automated by using pivot tables to pull data from external data sources. The report combined elements of 3 other reports and included features to calculate the run rate for the quarter and year end automatically.
Excel, VBA, Sales, Analyst, Teradata
2014 - 2015
temp
Senior Decision Analyst
Barclays.
(Contract)
I used Teradata and SAS Enterprise Guide to analyse customer and transactional data. I supported the team on a number of Information Business projects, to develop products out of Barclays' data. I worked on Spend Categorisation, Trade Finance, Local Insights and Smart Spend.
I gathered knowledge on payment systems from Subject Matter Experts, building logic to define the extraction of beneficiaries from a payment. I built a temporary process as a Proof of Concept, analysing 3.6 billion transactions in SAS over one year. I educated analysts on other projects to use my process to enable them to analyse large volumes of data. I helped 3rd party consultants to develop a solution for B2B payments to identify suppliers of Barclays' customers.
I used Teradata and SAS Enterprise Guide to analyse customer and transactional data. I supported the team on a number of Information Business projects, to develop products out of Barclays' data. I worked on Spend Categorisation, Trade Finance, Local Insights and Smart Spend.
I gathered knowledge on payment systems from Subject Matter Experts, building logic to define the extraction of beneficiaries from a payment. I built a temporary process as a Proof of Concept, analysing 3.6 billion transactions in SAS over one year. I educated analysts on other projects to use my process to enable them to analyse large volumes of data. I helped 3rd party consultants to develop a solution for B2B payments to identify suppliers of Barclays' customers.
B2B, Finance, SAS, Analyst, Teradata, Guide, Enterprise, Logic
2014 - 2014
temp
Senior Insight Analyst
Sky IQ.
(Contract)
I used SQL to perform Content insights for Sky, using their proprietary viewing panel data to understand TV viewing behaviour and combine that with Experian Consumerview to understand the demographics of the customer base.
I used SPSS to build a segmentation model around customer engagement with Sky TV, as a tool to assess the value of individual TV channels/content. The model helped Sky to make decisions about whether to invest in TV channel rights from UKTV and assess the value of each channel in the portfolio.
I used SQL to perform Content insights for Sky, using their proprietary viewing panel data to understand TV viewing behaviour and combine that with Experian Consumerview to understand the demographics of the customer base.
I used SPSS to build a segmentation model around customer engagement with Sky TV, as a tool to assess the value of individual TV channels/content. The model helped Sky to make decisions about whether to invest in TV channel rights from UKTV and assess the value of each channel in the portfolio.
Sql, Spss, Content, TV, Analyst
2013 - 2014
temp
Insight Manager
Virgin.com.
(Contract)
I built Virgin's digital reporting capability using Google Analytics, reporting on reach, traffic and engagement with content. I set up automated weekly reports for the Head of Content as well as presenting monthly reports back to the team. I helped develop an analyst's technical and presentation skills to take over the task.
I performed SAS based insights on Virgin Trains projects. I worked on the East coast mainline bid, helping Virgin to assess the value of the train line. I profiled Virgin Trains customers who lived within a 20 minute drive of an East coast station and quantified prospects, using Experian Consumerview data.
I built Virgin's digital reporting capability using Google Analytics, reporting on reach, traffic and engagement with content. I set up automated weekly reports for the Head of Content as well as presenting monthly reports back to the team. I helped develop an analyst's technical and presentation skills to take over the task.
I performed SAS based insights on Virgin Trains projects. I worked on the East coast mainline bid, helping Virgin to assess the value of the train line. I profiled Virgin Trains customers who lived within a 20 minute drive of an East coast station and quantified prospects, using Experian Consumerview data.
Google analytics, SAS, Analytics, Content, Analyst, Presenting, Google, UP, Manager
2013 - 2013
temp
Proximity London, Digital Analyst
unknown.
(Contract)
I used SAS Base to extract data for Proctor & Gamble's quarterly review, extracting coupon redemption data for customers based on their behavioural segmentation. I used Google Analytics and Adobe Omniture Site Catalyst to build monthly dashboards for P&G and Kraft, extracting data for 14 individual markets.
I built a report for Proctor & Gamble management, using Excel VBA to calculate profitability, costs and coupon redemption rates for coupons in multiple categories at Tesco and Sainsbury's. I lead the project to gather requirements from the client and to establish rules for data entry from the supermarkets, to ensure the report was robust.
I used SAS Base to extract data for Proctor & Gamble's quarterly review, extracting coupon redemption data for customers based on their behavioural segmentation. I used Google Analytics and Adobe Omniture Site Catalyst to build monthly dashboards for P&G and Kraft, extracting data for 14 individual markets.
I built a report for Proctor & Gamble management, using Excel VBA to calculate profitability, costs and coupon redemption rates for coupons in multiple categories at Tesco and Sainsbury's. I lead the project to gather requirements from the client and to establish rules for data entry from the supermarkets, to ensure the report was robust.
Excel, Google analytics, VBA, Management, SAS, Analytics, Analyst, Adobe, Google
2012 - 2013
temp
Senior Insight Analyst
Lloyds Banking Group.
(Contract)
I worked on the Campaign Management team of Project Verde, using Teradata to test regulatory mailing file selections, to ensure that the mailing file reconciled with existing data sources, making sure the right customers were selected and that the products held by the customers were correct and had the correct banking license.
I challenged briefs given to the team from the marketing department, seeking clarification on definitions. I created a customer/product lookup, which saved analysts over half a day of processing per mailing file. My ability to understand the issues and create solutions was well noticed within the team and resulted in my promotion to code a mailing and manage the automation of a weekly mailing file.
I worked on the Campaign Management team of Project Verde, using Teradata to test regulatory mailing file selections, to ensure that the mailing file reconciled with existing data sources, making sure the right customers were selected and that the products held by the customers were correct and had the correct banking license.
I challenged briefs given to the team from the marketing department, seeking clarification on definitions. I created a customer/product lookup, which saved analysts over half a day of processing per mailing file. My ability to understand the issues and create solutions was well noticed within the team and resulted in my promotion to code a mailing and manage the automation of a weekly mailing file.
Marketing, Automation, Management, Test, Banking, Analyst, Teradata, Regulatory, Campaign, Processing
2012 - 2012
job
Marketing Analyst
CMC Markets.
I developed insights using SAS Base and Oracle SQL for an online trading company, identifying that retention of premium customers was a key issue. I worked closely with the Marketing Director to develop KPIs to monitor performance and I presented my insights to the CEO, triggering the development of a new Global Retention Strategy.
I created a logistic regression model in SAS Base to indicate when a premium customer was likely to churn, educating my colleagues on how to interpret the algorithm and build it in to SQL code for development. The model notified Customer Relationship Managers so that they could offer customers incentives to continue to trade.
I created a logistic regression model in SAS Base to indicate when a premium customer was likely to churn, educating my colleagues on how to interpret the algorithm and build it in to SQL code for development. The model notified Customer Relationship Managers so that they could offer customers incentives to continue to trade.
Marketing, Sql, Oracle, SAS, It, Oracle sql, Analyst, Ceo, Development, Retention, Online
2010 - 2012
job
eCRM Analyst
unknown.
I lead a technical team to implement an automated Email customer segmentation solution, so customers were targeted with tailored messages based on affinity with products they bought. I created a Fallow group to measure the incremental uplift in online sales generated by the email programme. I demonstrated a 16% uplift in sales value, which contributed over £100k per month of incremental sales. We won 2 Direct Marketing Association Awards in 2011 for eCRM and Retail.
I produced retention insights for HMV, creating lapsed segment and designing test and learn methodologies to target these customers with offers. I tested monetary discounts versus points and differing numbers of points. The results were conclusive that there was a better response to points, but the number of points tested did not show a difference. I persuaded HMV to test again despite pressures to go to market, demonstrating that 5000 points showed significantly higher response than 7000, whilst reducing HMVs costs.
I produced retention insights for HMV, creating lapsed segment and designing test and learn methodologies to target these customers with offers. I tested monetary discounts versus points and differing numbers of points. The results were conclusive that there was a better response to points, but the number of points tested did not show a difference. I persuaded HMV to test again despite pressures to go to market, demonstrating that 5000 points showed significantly higher response than 7000, whilst reducing HMVs costs.
Marketing, Retail, Test, Direct marketing, Sales, Analyst, Retention, Online, Go
2009 - 2010
job
Marketing Analyst
Quant Marketing.
I used SQL to perform campaign analysis on LoveFilm's direct marketing, making strategic recommendations to senior clients to improve ROI and reduce costs. I built campaigns in Alterian, sourcing data from Lovefilm and 3rd parties.
I built insights on all the available variables to input in to a propensity model in SPSS. I tested the use of different variables in the model, acquiring the skills to develop my own models. There were 2 models, on propensity to respond and life time value. A product of the 2 models was a predicted value decile for each customer. I scored the model on a weekly basis in SQL, coordinating the input data sources with 3rd parties.
I built insights on all the available variables to input in to a propensity model in SPSS. I tested the use of different variables in the model, acquiring the skills to develop my own models. There were 2 models, on propensity to respond and life time value. A product of the 2 models was a predicted value decile for each customer. I scored the model on a weekly basis in SQL, coordinating the input data sources with 3rd parties.
Marketing, Sql, ROI, Spss, Direct marketing, Sourcing, Analyst, Campaign
2007 - 2009
job
Data Analyst
Mediacom.
I worked on the Proctor & Gamble global team, using databases to build reports for senior stakeholders. I used Excel to create aggregated reports for Western Europe GBU, presenting my report remotely to P&G clients. I worked with media agencies in local markets to request local data on media spend and 3rd party data from Nielsen on market share. I created insights in to the competitive environment for P&G, identifying that Head & Shoulders had been outspent in Greece and market share had fallen, initiating action to increase spend to remain competitive.
Excel, Analyst, Presenting
My education
University of the West of England
Bachelors, Business Administration
Bachelors, Business Administration
Sir Thomas Richs school
Secondary, Maths
Secondary, Maths
Mo's reviews
Mo has not received any reviews on Worksome.
Contact Mo van Praag
Worksome removes the expensive intermediaries and gives you direct contact with relevant talent.
Create a login and get the opportunity to write to Mo directly in Worksome.
are ready to help you
and get specific bids from skilled talent in Denmark