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Strong Data and Digital Analytics Expert
Emmanuel Alli
,
Cwmbran, United Kingdom
Experience
Other titles
Skills
I'm offering
Client-facing Customer Analytics professional with more than nine years’ experience across Finance, Travel & Leisure, Retail, FMCG on both Client and Agency side. Technically proficient, with advanced Excel skills, SQL/SAS programming skills and R language. I also have the skill for managing projects from briefing to delivery.
Key Skills
• Building strong working relationships with internal and external clients to design analytical solutions.
• Creating and automating KPI reporting with visualization tools such as Tableau/PowerBI.
• Using advanced statistical techniques such as SQL/SAS, R Language and Excel to analyse data.
• Using testing techniques to understand performance variance on device-specific campaigns, segmentation and campaign-specific
• Managing projects to ensure timely delivery and keeping stakeholders updated with progress.
• Model building for customer targeting using logistic and linear regression, SVM and CHAID decision trees in R Language and Alteryx platform.
• Extract data with APIs
Training & Certification
• Weka Machine Learning (2020)
• Machine Learning with R - IBM Cognitive Class (2019)
• Data Science R Basic – Harvard X - Harvard University (2019)
• Data Science Visualization – Harvard X Harvard University (2019)
• Data Science Machine Learning – Harvard X Harvard University (2019)
• Data Scientist with R – Data Camp (2018)
• Customer Analytics Certification – Coursera University of Pennsylvania (2018)
• The Data Scientist’s Toolbox – Certification – Coursera Johns Hopkins University (2017)
• IBM SPSS Modelling - IBM (2014)
• IBM SPSS Direct Marketing - IBM (2014)
• Google Analytics Certification – Google Academy (2016)
Key Skills
• Building strong working relationships with internal and external clients to design analytical solutions.
• Creating and automating KPI reporting with visualization tools such as Tableau/PowerBI.
• Using advanced statistical techniques such as SQL/SAS, R Language and Excel to analyse data.
• Using testing techniques to understand performance variance on device-specific campaigns, segmentation and campaign-specific
• Managing projects to ensure timely delivery and keeping stakeholders updated with progress.
• Model building for customer targeting using logistic and linear regression, SVM and CHAID decision trees in R Language and Alteryx platform.
• Extract data with APIs
Training & Certification
• Weka Machine Learning (2020)
• Machine Learning with R - IBM Cognitive Class (2019)
• Data Science R Basic – Harvard X - Harvard University (2019)
• Data Science Visualization – Harvard X Harvard University (2019)
• Data Science Machine Learning – Harvard X Harvard University (2019)
• Data Scientist with R – Data Camp (2018)
• Customer Analytics Certification – Coursera University of Pennsylvania (2018)
• The Data Scientist’s Toolbox – Certification – Coursera Johns Hopkins University (2017)
• IBM SPSS Modelling - IBM (2014)
• IBM SPSS Direct Marketing - IBM (2014)
• Google Analytics Certification – Google Academy (2016)
Markets
United Kingdom
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Available
My experience
2019 - ?
job
Senior Data Analyst/Marketing Data Scientist
TUI Group Plc.
• Leading the regular stakeholder meetings, pulling out relevant insights and recommendations from campaign dashboard, ensure feedback is implemented.
• Building ad-hoc visualisation and report with tableau for stakeholders.
• Measuring the effectiveness of campaigns and how they were targeted, providing insights and recommendations on how to improve future engagement with customers profitably.
• Targeting existing customers for campaign selection using existing machine learning models
• Providing analytic support for stakeholders, compiling data, analysing for trends/patterns, and summarizing findings by identifying key learnings and implications.
• Gathering and documenting internal client requirements, question and challenge as appropriate to ensure exact requirements are understood and documented.
• Identifying potential new applications for predictive analytics across all business activities to drive efficiency and to deliver a personalised customer experience.
Achievements
• Re-coded the marketing campaign complex SQL scripts and seamlessly integrated using
• automation technique to campaign KPI dashboard in tableau. The up to date business performance metrics empowered the stakeholders to make timely tactical and strategic decisions.
• Identified additional potential profitable customer segment for engagement opportunity from direct mail post campaign analysis of customers that travelled on Tours and River cruises. The new customer segment increased revenue by 20% in a subsequent campaign.
• 35% reduction in marketing cost by improving the customer engagement quality through customer engagement analysis and segmenting customer level to top, middle and bottom categories.
• Building ad-hoc visualisation and report with tableau for stakeholders.
• Measuring the effectiveness of campaigns and how they were targeted, providing insights and recommendations on how to improve future engagement with customers profitably.
• Targeting existing customers for campaign selection using existing machine learning models
• Providing analytic support for stakeholders, compiling data, analysing for trends/patterns, and summarizing findings by identifying key learnings and implications.
• Gathering and documenting internal client requirements, question and challenge as appropriate to ensure exact requirements are understood and documented.
• Identifying potential new applications for predictive analytics across all business activities to drive efficiency and to deliver a personalised customer experience.
Achievements
• Re-coded the marketing campaign complex SQL scripts and seamlessly integrated using
• automation technique to campaign KPI dashboard in tableau. The up to date business performance metrics empowered the stakeholders to make timely tactical and strategic decisions.
• Identified additional potential profitable customer segment for engagement opportunity from direct mail post campaign analysis of customers that travelled on Tours and River cruises. The new customer segment increased revenue by 20% in a subsequent campaign.
• 35% reduction in marketing cost by improving the customer engagement quality through customer engagement analysis and segmenting customer level to top, middle and bottom categories.
Marketing, Sql, Machine learning, Customer experience, Automation, Tableau, Analytics, Predictive Analytics, Support, Analyst, KPI, Campaign, Patterns, UP
2016 - 2018
job
Database & Marketing Analyst
Legal and General Insurance Plc.
• Provided clear, concise and engaging insights using PowerBI to tell story behind numbers that helps drive the next profitable campaign and communication.
• Developed statistical models to gain insights and provide information around trends and patterns.
• Gathered and documented internal client requirements, question and challenge as appropriate to ensure exact requirements are understood and documented.
• Managed data hygiene processes regularly including suppression list screening, management of list purchase, monitoring list attrition.
• Leveraged data to identify areas of opportunity and execute projects to drive growth and engagement.
• Query and Manipulate data from various sources with SQL or R technologies to produce effective, accurate selection and segmentation for marketing campaign programme.
• Direct marketing campaign analysis of Lifetime Mortgage (LTM) and using control group to effectively measure uplift performance of direct marketing performance.
Achievements
• Reduced marketing cost by 20% with the development of predictive modelling (CHAID) & logistic regression to target and select potential customers for promotional direct mailing.
• Built predictive model with random forest to identify customers with high propensity of churning and not renewing their life insurance. Customers were engaged with incentives and opportunity to renew policy earlier before maturity date. This led to increased +20% customer retention rate and +39% higher premium commission for the business.
• Developed statistical models to gain insights and provide information around trends and patterns.
• Gathered and documented internal client requirements, question and challenge as appropriate to ensure exact requirements are understood and documented.
• Managed data hygiene processes regularly including suppression list screening, management of list purchase, monitoring list attrition.
• Leveraged data to identify areas of opportunity and execute projects to drive growth and engagement.
• Query and Manipulate data from various sources with SQL or R technologies to produce effective, accurate selection and segmentation for marketing campaign programme.
• Direct marketing campaign analysis of Lifetime Mortgage (LTM) and using control group to effectively measure uplift performance of direct marketing performance.
Achievements
• Reduced marketing cost by 20% with the development of predictive modelling (CHAID) & logistic regression to target and select potential customers for promotional direct mailing.
• Built predictive model with random forest to identify customers with high propensity of churning and not renewing their life insurance. Customers were engaged with incentives and opportunity to renew policy earlier before maturity date. This led to increased +20% customer retention rate and +39% higher premium commission for the business.
Analyst, LED, Processes, Patterns, Campaign, Retention, Development, Monitoring, Insurance, Marketing, Marketing Performance, Growth, Management, Direct marketing, Database, R, Sql
2015 - 2016
job
Bullion e-Commerce Analyst
The Royal Mint Ltd.
• Generated insight reports from analysis of customer and transaction data to support business decision making.
• Developed attribution models that helped the business to understand the impact of various touch points to conversion rates.
• Monitored and administered web analytics dashboards, reports and key reporting tools, and point out key areas of importance with commercially viable recommendations.
• Work closely with the Bullion e-commerce team to accurately test campaigns/offers and to provide analytical findings and recommendations
• Identified pain points in customer journey paths and made recommendations for improvements and fix.
• Benchmarked against competitors and other leading e-commerce sites to improve the design, usability and functionality of current and future websites.
Achievements
• Supported the acquisition and growth of customers by 44% in 6 months through customer and web insights that identified gaps and opportunities.
• Re - built a dynamic Excel dashboard that measure customers, sales, product, online channel performance and metrics which are also aligned to track KPI performance in line with business objectives.
• Customers were not satisfied with the payment method implemented by on the bullion web platform. After in-depth customer journey analysis using google analytics, CRM data and CSQ data, I identified the pain point areas for customers and the impact to the business. I recommended the implementation of a robust online gateway payment system to allow customer checkout seamlessly. This led to increased +44% customer retention rate and +45% increased revenue within 6 months after gateway payment project implementation on the web platform.
• Developed attribution models that helped the business to understand the impact of various touch points to conversion rates.
• Monitored and administered web analytics dashboards, reports and key reporting tools, and point out key areas of importance with commercially viable recommendations.
• Work closely with the Bullion e-commerce team to accurately test campaigns/offers and to provide analytical findings and recommendations
• Identified pain points in customer journey paths and made recommendations for improvements and fix.
• Benchmarked against competitors and other leading e-commerce sites to improve the design, usability and functionality of current and future websites.
Achievements
• Supported the acquisition and growth of customers by 44% in 6 months through customer and web insights that identified gaps and opportunities.
• Re - built a dynamic Excel dashboard that measure customers, sales, product, online channel performance and metrics which are also aligned to track KPI performance in line with business objectives.
• Customers were not satisfied with the payment method implemented by on the bullion web platform. After in-depth customer journey analysis using google analytics, CRM data and CSQ data, I identified the pain point areas for customers and the impact to the business. I recommended the implementation of a robust online gateway payment system to allow customer checkout seamlessly. This led to increased +44% customer retention rate and +45% increased revenue within 6 months after gateway payment project implementation on the web platform.
Growth, LED, Online, Google, Web, Retention, KPI, Analyst, Usability & UX, Support, Implementation, Design, Test, Sales, Analytics, E-commerce, Usability, Websites, CRM, Google analytics, Excel
2014 - 2015
temp
Marketing /Customer Insight Specialist
Intelligent Data UK Ltd.
UK
Marketing
2013 - 2014
job
Digital Marketing/SEO Specialist
Meals.co.uk.
Bristol, UK
Digital Marketing, Marketing, Seo
2012 - 2013
job
Web Marketing Manager
Green Supplement Ltd.
UK
Marketing, Web, Manager
2007 - 2012
job
Digital Marketing Specialist
e-Business Synergy Ltd.
UK
Digital Marketing, Marketing
My education
2019
-
2021
University of York
MSc, Computer Science
MSc, Computer Science
2005
-
2007
University of Gloucestershire
MBA, Marketing
MBA, Marketing
2000
-
2002
Olabisi Onabanjo University
BSc, Banking & Finance
BSc, Banking & Finance
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