UTSAB CHAKRABORTY

Customer / Marketing Analytics - New Customer Acquisition: New signal to assess digital maturity of new users (Next200 Mn users) on platform. Basis digital maturity assess propensity of new customers who would convert through incentives. Offer coupons / targetted incentives / free shipping basis the propensity model and improve CAC. New Customer Retention: Driver analysis to influence what drives new customer retention in the first 90 days. Provided insights that helped business optimize the discovery results (Search/Merch/Homepage) and influence the product page design. Customer State Machine: Identify Customer states as a function of multiple behavioural and demographic attributes. Identify nudges that increases likelihood of consumer moving a better state in long term. Measuring ROIs of loyalty benefits: Multiple channels of redeeming loyalty points (supercoins) are on platform. In absence of A/B, we used statistical models to generate synthetic controls to establish relative ROIs of different channels x consumer cohorts to optimize for overall spends and efforts. Channel Attribution Model / Scorecard( in progress) – Different Channels (Social media, Retargeting, Perf Channels )xConsumer Cohort x ROI scorecard. Productionize ML Models – Led initiatives to productionize all models within our ML/Data platform.

CPG / Retail Analytics - Program Management (P&G Baby Care + Reckitt Benkeiser). Market-Mix Models ( Led to 1.5x marketing investment in specific markets): Mentored the team in modelling Key Business Drivers (KBD) for Volume Sales and in identifying the Media ROI through Market-mix models– used Log-Log Hierarchical Linear Models. Optimum SKU-mix recommendation: Used store-clustering (based on mean sales , y-o-y growth), store profiling (primary and secondary categories) , SKU ranking in each profiles to recommend which SKUs to be sold in each cluster. Social Listening – Aspect Mining: Embedded AI by running a pilot on NLP-based aspect mining problem on social media data for Babycare Category – using word embeddings, POS tagging and SVM. Program Manager – Baby, Fem and Family Category: Solution pitching, insights, automation and mentoring –elevating account in analytics value chain.

Spend Analytics - Delivery, Customer Engagement, Governance & Compliance. Responsible for managing of 14 projects end-to-end - Kick-Off, Implementation and Operations.

Customer / Marketing Analytics on Retail data. Segmentation exercise, Churn Models (Logistic Regression) , Demand forecasting models on Office Depot PoS data. Credit Risk Analytics: Model Validation team assessing health of risk models for credit card/ co branded credit card.

HiTech / Industrial Analytics, Segmentation & Visualization using Tableau. Developing C++ code to write applications that run on device and collect usage statistics of printers.

Enhancing the VOIP telecom soft-switch for Nokia-Siemens using C/C++.