Experience

Cognodata

• Spain
• IT Services and IT Consulting
• 100 - 200 Employee

• Team Leader

  • Mar 2018 - Present

  CRM and Marketing AutomationLeading a 5 people agile team as Scrum Master in the functional design, development and implantation of a new methodology of Campaigns, including a whole set of analytics driven tools. The client was the CRM department of a mayor bank in Spain with more than 15 million clients. The main goal was to maximize the number of communications, and communicated clients while minimizing the saturation:- Campaign petition and approval process- Oportunity detection: proposals for adding and removing campaigns- Improvement of target audiences: ampliation and modification of target audiences, finding customer niches.- Improvement of customer relationship: customer preference matrix.- A tool to select and manage target audiences for the campaigns, based in expressions- A tool to select the final campaigns to be sent to the clients, using a machine learning restriction-based algorithm- A tool to apply filters and include personalization variables before sending the campaigns- A whole Campaign Lab tool to measure the results of the campaigns, including business metrics and KPIS to determine de success of the campaigns, using representative control groups.The project included all the informative and commercial communications of the bank sent by mail, sms or push notification, and all the bank areas including insurance services, for the spanish division.The leaded team included 4 other consultants.

• Consultant

  • Sep 2014 - Mar 2018

  Pricing Optimization Leading a three people team in the design, development and implantation of a tool to simulate scenarios and optimize the prices of car parks. The client was the main airport management company in Spain, with more than 32 airports in Spain and UK, and a volume of more than 180 million euro in parking business.The project also included the design, measurement and report of pricing campaigns in order to achieve an increment in the revenues in long stay services (40%-50% of the total income). For three years the objectives set by the company were accomplished by the team, with a yearly impact of about 4-8 million euro.The project included:-Design and implantation of an Analytics Datamart with associated ETL process for the car park business.-Development of an OLAP cube to provide quickly access to the data.-Design, development, implantation and continual improvement of the simulation tool, which included temporal series simulation, internal migration and demand models and competition analysis.

• Analyst

  • Oct 2011 - Sep 2014

  Sectors:-Banking-Public Administration-Energy-Retail-I+DTasks:-Databases-Text mining, data reconciliation-Fraud detection-Designing analitical dashboards-Social media data extraction using APIs-Stock Exchange prediction-...