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Work Background
Grupo Financiero BanorteSegment Personalization Deputy Director
Jun. 2021México
AT&TPredictive analytics and segmentation Sr. Manager
Mar. 2017 - Mar. 2021México• Responsible to transform data into actionable insights trough ad-hoc analysis, monitoring unefon prepaid and resellers brand performance, report results and market tendencies for C's levels and bring deep dive analysis in order to facilitate strategic decision making (Povide suggestions for promotions content , new products development and or improvements on customer experience process)
• Costumer segmentation for on and off line marketing campaigns (Adquisition and retention programs)
• Responsible to lead the RPA project of campaign marketing automation for prepaid segment
• Responsible to create and execute predictive churn analysis model using SAS Miner and leading CLC Campaigns through SAS Marketing Campaign
• Responsible to lead Real time promotions project (New project)
Telefonos de México S.A.B. de C.V.Head of Analytics and segmentation business unit
May. 2007 - Nov. 2016Parque Via 190Marketing
• Responsible to lead analytics team that provide residential and SMEs costumer insights trough advanced modelling techniques and key information management. Developed and managed the business analytics and Marketing Automation Roadmap.
• Responsible for the integration and management of the specialized team that implemented the Marketing and commercial DataMart that makes possible the advanced analytics activities in order to generate cross-selling, up- selling and churn- reduce campaigns.
• Responsible for price analysis, ROI, Ideal offer(best next offer), Costumer Value, NPS and other KPIs related with costumer experience.
• Design and management the business analytics Knowledge program to develop internal talent • Development and management of costumer segmentation based on behavior and patterns of telecommunications service use. This segmentation still working today and the offer, channel and communication script selection is based on. • Implement Marketing Automation project trough IBM Campaign Manager & IBM Marketing Operations, it centralizes the direct multi-channel (on & off line) campaigns operations for 11 million of costumers. Through this project we gain 400 % savings on time, just in one semester the costumer cost acquisition was decreased an 800 % off and the campaign effectiveness raise a 20 %.
• Implement the text mining project for the analysis of costumer reviews poured through different channels and contact points. This information is still used in the design of process related with costumer experience improvement.
• Costumer intelligence architecture responsible.
• Benchmarking suppliers in order to bring a corporative Big Data solution
• Senior interface among IT, Marketing business units
TELÉFONOS DE MEXICOBusiness Intelligence Manager
Sep. 2001 - May. 2007Mexico,DF.Responsible of the business intelligence program for Telmex and Telmex international.
• Integrate and coordinate a multidisciplinary team and a large set of external suppliers. This team use to work as internal consultant and was responsible for several business intelligence and data mining projects trough SAP Business Objects and SPSS platform gaining independence of IT for the business unit • Lead the DataMart projects for Marketing strategy in Telmex Mexico, Chile & Argentina
• Responsible to create the first business intelligence projects office as a part of IT. During this time I´d benchmarked several suppliers and tech solutions in order to select the architecture that ensures program success.
• Tech responsible for customer segmentation, CRM and marketing campaigns projects.
• Responsible for support decision information system and KPIs related with Prodigy Internet, Fixed lines and public a rural telephony.
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