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