Download PDF

Avinash Tripathi

Advanced marketing Analytics/BI/Data Science Professional

Summary

As a leader of the data strategy and analytics team, establishes the organization’s strategy and vision and provides operational support for the delivery of information and analytics platforms and solutions to the business key stakeholders. 12+ years of experience with strong emphasis on design, analysis, development and implementation of predictive models in Financial/Insurance and Education Industry. Employ statistical tools/techniques to discover relationships and identify patterns utilizing various sources of data. Execute methodologies and algorithms for the extraction and presentation of data for standard reporting. Deep analytical experience with campaign measurement/acquisition/activation/retention and profitability.

CPG: 2+ years (Nestle Waters) Retailing:  3+ years (multiple restaurants chain); Education Management: 7+ years online/onsite education business (K-12, Post secondary higher education); Finance: 3+ years (Fifth Third Bank, BMW Finance Services, Citizens Bank, FBOP Corp); Auto: 2+ (Liberty Mutual)

Specialties

* Marketing Analytics - Forecasting, Segmentation, Product Mix, Channel Mix * Statistical Modeling -  Regression models, GLM, Cluster Analysis, CART, * Revenue Management - Pricing strategies, Yield Management * Process Improvement - Root Cause Analysis, Design of Experiments (DOE)

Work History

Feb 2014Present

Director of Analytics - Strategic Marketing Group

DeVry Education Group

*Build data driven solutions using models for prediction, forecasting, attribution, cluster analysis and other analysis techniques to help business in their decision making. Derive, develop, and communicate actionable data-driven insights to optimize media spend across channels and other marketing efforts.

*Lead reporting and analytics function, mentor, hire and develop team to standardize function and improve analytical capabilities to build Center of Excellence (COE).

*Collaborating with range of internal stakeholders (website, brand, inquiry optimization, operations and enrollment management) to build consensus for solution adaptation and deployment.

*Presenting findings and strategic recommendations to all levels of management. Helping the organization to frame business problems into analytics and modeling designs.

*Managing syndicated data, third party vendors, develop analytical plans and strategies to improve marketing efficacy using advanced marketing tools.

Jul 2013Feb 2014

Director of Analytics - Global Marketing Group

Sylvan Learning, Inc.

Sylvan Learning, Inc. is owned by Educate Services, Inc., a leading pre-K through 12 education services company that delivers supplemental education services to students and their families in North America.

Pulled out of Laureate Education (sister org to Sylvan) by the CMO to build a marketing analytic function and center of operational excellence (COE) from scratch.

*Media Mix Optimization * Process Improvement * CRM Support * Lead Nurturing * Channel Attribution *Vendor Relationship

Jun 2009Jul 2013

Sr. Manager Analytics - Business Intelligence Group

Laureate Education, Inc.

* Ensure system alignment with current databases and business intelligence tools to support cross channel marketing for Paid Search, DRTV, CPL, Direct Mail & Social. Measure & analyze campaigns performances using statistical tests to observe significance against control group and conversion velocity to gauze ROI.

* Lead Generation & Customer relationship management (Lead segmentation, geo spatial targeting, convert existing prospects into customers through a multitude of strategies and tactics such as upsell/cross sell etc.)

* Develop/ Manage Implementation of solutions such Real Time Predictive Models using Logistic Regression to identify leads which has higher propensity to convert as customers, Lead Data Verification to understand the overall contactability, to optimize new customer acquisition campaigns and to improve the quality ofconsumer sales leads.

* Work directly with external vendors to ensure consistent business operations, measure vendor performance and spend (Media buy) using cost benefit analysis.

* Forecasting (spend & revenue), Operational oversight, data governance, defining metrics for new reports that inform decision making for internal clients, and in developing methods or processes for implementation.

* Assessing potential of future marketing; business process initiatives and preparation of complex transactional data using SQL and SAS to measure sales re-inquiries.

* Supporting campaign strategy formulation, design and execution through developing experimental design and measurement plans for marketing programs.

Oct 2006Jun 2009

Sr. Analyst (Knowledge Strategies/Analytics)

Grey Global Group, Inc. (WPP Inc.)/UMarketing LLC

* Responsible of new strategies including Loyalty programs and customer acquisition management programs for one of our clients in restaurant chain business.

* Designing the survey research, choosing appropriate methodologies, sampling,writing questionnaire, interpretation of results - analysis and insight, and presentation back to clients.

* Serve as statistical and methodological resource for market research teams.* Communicate findings and results from analyses to non-technical audience to support market planning.

* Developed Response models based on credit bureau information, demographics,and institutional risk.

* Monitor performance of statistical models and evaluate marketing efforts through slice reports and summary reports.

* Developed demographic profile segments targeting new customers.* Worked with large and complicated databases and files, across various systems. .

* Responsible for project management, model development, implementation, and documentation for several large clients.

Aug 2004Sep 2006

Research Associate

IAMP Program (United States Department of Agriculture)

*Design, develop & implement predictive econometric models.

*Supported senior economists and other specialists in their research and development of databases and assisted in the development of inferences and conclusions, as appropriate.

*Conduct research, analyze, interpret, and prepare technical reports summarizing IAMP database using variety of advanced statistical software and methods.

*Worked with IAMP investigators to formalize analysis plans and reporting specifications; identifiability of predictive econometric models and presentation of statistical results to USDA for future improvement in the structure of the program.

Aug 2003Jul 2004

Sr. Executive

Innodata-Isogen, Inc

*Provided project leadership  in production of content solutions including production timetable, status reporting, project team coordination and quality assurance.

*Indexing and Abstracting” project involving creation of abstracts and index terms of articles published in various scientific and non-scientific journals. Specialized teams of subject experts from varied academic areas were in place to deliver the project.

*Implemented a variety of content-related services that allowed our clients to provide their services more efficiently. *Communicated directly with production teams on all tactical plan development that incorporate resource and production process selection. *Provided executive level administrative support to Sr. Project Manager with a demonstrated ability to improvise, improve procedure and meet demanding deadlines.

Aug 2000Jul 2003

Executive (Distributor Customer Relation)

Alticor Inc. (Amway Corp.)

*Directed daily operations for retail outlets, including sales, business development, customer service, and credit analysis. *Served a primary point of contact for all concerned in relation to inventory, product shipment, pricing and display issues to ensure expedited problem resolution and customer retention levels. *Maintain quality control/satisfaction records, constantly seeking new ways to improve customer service. *Performed branch employee evaluations, scheduled continued education and training, and assisted with career and sales development.

Education

20042006

MS

Southern Illinois University, Carbondale

Statistical Analysis Knowledge:

Generalized Linear Models, Regression Analysis, Multivariate Analysis, Cluster Analysis, Life Table Techniques, Logistic Regression, Repeated Measurement Analysis, Factor Analysis, Experimental Design, Time Series Analysis, Sampling, and Data modeling.

Econometrics:

SPSS, SAS BASE/SAS MACRO, SAS STAT, SAS GRAPH, TSP, MICROSTAT, Enterprise Guide v3.0

Business Applications:

WORDPERFECT, WORD, LOTUS, EXCEL, ORACLE SQL, MS SQL

Operating Systems:

CMS/VM, WINDOWS, UNIX, POWER POINT

Extensive experience in Base SAS, SAS/MACRO, SQL, SAS/STAT, SAS/GRAPH

SAS Enterprise Guide v3.0, v4.1 Experienced in developing and implementing competitive programs and services.Skilled in SAS Programming, merging SAS Data Sets, Macro Facility, Preparing Data, PROCs, Producing Reports, Validating Reports, SAS Formats, Storing and Managing Data in SAS Files.Experience in generating Reports employing various SAS procedures such as DATA _NULL_, Merge, Proc Format, Proc Summary, ProcMeans, ProcFreq, Proc Report, Proc Tabulate, etc. Exceptional organizational, analytical, and interpersonal skills

Portfolio

Portfolio

DeVry University Recognition Award - Driving Results 2016  -