As an experienced analytics expert and consultant I am passionate about data driven marketing and converting customer data into actionable insights. Translating business requirements into technical solutions, I am always looking for the question behind the question. With this curiosity and hands-on attitude I have taken part in and led successful analytics projects across multiple industries. I am currently looking for a position in the Paris region of France.
Nov 2012 – Sept 2014
SENIOR BUSINESS CONSULTANT AT DATABAY
Sep 2014 – present: Paris, France
Nov 2012 – Aug 2014: Amstelveen, The Netherlands
Advanced Customer Analytics:
Created in-depth customer analyses, targeting and segmentation for Air France-KLM using advanced data mining techniques and models, resulting in optimized marketing strategies.
Proposed business and marketing recommendations to Air France-KLM based on trend analyses, predictive modeling and identified opportunities, transforming data insights into action plans.
Led a big data project for FBTO (insurance industry) to create a 360 degree view of the customer by combining large volumes of unstructured data. Responsible for managing the analytics team and communicating cross-functionally with engineers, IT architects, business managers and different levels of management.
Developed advanced business intelligence reports for Air France-KLM and Centraal Beheer Achmea (insurance industry), providing key insights on KPI performance through automated visualization techniques while driving efficiency gains.
Coached client teams and multiple junior and senior Databay consultants in customer analytics, predictive modeling, project management and client engagement.
Developed predictive models to optimize media and advertisement expenditures for eBay Belgium, Menzis (health insurance industry) and Holland Casino. Predicting customer behavior and advertising allocation, optimized revenue streams and increased yields by 25% on average.
Provided thought leadership in a digital marketing project for Centraal Beheer Achmea to incorporate multiple sources of online data into the existing data warehouse.
Innovative Analytics Tools:
Proposed state-of-the-art Pega Marketing tooling as a Lead Decision Architect in a proof of concept to Sanofi France (healthcare industry). Performed data exploration and executed the implementation of customer segmentation, decision strategies and multichannel campaigns resulting in winning the proof of concept against competitors.
Led an internal innovation project to explore the usage of new statistical modeling techniques and analytics methodologies for optimizing Databay product concepts.
Managed the successful implementation of an innovative pricing tool to calculate different scenarios in pricing structures at Centraal Beheer Achmea.
July 2008 – Oct 2012
SENIOR DATABASE MARKETING ANALYST
SANOMA MEDIA, HOOFDDORP, NETHERLAND
Developed statistical models to decrease customer attrition leading to 18% lower churn rates.
Created customer segmentations based on both internal and external data sources by advanced pattern matching and fuzzy matching techniques.
Optimized 1-on-1 campaign targeting by using predictive modeling techniques and using advanced A/B and multivariate testing analytics, resulting in a ROI increase of 35%.
Solved business issues and supported marketing strategies by creating actionable and datadriven insights based on analyses of large and multisource data sets.
Feb 2005 – June 2008
DATABASE OPERATOR/MANAGER DATABASE OPERATIONS
Initiated new analyses, periodical reports and database procedures by developing complex SQL code, collaborating successfully with IT architects and product managers.
Supervised and coached Database Operators in technical and project management skills.
Optimized target group selections for e-mail campaigns to increase business efficiencies.
University of Amsterdam (1997-2004)
Master in Economics of Geography
Specialization: Economic-Geographic Information Systems (GIS)
Thesis subject: Spatial Modeling for Location Strategies of Large-scale Retail Companies
Spatial Business Analyst at Geodan (Geo-Information services)
Location Strategist at Van Neerbos Bouwmarkten (DIY industry)
Location Analyst at Bouwmaat (B2B building materials)
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