Customer Sales

LEERA ROSALEEN

*** ******** ****** *****, ****, NC 27519

*******@*****.*** 919-***-****

OVERVIEW

Experienced data analytics professional with expertise in business intelligence, SAS data mining,

statistical analysis of data and predictive modeling for optimizing operations Cost, Sales Revenue and

Profit. Proficient in Data Warehouse and SQL with a solid background in IT and Business Computing.

EDUCATION

M.S. in Applied Analytics May, 2009

North Carolina State University, Raleigh, NC

Graduate Diploma in Information Technology and Business Computing 2001

University of Western Sydney, Sydney, Australia

SKILL SET

Business Analytics

• Profit and Loss: Forecasting and Optimization for Strategic business decisions

• Customer analytics: Segmentation, Relationship, Acquisition and Retention, Scorecard, Profiling

• Risk Analysis: Fraud Detection and Default Prediction, Risk Modeling

• Interpretation of Complex Model Results in simple terms to Upper Level Management to Provide

Business Insights. Performed Model Validation.

Analytic techniques

• Statistical analysis of data including Correlation and Hypothesis Tests

• Predictive Modeling including Multiple Linear Regression, Logistic Regression, ANOVA

• Data mining Applications - Market Basket Analysis, Decision tree, Factor Analysis, Clustering

• Market Science and Customer Analytics, Customer Segmentation

• Time Series Forecasting, Survival Analysis, Optimization Techniques and Risk Analysis

Analytics and Reporting tools: SAS SQL, SAS MACRO, SAS Enterprise Guide, SAS Enterprise

Miner, JMP, SAS/ACCESS to Oracle, SAS Grid Server, ArcGIS, Advanced add-in features of Excel,

Teradata SQL, SQL ASSIST, SQL Server, VBA, XML, UNIX., Microsoft Office Tools.

IT & Software Engineering: Data Warehouse Design, Relational and dimensional database, System

Analysis and Design, SDLC process, UML. Requirement Analysis, Use Case Scenarios.

Web Technologies: JavaScript, PHP, Drupal 7, CSS, HTML5.

CERTIFICATIONS

• Base Programmer for SAS®9

• Six Sigma Black Belt Trained for DMAIC Process Improvement

EXPERIENCE

VP, Market Information Manager

Bank of America, Charlotte HQ, NC 5/2011 – 6/2013

• Developed regression models for a Production Level Customer Value Framework

• Generated SAS Time Series Forecast models for contributing to strategic decision making process

• Applied clustering techniques for segmenting customers for creating customer profile

• Provided Leadership Training to team members on Statistical Techniques and Tools (SAS, Excel)

LEERA ROSALEEN

• Worked with cross functional teams, business partners and Stakeholders to achieve widely

accepted analytic results for multi-channel migration and transaction.

Some of the Analytics Projects Completed in the Bank

• Analyzed and reported on mobile banking customer data for trend and migration analysis

• Created customer model using demographic features. Based on the model, recommended

strategies for increasing sales of financial products.

• Built propensity model of customers for Over the Counter (OTC) transactions. Recommended

strategies for enhancing migration of customers to other channels to reduce cost.

• Developed predictive model for RDSO (Remote Deposit Service Online) scanner customers for

Marketing Campaign Analysis. Recommended strategies to select likely users and avoid non-users

to realize cost-effective usage

• Contributed to Customer Value Framework by building models of usage patterns of various types

of accounts (DDA, SAV, HELOC, etc.)

• Built Time Series Forecast Model for ATM transactions. Considered influence of external factors

like trends in GDP and Unemployment rate to increase forecast accuracy.

• Created Banking Center and branch usage model of customers by using distance from customer

and competitors’ coverage. Applied clustering technique to analyze customer behavior with respect

to geographic location of Banking Centers and branches. Recommended strategies for

consolidating Banking Centers and branches to reduce cost.

Senior Online Channel Analyst

BB&T Bank 6/2010 –7/2010

• Analyzed trend of online transfer accounts to evaluate service profitability

• Segmented customers to identify most promising products and most profitable customers

Online Data and Business Analyst

The Body Shop International (US Subsidiary of L'Oreal) 10/2009 – 4/2010

Performing statistical modeling of retail and e-commerce business data for enhancing revenue and

profit by increasing customer acquisition and retention.

• Utilizing SAS9.2 for data importing, cleaning and organizing for predictive modeling

• Building Regression models for finding events and products for new and repeat customers

• Generating marketing strategies for increasing conversion rate of online visitors by 50%

• Optimizing events, promotions and products for targeted customer segments for maximizing

revenue and profit while minimizing cost

• Developing base code for Market Basket Analysis

• Applying Six Sigma concepts for enhancing customer satisfaction and process improvement

Intern Analyst Netjets Inc. 12/2008 – 05/2009

Conceptualized an innovative solution architecture for solving a critical operational problem of the

company. Predicted 10% saving in operating expenses by proposed solution. Reported

recommendations to top management in layman’s language.

• Conducted requirement analysis and designed system level architecture

• Applied Cluster Analysis and Logistic Regression.

• Recommended establishing a data warehouse for efficient back-end processing.

VOLUNTEER WORK

• Salvation Army

LEERA ROSALEEN

REFERENCES Available upon request

RESIDENCY STATUS U.S. Citizen

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