Customer Data

Duane Schulte

Skill Overview:

. Data mining research on corporate databases to discover effects,

relationships, etc that can be exploited to increase profitability.

. Statistical modeling for audience selection to optimize campaign

profitability. Customer segmentation to provide more relevant and

effective messaging

. Utilize my SAS and SQL coding skills to implement efficient and timely

processes.

. SAS examples:

o data extracting, using proc sql, with case logic, linking

tables, parameters for date ranges, etc.

o data step logic, with arrays, first. and last. logic, input and

put functions for look-up info, etc.

o segmentation, sampling, using macros and parameters.

o incremental response modeling, using proc logistic.

revenue/margin modeling, using proc reg and GLM, ODS tables.

o data step logic to build scoring code to be %included in

subsequent data steps

campaign-specific modeling.

o life-time value modeling, cross-purchase modeling, etc.

o variable reduction using proc factor.

. SQL examples: creating summary tables, ad hoc, data digging,

summarizing and filtering, productionizing weekly analytical datasets.

Experience

Statistical Modeler

Ascena Retail Group, Bensalem, PA

2007 - 2014 (7 years) .

Built incremental campaign contribution, product-affinity statistical

models;

Database marketing research; CRM optimization research; customer

segmentation.

Life-time Value modeling: assimilating new entrants and reactivating lapsed

customers.

Market Basket Analysis, Customer profiling of attributes and metrics,

Cross-channel facilitatition/competition, Media coverage and effectiveness,

store geography.

SAS EG and PC SAS, proc SQL, stats, macros, %LET parms, ODS; Teradata SQL.

Excel.

Card Marketing Product Consultant

Bank of America, Wilmington, DE

2006 - 2007 (1 year) .

Database analysis, data mining supporting product development for major

credit card company:

New CC product respondents churning from established CC accounts, Other

products.

Enterprise EG SAS, proc SQL, data step coding. SQL.

Sr Analytics Consultant

Intercontinental Hotels Group, Atlanta, GA

2006 (1year) .

Customer segmentation: cluster analysis - based approach in E-mail.

Campaign response modeling: across all channels (E-mail, Direct Mail,

Statements).

Share of Wallet modeling: CRM offer versioning.

Consulting on design of experiments, statistical techniques, analytic

database tools.

EG SAS coding and stats; Oracle SQL coding, QC on new database tables, etc.

Sr CRM Analyst

Charming Shoppes, Inc, Bensalem, PA

2002 - 2006 (4 years) .

Data mining: seasonal regional merchandise purchase differentiation; age

and ethnic merchandise purchase patterns, led to promotional version

testing.

Customer segmentation: cluster analysis - based approach replaced RFM

segmentation.

Campaign response modeling: incremental margin improvements relative to

standard RFM approach, across all chains, house list and prospect lists.

Life-time Value modeling: determining break-even cost of acquiring new

entrants and reactivating lapsed customers.

Market Basket Analysis, Marketing Optimization. Customer attributes and

metrics, Direct Mail, Media coverage and effectiveness, store geography,

census block group data.

EG SAS, Teradata SQL, Excel.

Director of Data Mining

The Franklin Mint, Media PA

1985 - 2001 (15 years) .

Developed and implemented product-specific response modeling process for

house list mailing audience selection; grew to a small team of modelers

producing hundreds of models per year.

Developed and tested Outbound Telemarketing scoring and optimization.

Credit and collections research, led to more aggressive credit rules for

new entrants, refining credit rules for established customers.

Developed and implemented product-purchaser profiles from catalog response,

led to broader testing of audiences beyond close affinities.

Research on product cross-channel cannibalization, led to redefining

continuity marketing efforts.

Bad Debt Analysis. Customer Segmentation. Data appending, overlays, NCOA

processing. Life-time Value modeling.

PC SAS, DB2 SQL.

Manager of Research

National Demographics and Lifestyles / The Lifestyle Selector, Denver, CO

1982 - 1985 (3 years) .

Developed analytical products to support NDL / TLS businesses. Profile

analysis of purchasers of manufacturers' products. Penetration and response

modeling for renting TLS list to Direct Mail clients. Supervised a small

team of researchers/programmers. PC SAS, SQL.

Statistician

American Nurses' Association

1978 - 1982 (4 years ) . Kansas City, Missouri

Took over and completed the 1977 Census of RN's, a large NCHS-funded data

collection project. Analysis of PhD RN's. Statistical and database research

support. Directed a small team of programmers and researchers. SAS. TSO.

Supervisor of Academic Computer Center

University of Missouri at Kansas City

1977 - 1978 (1 year) . Kansas City, Missouri

Supervised a small group of Tech Support staff at an academic computer

center. Consulting students and faculty on statistical and simulation

software. PL/1 programming.

SAS, SPSS, OSIRIS, BMDP; FORTRAN, COBOL, PL/1. TSO.

Education

Kent State University

Master's Degree, Experimental Psychology, concentration in Statistics and

Cognition. Coursework complete for Doctoral Exam.

University of Kansas

Bachelor's Degree, Experimental Psychology

Interests

Hiking, Biking, Jogging

Skills

. SAS Programmer Researcher (procs, SQL, data step coding, macros, ODS,

etc)

. SAS Statistical Procedures (Logistic, Reg, GLM, Factor, Fastclus, etc)

. Teradata SQL, DB2, SQL Server, Oracle

. MS Excel, Access

. R (S+) programming

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