Data Scientist - Marketing

HDFC Bank; Mumbai; On-site; INR 800,000 - 1,500,000; Full time

Job summary

HDFC Bank Limited is seeking an analytics professional to perform data-mining and predictive modeling to design database-marketing strategies that enhance customer acquisition, retention and lifetime value. The role requires translating business problems into statistical analyses and collaborating with campaigns, product and marketing teams to deploy analytics-driven actions.

The candidate will build predictive models, segments and event triggers for cross-sell, activation, retention and churn

Qualifications

• 2–3 years of experience in predictive modeling, including machine learning algorithms.
• Expertise in SAS, SQL and Python programming.
• Experience handling unstructured data / big data tech is a plus.

Responsibilities

• Managing 2 to 3 business lines.
• Provide end-to-end analytical support to increase marketing efficiencies and customer value.
• Develop predictive models, behavioral segments and event triggers for cross-sell, activation, retention and attrition control.
• Build models and segments to meet performance benchmarks and ensure adoption across campaigns.

Skills

Analytical thinking

Banking domain knowledge

Project management

Tools

SAS

SQL

Python

Job description

Performing data-mining and statistical analysis, including predictive modeling, to develop database-marketing strategies that improve customer acquisition/ retention, enhance customer experience, and maximize customer lifetime contribution

Job Responsibilities(JR) : 6 – 8 Areas

Actionable (4-6)

• Managing 2 to 3 business lines
• Provide end to end analytical support for the given business lines with an objective of increasing marketing efficiencies / customer value
• Develop predictive models, behavioral segments and event triggers
• Build predictive models / behavioral segments / event triggers for x-sell / activation / retention / attrition control - models to meet minimum performance benchmark
• To be done for all product / business lines handled by the analyst
• Analyse portfolio for solving business problems / identifying new opportunities
• Work with business / campaign stakeholders to understand objective / problem statement, generate hypothesis to solve the objective / problem and run statistical analysis to validate the same
• Regular interaction with business / product / campaigns teams
• Work jointly with campaigns and business team to identify business problem, discuss analytical approach and explain the solution which has been developed
• Ensuring all new analytical solutions are utilized
• Work jointly with campaigns and business team to ensure that minimum 60% of analytical solutions developed in the FY are utilized for campaigns / on ground activities.
• Seek feedback from campaigns and business which can be plugged back to the analytical solution
• Monitoring performance of predictive scorecards / solutions
• Monthly monitoring of performance of predictive scorecards / solutions and ensuring the performance is as per the internal benchmarks through regular enhancements of the solutions

Educational Qualifications(examples listed below)

Key Skills (examples listed below)

• Strong logical, analytical & mathematical skills
• Banking Product & Process Knowledge
• Project Management Skills

Experience Required(examples listed below)

• Minimum experience in years : 2 to 3yrs
• Prior experience in Predictive modeling includingMachine Learning algorithms
• Expertise in SAS, SQL and Python programming
• Experience in handling unstructured data / big data technology will be an advantage

Major Stakeholders (intra team and cross functional stakeholders, who would need to be interacted with for discharging duties)(examples listed below)

• Campaign management team
• Campaign operations Team
• Scoring team
• Marketing communications team
• Liability product, digital banking team, asset product, card product, TPP and NR product, HNW product