KIRTHIGA SEKARAN

Experienced Data Analyst with 5.2 years of experience, including 3.2 years in the banking domain, supporting strategic decision-making for virtual relationship channels. Proven track record in data research and analytics, customer lifecycle analysis, campaign strategy, and portfolio insights. Seeking a Business Analyst role to leverage analytical skills to drive business transformation and customer value.

1. Customer Purchase Propensity Analysis - Analyzed customer purchase behavior patterns to calculate product propensity and confidence scores. Enabled targeted campaigns by predicting the likelihood of customer conversion using structured data insights from SQL queries.

2. Customer Profiling Index (CPI) - Developed a scoring model by analyzing customers' existing products, FD maturity details, and eligibility. Created a comprehensive customer index visible in RM dashboards to aid quick targeting and prioritization.

3. Liability Risk Index (LRI) - Built a model to flag potential fund outflows by identifying gaps in AMB, or FD balances Enabled early RM intervention through preemptive customer engagement strategies.

4. ReMo - RM One Pager - Designed a one-page dashboard to track RM performance against income and customer engagement targets. Enabled RMs to plan and monitor goal achievement effectively.

5. Customer Lifecycle Management (CLM) - Segmented customers based on age and lifecycle stage to predict needs. Generated automated triggers ensuring timely RM engagement within the 3-month portfolio management cycle.

6. Conversion Path Attribution (Campaign Pipeline Analysis) - Reverse-mapped product conversions to original call sources (lead-based, database, RM/customer-initiated). Measured campaign effectiveness and helped focus efforts on high-performing pipelines.

7. Credit Card Spend Behavior Analysis - Analyzed customer credit card transactions to identify top spending categories. Predicted future interests and supported personalized cross-sell strategies based on lifestyle indicators.