Madhulekha Tallapudi
VP - Lead Data Science Consultant (Digital)
Bengaluru
Summary
Dynamic Lead Data Science Consultant at Wells Fargo, leveraging Python and SAS to drive $1MM in savings through optimized customer acquisition strategies. Proven expertise in digital analytics, combined with a collaborative approach to mentoring teams, enhances business growth and retention in competitive banking environments.
Overview
15
15
years of professional experience
2
2
years of post-secondary education
Work History
Lead Data Science Consultant(Python, GA,SAS)
Wells Fargo
12.2022 - Current
- Acquire customers on owned channels to optimize costs: Strategize and size the opportunity to acquire customers on owned channels rather than paid channels, resulting in a $1MM savings in bounty fees.
- Credit Close Up analysis: Analyze customers visiting the Credit Close Up page, and identify their profiles for applying across owned and paid channels. Use this page as a traffic driver for card applications.
- Optimize acquisition on owned channel: Established an owned channel sales funnel across the upper, middle, and lower funnel for a complete overview of journey performance and suggested areas of improvement.
- Acquisition campaign analysis: Email campaign analysis to optimize drop dates, frequency, effectiveness, and offer performance. Identify opportunities to move customers from physical mail campaigns to online/email only campaigns
- Digital customer journey optimization: Delivered heatmapping analysis for owned and paid microsites, and recommendations for improved user experience on the digital acquisition journey.
- Using digital channel execution to improve the efficiency of offline campaigns.
- Streamline sales funnel tracking on the digital channel (secure and unsecure).
- Mentored junior team members in best practices for data science methodologies and tools, fostering a culture of collaboration and continuous learning.
AVP - Business Consulting (SAS, Python, Looker)
HSBC EDPI
09.2022 - 11.2022
- Setup insights framework for ~15 countries unlock insights for Business Banking
- Setup KPI repository and revenue quality control tool for to ensure data consistency
Manager-Business Consulting (SAS,AA,Python,Looker)
HSBC EDPI
04.2015 - 09.2022
- Digital transformation of originations journey for new customer sales(Deposits and Cards) Deep dive analysis of digital journey end to end from marketing channel performance, website and application journey, post onboard behavior to customer retention.
- Digital sales application funnel drop off: Set up field level drop off for 5 stage application funnel from clickstream data, resulted in application optimization and 13% increase in submit rates, implemented across products and regions
- Public website user experience and content optimization: deep dive analysis of 10+ journeys covering aspects of navigation, demographics, traffic drivers, quality of traffic, scroll depth, slot wise performance, CTA optimization, competitor analysis, comparison of campaign and organic pages using heat maps, click rates of CTAs, conversion rates and navigation, 15+ recommendations implemented for improved user experience.
- Text mining and topic modelling of LiveChat data Enhanced LiveChat experience using and comparison of performance of various chat button designs.
- Develop Sankey visualization tool from clickstream data to understand user navigation in a visually appealing way
- Digital engagement and channel migration opportunity sizing using customer profiling data for various customer cohorts (international, new to back, heavy branch users etc.)
- Experienced with handling very large volumes of data (using Celebrus) to drive meaningful insights including EOI, customer behavior on website, sales funnel etc.
- Adobe analytics to Looker migration Led and coordinated migration of ~50+ Digital analytics projects
- Reporting and visualization of BAU tracking using SAS, Adobe analytics, Report builder, Looker, data enabler for Finalta Digital benchmarking study
Quality Manager (Intern)
BMW Plant
03.2014 - 04.2014
- Steer quality of products produced, by identifying potential areas contributing towards defects in gaps and flushness area.
- Design and implement system for Technical Change Management
Support Engineer 2
Amazon Development Center
07.2012 - 07.2013
- Worked as primary on call technical support to 20+ services in transportation domain, handling 60+ high severity tickets under various services
- Served as primary POC for support relating to CIMS, support deployment of everyday Carrier configuration and high impact emergency configurations impacting holidays, carrier migrations, emergency situations like strikes, national holidays etc.
Assistant Systems Engineer - Telecom
Tata Consultancy Services
07.2011 - 07.2012
- Developed in house tool using JAVA for Rules migration from iRules to DRules which involved extensive effort on String manipulation, 95% rule migration automated
Education
MBA - Marketing And Operations
International Management Institute (77.6%)
New Delhi 07.2013 - 04.2015
Bachelor of Science - Computer Science And Engineering
GITAM College of Engineering (92.1%)
Visakhapatnam 08.2007 - 04.2011
Skills
Business growth and retention
SAS Programming
Python
Adobe analytics / Google analytics
Banking and Finance
Generative AI
Accomplishments
- Manager Spotlight award - for work on DIgital analytics for credit cards
- Extra Miler award - for work on Adobe to Looker migration and digital transformation, H2,2021
- HEADWAY - Women leadership program - Graduated from 6-month program focused on overcoming limiting beliefs, self branding and overall development and set perspective on the leadership route.
- Stellar Performance Award - for work on COVID impact analysis,HSBC
- Leading light award - for work on end-to-end new to bank customer onboarding, HSBC
- Ownership award - for work on CIMS, Amazon
- Star of learners' group - for performance during training at TCS
Timeline
Lead Data Science Consultant(Python, GA,SAS)
Wells Fargo
12.2022 - Current
AVP - Business Consulting (SAS, Python, Looker)
HSBC EDPI
09.2022 - 11.2022
Manager-Business Consulting (SAS,AA,Python,Looker)
HSBC EDPI
04.2015 - 09.2022
Quality Manager (Intern)
BMW Plant
03.2014 - 04.2014
MBA - Marketing And Operations
International Management Institute (77.6%)
07.2013 - 04.2015
Support Engineer 2
Amazon Development Center
07.2012 - 07.2013
Assistant Systems Engineer - Telecom
Tata Consultancy Services
07.2011 - 07.2012
Bachelor of Science - Computer Science And Engineering
GITAM College of Engineering (92.1%)
08.2007 - 04.2011