RAKESH KUMAR

Data Analyst/Engineer

IDFC FIRST Bank

Hyderabad

11.2021 - Current

Led Opportunity Lost Analysis for Personal Loans, identifying 50K+ customers who took loans externally due to lower offer amounts or delayed communication. Engaged with policy team and secured approval for higher offers. Prioritized outreach to these segments, leading to a 2%+ conversion rate improvement and 5K+ absolute conversions post-DOE implementation.
Conducted channel-wise churn analysis for PDM and Recovery (CC & Loans), identifying plateaued performance (~95% reach). Segmented 'Read & Not Paid' vs 'Not Read & Not Paid' customers to optimize ROI. Reduced low-performing comms from 2.5/day to alternate days—saving ₹45L/month and ₹5Cr+ annually.
Performed hook-level analysis on PDM campaigns across channels, identifying high-performing hooks such as 'Thank You', 'Greetings', and 'EMI Reminders'. Prioritized these over low-performing hooks, increasing CTR from 2.3% to 3.5%, boosting lead generation and improving bounce recovery from 30% to 28.2% during the DOE (Design of Experiment) month.
Led reach analysis in Credit Card portfolios to identify missed customer contact opportunities across channels. Discovered 10%+ of base reachable via IVR/Bot & social media (Instagram, Facebook). DOE on 1L base with 5% control group led to 2%+ uplift in TG conversions after 2 weeks.
Spearheaded Pre-Delinquency Management (PDM) strategy, targeting high-risk cohorts: LME, LMC, FEMI, LMB using push & pull channels (WhatsApp, Email, SMS, PN, App, Web), plus Instagram and Facebook. Streamlined digital-to-call center lead flow for improved recovery connect.
Built 5+ Tableau dashboards (day/week/month views) using stacked bar, line, and staggered charts to visualize CTR trends and channel-level campaign performance.
Automated Excel reports using IFS, SUMIFS, and other formulas, saving ~4–5 hours daily.
Integrated DAG pipelines for scheduled reporting, contributing to ₹4 Mn in annual time-cost savings.
Applied CTEs in SQL and used GenAI tools to simplify long queries, reducing execution time from hours to under 10 minutes.
Designed and deployed Pareto analysis to determine ideal communication frequency per channel, leading to improved conversions and reduced customer fatigue.
Managed analytics for 14+ banking products including PL, TW, HL, LAP, and Credit Cards.
Enabled disbursal funnel optimization using performance insights from HPE vs. Bank contributions.

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