Sumedha Guha

Enable Citi's Global B2B Sales teams to improve performance and productivity through Sales Analytics Solutions.

End-to-end campaign design for US Consumer Credit Cards to drive higher engagement and optimised audience selection.

Key Projects :

• Applied business-driven rules and segmentation on CRM call reports to infer salespersons driving 25% of product-specific sales calls by themselves, without the presence of any product specialist
• Customer Level Marketing using predictive scores and P&L forecasting to optimize profitability and marketing budget resulting in increased revenue by 30%
• Saved EBIT loss of $ 1 MM annually in up-sell campaigns by suppressing customers who self-initiate transition to less profitable products
• Identified key merchant partners for credit cards to recover sales in post-pandemic economy through extensive analyses on point-of-sales data

Led engagement teams for Fortune 20 retailer to

• Achieve improved marketing ROI through personalisation and offer optimisation
• Develop project scope, objectives, and pipeline for teams of 7 and 10
• Enhance process efficiency through automation

Key Projects:

• Custom Audience Selection – Created need-based audience groups using predictive modelling, behavioural segmentation and business heuristics to obtain target audience for product acquisition, retention and campaign personalisation
• Attachment analysis – Built interactive dashboard to identify frequently bought products, enabling cross-sell recommendation through email campaigns
• Report Consolidation and Automation – Consolidated fragmented reports into automated decision board that saved report-generation time by 4 FTE per week