Freelancer profile translated to English.
Back to original languageAbout Serigne
With 10 years of experience at the intersection of Customer & Digital Marketing and Data, I have supported several clients in their Digital, Personalization, and Performance Measurement strategies by leveraging my Machine Learning skills. I handle my missions end-to-end, from defining use cases to proposing action plans.
French
Native or bilingual
English
Fluent
Can work on-site
Paris (up to 50km)
Experience
- Carrefour Banque & AssuranceLead Data ScientistNovember 2018 - Today (7 years and 7 months)Île-de-France, France- Implementation of a Data Lake on GCP, leading to a 360-degree customer view, process automation, and improved data reliability.- Development of product propensity scores for each customer, which increased the active portfolio.- Development of anti-churn scores to conduct customer retention campaigns.- Customer base segmentation for better loyalty, insurance pricing adjustments, and economies of scale in communications.- Analysis of attribution-contribution of media investments for better budget reallocation and reduced acquisition costs.- Analysis of customer satisfaction cross-referenced with customer segmentation to maintain a good satisfaction rate.- Implementation of automated reports for better activity monitoring and tracking.- Evangelization around Data topics.- Training provided on tools and environments: Google Cloud Platform - Python – BigQuery – Reports
- EquancyData Scientist ConsultantFebruary 2017 - October 2018 (1 year and 8 months)- Support for Data Lake implementation
- Writing functional specifications
- Scoping and implementation of Use Cases (Customer Knowledge, Segmentation, Reporting, User Journey, etc.)
- Advertising and CRM Campaign Analysis- Implementing indicators and models to measure the impact of media actions on conversion rates
- Adapting marketing actions to the right target audiences
- Explanatory factors for email unsubscribes
- Segmentation and Modeling- Analysis of customer purchasing behavior
- Customer behavioral segmentation
- Predictive models for future purchases
- Implementation of recurring reporting and Ad hoc studies- Dashboard design
- Implementation of Customer Flow Charts (Sankey Diagram)
- Trade area analysis
- Tools: Python - R - Dataiku - Tableau Software - Amadea - SQL- Languages: French – English- Clients: Peugeot, Volkswagen, Disneyland, PVCP, Piaget, Nissan, Accor Hotels, BNPP - iProspectData ScientistJuly 2014 - January 2017 (2 years and 6 months)Île-de-France, France- Attribution/contribution analysis of various digital channels (SEARCH, Display, Affiliation, etc.)
- Data formatting and scoping
- Development of adapted statistical models for econometric purposes: the advertiser, seeking better resource allocation, needs decision support tools based on all collected data.
- Measuring the impact and synergy of different channels in conversion paths
- Improving Acquisition Costs - Optimizing Conversion Rates
- Data Management Platform (DMP) – Big Data Approach- Prospect/customer segmentation: leveraging knowledge of visitor, prospect, and customer browsing behavior, implement segmentation to enable advertisers to conduct highly targeted communications.
- Delivering the right messages to the right internet users at the right time
- Improving conversion rates
- Optimizing digital advertising investments
- Measuring the impact of explanatory factors
- Descriptive methods - Clustering – Scoring – Predictive Models, Machine Learning
- Online Dashboard Design: Data Visualization- Real-time campaign monitoring
- Informed performance insights with the implementation of relevant indicators
- Reporting automation
- Tools: Python - R - Dataiku - Double Click – SQL – DATORAMA – Adobe Audience Manager - Google Analytics- Languages: French – English- Clients: Groupama, Cofidis, FDJ, Costa, Eurosport, Café Privilège, Accor Hotels, Armée de Terre, Picard, Carteland, BMW, ING...
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Education
- Master 2, Statistiques appliquéesUniversité Pierre et Marie Curie2013Master 2, Statistiques appliquées
- Mathématiques appliquéesMagistère Economiste-Statisticien2012Mathématiques appliquées