Analytics Consultant for Startups
Briefly...
Startups need all the actionable insights to unlock the hidden growth potential, which is difficult to get without a seasoned analytics professional. I help startups achieve this. Over the years, I’ve had the privilege of building fundamental analytical frameworks for organisations like cult.fit and Myntra. From insights to experiments to initiatives, I aim to drive business value by providing startups with clear, crisp data to act on.
What I Offer
Customer Lifecycle
Build the complete view on your customer's journey from
Lead to Trial to Acquisition to Product Usage to Retention to Churn
Marketing Analytics
- Identify appropriate target segments for penny-wise campaigns
- Measure Campaign Effectiveness
- Identify opportunities for Cross-sell, Up-sell
Product Analytics
Product Feature Effectiveness & ROI assessment
CRM Analytics
- Drive Engagement
- Measure & grow channel effectiveness
A/B testing
Design, Execute A/B Test to get statistically accurate results
Revenue Planning
Build Demand Side Planning framework modelled on customer behaviour which is:
- Replicable Framework
- Verifiable Assumptions from customer behaviour
- Usable foundation for other business initiatives
Investor Data Packets
Build custom views and metrics requested by the investor & align them with internal metrics
Testimonials
About Me.
I have 9+ years of experience in Analytics. I consult startups for setting up their analytics on a stronger footing. I specialise in 3 things:
1. Analytics 0 to 1: Building core analytical frameworks from scratch
2. Being ‘the one’ person for senior leaders for an unbiased view (as unbiased as it can get)
3. Storytelling in the business’s language
Head of Analytics
cult.fit
-Growth & Revenue – delivered analytics driven growth hacking initiatives ,co-ownership of Eat.fit revenue, Quarterly demand side Revenue Planning for Cult.fit, Eat.fit with 20% Tolerance Limits
-Product Analytics - halved Fitcash burn per day, estimated impact of Pausing Membership Feature, estimated Fitclub Loyalty Program Burn
-Marketing Analytics – designed marketing effectiveness framework for ATL/BTL/Digital Campaigns, designed & executed cross-sell experiments: cult to eat, eat to cult;
-Customer Behavior Analytics – built advanced customer behavior views for Mukesh Bansal, built custom views requested by current & potential investors
-Building Analytics Capabilities – Delivered 36% NPS improvement in org’s internal dashboard capability, overhauled Data Accessibility for business stakeholders
- Created a fortnightly customer behavior 360-degree forum working with Mukesh Bansal, covering all businesses under cure.fit – cult.fit, eat.fit, care.fit, cult gear, leading to key experiments and strategic initiatives.
- built custom views requested by potential investors during due diligence process, working with BizFin team.
-Leadership Impact - built a central analytics team in 1 Qtr, led a team of 6 experienced analysts & 2 data engineers
Career
2018-2021
2016-2018
Manager, Revenue Analytics
Myntra
- Built Myntra’s first customer repeat cohort-based view leading to annual demand side operating plan, still in use.
- Built Dormant Reactivation program (still ongoing) using cohort based repeat rates framework with a view on size and behavior of dormant customers, achieved an ROI of 6 on 1% margin burn
- Influenced Repeat purchase with Free Shipping events (now a regular feature);
- Increased ToM via Communication around delivery & return, achieved 3% increment in repeat rate at various levels
- identified and promoted referral as an acquisition driver using targeted customer segments
- used organic install funnel to make Organic Install Model for planning revenue;
- Identified cross category purchase behavior for Cross Sell Experiments
- Customer Behaviour In-depth – Myntra shopping groups during End of reason sale (feature), Personalisation Segments (targeting), Exchange Listing (Feature), Referrals (targeting)
- First most extensive use of A/B testing to formalize the impact of dormant reactivation campaign – A/B testing being formally adopted across various teams including growth hacking team
- built an analytics team within Growth Team with 2 experienced analysts
2014-2016
Assistant Manager, CCAR
American Express
Stress Testing Risk Models for institutional clients' portfolio, under the Comprehensive Capital Assessment and Review (CCAR) submitted to the Federal Reserve Bank.
-Created the First Gen models for Corporate Card Portfolio
-Designed comprehensive model building framework, reducing modeling runs from 5 to 2
-Spearheaded senior leaders’ buy-in process, successfully closing stress testing models one month ahead of schedule
-Led the effort on responding to audit and model validation groups’ findings, reducing new conceptual findings from 5 to 3
-Collaborated with senior leaders from International Business to document critical market trends
-Drafted technical document of the portfolio, submitted to Federal Reserve Bank for annual stress testing exam
2008-2009
Business Analyst
Genpact
Generating analytical insights on dealer-side marketing activities for Private Label Cards (PLCs) of GE Money, Americas
- Conducted dealer performance measurement ‘Dealer Lifetime Value Assessment’, received client's 'Recognition Award'
- Prevented loss due to drastic portfolio consolidation by business; recommended against closing all inactive accounts and distinguished between dead and reactivating accounts, Identification of reactivation trends for inactive customers and their estimated contribution to sales (Thought Leadership Project)
- Recommended dealer acquisition plan (post 2008 crisis) by merging company database with external database by creating a first-ever unique matching key, and identifying unacquired dealers from already existing chains (Thought Leadership Project)
- Identified reasons for ineffectiveness of Sporting dealers’ promotion program after initial success, recommended measures and tracked performance
- Proactively conducted knowledge sharing sessions on statistical tests, Knowledge Seeker analytical tool, and US Financial Crisis
2009-2014
PhD Scholar
Managment Development Institute, Gurgaon
Thesis 'Role of Willingness-to-pay in Sovereign Default: An Asymmetric Model'
An assessment of repayment incentives of a sovereign debtor which affect the
decision to repay (or default) and incorporating into a Markov Regime Switching model.
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Advisory Committee - Prof Biswal (MDI, Gurgaon), Prof Ghosh (MDI, Gurgaon), Prof Jonathon Eaton (Brown University, USA)
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