Ebenezer (Olaitan) F.
Analyst, Campaign Analytics & Execution – Retention & Churn
Experience
Jan 2024 - Present
2 yearsLagos, Nigeria
Analyst, Campaign Analytics & Execution – Retention & Churn
MTN Nigeria
- Provide advisory on how requirements can be implemented from a functional standpoint and stimulate process changes if efficiencies can be gained.
- Built and deployed predictive models (e.g., churn, propensity, contact-ability) to support targeted marketing campaigns, resulting in improved customer retention and engagement.
- Developed and maintained campaign models tailored to business requirements, ensuring alignment with strategic goals and optimal performance.
- Implement marketing strategies and initiatives to drive acquisition, usage, and revenue growth of MTNN’s voice customers.
- Lead churn and retention analysis to support customer loyalty initiatives and reduce attrition rates.
- Identify performance gaps across operational units and recommend strategic solutions to improve efficiency and customer retention.
- Conducted in-depth analysis of model performance against design principles, recommending and implementing enhancements to improve accuracy and effectiveness.
- Developed work implemented plans, and ensured it is in alignment with the business strategy of the segment.
- Evaluated model suitability for various campaigns, considering business objectives and data characteristics to ensure relevance and impact.
- Monitored model drift and environmental changes, proactively optimizing models to maintain performance and business value.
- Collaborated with cross-functional teams to translate business problems into analytical solutions, enhancing decision-making processes.
- Support in building the Voice Business through advertising, media and any other marketing means while managing relationship with key media agencies daily.
- Created dashboards for management to visualize revenue impact, customer loyalty, and churn metrics.
- Provided management with fact-based, actionable insights to support informed decision-making.
- Supported Customer Lifecycle Management (CLM) initiatives by identifying micro campaign opportunities.
Mar 2020 - Nov 2023
3 years 9 monthsLagos, Nigeria
Analyst: Merchant Channel Management (Sales & Distribution GTM)
MoMo PSB (MTN NG)
- Facilitated the evaluation of SLAs and KPIs for MoMo PSB Wallet customers’ and Merchants Acquirers’ teams, Strategic Financial Partners, and Acquisition Agencies which resulted in a 37% improvement in merchants onboarding processes and a 17% increase in Revenue Generating Merchants (RGM) across Nigeria.
- Lead cross-functional projects, leveraging advanced data modelling and analysis techniques, to uncover valuable insights guiding strategic decisions.
- Prepared and maintained proposals as needed to modify the SLA, policies, and procedures for MoMo PSB's Wallet Customers and Merchant Activation and Acquisition Agency. These changes successfully decreased customer churn rates by 10%.
- Executed a fintech strategy by Developing a marketing plan, training, and supporting the MoMo strategic financial partner and Agencies. Also, leverage on MTN NG Enterprise Business and Marketing unit sales promotional campaign which increased mind share for the MoMo PSB brand across every region in Nigeria.
- Worked in close collaboration with cross-functional teams to transform plans into actionable strategies. Conducted product performance forecasting by extracting valuable insights from analyzed data sourced from the MoMo PSB Financial database, leading to the successful attainment of quarterly and yearly targets.
- Diligently implemented territory-specific initiatives across all regions covered by MoMo PSB in Nigeria and skillfully nurtured profitable, enduring partnerships with key trade partners and agencies. These efforts made a substantial contribution to achieving the organization's objectives within the region.
- Effectively met BTL visibility goals across local markets, mega plazas, and SMEs in MoMo PSB's Nigerian coverage area. Achieved through monthly MoMo Mega Storm events, trade fairs, and engaging merchant acquirers and wallet canvassers. Enhanced visibility via eye-catching in-store displays merchant stickers, Agent POS, and promotional materials.
- Gathered and analyzed MoMo PSB regional marketing survey data, encompassing diverse product concepts, to strengthen market competitiveness. Formulated strategic recommendations for future product development, aligning marketing strategies with evolving market dynamics and consumer preferences across all six regions in Nigeria.
- Designed and implemented a reporting system that tracked KPIs.
- Developed a dynamic dashboard visualizing profitability, onboarding, and revenue trends, and generated channel assessment reports for my manager, offering important insights for data-driven decision-making and organizational strategy enhancement.
- Communicated MoMo PSB's extensive range of product services to customers, agents, and merchants across diverse regions. Tailored region-specific messaging to engage local clusters and aligned these strategies with business objectives, resulting in increased service.
- Successfully implemented a customer segmentation strategy, resulting in a 20% increase in customer retention, contributing to the company's revenue growth.
- Provide analytical commentary to support analysis, risk assessments, and forecasts, enabling informed strategic decisions.
- Actively participate in developing robust and detailed demand forecasts for all services and products with Mobile Financial Services, contributing to efficient resource allocation.
- Logged and managed all customer service requests, queries, and complaints, ensuring prompt escalation and resolution to maintain high customer satisfaction levels.
Summary
Results-oriented Business Intelligence Analyst with over 5 years of experience at Fintech and Telco, specializing in performance monitoring, marketing analytics, and strategic support for customer-centric initiatives. proven strong background in data-driven campaign modeling and performance optimization. Proven track record in developing and automating enterprise dashboards and reports that inform decision-making and drive business growth. Proven expertise in developing and maintaining predictive models including propensity, churn, and segmentation models that align with business objectives and deliver measurable value. Adept at analyzing model performance, identifying drifts, and implementing enhancements to ensure optimal outcomes. Passionate about leveraging data insights to drive strategic decision-making and improve customer engagement.
Languages
English
AdvancedEducation
Oct 2015 - Jun 2019
Federal University of Petroleum Resources
Bachelor of Science, Geophysics (Petrophysics) · Geophysics (Petrophysics) · Nigeria
Certifications & licenses
Google Data Analytics Professional Certificate
Microsoft Certified: Azure DevOps Engineer Expert
Microsoft Certified: Fabric Analytics Engineer Associate
Microsoft Certified: Power Platform Apps Maker
Microsoft Certified: PowerBI Data Analyst Associate
Tableau Desktop Specialist
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