Carlos Tampan

Established business analytic advisory practice that specializes in working with small and medium sized businesses to identifying opportunities that address short and long term strategies, dependent upon data availability and target market, that address improving return on investment (ROI), customer segmentation, optimization and retention. Developed strong relationships with clients by understanding their unique business challenges and providing tailored solutions.

• Created retention mode, utilizing a touch point strategy, that identified key drivers such as price and coverage designed to decrease churn and enhanced customer engagement. A touch point roadmap was implemented. Under the new road map, client retention increased by 12% with a customer engagement increase of over 60%.
• Partnered with client to create a reporting dashboard that identified strategic KPIs and geographical data to highlight performance opportunities including inventory management, acquisition and seasonal optimization. Sales performance increased 35% compared to the prior year.
• Developed a Lifetime Value model, using K-Mean and Bayesian, to identify what customers are the most valuable and align marketing spend to increase retention and total spend. Results showed that by adjusting discounts, margins improved by 600 basis points for the top 20% of buyers.

• Managed multiple projects and teams that assisted in identifying business opportunities by leveraging data to improve decision making process for multiple industries including financial services
• Briefed and collaborated with multiple stake holders to develop comprehensive business plan to improve revenue, retentions, and data reliability
• Presented results and findings to senior management and stakeholders
• Oversaw strategy and execution of comprehensive review of data integrity, reporting structures and methodology to help validate quantitative and qualitative reporting
• Review not only identified some discrepancies in reporting capabilities but recommended several improvements
• Managed analytics team tasked with implementing and validating business intelligence reporting methodology and data integrity
• Identified reporting gaps and designed framework to address control inefficiencies
• Validated performance and predictive models used by clients to confirm documentation and transparency were set up correctly.

• Led implementation of new data analytics data system to enhance targeting ability and purchase trends by segment
• Improved sales and reduced cost by targeting customer segments with appropriate contact medium
• Developed and socialized strategic reports to help gauge the success of digital and traditional marketing campaigns that aligned with the three key goals of increasing membership, retaining members and increasing wallet share
• Partnered with data science, program managers and creative teams to development of longitudinal study (segmentation) to help identify segments that will help REI meet its profitability targets and increase sales
• Preliminary results identified an opportunity to adjust new member contact frequency
• Implemented statistical rigor to campaign testing results (A/B/MTV testing and forecasting) by developing regression models to help set benchmarks, meaningful analysis and identify incremental impacts.

• Managed multiple accounts to help organizations improve loyalty, sell-through, Lifetime Value, and data optimization
• Proposed multiple solutions to enhance customer experience by improving target marketing by using segmentation and propensity to purchase
• Managed a cross functional team of data architects, developers and analyst to launch a redesigned e-commerce site for Fleming's and Roy's restaurant
• Conducted multiple multivariate tests with statistical significant that resulted in an increased engagement and conversions by 47% and 83%, respectively
• Strategized and designed multiple social media campaigns to increase brand awareness and loyalty
• Improvements in customized content increased sales by 8%, year-over-year
• Designed multiple marketing plans for Kraft Canada that identified key data driven opportunities that leveraged behavioral profiles, targeting and segmentation, and interest-based recommendations.

• Responsible for analytics and digitization of new product that served as a new line of business for the institution
• Strategized with leadership to create key performance indicators, reporting standards and dashboard implementation to track health of product lines
• Developed marketing mix strategy using dashboards, daily reports and Key Performance Indicators (KPIs) to drive increase in brand recognition, add value and reduce cost
• Efforts increased sales by 200% and reduced cost per approve application from an average of $40 to $19, or $400,000 for two nationwide campaigns
• Led the development of Customer Relationship Management (CRM) process flow including designing technological support, customer engagement strategy, and customer segmentation
• CRM Strategy helped increase usage in products by 20% in retail banking and 35% in prepaid and credit card usage
• Designed, implemented and managed loyalty program for Lakers credit card and Magic Johnson prepaid card
• Strategy generated a 120% increase in transactions and 43% participation rate.

• Strategic partner to sales and marketing in reference to increasing share of wallet revenue and improving customer experience
• Collaborated with senior management to create scorecards and dashboards to improve return on investment (ROI)
• Presented findings and trends using segmentation and Lifetime Value analysis
• Developed Lifetime Value model using SAS to help drive marketing strategy
• Isolated and ranked customer segments by profitability, while creating marketing strategies to turn less profitable targets to higher profitable targets
• Generated competitive overlay reports to increase accuracy of targeted messaging and to increase growth opportunities
• Report identified over 1.2 million potential leads that were used by multiple sales channel including direct sales and outbound telemarketing
• Created a report detailing A/B and multivariate results, sample sizes, target areas, revenue, and return on investment, that enabled managers to make strategic decisions
• Produced multiple competitive reports that used to set marketing strategy to reduce customer churn rates and increase customer tenure and loyalty
• Report helped management favorably decreased average churn by 0.09% a month or $500,000 a year.

• Collaborated with Small Business Unit to develop and launch new business intelligence review process that allowed the business unit to identify key risks associated with small businesses
• Created new scorecards to help track and analyze pro-forma financial statements
• Partnered with IT, business leaders, and subject matter experts to develop analytics tools to evaluate and drive credit performance strategy in line with profitability and risk tolerance objectives
• Effort resulted in the development of daily performance dashboards that not only drove business strategy but also operational efficiency through the automation, streamlining and standardization of over 30 different process and procedures
• Delivered analytic support and liaised between finance and credit risk team in the development of analytic tools and reporting
• Generated analytical summary on credit, asset and fraud trends on a monthly basis
• Evaluated automated decision process and scorecard effectiveness resulting in 40% increase in auto decision rates.

• Partnered with inbound and outbound sales to create centralized reporting database that provided overview of sales performance
• Identified reporting needs and created numerous reports using structured and unstructured data
• Automated multiple reports that decreased production times by over 50%
• Analyzed sales, budget and reimbursement reports for accuracy and trends
• Using data, created summary report and written evaluation of findings for management
• Collaborated with multiple cross-functional teams to develop management dashboard to streamline reporting process
• Development included additional reporting capabilities for forecasting and real time sales figures.