Himanshi Dhasmana

Managing the analytics for GSN CASINO Feature division

End-to-end analytics ownership of the Feature POD and GSN Casino website

• Developed complete Data structure for new Website launch and ensured accuracy by implementing stringent data validation processes and quality control measures
• Managed Data Design and implementation for new feature rollouts and closely collaborated with engineering team while providing technical support for troubleshooting analytics and reporting issues
• Created automated TABLEAU based reporting mechanisms for regular performance tracking and presented results/ area of improvements to leadership

Target base identification and Offer design for Retention programs

Identify the focus group and design a personalized targeting strategy to improve Retention%

D30 retention program :

• Identified correlation between user interactions with base game, online promotions, events and sale offers to likelihood of user staying for longer durations. Also, analyzed LTV impact of converting users from Lapsed to Regulars
• Collaborated with Product and Engineering team to configure and rollout offer using A/B test design

Program was successfully able to increase overall 1st month retention% from 45% to 49% . For high payers, 1st month retention% rose from 67% to 79%

Loyal users Reward program :

• Defined logic to identify Loyal users basis engagement and purchase cohorts and designed personalized offer calculation mechanism
• Worked with product leadership for successful go-live of program and set up mechanism for periodic impact analysis

The program helped improve loyal users' average spins by 15% and the daily user return rate increased from 75% to 81%

Top1000 payers reactivation campaigns :

• Identified one of major lever for drop in revenue as login drops in Top Payers across platforms
• Set up regular refresh TABLEAU reports to track performance of these Top Payers
• Worked with PLAYGAMI team to set up CRM reach out campaigns for reactivation of lost payers and with Player Services team to resolve issues faced by these payers on priority

PLAYGAMI reach out program helped improver Daily Return Rate for Top100 increased from 85% to 89%. Monthly ~20K incremental revenue came from Premier Lapsed users through PS outreach.

Festive season Sale and Cost optimizer tool for Wireless Devices

ML based tool for Smartphones to help sellers plan the selection-quantity-affordability mix for festive sale events to maximize profit% while achieving target gross-sales

• Collaborated with multi-functional teams (Machine Learning, Category and Marketing) to define input and output metrics for model
• Independently created training dataset (consisting of Sales, Promotions, Cost and Overall India Marketplace contribution) and defined logic to read each metric
• Developed parameterized automated data - pipeline (using AI Workbench tool) for optimizer model which can be easily replicated across product categories
• Worked with partner and customer teams on regular basis to educate them on usage of tool and drive adoption

The tool helped sellers reduce their mean absolute percentage error of Demand from 58.2% to 45.7% and of Cost estimate error from 60.5% to 9.8%

Remote locking capability for smartphones to deter network loss

0.4% of overall sales realized by Smartphones in Amazon is lost in the supply chain. By remotely locking lost smartphone device (for the 2nd top brand), intent was to make the device useless to the abuser and deter malicious behavior over time

• Managed implementation of program by collaborating with brand, tech and business teams to set up mechanisms for accurate identification and thorough de/enrollment of lost devices
• Conducted bi-weekly stand-ups to ensure error-free delivery by identifying possible loop holes in implementation
• Set-up and published weekly success metrics to stakeholders to drive visibility

Analytical requirements of Wireless Business

Collaborated with stakeholders to identify key business requirements and set up tracking mechanisms to help teams get a regular pulse of the business

• Automated monthly profit and loss statement for Wireless business to bring down manual reporting effort from one week to 3 hours for a person. This report helps get a regular view of sales and cost metrics across various driving factors such as selection, affordability and pricing
• Single-handedly catered to all analytics requirements such as regular reports automation, flash generation, ad-hoc data/analytics requirements and presenting key KPIs to stakeholders of Wireless Finance and Wireless Smartphone business.

Online marketing channel, 2nd Largest Australian Retailer

• Designed, implemented and assessed multiple online campaigns for customer targeting
• Developed Next Shop Prediction Linear Regression model to timely target customers through campaigns which increased response rate of marketing campaigns by 6%
• Built Trade Driver campaign model using Logistic regression to identify customers who will be in their shopping window during active-campaign period. This increased conversion rate by ~30.5% and targeted nearly double customers for each campaign

Organizational Health Assessment, leading conglomerate in UAE

• Created a one-stop solution iOS application for getting a holistic picture of pulse of organization
• Developed decision board framework and user story flow to help business realize major areas of concerns and developed iOS app to provide on go business insights.

Score: CPI: 8.18

Score: Higher Secondary School (12th): 90.2% Secondary School (10th): 92.2%