Lead analysis across CRM and lifecycle marketing, from hypothesis and experiment design through to in-flight monitoring and post-campaign evaluation.
Design and analyse robust experiments, including A/B and multivariate tests, holdout and control groups, to measure the incremental impact of CRM and lifecycle activity.
Apply statistical techniques including significance testing, confidence intervals and regression to distinguish genuine effects from noise and provide reliable recommendations.
Translate complex customer and campaign datasets into actionable insight that informs segmentation, targeting, contact strategy and customer journey optimisation.
Build effective Tableau dashboards and measurement frameworks, partnering with CRM, marketing, data engineering and data science teams to identify opportunities and embed a strong test-and-learn culture.
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