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Database Marketing / Customer Research

Customer Insight Analyst at Staples US from April 2006 to June 2008


Staples team had strong campaign management and predictive modeling skills but was struggling to deliver actionable customer insights. I was asked to help develop that capability 

  • Foundational customer analysis for core product categories (e.g., Ink, Paper) combining input from customer research, usability and customer analytics to help develop successful marketing strategies

  • Cross-Channel shopper analysis comparing spend and behavior of online, catalog and retail customers

  • Defined and implemented customer analysis templates / processes using Excel, BRIO and Oracle SQL to reduce development time and increase analytical depth of ‘quick hit’ customer analyses

  • Developed segment splitting algorithm to estimate sales and margin participation by business / consumer customer groups for non-identifiable retail sales

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