Sam Baek

Experience

• 

  Grey Group

  Jun 2002 - Sept 2003

  Statistical Analyst Consultant

  • Developed revenue forecast models and credit risk score models for the credit card division of a global banking company; applied multivariate regression and logistic regression methods to millions of customer data

• 

  PricewaterhouseCoopers

  Oct 2003 - Jul 2009

  Manager Consultant

  •Developed the project-based profitability management framework and executive dashboard system implementation; contributed to enhancing PwC’s product portfolio management capabilities•Led the target selection of customers by forecasting response rates and ran multivariate A/B testing at a database marketing project for a global retail company which generated 50% ROI•Designed customer segmentation by applying SAS E-Miner and developed customer loyalty program •Introduced the customer-centric performance management framework for a customer care center by designing KPIs that measure customer satisfaction level linked with financial valuation based on activity-based costing Show less

• 

  Iron Horse Interactive

  Jul 2010 - Sept 2010

  Marketing Analytics Intern

  •Designed a predictive click-path model of internet and mobile users by applying a statistical data-mining technique in SAS

• 

  DIRECTV

  Jul 2011 - Jul 2015

  •Marketing analytics to support Sports and PPV/VOD businesses of the video marketing group•Invented PPV/VOD customer segmentation and led system implementation of the monthly segmentation reporting on QlikView; led innovation on the PPV/VOD planning process by establishing a data-driven bottom-up approach supported by the segmentation framework •Digital analytics for digital self-care, digital customer segmentation, self-care campaign and marketing program support, digital business decision support•Led valuation of digital self-care by mapping financial life-time value into self-care transactions•Created self-care segmentation by combining digital visitation and transaction data across digital cross-platform as well as customer care call data•Discovered customer intent to cancel by data-mining online data

  • Senior Manager, Business Analytics

    Oct 2013 - Jul 2015

  • Manager, Digital and Business Analytics

    Jul 2011 - Oct 2013
• 

  AT&T

  Jul 2015 - Jan 2019

  Lead Manager, Advanced Analytics

  •Marketing analytics to support premium, NFL ST and new product marketing incl. 4K of the video marketing group•Used TV viewership data for marketing purpose identifying revenue enhancement opportunities; introduced linear and digital cross-platform viewership analysis•Measured the life-time value of connected homes by assessing incremental margin and voluntary churn reduction benefits from the connected vs. unconnected

• 

  T-Mobile

  Jan 2019 - now

  Performance Analysis

  • Sr. Manager, Business Analysis

    Jul 2021 - now

  • Sr. Business Analysis Manager

    Jan 2019 - Jul 2021