David Rudkin

Experience

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  Dunn Research Applications

  May 1999 - Jul 2000

  Data Analyst

  I analysed market research data at this analytics consultancy (a specialist supplier to market research agencies and client insight teams).I helped to build a market segmentation, investigate packaging design preference drivers, and evaluate in-store product and price testing, by running machine learning techniques (e.g. cluster analysis, factor analysis, linear regression) and statistical tests on quantitative research and focus group data. I also produced regular customer satisfaction survey reports. Show less

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  EHS Brann

  Aug 2000 - Dec 2002

  Data Analyst

  I provided analytical support to planners, account teams, and clients of this direct-response agency.I built a churn propensity model, profiled target audiences, and produced campaign performance reports, using customer data. Working with an internal supplier, I helped to create a database of media and response data, by managing data feeds and resolving issues, considerably increasing reporting efficiency.

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  GGT

  Jan 2003 - Dec 2004

  Data Analyst

  I conducted data analysis projects for clients of this CRM agency.I built churn and purchase propensity models, profiled target audiences, and evaluated CRM effectiveness, using customer data.

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  TEQUILA / TBWA Advertising Agency

  Jan 2005 - Aug 2009

  I managed all aspects of data analysis for clients of this CRM and digital agency, and was jointly responsible for recruiting and mentoring junior and mid-level analysts.I co-authored a successful new business proposal for a multinational CRM data account, resulting in a new client for the agency.For other clients, I identified flaws in a CRM A/B testing design, advising on improvements and becoming a data selection sign-off, resulting in robust and reliable test results; I built a regression-based marketing mix model to evaluate direct-response media effectiveness, customer segmentations for CRM targeting and personalisation, and a market segmentation for a successful new business pitch; and I evaluated promotion and CRM effectiveness and creative tests using customer and web analytics data. Show less I conducted data analysis projects for clients of this CRM and digital agency.I built an RFV segmentation for CRM targeting, evaluated promotion effectiveness, and investigated business questions, using customer data. Working with an external consultant, I created an algorithm to apply a lifestyle segmentation to a marketing database for CRM targeting.I also presented training sessions for non-technical internal audiences on how to work with analysts, interpret their outputs and apply their findings. Show less

  • Senior Analyst

    Dec 2006 - Aug 2009

  • Data Analyst

    Jan 2005 - Nov 2006
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  TBWA London

  Sept 2009 - Oct 2024

  Senior Analyst

  I managed all aspects of data analysis for clients of this advertising agency, and was jointly responsible for recruiting and mentoring junior and mid-level analysts.I co-presented the successful new business pitch for a multinational CRM data account, resulting in a new client for the agency.I built an analytics offering from scratch on a large advertising account, initially by sourcing data from across the client and its marketing agencies, and proving the value of analytics with regular reports that were highly visual, useful, and simple to understand.I built an automated reporting system for that client, and a set of KPI dashboards for their marketing director, which informed discussions at senior-level all-agency client meetings. I built a forecasting model to calculate monthly KPI targets and a report to track them, which supported marketing budget discussions. I also investigated drop-out points during online customer journeys (providing evidence to support a price change, which led to a sales target being met), and the relationship between media spend and response metrics.For other clients, I oversaw the creation of a purchase propensity model by a mid-level analyst for use in CRM targeting, and evaluated CRM effectiveness and creative A/B tests, using customer data.Working on my own behalf to develop and practise my skills, I also created an online portfolio of data visualisations from open-source data, two of which were selected by Tableau Public as their "Viz of the Day". Show less