Summary
Overview
Work history
Education
Skills
Certification
Affiliations
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Timeline
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ANSON LANIYAN

ANSON LANIYAN

London,ENG

Summary

Experienced analyst with background in delivering end-to-end IT systems and business change projects. Friendly and motivating leader experienced in overseeing cross-functional teams to analyse impacts of technological change. Creates tailored solutions to core business challenges.

Overview

7
7
years of professional experience
1
1
Certification

Work history

Digital Product Analyst

Virgin Media
01.2022 - Current
  • Proactively used Big Query and deep understanding to detect product opportunities, problems, and experiment ideas
  • Performed ELT/ETL data from different sources for data reporting
  • Reporting and visualization: presented data to help product stakeholders, product teams to make right data-driven decisions, allowing them to self-serve and interpret data quickly, easily, and accurately
  • Built combined seamless buying process experience for more personalisation engagement to increase productivity and building KPIs to optimize improvement for operations
  • Used power BI and SQL extensively and commercially to automate and speed up reports
  • Designed, developed, and test QlikView scripts to import data from source systems and develop QlikView dashboards to meet customer requirements
  • Used data to inform business strategy and combine this understanding with data expertise to deliver new insights and incremental value (like growth)
  • Created visually appealing and informative reports, dashboards, and presentations that effectively communicate data-driven insights to stakeholders
  • Regularly present findings to internal directors, explaining implications and potential impact on business strategies
  • Assists business in understanding of use of data, which improves business decisions
  • Conducts in-depth data analysis to identify trends, patterns, and insights that provide valuable information to stakeholders
  • Developed data models to support decision making
  • Develop and implement analytical models and statistical techniques to uncover hidden patterns and predict future outcomes
  • Ability to work across cultures essential
  • Collaborating with product teams to easily make data-informed decisions via self-serve solutions such as visualisations, dashboards, and automated data models
  • Built 360-degree view through customer consolidation on MS Dynamics for better customer management
  • Managing demand generation team with Microsoft Dynamics 365 to collaboratively manage leads to sales in more efficient and effective manner saving time and money
  • Highly analytical with meticulous attention to detail
  • Contributed to learning and experimentation culture of Product and Platform Group by promoting hypothesis-driven product development and evaluation
  • Collaborated on cross-functional level to define, track, and monitor metrics for tactical and strategic needs
  • Performed quantitative & qualitative analysis that provides insights into user behaviour and support development of new features
  • Built and delivered one-to-one, responsive, and connected customer touchpoints using AI analytics
  • Explored and analysed customer behaviour and product performance data to detect growth opportunities
  • Performed statistical analyses - including A/B tests and pre/post analyses on feature usage to advise on feature adoption and evolution
  • Product development: Assist in executing monetisation strategy by supporting design, implementation and evaluation of new features and experiments.
  • Analysed business processes, systems and data to identify opportunities for enhancement and efficiency.
  • Assisted with continuous improvement initiatives, applying data findings to address underperforming areas.
  • Analysed complex data sets and studied impacts on business growth and operational efficiency.
  • Uncovered trends and patterns and reported to senior decision-makers.

Data Manager – Digital Analyst

Samsung
07.2021 - 10.2021
  • As a data ambassador, provided data insights by informing business decisions makers across our European CDM division
  • Experienced working with Google Analytics data (GA3/GA4) with proven ability to manage, understand, discuss, and work with analytics accounts, goals & properties
  • Strong commercial understanding; needs to understand how to drive business value through insights, modelling, and segmentation
  • Experienced in omni-channel or ecommerce; operated in a D2C, and B2C environment with a well evolved customer data ecosystem
  • Experienced using visualization tools, in particular Google Data Studio
  • Strong understanding of web analytics and tracking
  • Strong understanding of CRM and how CRM integrates with digital acquisition
  • Experience working with Google Tag Manager
  • Experience of survey design and analysis
  • Worked with marketing colleagues to develop and deliver data & insight activities centred on CRM targeting, personalisation, measurement, and optimisation across multiple digital channels
  • As a self-starter, I fully collaborated effectively to deliver the right synergy across board
  • Integrated data and analytics (including web metrics) with broader marketing strategy to develop connected data-inspired CRM
  • Interpreted data, analysed results using statistical techniques and provided ongoing reports
  • Developed and implemented databases, data collection systems, data analytics and other strategies that optimize statistical efficiency and quality
  • Acquired data from primary or secondary data sources and maintain databases/data systems
  • Used in-house CRM system to gathered data requirements for the enhancement and shared communications for various projects, including campaigns
  • Built 1-2-1 (personalisation) Campaigns with control grouping and measure performances for optimisation
  • Analysis of source systems and source system data and model that data in QlikView
  • Created various data template for easy digestion of requirements
  • Performed data brief for CRM team in campaign and post campaign
  • Identified, analysed, and interpreted trends or patterns in complex data sets
  • Trained in-house staff on Adobe analytics and Google Analytics
  • Work with management to prioritize business and information needs
  • Locate and define new process improvement opportunities.

Digital Analytics Lead

British Airways
04.2020 - 07.2021
  • Translated concepts into digital strategies whilst having strong stakeholder engagement
  • Created meaningful insights from digital data sources from multi channels and present of projects
  • Used advanced analytics and actionable insights to enhance customer journey and improve user experience
  • Mentored and guided various direct reports consisting of both junior and senior analysts ensuring smooth delivery of projects
  • Worked amongst different stakeholders to identify core business challenges and requirements to develop a digital solution
  • Provided actionable insights and offered advice to client around the digital strategy
  • Developed, maintained, and managed Tableau driven dashboards & analytics
  • Used SQL to relate with various data to derive valuable data that inform decision
  • Proactively form hypothesis for AB or Multivariate tests off the back of insights and recommendations
  • Develop and build different data modelling based on scenario
  • Compared, and measured data performance from Google Analytics and Adobe Analytics
  • Product development: Assist in executing our monetisation strategy by supporting the design, implementation and evaluation of new features and experiments
  • Operations: Help manage the asset creation and implementation for planned experiments, offers and monetisation events, working collaboratively with developers, designers and artists
  • Analysed workflows, campaigns and actively retrospect on responses
  • Providing insights in the form of recommendations and action items to ad-hoc analyses
  • Enhancing data collection and drive consistency and best-practice for front-end tracking approaches, team up with respective teams for implementation
  • Worked according to customer order fulfilment helping business meet growing digital commerce needs by adapting to order fulfillments efficiently
  • Built workflows and automated manual tasks
  • Helped build better customer working relationship to closing realistic deals
  • Applied (sales force) marketing strategy and integration for processes in the management of leads, campaigns and data briefing for optimization and retrospections
  • Helped support CRM issues of the customers
  • Supported digital product teams: worked closely with product managers and business stakeholders to understand problem areas and respond to ad hoc requests
  • Lead and guided team on Optimisation / AB testing guidelines i.e., where to run a test
  • What to run
  • How long for
  • And why
  • Collaborated with several different teams, driving data governance and standards
  • Built end to end workflow on Adobe with defined control grouping and analysed
  • Build the technicalities of user-friendly email through testing
  • Worked with multiple Digital Product squads simultaneously to prioritised workload based on business requirements
  • Built automated reports (web-metrics) on both GA/AA for faster insight and optimisation
  • Communicated complex reports in a non-technical (simple, with case study) way for better understanding.
  • Advised on data collection and statistical methods to verify reliability of findings.
  • Entered information into data storage and data retrieval systems for processing.
  • Interpreted statistical data and prepared findings for publication.
  • Designed questionnaires to support logical data acquisition and analysis.

Digital Analyst

Legal and General Investment Management
04.2019 - 04.2020
  • Provided reports, insight, and recommendations to stakeholders to improve commercial and service performance, based on web analytics data
  • Investigated specific issues and proposed solutions by using Excel and Tableau to analyse data from a wide range of sources including digital analytics data (Adobe Analytics, Session Cam, GA)
  • Advised internal customers on implementation of tagging strategy and in definition of KPIs
  • Carried out ad-hoc digital analysis to answer specific business questions
  • Acted as internal centre of expertise in analytics implementation and best practice
  • Worked with Customer experience and UX teams to build out AB and multivariate tests that align to brand guidelines and digital style guidelines
  • Proactively form hypothesis for AB or Multivariate tests off the back of insights and recommendations
  • Worked to automate recurring reports
  • Train and support users to encourage self-service of web analytics reporting
  • Supported wider teams with the end-to-end campaign setup & optimisation encouraging use of all core channels & testing plans
  • Work closely with the CRM operational and technical lead in aligning team goals and progressing projects to get the most out of the systems
  • Built digital dashboard for various business units that helps to forecast and make decision
  • Ensured that as far as possible reporting is automated, appropriate, consistent and accurate
  • Managed several dashboards which are specifically designed for and used by both senior stakeholders and product owners
  • Ensured that digital reporting focuses on real benefits to the business and contributing to the setting and measurement of KPIs
  • Carrying out ad hoc, deep dive insight reports and briefing other research projects to be carried out by external agencies
  • Used SQL to manipulate data on different platforms
  • Prepared insight presentations that are creative and engaging and presented them to stakeholders in the form of recommendations they can action.
  • Helped organisations improve customer satisfaction and achieve measurable results.
  • Collaborated with diverse teams to gather and document precise business requirements for alignment with organisational goals.
  • Prepared comprehensive analyses and reports for management to inform strategic decision-making.

Global PRM Database/Reporting Analyst

Unilever
04.2018 - 04.2019
  • Pragmatic analysis of web behaviour (Clickstreams) analytics using Adobe Campaign studio, Dataiku and Teradata
  • Built personalised and un-personalised workflow on Adobe campaign studio to target consumers/customers
  • Use SQL to communicate with databases to answer business questions on most valuable customers, customer lifetime value, churn, relationship, and other customer behaviours
  • Used Adobe workflow to investigate data gaps, enrichment, reconciliation, and reporting
  • Knowledge of Marketing Automation tools core functionality to highly skilled level and collaborating with stakeholders on key projects in getting the most out of the system
  • Ensured the customer is accurately represented, correctly targeted, and relevantly communicated with across all marketing communications and touch points
  • Made selection and campaign recommendations based on previous performance ensuring that the most relevant analysis is used to measure and evaluate value from the CRM program
  • Improve ROI of campaigns, through better selections, including using available targeting and segmentation tools (e.g., propensity, value segmentation) to best effect as well as creating new targeting techniques
  • Built reporting capability to understand further engagement content strategy with audiences
  • Provides insight that influences key decisions on Retention KPIs
  • Delivered detailed analytical analysis of customer journey and engagement with high quality output
  • Drew insight from analysis to build a case for market basket targeting
  • Leverage on previous campaign (using documentation – “as is” & “to be”) to draw insight on dynamic content engagement
  • Engaged both internal and external stakeholders to achieve set goals
  • Collect, measure, and analyse web data for optimization purposes.
  • Addressed data patterns and anomalies to evaluate risk management needs and reduce vulnerabilities.
  • Identified key customer buying trends to inform marketing strategies and demand forecasts.

Insight Analyst

Safetykleen U.K & Ireland Limited
05.2017 - 04.2018
  • Outline and get best visual representation of data on Tableau and Excel
  • Draw insights from data and present analyses of trends and key issues related to: Sales and Marketing, Market segmentation, Penetration, pricing, Customer machines and Profitability
  • Analyse weekly sales pipeline and present findings
  • Build various data models for whole business activity
  • Provide insights on customer pull logs, swap, and upgrade activities
  • Build and update campaign data for different product ranges
  • Identify business success by machine type
  • Used dynamics to interact and understand customer behaviour and buying process in terms of sales
  • Used MS Dynamics to manage 23 salespeople in marketing acquisition process
  • Managed sales and marketing data effectively by qualifying leads
  • Built Sales dashboard to drive insight
  • Produce visibility for Director of sales and whole U.K & Ireland branches
  • Interrogate customer database to identify business potential in target verticals
  • Produce performance data & league tables
  • Supported FP&A team, provided sales & service-related business reports
  • Market segmentation profiling
  • Creates, refine, and automate reporting tools, models, dashboards that provide analysis and insight into KPIs, this enabling business leadership to make timely, accurate, and fact-based decisions
  • Prepare written narratives and or presentations to support analysis and findings
  • Liaise with in-house sales team to understand data outputs and perform User Acceptance Training (UAT)
  • Other Ad hoc projects and analysis.
  • Delivered end-to-end IT systems and business change projects in line with project specifications.
  • Leveraged qualitative and quantitative analysis tools to assess data and report on findings.

Education

Master of Science - MARKETING

Northumbria University
LONDON, UK
01.2020

BA (Hons) International Business Management, 2.1 - BUSINESS MANAGEMENT

London Metropolitan University
LONDON, UK
01.2011

Skills

  • Strong analytical skills with exposure in Google Analytics, Big Query, PowerPivot, Power BI, SPSS, Microsoft Dynamic CRM and Tableau, Adobe Campaign, Data Studio, Teradata, Dataiku, SQL, Web Analytics, Qlik sense
  • Effective communicator with proven ability to get analytical insights across to teams and individual
  • Profit driven experience through excellent data interpretation in campaign targeting, predictive analysis, customer segmentation, and response analysis
  • Stakeholder engagement, excellent communication, and interpersonal skills
  • Academic and practical experience in arrays of new product development, digital marketing analysis, customer satisfaction and research methodologies
  • Experience in interrogating data from different data sources
  • Professional use of MS Office, MS PowerPoint, MS Word, MS Access, MS Visio, Advance MS Excel, MS Project, SharePoint, MS SQL and Sales-force CRM
  • Data Visualisation and Agile methodology

Certification

  • GAIQ
  • Advanced Google Analytics Concept (Completion ID: 52103096)

Affiliations

  • Chartered Institute of Marketing
  • Institute of Direct and Digital Marketing
  • Institute of Directors (Student Membership)
  • IASSC Certified Yellow Belt

Custom

  • Shopping
  • Traveling
  • Reading
  • Dancing
  • Table Tennis
  • Music

Timeline

Digital Product Analyst

Virgin Media
01.2022 - Current

Data Manager – Digital Analyst

Samsung
07.2021 - 10.2021

Digital Analytics Lead

British Airways
04.2020 - 07.2021

Digital Analyst

Legal and General Investment Management
04.2019 - 04.2020

Global PRM Database/Reporting Analyst

Unilever
04.2018 - 04.2019

Insight Analyst

Safetykleen U.K & Ireland Limited
05.2017 - 04.2018

Master of Science - MARKETING

Northumbria University

BA (Hons) International Business Management, 2.1 - BUSINESS MANAGEMENT

London Metropolitan University

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ANSON LANIYAN