Francesco Schena

My specialties include: - Business Intelligence (BI) - Marketing Science - Product Analytics & Customer Insights. Some of the projects I have worked on include: ✅ Marketing Mix Modelling I will develop advanced econometric models that will tell you how much and where to spend your advertising budget to maximise ROI. Forget the non-precise Google Analytics attributions: this cookie-less technology can even measure the impact of offline media! ✅ Lift studies In a cookie-less world geo-experiments are believed to be the new gold standard of digital advertising, but publishers are not yet mature enough to offer this capability in a user-friendly and scalable fashion. I will help you set up geo-based experiments, with treatment and control samples that measure the incrementality of your digital advertising campaigns. ✅ Pricing Analytics & Modelling What’s that “sweet spot” that will make customers happy while maximizing revenue? I have several years of experience working in Pricing for airlines, the pioneers of dynamic pricing and revenue optimization. I will suggest airline-like sophisticated methodologies, including elasticities studies and pricing automations, to optimize your revenue performance. ✅ Propensity modelling Which customers are more likely to churn? Which users are more likely to convert? As third-party cookies are being deprecated, you should rely on your own data to find an answer to these questions and target the right customer at the right time with the right message. I can help you with that. ✅ Behavioural Analysis & Segmentation I will help you answer key questions such as “who are our customers?”, “how do they engage with our website/app?”, “who are the most common personas and what are their traits”? I can help you dive deep into your data to develop an analytical understanding of our customer needs. I will help you dig into the user journeys to identify pitfalls and opportunities for enhancing their experience. ✅ Data Analysis Whether it is about building dashboards or using data to recommend business actions, I am here to help! My mission is to help you make sense of your data. ✅ BI Startup If you are just getting started with setting your BI, I can help you find your most suited tech stack. I will then support you with the technical implementation and build those go-to dashboards that every stakeholder in your organization must own. ✅ Reporting & Data Viz Let the data be at the centre of the decision-making process in your organization. Through my services, you will make every stakeholder in your company aware and alerted of the most recent trends. I can help you develop tailored reporting solutions. ✅ Training BI is about democratising data, making it accessible and consumable by everyone. Since not every stakeholder may feel confident on their technical competencies, I can hep you design personalised training plans to bring everyone up to speed.

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  Data science

  Specialised in marketing science. Project I have worked on include econometrics modelling (Marketing Mix Models), conversion lift studies, propensity models (churn modelling, conversion probability, etc.)

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  Product analytics

  I have experience leading product analytics teams. I dig into the user experience to extract insights from the data. I have developed simple-to-use tools to measure the impact of experiments for CRO.

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  Google Analytics

  9 years of experience

  I have used Google Analytics extensively to analyse user behaviour and extract useful insights. I normally like to connect to the Google Analytics API to perform the analysis on data visualisation tools or R/Python.

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  MySQL

  13 years of experience

  I compile queries in SQL since 2014. That's like my second language :) I am experienced with the various dialects (MySQL, Oracle, MS-SQL, BigQuery, ...) and have worked on tons of complex queries.

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  Python

  9 years of experience

  I am familiar with the most common Python packages for data analysis and machine learning: pandas, numpy, scikit-learn, seaborn, matplotlib, and many others.

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  Tableau

  11 years of experience

  That's my favourite BI and data visualisation tool. I have developed tons of dashboards and administered Tableau servers by keeping governance on roles and assets.

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  Business Intelligence

  Experience using Tableau and Power BI to create data models using SQL and build dashboards. I can offer consultancy on data visualization, data extraction and management.