Dear Dania,

Work I’ve done in Chalhoub Group

Time – From February 11, 2018 till November 11, 2018 (9 Months Completed)

Position – Customer Data Analyst Trainee

Department – Consumer Innovation and Strategies

Research

▪ EDGE: Our Internal Marketing Platform where different kinds of research and study are
done that I am not allowed to disclose. I provide analytics required for these research
studies.
▪ CONSUMER MARKET INTELLIGENCE: A platform where research is conducted. It is
connected to Edge, but more brand and vertical concentric. I do research like, Ex: A
certain brand shows a sudden decline in trends even in stores in famous malls. Quite
unlikely. Find out why.
o I work with the team, for weeks, doing different analysis, and referring to external
data to see if we can come up with a legit conclusion.
▪ Research on various business tools depending on the scene.
▪ Any search that involves collecting data, survey, hypotheses, developing or connecting
it to a theory. (I am currently doing this at college level too, along with faculty. It’s one of
my passions)

Digital Transformation

▪ Implementing GDPR along with Legal team and external vendors. Also training my team
as to what is GDPR.
▪ Implementing CRM systems (Decommission of SAP CRM) – Ongoing project from July till
December – Continuously part of UATs, testing environments, Providing Customer
Information
▪ Developed a Project Guide for training purpose (Sample attached with minimal details)
▪ Transformation in data collection methods – From manual entries to data collection app.
▪ Aiding Guest Experience team with linking of data to customer information.
▪ Data Quality Enhancement – Cleaning Database with the Data Warehousing Team

Analytics Development

1. Revision of SQL codes to work on data lake platform to be implemented next year.
2. Assisting in web-scrapping (Along with senior) – Received python training, not yet
implemented in practice.
3. Using Power BI for dashboard purposes.
4. Worked with segmentation with external vendor.
5. UAT testing for the new data lake platform.
6. Using advanced Excel for reporting purposes.

Brand Level

▪ Luxury Brand CRM Reports (I have attached a sample)

 ▪ Ad-hoc data requests like Top Customers, or Emirati Women analysis.
▪ Campaign requests – SMS & Email
▪ In depth brand level Segmentation and Study per market – Done for 2 Brands in the
group
▪ Reporting – In terms of CRM, Stores linking transactions, active stores, etc.

Group Level

▪ Shifted this month to a new team called Marketing Data & Strategy – Work intended to
start from January. Work done till now – Brainstorming on use cases for strategy
marketing.
▪ Devising project timeline on how data can be used to target and keep a relationship
with customers.
▪ Implementing Web Analytics – Developing user experience strategies. (I did one project
for Facebook Targeting with the Operations Manager)
▪ SUSTAINABILITY – Analysis on reduction in paper in the group.
▪ ELITE – It is a specialized ongoing program. Basically, any ad-hoc analysis that is to be
done regarding those targeted customers Behaviour is done by me.
• Preparing Sales Report Every month (I have attached a sample with fake
numbers)
• Dashboard
• Lifetime Value Comparison
• Effect of the Program and why it needs to keep going on.
• Deep dive Product Analysis on Customers
• RFM Model – Preparation with the team
• Identify unique key points like a sudden difference in purchase behavior –
Investigation

Loyalty Program

▪ Involved in choosing which brands based on customers data – needs to be targeted.

▪ Prepare Loyalty points reports for 3 brands in the group.
▪ Preparing Finance Report for Loyalty Brands.
▪ Marketing Acquisition Strategy – Any data required to arrive to the related is provided by
me. We do a comparison related to the budget, costing, return on investment, etc.
▪ Cross-Basket Shopping Behaviour Analysis

I do my own analysis when I get free time. The database is open to me, I like to connect the dots
and find out how helpful the data is in developing strategies.

For example: I did one analysis on How a certain rand performs during DSF.

These are the tasks I’ve done in these 9 months to the best of my knowledge.

Current Learnings will be python, Google Analytics, and Tableau. Also Learning more about the
industry and the business as I feel, that’s what always helps form the better question.

Kind Regards,

Finly Mathew