Aurore Kervella

- Communication Platform - Web Analytics - Customer Identity Platform - Conversational Interface

- Help build Personalization plan through New clients and Lifecycle analysis - Support central team with ad hoc studies: creation of a segmentation based on RFM, Products, sensitivity to price and trend, analysis of the clients lifecycle, etc. - Creation of new CRM dashboard to monitor the business and the loyalty program - Optimization and automation of several SAS programs leading to a more efficient productivity

The Studies team is a service center for markets, product categories and management. - Provided markets with statistical tools (segmentations, scores, decision trees) in order to drive the CRM action plans and improve the ROI efficiency, consolidated campaigns’ results and conducted tests to innovate and op-timize the actions - Defined and drove market CRM KPI’s and built a monthly dashboard to help market monitoring their business - Fed Marketing and Product Development strategy through a better understanding of the purchase behavior of our customers by creating a new quarterly dashboard, conducting ad hoc studies and post launch studies - Nurtured strategic CRM thinking on the mechanic of loyalty programs: entry/exit criteria definition, volume and budget forecasting, dashboards creation, lifecycles studies … - Supported markets in the transition from a mileage to a relational program and ensured the efficiency of this transition by conducting a qualitative study - Analyzed the potential of new clients to create a new Welcome Cycle and help Beauty Consultants to detect good clients on counter - Direct manager of 2 interns and management of external consulting agencies

Consulting agency specialized in high performance marketing. Missions in several sectors: Luxury and Cosmetics (Louis Vuitton, Hennessy, Kenzo, Emilio Pucci, Estée Lauder, Dior), Retail (Sephora, Marionnaud, Atol), B2B (Ticket Restaurant), Media and Telecommunications (SFR, Europalaces). - Datamining: database audit, clients profiling, segmentation and typology (clients / products), statistical algo-rithms and basic datamining (PCA, regression, discriminant analysis, decision tree, clustering methods, duration models…) - Research for innovative methodologies: clustering algorithms, basket analysis, etc. - Marketing campaigns: creation and analysis of e-mailing campaigns using elaborated targeting methods. - Market studies: creation and analysis of questionnaires in the transition from a mileage to a relational program and ensured the efficiency of this transition by conducting a qualitative study ==> In parallel, supervised students on Statistics projects at the Ensai.