Technical / Tools Proficiency
• SQL: Advanced querying (joins, window functions, CTEs, performance tuning) across large relational/Teradata/Hive data warehouses.
• Python: Data wrangling (pandas/numpy), automation scripting, statistical analysis, and visualization (matplotlib/seaborn).
• PySpark: Distributed data processing for large campaign/transaction datasets, working within Hadoop/Spark ecosystems.
• SAS: Base SAS and SAS Macros for large-scale data manipulation, campaign tagging, and reporting automation.

Domain Knowledge – Banking & Card Products
• Solid grounding in consumer banking/credit card business fundamentals: account lifecycle, interest income, fees, credit risk basics, and portfolio economics.
• Understanding of the credit card marketing lifecycle: acquisition, activation, usage, retention, and attrition.

Campaign Analytics & Measurement
• Design and execution of test-vs-control and champion-challenger frameworks for campaign effectiveness.
• Incrementality/lift analysis, response modeling, and uplift measurement.
• Campaign performance tracking:



response rates, conversion, activation, spend, and profitability metrics.
• Experience building recurring performance dashboards/scorecards for campaign monitoring and post-campaign readouts.

Statistical & Quantitative Analysis
• Hypothesis testing, A/B testing methodology, and significance testing.
• Segmentation and targeting analysis (behavioral, demographic, risk-based).
• Regression/predictive modeling exposure (logistic regression, decision trees) for propensity/response scoring is a plus.
• Data quality checks, reconciliation, and root-cause/variance analysis.

GenAI / Emerging Tools Familiarity
• Working knowledge of Generative AI tools for analytics productivity — e.g., using LLM-based assistants for code generation/debugging (SAS/SQL/Python), documentation, and summarization of campaign results.
• Exposure to prompt engineering basics for querying enterprise GenAI platforms (e.g., internal chat

📌 Business Analytics Analyst (Bengaluru)
🏢 Citi
📍 Bengaluru