Dao Thi Hoa

1. Customer & Product Lifecycle Analysis:

- Collaborated with Product Owners and Growth Managers to analyze 5 million YODY's customers, including cohort retention, customer retention rate, churn rate, and shopping behaviors (focusing on color, material, style choices, price range, and purchase frequency) to support personalized customer experiences.

- Analyzed Product Lifecycle from end to end, and measuring lead times at each stage.

2. Reporting

- Build campaign performance reports, covering cost metrics, conversion rates, customer funnel analysis, and revenue contribution across stores.

3. Other

- Participated in the pre-feasibility study phase for a new Warehouse Management System (WMS) project to innovate the company's WMS.

1. Project Management:
- Work with Business Department & Digital Marketing to define requirements and support Data Manager in developing project implementation plans (Vinhomes One Profile, Vinhomes Dashboard, VinFast Dashboard).
- In role as a deputy project manager, I coordinate project tasks, team members and stakeholders to ensure timely project releases.
2. Achievements:
- For Vinhomes One Profile project, proposed innovative solution to save nearly 95% resources required to participate in project when verifying one profile.
- BI reports for Vinhomes sales & campaigns performance on digital platforms such as website, facebook ads, google ads...
- Analyze user online behaviors, ecommerce funnel, conversion rate on Vinhomes websites using Google analytic 360 raw data.
- BI reports for electric vehicle deposit sales of VinFast Global and tracking status of tasks that needed to be performed on PLM system in manufacturing.

1. Exploring data & Reporting:

- Work with business departments to define metrics and create & maintain Power BI Dashboard & Reports (~750 views/day):

* Marketing Dept (80% reports): member profile, attribute sales member, follow behaviors, cross-brands consumption , campaign performance, B2B sales, competitor tracking...

* Finance, Operation Control, Accounting, Training Dept(20% reports)

- Use Kmeans clustering with comprehensive business model to segment customer loyalty for overall and each brand (RFM model, demographic, behaviors...)

2. Data-driven making for business:

- Analyze customer lifetime value, cohort retention, customer journey funnel, customer segmentations to get actionable insights that drive revenue/cost saving with the business.

- Co-build The Golden Spoon Rewards & build Yu Tang Rewards (2 millions member loyalty)

=> Increase 20% contribute sales of member/store

- Coordinate and give advises for brand managers to get actions immediately for marketing campaigns.

- Measure and improve customer satisfaction (Online to Offline)

3. Other:
- Support ad-hoc reports and data extractions

- Research and analyze raw customer data which is coordinated with IT department
- Measure customer intensity scores to identify customer segments and associated revenue
- Produce market analysis reports and marketing performance reports
- Participate key financial project (ANAPLAN) to manage financial ratios more effectively