Rachna Gothi
Director
American Express
location_on India
Member since 3 years
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Rachna Gothi
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Rachna Gothi is Director, International Commercial Product Analytics, at American Express. Her team focusses on developing data-driven insights that facilitate business decisions on commercial product constructs. The team also develops insights and models to drive acquisition and engagement for B2B products. Rachna has worked at American Express for over six years in various roles. Prior to American Express, she worked in the analytics domain with consultancy firms, market research, and e-commerce companies.
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keyboard_arrow_downMarketing Response Modeling – Business considerations in model development process
60 Mins
Workshop
Beginner
American Express, with its global footprint, has several hundred products catering to different types of customers – individuals, small and large businesses and merchants. We have over 100M Card Members and an ever-growing prospect base. Therefore, one of our biggest challenges is creating solutions to reach customers and prospects with the right product/offer through the right channels. Today, hundreds of response models in production determine our strategy for distributing various offers across channel combinations in different segments and markets.
As a part of the workshop, we will address the following in the response model development process:
- Procuring and curating the appropriate data
- Developing the best analytical solution that makes 'sense' to our colleagues and also regulators
Implementing the solution, monitoring its performance, and updating the solution based on learnings
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