Business Analyst - Customer Analytics - Banking/NBFC Domain

Role Overview:

We are looking for an experienced Business Analyst or Business Analytics professional with strong expertise in customer analytics, predictive modeling, and campaign optimization within the Banking or NBFC domain. The ideal candidate should have hands-on experience in propensity, cross-sell, up-sell, behavioral modeling, customer segmentation, and translating analytical insights into actionable business strategies.

Responsibilities:

• Develop, enhance, and monitor propensity, cross-sell, up-sell, behavioral, and offer-generation models to support customer growth and engagement.

• Partner with business, marketing, product, and customer teams to identify customer growth opportunities and develop data-driven campaign strategies.

• Perform advanced customer segmentation based on behavioral, transactional, demographic, and product-level attributes.

• Analyze campaign performance, customer response, conversion, and engagement metrics to optimize targeting and improve campaign effectiveness.

• Develop and refine dynamic offer logic and next-best-offer recommendations based on customer behavior and business objectives.

• Monitor model performance, identify gaps or changes in customer behavior, and recommend improvements to analytical models and strategies.

• Work with large customer and transaction datasets to identify trends, patterns, opportunities, and risks.

• Use SQL and Python or R for data extraction, manipulation, analysis, modeling, and validation.

• Translate complex analytical findings into clear, actionable recommendations for business and senior stakeholders.

• Collaborate with data science, technology, product, marketing, and business teams to implement analytical solutions and ensure successful adoption.

• Establish appropriate documentation and governance around models, analytical methodologies, assumptions, and performance monitoring.

• Continuously identify opportunities to improve customer targeting, campaign ROI, cross-sell, up-sell, and overall portfolio growth.

Requirements:

• 4 - 9 years of experience in Business Analytics, Customer Analytics, Marketing Analytics, or a related analytical role, preferably within Banking or NBFC.

• Strong hands-on experience in propensity modeling, behavioral modeling, cross-sell/up-sell analytics, and offer or next-best-action logic.

• Strong understanding of customer segmentation, campaign analytics, targeting, and customer lifecycle management.

• High proficiency in SQL and strong hands-on experience with Python or R for data analysis and modeling.

• Experience working with large customer, transactional, or financial datasets.

• Strong understanding of statistical and predictive modeling concepts and model performance monitoring.

• Ability to translate analytical outputs into business strategies, customer growth initiatives, and actionable recommendations.

• Strong stakeholder management and communication skills, with the ability to work effectively with business and technical teams.

• Strong analytical thinking, problem-solving, and structured decision-making skills.

• Experience in a Banking, NBFC, FinTech, cards, lending, or financial services environment is preferred.