Quantitative consultant with broad experience in direct and interactive marketing. I have a wide range of technical and business skills that allow me to develop innovative solutions to business problems. Specialties: Machine Learning, Decision System Design, Operational Intelligence, Web analytics

Associate Director @ Developing next generation information and analytics capability for a top-10 global bank. Leveraging advanced techniques, alternative data and business insight to drive greater access to banking in emerging markets and to enhance the financial well-being of customers and communities From April 2015 to Present (9 months) Data Scientist @ Development of innovative customer segmentation schemes Implementation of Text analytics on "Voice of Customer" type Data Implementation of embarrassingly parallel algorithms on Big data Application of machine learning methods to operational intelligence From October 2013 to March 2015 (1 year 6 months) Sydney Area, AustraliaManager Digital Insights @ Provided strategic insights to guide both online advertising and design improvements to Westpac Online and online banking. Analysis of web and sales behaviour and creation of choice and sales forecasting systems Managing the creation of reporting systems in Excel, Access and SAS Presentations to the Westpac Online GM and senior management in Marketing and Product Creation and maintenance of financial models to predict and track the financial impact of initiatives Developed a queuing theory based model of customer usage of online banking, which changed the strategic direction of online banking Managed creation of data feeds merging data from a web analytics tool, CRM system. Data Warehouse, and many other source systems Managed creation of management dashboards Developed time series models to forecast account applications Quantified the funds lost through process deficiencies and how to remediate the processes Specified and managed implementation of web analytics reports Identified key geo-demographic segments for online sales From May 2008 to September 2013 (5 years 5 months) Senior Analyst @ I provided profitability and pricing analysis to Westpac product units. This involved Providing actionable insights into customer profitability and Westpac's pricing structure Presentations to heads of product areas Identifying and analysing business opportunities using financial models Analysing data using SAS and modern statistics Analysed the account opening process and identified changes to transaction account opening process to improve profitability, which have now been implemented. Developed and oversaw implementation of a market opportunity based method for allocating sales and revenue targets across Westpac Created a new methodology for estimating customer income from incomplete data. Designed and developed a statistical system to allow recognition of future fee revenue in current period under IFRS accounting rules. This delivered several million dollars of benefit to Westpac. Oversaw development of a mortgage discounting reporting system for all Westpac business units that are involved in mortgage sales From May 2005 to April 2008 (3 years) Predictive Modelling Team Leader @ I led a team of statisticians providing data mining services to Westpac's consumer and business direct marketing units. Managed a team of 4 statisticians Liaised with internal clients to scope requirements Provided insights into customer behaviour Trained direct marketers in how to make better decisions using quantitative reasoning Introduced use of experimental design to identify optimal choice of cells for testing of creative and offers. This initiative more than halved the costs involved in testing. Managed development of methodology for using Mosaic data to estimate opportunity in geographic areas. This methodology was successfully implemented by my team members in a number of very successful mortgage campaigns. Developed a "Model of models" approach to apply the area's model inventory to new campaigns in a massively reduced time frame (days instead of weeks). Developed a response model for credit card loyalty that provided input into the creative process. In conjunction with creative based on the insights from the model, loyalty point redemptions doubled Set up a standardised data mining process Set up reporting standards for models supplied by external vendors From February 2003 to April 2005 (2 years 3 months) Independent consultant @ Database marketing Customer response modelling (data mining) using web logs and other client data Project managing medium size data mining projects Design and implementation of reporting databases Advising on selection of consumer and business mailing lists Translating data based insights into actionable information for agency creatives and account managers Consulted to Wunderman (a direct marketing agency) clients on data mining and analysis of customer behaviour. Developed customer response models (data mining) based on web logs and other client data Wrote RFP's for large data mining projects for Wunderman clients. Developed software requirements for discrete choice experiment software Supervised my own employees as they constructed campaign reporting systems for Wunderman Designed and managed outsourced campaign reporting databases for clients such as Foxtel and IBM PC Direct. Designed and implemented SAS data quality monitoring and marketing analysis systems for IBM PC Direct Created segmentation scheme for IBM PC Direct business customers Provided database design, administration, SAS and web programming skills for a web based reporting project at NSW Health. The web based system involved roughly 500,000 static web pages which were refreshed every three day From September 2001 to January 2003 (1 year 5 months) Asia-Pacific Data Mining Consultant @ As Teradata's data mining evangelist in Asia Pacific, I communicated the benefits of data mining to the senior management of Teradata clients. This involved: Understanding client's business issues and processes Identifying potential sources of information Obtaining and analysing information Presenting business insights to senior management Analysed Optus mobile call data and developed data mining strategy, including SAS/Teradata Architecture for Optus' data warehouse Presented data mining solution to senior management at Optus Modified Teradata's SAS based ChurnSentry Customer Retention product for Taiwanese conditions in Taipei Analysed TCC's mobile call data Presented business insights from data mining analysis to CIO of TCC in Taipei Developed marketing model for Qantas and presented to Qantas ' marketing leadership team Developed an improved sales forecast model for NSW TAB using SAS Presented improved model to NSWTAB's senior management From October 1999 to August 2001 (1 year 11 months) Senior Statistician @ Responsible for client liaison and negotiation of contracts. Designed marketing and clinical trial databases. Analysed clinical trial data using SAS in accordance with ICH standards. Managed junior statisticians. Accomplishments Oversaw meta-analysis of Leukaemia treatments Oversaw analysis of clinical trial data Implemented, designed and documented SAS marketing database for IBM From April 1998 to September 1999 (1 year 6 months)

MSc, Applied Mathematics @ University of AdelaideMAppFin, Finance @ Macquarie UniversityGrad Dip App Stats, Statistics @ University of AdelaideBSc(Hons), Pure Maths @ University of AdelaidePulteney Grammar School Ken McNamara is skilled in: SAS, Data Mining, Data Analysis, Segmentation, Predictive Modeling, Analytics, Analysis, Database Marketing, Data Warehousing, SAS programming, Statistics, Teradata, Predictive Analytics, CRM, Strategy