Bianca Casper

Background

About Bianca Casper

Eight years of experience in the consumer banking industry with proven results in marketing optimization, analytics, and execution areas · Implemented Media Mix Modeling analysis for the multichannel campaign to identify ROI for each channel and DMA · Managed successful POC with a third-party vendor to utilize Machine Learning targeting in Display · Played key role in brand segmentation analysis and media mix modeling · Successfully finished the initial stage of the DMP testing in DBM with positive NPV · Solid understanding of the display, search, and affiliate data from Double Click, Traffic Buyer and Adobe Site Catalyst · Initiated and implemented never existing before in Capital One 360 Time Decay multi-channel attribution process providing insights into the true profitability of the direct mail, email and online marketing channels · Successfully designed and implemented in Tableau/D3/SAS/Python/Teradata marketing horizontal analytics tool used on a daily basis to track and analyze major balance growth initiatives across direct and local banks · Played major role in the successful integration of the ING Direct customer base during the acquisition by COF · Optimized campaign execution process reducing overall time from two weeks to three days