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Emma Lidén

Lead Analyst

Lead Analyst at Aimia Inc.

London, United Kingdom

Section title

Emma Lidén's Email Addresses & Phone Numbers

Emma Lidén's Work Experience

Aimia Inc

Lead Analyst

June 2014 to Present

London, United Kingdom

Aimia Inc

Senior Analyst

November 2012 to June 2014



November 2010 to November 2012

London, United Kingdom

Emma Lidén's Education

The London School of Economics and Political Science (LSE)

MSc Social Research Methods

2008 to 2009

University of York

BSc Economics and Mathematics

2005 to 2008

About Emma Lidén's Current Company

Aimia Inc

Since June 2014 I have been working as a Lead Analyst in the Advanced Analytics team at Aimia. The purpose of the team within the organisation is to conduct more advanced and long term analytical projects for our clients. We also aim to provide analytical thought leadership, work on innovation and be a advisory resource of knowledge...

About Emma Lidén

📖 Summary

Lead Analyst @ Since June 2014 I have been working as a Lead Analyst in the Advanced Analytics team at Aimia. The purpose of the team within the organisation is to conduct more advanced and long term analytical projects for our clients. We also aim to provide analytical thought leadership, work on innovation and be a advisory resource of knowledge for the other analysts in the business. One of my main clients since starting in this role has been a Japanese retailer. I have worked on two projects for this client; ranging and macro space optimisation. The ranging project consisted of making recommendations on shelf layout and delists for a number of categories. For the macro space optimisation I used linear regression modelling and optimisation techniques to make recommendations on how much space in store each category should have to optimise sales. I have made several trips to Japan working closely together with the client to execute these projects in the best way. More recently I have also worked for a Spanish client building a CHAID decision tree model to predict which customers are most likely to lapse. For this client (and partly for Japanese client) I have used R to complete the work. Outside of client assignments I have spent time defining and documenting the best practice for macro space optimisation projects, been involved in a group working on incorporating R as a tool for the analytical community and also investigated the possible use of social media data in our work. From June 2014 to Present (1 year 7 months) London, United KingdomSenior Analyst @ I started in Aimia as a Senior Analyst in the ISS Sainsburys team. This team uses product level customer transaction data to produce insights and recommendations to Sainsburys. The work was done in SQL and SAS. There was frequent interaction and collaboration with the client. My role was in the Trading team working with the category teams at Sainsburys. I was involved in the projects from the first briefing phase (helping the client with defining the details of what to investigate), owning the scoping of the project (deciding the best way to answer the question) through to delivery which was most often done in Powerpoint. Many projects were short term with challenging deadlines; often campaign or promotion evaluations. But I also worked on more strategic projects contributing to the two year plans of the categories. One of my more challenging and longterm projects was building a predictive model for the Fuel category. From November 2012 to June 2014 (1 year 8 months) Analyst @ During my second and third year at EYC I mainly worked on building and using customer segmentations. I built behavioural segmentations , RFM segmentations and pricing segmentations. I was also involved in the implementation of these and used them for strategic customer diagnostics projects. Two other areas I worked on was pricing (identifying KVIs) and ranging (building customer decision/ranging trees). The clients that I worked on during this time were retailers in the Netherlands, Italy, Russia, Germany, Ukraine, the US and Thailand. From November 2010 to November 2012 (2 years 1 month) London, United KingdomJunior Analyst @ I started my first job as a Junior Analyst at EYC in London after finishing my university studies. I was introduced to both SAS and SQL and became familiar with coding in both on an everyday basis. I also started building up my understanding of customer analytics working on various projects including CRM, segmentation profiling and brand performance reports. After eight months I was given the opportunity to do a three month secondment in Boston. EYC was just ramping up their engagement with a retail client there and I temporarily became part of the very small team working on day-to-day projects and client management. My analytical focus was to assess the impact of a specific competitor opening on a number of the clients stores in the geographical area using control stores methodology. During my time on secondment I was promoted to Analyst. From January 2010 to November 2010 (11 months) MSc, Social Research Methods @ The London School of Economics and Political Science (LSE) From 2008 to 2009 BSc, Economics and Mathematics @ University of York From 2005 to 2008 Emma Lidén is skilled in: SAS, Analytics, Data Analysis, Data Mining, Statistical Modeling, Customer Insight, Segmentation, Customer Analysis, Predictive Analytics, SAS programming, Statistics, Analysis, SAS/SQL, Database Marketing, Predictive Modeling, Business Intelligence, Strategy, R

Emma Lidén’s Personal Email Address, Business Email, and Phone Number

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Frequently Asked Questions about Emma Lidén

What company does Emma Lidén work for?

Emma Lidén works for Aimia Inc

What is Emma Lidén's role at Aimia Inc?

Emma Lidén is Lead Analyst

What is Emma Lidén's personal email address?

Emma Lidén's personal email addresses are e****[email protected], and e****[email protected]

What is Emma Lidén's business email address?

Emma Lidén's business email addresses are not available

What is Emma Lidén's Phone Number?

Emma Lidén's phone +44 ** **** *389

What industry does Emma Lidén work in?

Emma Lidén works in the Market Research industry.

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Emma Lidén's Personality Type

Extraversion (E), Intuition (N), Feeling (F), Judging (J)

Average Tenure

1 year(s), 6 month(s)

Emma Lidén's Willingness to Change Jobs



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