Turning data into decisions that grow the business.

Data driven decisions.
I design promo frameworks, analyze funding and campaign data, and build dashboards that turn complex numbers into clear, actionable strategy.
Business & Data Analyst

Reynanda Arya Putra

Translating complex campaign metrics into strategies that drive measurable, sustainable growth.

70%
faster reporting through dashboard automation.
About

Business decisions, backed by data.

I sit between marketing, product, and analytics — designing promo schemes, building the dashboards that track them, and turning campaign data into decisions teams can act on.

At Komunal, that meant owning end-to-end promo strategy that generated Rp60B+ in deposit funding, and building reporting workflows that cut manual reporting time by 70%.

PythonSQLExcelPower BILooker StudioTableauMetabaseCampaign AnalyticsCustomer SegmentationA/B TestingPromo Optimization

Current Role

Open for Full time Opportunities

Focus Area

Marketing Campaign Analytics

Promo frameworks, tier structures, anti gaming logic

Tools

Python - SQL - Excel - Power BI

Looker Studio - Tableau - Metabase - Apps Script
View My CV
Experience

Where data analysis meets marketing impact.

  1. Internship · Fintech · Jakarta, Indonesia

    Designing promotional campaigns and reporting automation that translate marketing activity into measurable deposit growth.

    • Owned end to end promo strategy and budget allocation across RM, CH, and Retail channels, using funding and campaign performance data to design and execute initiatives that generated Rp60B+ in total deposit funding.
    • Manage the New User Funding (NUF) promo, generating Rp3B in funding with 89 redeems (Jul–Aug 2026), earlier reversed a three month NUF decline via the Poin Master campaign, delivering 143 NUF in April 2026 (+52% MoM).
    • Designed the outbound Customer Happiness (CH) and Cancel Break promo journey for retail depositors, preparing customer data and mapping the end to end journey, generated Rp1B in funding from 17 redeems within the first month.
    • Designed the BPR Spekta scheme, generating Rp170M in revenue for Komunal.
    • Built and maintained Metabase dashboards tracking RM performance and promo redemption, enabling weekly stakeholder reporting without manual data pulls.
    Data StorytellingBusiness AnalystExcelData AnalysisMarketing Campaign Management
Selected Work

Projects that moved metrics.

Each project represents a real business challenge - from designing promo eligibility rules to measuring campaign ROI.

View all projects
Personal Project - 2026
Customer Churn Prediction & Retention Optimization in Online Food Delivery
End to end Data Project
Dashboard preview

Embedded customer churn food delivery dashboard built in metabase.

Challenge
22.4% Churn Rate
OrderKu faced a 22.4% churn rate and needed to uncover the behavioral and demographic patterns separating loyal customers from at-risk ones, in order to build an actionable retention strategy.
Output
76.5% Churn Recall
tarted with EDA (churn distribution, customer segments, feedback patterns, demographics, geography) to derive customer personas, then benchmarked Logistic Regression vs. Random Forest using 5-Fold Stratified Cross-Validation. The final Random Forest model was optimized via Out-of-Fold threshold tuning with a minimum 40% precision constraint, landing on a 56% decision threshold.
Approach
EDA → ML
The model achieved 76.5% Churn Recall and 61.9% Churn Precision on the holdout test set, with negative feedback emerging as the strongest churn differentiator. Results were deployed via an interactive Streamlit dashboard for customer-level and batch retention prioritization.
View case study
Personal Project - 2026
Bank Customer Churn Prediction System
Machine Learning
Model & Business Signals
20.4%Overall churn rate

Roughly 1 in 5 customers left the bank.

99.8%Model accuracy

Random Forest performance reported in the project.

GitHubSource files

Notebook, Streamlit app, model artifacts, README, and training script are linked from the source repository.

Challenge
Identify high-risk bank customers early enough for retention teams to intervene before churn happens.
Key Result
99.8%
Reported model accuracy using a Random Forest classifier, with complaint behavior emerging as the dominant risk signal.
Approach
Built an end-to-end Python workflow with EDA, feature engineering, model training, saved preprocessing artifacts, and a Streamlit prediction UI.
View case study
Undergraduate Thesis - 2026
Web Based Recruitment System for Agency XYZ
Agile Project Management
User Acceptance Test
86.84%Combined acceptance

"Highly Feasible" — averaged across 15 respondents and 5 usability dimensions.

94.55%Internal users

Agency owner + head of HR — 100% of the back office population (total sampling).

85.54%External users

13 job seekers / public visitors interacting with the front-end website.

Challenge
Agency XYZ ran on a Webflow site that couldn't manage a dynamic database, so recruitment stayed scattered across channels — uncentralized and poorly documented — while the site under-represented the agency to prospective clients.
Key Result
86.84%
Combined User Acceptance Test score across 15 respondents, landing inside the "Highly Feasible" band (80–100%).
Approach
Led delivery with Agile Scrum — product backlog, sprint planning, daily scrum, sprint review, and retrospective — building the system on Laravel and PostgreSQL.
View case study
Process

How I work.

01

Define the Question

Every project starts with a clear business question. I map stakeholder needs to measurable outcomes before touching any tool.

02

Build the Pipeline

Clean data architecture is non-negotiable. Query structures, eligibility rules, and dashboard schemas that scale.

03

Deliver the Insight

Dashboards are not the deliverable - decisions are. Actionable recommendations with clear effect statements.

Contact

Let's talk data.

Open to freelance analytics, full-time roles, and collaborations in fintech and marketing.

Emailariyapel@gmail.comLinkedInlinkedin.com/in/reynandaaryapGitHubgithub.com/reyaput