Incred-Business Analyst

Role: Business Analyst - Digital Marketing
\n Job location: Thane

Key Responsibilities

1. Product Insights & Customer Journey

\n
• Utilize behavioral and transactional data to deeply understand the personal loan customer journey, specifically mapping out critical drop-off points within the application flow.
\n
• Generate insights that directly inform product development, feature prioritization, and user experience (UX) improvements on our platforms (app/website) to reduce friction and improve application completion rates.
\n
• Perform deep-dive analysis on customer churn, loyalty, and lifetime value (CLV) to drive retention and cross-sell strategies.
\n

2. Telesales Efficiency & Strategy

\n
• Analyze telesales performance data (call volume, connect rate, conversion rate, talk time) to identify bottlenecks and efficiency gaps, particularly in the lead-to-disbursement stage.
\n
• Develop predictive models (e.g., Lead Scoring Models, Propensity-to-Buy Models) to prioritize and optimize the distribution of high-quality, high-intent leads to the telesales team, maximizing their conversion potential.
\n
• Work closely with the Product and Operations teams to recommend changes in call scripts, training, and operational workflows based on analytical findings.
\n

3. Marketing & Conversion Optimization

\n
• Design, execute, and analyze A/B tests and multivariate tests across the entire customer acquisition journey to optimize conversion rates at every stage of the marketing funnel.
\n
• Develop and maintain Attribution Models to accurately measure the incremental impact of different marketing initiatives and allocate spend towards highest-converting channels.
\n
• Provide actionable insights on marketing funnel performance, focusing specifically on drop-off rates from top-of-funnel acquisition (click) to application start and final disbursement.
\n
• Identify high-value customer segments and work with the Marketing team to develop personalized targeting strategies.
\n

4. Reporting & Stakeholder Management

\n
• Create, automate, and maintain dashboards and reporting frameworks that provide a clear, real-time view of key performance indicators (KPIs) to leadership.
\n
• Present complex analytical findings to non-technical stakeholders (Marketing Head, Product Managers, Leadership) in a clear and compelling manner, translating data into tangible business recommendations.
\n
• Act as a data evangelist, promoting a culture of data-driven decision-making across the Personal Loan vertical.
\n

Qualifications & Experience:

\n
• A minimum of 2+ years of hands-on experience in a dedicated Analytics role (e.g., Marketing Analyst, Business Analyst), preferably in the Fintech, Banking, E-commerce, or NBFC sector.
\n
• Strong proficiency in SQL for data extraction and manipulation.
\n
• Bachelor's or Master's degree in a quantitative field (e.g., Statistics, Economics, Engineering, Computer Science).
\n
• Working knowledge of at least one statistical/programming language for data analysis (e.g., Python or R).
\n
• Proven experience working with data visualization tools (e.g., Metabase, Tableau, Power BI, Google Data Studio etc).
\n
• Deep understanding of statistical concepts, including hypothesis testing and cohort analysis.
\n
• Specific experience with Credit/Personal Loan product analytics is a significant advantage.
\n