Alexei Cherenkov

Alexei Cherenkov

Marketing Strategist at IBM

Moscow, Russian Federation

Information Technology and Services
 
 

Previous
1.      IBM, 

2.      Readers Digest, 

3.      e-business East
Education
Lomonosov Moscow State University (MSU)
Websites
·        Personal Website

·        Company Website
500+connections

Background

Summary

I’m the experienced advocate of data-driven marketing, statistical analysis and data mining. I have experience in predictive modelling, A/B-testing, segmentation, as well as in setting marketing business processes for direct-, tele-, and email- marketing strategy, and program effectiveness measurement. In other words, I’m the nexus between CIO, CMO, Market Intelligence and Sales department.

The role of marketing changes rapidly. Marketing in the company shifts focus from creativity to data driven solutions. Modern technology allows delivering of truly personalized communications utilizing preferences, shopping behavior, modelling of next best action – and this is the area where I’m the professional.

Ask me 
a) how to extract more valuable insights from existing (big) data, and use insights for business development; 
b) how to set marketing processes making them more automated, accountable and predictable; 
c) how to utilize marketing department as a real driver of demand generating value for a business. 

My skills include but not limited to:
* A passion for analytics and a belief that analytics can transform an organization. Strong analytical/modeling skills with ability to convert raw data into actionable business insights.
* Management / team building / career mentoring / people development.
* Revenue responsibility & accountability for cost management and reduction.
* Experience in presenting to senior management, technical specialists and external partners.
* Management of outsourced vendors such as direct marketing agencies, data service bureaus – in various countries.
* Mobile marketing, Push and SMS, Location Based Ad, mobile e-commerce. SaaS development, Cloud Services.

Tools I use on daily basis: SPSS, SQL and VBA (for Excel). 
Office tools: MS Office, IBM Lotus, Open Office, Google office. Lotus Notes. Google AdWords and Analytics. Understand Unica, Cognos, SAS, R. Programming: C++, JavaME, Python, Fortran, HTML, etc.

Experience

         Database Marketing Strategy team leader

IBM

March 2009 – Present (5 years 11 months) Moscow, Russian Federation

Demand Generation team (Integrated Marketing Communications) in Marketing Department. CEE Marketing Leadership team member.

Areas of responsibility:

* Market analysis and forecasts:
** Strategic client database support (verification management, marketing information update). Subject Matter Expert on internal IBM databases. DB segmentation, targeting, predictive modelling, list acquisition, legal clearance, etc.
** Marketing Intelligence role. Internal consulting on IT markets, as well as on client’ industrial markets (Energo, Banks, Insurance, etc.). Competitive Intelligence.

* Planning and budgeting.

* Project management:
** Advisory role in planning and execution of marketing campaigns using marketing automation tools. Strategy and tactic development of marketing campaigns for various brands, channels and target groups in Russia, CIS and CEE countries. New marketing procedures development.
** Expert in digital marketing; in direct marketing;

* Control and measurements:
** CEE (Central&East Europe) Response-Lead Management manager responsibility includes management of client responses flow from marketing touch to opportunity created. Organization of the processes, planning, control. Marketing automation tools implementation, training for IBMers. UNICA and Cognos implementation in CEE.

* Vendor relations: Tele-marketing vendor management in CEE countries. 

Worldwide IBM recognition as Expert in Marketing.
IBM Analytics Ambassador. IBM Watson Ambassador.

         Market Intelligence

IBM

April 2005 – June 2009 (4 years 3 months) Moscow, Russian Federation

Market research, Competitive Intelligence, regional analysis, industrial research

          Senior List Analyst & Business Services Manager

Readers Digest

September 2001 – December 2004 (3 years 4 months) Moscow

Analytical Department Manager (part of Marketing Department):
Management of analytics team, regular building of propensity to buy/ subscribe/ renew models, long-term and short-term sales forecasts and budgeting, planning of promo activities, customer segmentation and segmentation tracking, post-mortem analysis of promo-actions, regular product tests and surveys, competitor analysis, expanding to other countries coordination, new business implementation. Target: maximum business profitability within a year and in long perspective.

Simultaneously – Country IT Manager (CIO):
4 subordinates, 60 workplaces, 5 servers, office relocation management.

CEO

e-business East

August 2000 – August 2001 (1 year 1 month)Moscow, Russian Federation

Internet startup dedicated to opt-in database marketing in Internet.
I was contracted as CEO for 1 year. Started with 2 people, finally company was sold to strategic investor.

         Statistical Analyst for East European cluster

GfK

October 1998 – May 2000 (1 year 8 months)Moscow

Education of clients and co-workers.
Complex project analysis.
Work with clients, scientific aspects of presentation design. 
Business development.
Press Clipping Department Management.

Market Research Manager

Voenno-Strahovaya Kompanya (Military-Insurance Company)

August 1997 – August 1998 (1 year 1 month)Moscow

Analysis of external and internal environment;
Advertisement strategy development.
Sales network development.

Researcher, IT manager

ROMIR (market research agency)

1994 – August 1997 (3 years)Moscow

ROMIR had franchise from Research International and Taylor Nelson SOFRES at this time.
Analytics, research, IT Director

         Founder and general manager of Russian branch (franchise)

SPSS

1992 – 1994 (2 years)Moscow, Russian Federation

Established the first rep office of SPSS in Russia.
Business development, general business management.
This company is now one of authorized IBM Business Partners in Russia.

Analyst

Institute of Sociology, RAS

1990 – 1992 (2 years)

Analyst, researcher.

        Researcher in the Laboratory of Statistical Methods

Moscow State University

July 1987 – 1990 (3 years)Moscow, Russian Federation

Research in the field of math statistics and optimization. Tutor in the University.

Languages

1.     Russian

2.     English

Publications

Data Driven Marketing: How marketing automation and big data analytics transform modern business in the environment of explosive growth of client behaviour data volume (Link)

Amazon

March 2014

Data driven marketing concept is an evolution of marketing discipline occurring in response to the ongoing development of information technologies and their penetration into the daily life. Growth of data on consumer behavior, and the ability to link it to particular consumers led to the possibility of market segmentation to the level of specific individuals and, moreover, individuals who are in…

Управляемый данными маркетинг (Data Driven Marketing)(Link)

Amazon

January 2014

Управляемый данными маркетинг – это эволюция маркетинга, происходящая в ответ на поступательное развитие информационных технологий и их проникновение в повседневную жизнь человека. Рост объема данных о поведении потребителей, и возможность их привязки к потребителям привели к возможности сегментации рынка до уровня конкретных личностей и более того, личностей, находящихся в тех или иных условиях п…more

ЛОГИСТИЧЕСКАЯ РЕГРЕССИЯ – ОДИН ИЗ ИНСТРУМЕНТОВ ДИРЕКТ-МАРКЕТИНГА(Link)

МАРКЕТИНГ И МАРКЕТИНГОВЫЕ ИССЛЕДОВАНИЯ

2003

С развитием рыночных отношений методы статистического анализа данных находят практическое бизнес-применение. В статье даны пошаговые рекомендации по использованию регрессионного анализа для извлечения прибыли из клиентских баз данных. Эта методика может быть применена как для прямого маркетинга, так и для других видов маркетинга, сопровождающихся фиксацией данных о контактах с клиентами.

OPT-IN MARKETING – ВОЗМОЖЕН ЛИ УСПЕХ?(Link)

ИНТЕРНЕТ-МАРКЕТИНГ

2001

Вопросы о “среднем классе” и пользователях Интернет являются самыми обсуждаемыми среди социологов и маркетологов России. В статье представлены результаты опросов интернет-пользователей, косвенным образом указывающие на возможность и целесообразность достижения российского “среднего класса” средствами Интернет.

ЦЕЛЕВАЯ РЕКЛАМА. УНИКАЛЬНЫЕ ВОЗМОЖНОСТИ ИНТЕРНЕТА(Link)

МАРКЕТИНГ И МАРКЕТИНГОВЫЕ ИССЛЕДОВАНИЯ

2001

Стремительное развитие Интернета вызвано двумя причинами: заинтересованностью крупных производителей компьютерной, телекоммуникационной и софтверных индустрий в новых рынках сбыта и открывающимися возможностями для всех пользователей Интернета достичь своих клиентов напрямую. В этой статье мы рассмотрим именно вопросы коммуникаций с потенциальными клиентами.

Authors:

Alexei Cherenkov, 
Vitaly Fokin
Conjoint analysis

Marketing & Market research in Russia

January 1999

This was the first paper in Russian on details of application of Conjoint Analysis, with example of research done.

ИНТЕРНЕТ И МАРКЕТИНГОВЫЕ ИССЛЕДОВАНИЯ(Link)

МАРКЕТИНГ И МАРКЕТИНГОВЫЕ ИССЛЕДОВАНИЯ

2000

Слово “Интернет” преследует нас повсюду. Все больше людей в России не только узнают это слово, но и знакомятся с Интернетом, вовлекаются в использование как электронной почты, так и веб-серфинга. Многие из них находят это интересным и полезным. Теперь Рунет используется уже не только программистами и студентами, но и все в большей степени бизнесменами. Они занимаются поиском важной для них информа…

Creation of the Hemispheric and Sectoral Flow Regimes Data Archive (Link)

Institute of Geography RAS

1995

The Data Archive contains daily calendar of large-scale circulation schemes by Dzerdzeevskii’s classification for period from January 1, 1989 to June 30, 1996. Forty one schemes included in classification characterise geography of air transfer in low and middle troposphere in extra-tropical latitudes of the Northern Hemisphere. Each scheme corresponds to one air transfer direction in the six…

Authors:

Alexei Cherenkov, 
Zolotokrylin
SPSS basic guide

self-published

1993

Basic guide for beginners on how to start with SPSS analysis, and how to interpret results (in Russian)

Об использовании компьютерных средств при обучении стохастическим дисциплинам на механико-математическом факультете МГУ (Link)

III Всесоюзная школа-семинар “Программно-алгоритмическое обеспечение прикладного многомерного статистического анализа”

1987

Authors:

Alexei Cherenkov, 
Чепурин Е.В,
 

Projects

Segment analysis for InBev (Klinskoe)

December 1999

Search for free segment at Russian beer market. Deep understanding of customer behavior, development of positioning policy for chosen segment. Klinskoe beer brand, re-launch after plant purchase by Sun-Interbrew. As a result “Who will go for Klinskoe” campaign was developed and successfully ran.

UNICA implementation in R/CIS and CEE countries

2011

A specific model was chosen when technical specialists served CEE from India.

Team members:

Alexei Cherenkov, 
Ramya Subramanya, 
Julianna Choi
Worldwide mobile audio guide

May 2008

This is cloud-based mobile audio guide to any point on the Earth, for any traveller. It speaks in 16 languages, and contains 51 million audio tracks – both derived from open-source databases (incl. open city projects) and privatly-held by partners. Some of the audio tracks depend on time – like the bus schedule for each stop in London – and are generated at the moment when traveller comes, in his…more

Skills

Market Analysis
Marketing Strategy
Database Marketing
Marketing
Marketing Management
Mobile Marketing
Segmentation
Data Mining
Statistical Data Analysis
Digital Marketing
Email Marketing
Mobile Applications
Project Management
Market Intelligence
Management
Business Analysis
Program Management
Demand Generation
Strategy
Competitive Intelligence
Mobile Advertising
Start-ups
Statistical Modeling
Statistics
Statistical Tools
Statistical Software
Web Services
Android Development
C++
VBA
SQL
SPSS
Python
Cognos
Web Analytics
Location Based Services
Web Applications
Unica
SQL DB2
CRM
SaaS
Integrated Marketing
Web Development
Business Intelligence

Education

Lomonosov Moscow State University (MSU)

Magister, Mathematics

1982 – 1987

The leading Russian University, mathematical faculty