Odilon GBAGUIDI
Marketing Research, Planning and Intelligence
39 years old
Driving License
Cotonou Benin
Professional Status
Employed
Open to opportunities
Data analysis with SAS Enterprise Guide and SAS Miner
LASER DECISION CONSULTING
May 2014
to June 2014
Preparation training for PMP Certification (Based on PMBOK5, PMI Methodology and standards), Project Management
Inov-it Dakar Senegal
August 2013
Candidate to MBA in Marketing Strategy and Communication
International Polytechnic University of Benin
Since October 2009
Writing Master thesis on the strategy for mobile payment adoption in Benin - Case of Mobile Money of MTN BENIN
Success Keys in project management: Tools and Methods – Learning Tree International
Learning Tree International
August 2011
BBA in Business Management
ENEAM (BENIN) - Nation School of Applied Economy and Management
October 2003
to December 2006
Benin Country Manager at IIMPTM : International Institute of Marketing Professionals
International Institute of Marketing Professionals-IIMPTM
Since August 2011
Volunteer Work
Toronto
Canada - Ontario
- As a member of the global team, provide technical and advisory support to all relevant committees including: membership development, global alliances, brand management, education management and academic accreditation in the areas of research, planning and program implementation.
- In addition, responsible for monitoring IIMP’s policies, procedures and practices in BENIN Republic.
Market Research Coordinator
MTN
June 2008
to December 2011
Full-time
Cotonou
Benin
- To coordinate collection and analysis of information on the wider business environment, the telecoms industry, the Benin market, competitors and customers; from various external sources; using traditional research methodologies as well as innovative tools, to contribute to an overall market and customer intelligence system aimed at guiding and directing marketing and business decisions.
- Implement and ensure regularity of Internal reporting tools and excutive dashboards: daily flash, monthly reports, ad-hoc analysis and reports for specific issues, Monthly Revenue reports, etc…
- Annual business planning: subscriber and growth forecasts, costs of sales, revenue model, key challenges, section action plans.
- Successful implementation of segmentation tracking tool for Consumer Segment Segmentation model
- Provide business intelligence support to other sections of Marketing by providing regular reports and analysis of subscriber, traffic, usage and revenues patterns to enable quick decision making.
Head of section Research & Business Intelligence
H&C Business Technologies
January 2007
to May 2008
Full-time
Cotonou
Benin
- Market analysis and tracking of economic situation, and then dissemination as articles in the magazine "IMPULSION DES PME ". Account Management and research execution for Clients. Market research conducted: Customer satisfaction study in the bank sector in Benin, Demand and Supply measures for plastic packaging sector in Benin, Interstate transportation analysis (Demand and Offers) in Benin, Niger, Burkina Faso and Ivory Cost, Salary Survey in Benin 2007, Media Research 2007.
Academic research on the implementation of an efficient customer relationship management in a fashion company
LOLO ANDOCHE
July 2006
to December 2006
Student Project
Cotonou
Benin
- Elaboration of the customer data base, implementation into excel of a day to day management of the customer database in the purpose to register, check quality and deliver on time every client orders. KPIs impacted : customer complaints and customer satsfaction.
- Day to day tracking of sales evolution with comparison to the target and the seasonality. Actions made to correct the bad trends such as promotions and gift certificates.
- Assistance in the daily tasks of the sales manager
- Dakar (Sénégal)
- Togo (Lomé)
- Ghana (Accra)
- Nigeria (Lagos)
- Cameroun (Douala)
- Afrique du Sud (Johannesburg)
- Abidjan (Côte d'Ivoire)
- Other
- Football
- Basketball
- Business environment and competitor monitoring, industry and market benchmarks
- Market feedback, marketing effectiveness measures
- Research Planning
- Day to day coordination of market research projects
- Dissemination of research findings
- Media Monitoring
- Support innovation, generation of new ideas
- Alignment with PMI standard (PMBOK5)
-
Datamining : TANAGRA, SAS Enterprise Guide, SAS Miner, SPSS, SPAD, SPHINX
Analysis : Correlation test, T-Test, Anova, PCA, MCA, Factors analysis, Cluster analysis (HAC, K-means), Scoring (Discriminant, Logistic regression), Association... - Reporting : THINKCELL
- Microsoft Office : Project, Access, Excel, PowerPoint, Word ...
- Implementation of Marketing Information System
- Reporting and analysis process coordination and dissemination
- Business planning and periodic re-forecasting
- Business cases for marketing activities and post evaluation
- Customer Satisfaction (AC NIELSEN methodology)
- Segmentation (AT KEARNEY Methodology - Mix of Psychographics, Demographics and Usage patterns and needs)
- Retail Census & Audit (AC NIELSEN and TRAC methodologies) & Distribution tracker
- Usage & Attitudes (General Telecom Survey methodology from RMS-TNS)
- Brand Health (DASHBOARD Methodology)
- Mystery Shopping/ Mystery Call
- Pricing Research (Gabor Granger and Price Elasticity)
- Media research
- Qualitative research (Focus Group, In depth Interview...)
- Segmentation : Mobile GSM Subscribers Segmentation, 2009 (Project Champion for MTN BENIN) - Mobile GSM Subscribers Segmentation for ETISALAT BENIN, 2013 (Project Manager)
- Positioning
- Targeting
