My name is Tanya Zyabkina, and I am an analytics and data science executive. In my current role as a Principal at Probabilistically, I help companies make better decisions based on data.
For 15 years I focused on producing insights that impacted business strategy at multiple Fortune 500 companies in the retail and telecom industries. My experience spanned from qualitative market research in the fashion industry to determining the impact of promotions for a cable provider.
At Victoria’s Secret, my work covered brand image analytics and CRM program effectiveness. At AutoZone, I determined the impact of changing automotive technologies had on the long term KPIs of the company. As a Director of Marketing Analytics at Time Warner Cable, I led a team that tackled complex analytical problems in marketing, pricing, customer service, and retention.
My passion is building an effective and efficient analytics function by prioritizing high leverage projects that increase sales, reduce costs, and improve operations.
I believe that every analyst is most productive when they work on projects that both make sense analytically and are impactful financially, and my goal is to fill the pipeline with such projects.
A transplant from Siberia to the Midwest, I reside in Columbus, Ohio with my family, and I find Ohio winters a bit too warm for my taste.
If we are not yet connected on LinkedIn, send me an invitation, and we can talk about all things data and analytics.
Figuring out which programs work and which don’t is my bread and butter. I help companies get more out of their Marketing dollars by allocating the budget more efficiently. From market research to propensity modeling, I spent over 15 years analyzing consumer behavior for largest US consumer brands.
There is no point in engaging the analytics function if the results are not used to make better decisions.
From asking the right questions to delivering clear recommendations, communication makes or breaks success of an analytics project.
Also known as Data Science, Machine Learning, Big Data, or automation, AI can help companies save money and serve customers better. My expertise is in knowing how and where it can help. The math is the easy part.
Led CRM function for the Midwest Region of Time Warner Cable, responsible for execution and analysis of direct mail program with over 6 million acquisition and upsell targets. Conducted frequency and cadence of contact tests that allowed to reduce mail by 25%.
Skills: marketing analytics, CRM, campaign measurement, leadership.
Launched an analytical platform and led multiple studies of how pricing changes impact subscriber behavior. The research measured incremental impact of promotion expiration and rate increased on disconnects, how customer purchases of video on demand changed with price, and whether retention offers induced future disconnects.
Skills: pricing, vendor management, advanced analytics, project management.
Collaborated with analysts to complete several time sensitive data requests for the government regulators reviewing the approval of a $79B company acquisition.
Skills: data definition, quality, and validation; collaboration, leadership.
Bachelor and Master degrees in Mathematical Economics
MBA in Marketing
Graduate Certificate in
Data Science