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SPIN-RSCI: 6344-4943
ORCID: 0000-0002-4478-0438
ResearcherID: AAN-1784-2020
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Nataliya Titova

  • Nataliya Titova has been at HSE University since 2019.



Degree in Mathematical Methods and Operational Research in Economics
Moscow State Institute of Electronics and Mathematics

Awards and Accomplishments

Courses (2022/2023)

Courses (2021/2022)

Courses (2020/2021)

Courses (2019/2020)

Data Analysis in Business (Bachelor’s programme; Faculty of Computer Science; 3 year, 3, 4 module)Rus

Employment history

2021 - present

PJSC MTS-Bank, Russia and CIS

Head of Credit Process Analysis

Formation and management of the backlog of a cross-functional product team;
Fulfillment of plans for sales, portfolio size and financial results of non-targeted retail lending products;
Analysis and modification of the sales funnel;
Interaction with the retail risk unit in order to optimize risk policies for retail lending products;
Compliance with KPIs on unit costs for issuing loans and credit cards;
Development, implementation and modification of processes for selling and issuing credit products and non-targeted retail lending;
Testing hypotheses and searching for insights to improve product metrics;
Working with basic conversion metrics from applications to issuing loan products;
Construction of regular reporting on credit process funnels;
Operational risk analysis.
2019 - 2021

OJSC Alfa-Bank, Russia and CIS

Head of Analytical Support for Internet Sales

Development of a methodology for calculating the main metrics and steps in the online funnel of credit cards, business loans and cash management services for legal entities online.
Analytics for the launch of business initiatives in the direction of the cash register and additional services product. products - business loans, business cards, acquiring, business registration and others. Calculation of the effect of launching campaigns
Implementation of a KPI tree for each process (online channels, call center, delivery)
Development and implementation of a model for improving business processes in assessing the effectiveness of traffic sources and channels

2018 - 2022

SAS Institute, Russia and CIS

Business consultant for customer analytics

Development of a segmentation concept, development strategy for the resulting segments, formation of a marketing plan for targeted campaigns;
Determination of KPIs for the coverage of the client base with personal offers;
Development of targeted marketing campaigns (defining goals, mechanics, campaign timing, communication channels);
Development of a contact policy, creation of a library of standard campaigns, formation of reporting requirements for assessing the effectiveness of campaigns, transfer of business expertise, training;
Development of a CRM strategy for clients
2017 - 2018

Lamoda, Retail & e-commerce (online clothing store)

Head of Customer Data Analysis Group

Developing communication strategies with clients and setting up promotions and communications in the system;
Development, creation and updating of predictive models and customer segmentations: behavioral customer segmentation based on purchases, personalized mailings, MBA, churn forecasting;
Organizing the preparation and control of sending marketing emails, SMS, Viber mailings, Push notifications, analyzing their effectiveness and preparing proposals for their optimization;
Construction of product recommendations;
Monitoring the generation of reports based on the results of marketing mailings, implementation of marketing programs, loyalty programs, etc.
2016 - 2017

Tekhnosila, Retail & e-commerce (household appliances and electronics store)

Senior Analytics Expert, E-Commerce Directorate

Create and maintain a sales-based customer database. Management of the development and creation of a cloud data warehouse;
Segmentation of the customer base based on transactional data. Cross-category analysis;
Development of a marketing communications strategy. Determination of the target audience, mechanics of impact, followed by analysis of the results;
Analysis of assortment and assortment matrices, costs, analysis of advertising campaigns on the website, assessment of the effectiveness of ongoing marketing activities;
2014 - 2016

Eldorado, Retail (household appliances and electronics store)

Analyst, Retail Sales and Expansion Analysis Department

Creation of mathematical models for forecasting revenues of new stores;
Calculation of prerequisites for operational planning (seasonality, trend calculation models), including development / improvement of calculation methodology;
Management for evaluating the effectiveness and planning of promotions: promotional targeting, evaluation of promotions (expectation/fact), optimization of promotional lists;
Creation of mathematical models to predict the results of future actions and initiatives, incl. calculation of options for the development of events (“What-If?” analysis, sensitivity analysis);
Analysis of product turnover for a selected assortment (forecasting, ABC analysis, SWOT analysis, trend forecasting)

Timetable for today

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