Rafi Atha Data Analyst
Data analyst with five years of experience in fintech and e-commerce, skilled in A/B testing, RFM segmentation, and churn analysis. I collaborate closely with cross-functional teams to turn data into clear, actionable insights that drive business growth.
Work Experience
Kredivo Group
Senior Product Analyst
Sep 2023 — Present
Mapan
Business Intelligence Analyst
Aug 2022 — Aug 2023
LinkAja!
Business Insight Associate
Jun 2021 — Aug 2022
tvOne
Digital Commercial & Analytics
Nov 2020 — Jun 2021
Telkom Indonesia
Data Scientist (Internship)
Jan 2020 — Jun 2020
Senior Product Analyst
Kredivo Group
Sep 2023 — Present
Leading digital credit platform in Southeast Asia, providing Buy Now Pay Later (BNPL) and digital lending solutions across Indonesia, Vietnam, and Thailand with millions of active users.
Responsibilities & Achievements
- Served as primary analytics point of contact for Growth Product team, including Voucher, Points, Referral, and Cross-selling features
- Conducted post-implementation analyses and delivered actionable insights to Product Managers for feature enhancements
- Supported Product and Engineering teams during rollout of two major projects by creating monitoring dashboards and ensuring data integrity
- Collaborated with Growth Business team to improve new user transaction rates and enhance user retention
- Compiled and presented weekly and bi-monthly performance reports to CEO and VPs, highlighting critical updates
Business Intelligence Analyst
Mapan (GoTo Group)
Aug 2022 — Aug 2023
Social commerce platform under GoTo Group ecosystem, empowering community leaders (Mitra) to sell products and financial services through social networks, serving millions of underbanked Indonesian communities.
Responsibilities & Achievements
- Created user RFM segmentation based on historical transactions data to aid stakeholders in developing personalized plans
- Collaborated with Marketing team in designing and evaluating churn user programs to reactivate users
- Measured impact of new feature implementations using A/B testing and other analytical methods
- Created monitoring system for operational team to identify users with high Arisan cancellation tendency (fraud prevention)
- Built dashboards and reports using Tableau and MetaBase according to stakeholder monitoring needs
- Developed and maintained data mart to ensure validity and accuracy of data for consumers
Business Insight Associate
LinkAja!
Jun 2021 — Aug 2022
Indonesia's leading digital wallet and payment platform backed by state-owned enterprises, offering comprehensive financial services including payments, transfers, bills, and lifestyle features to tens of millions of users.
Responsibilities & Achievements
- Developed dashboards to fulfill data monitoring needs based on business user requirements
- Maintained definition and calculation of metrics in dashboards and data mart to ensure data accuracy
- Mined data for ad-hoc analysis regarding customer behavior and presented results to business units
- Communicated with business users, Big Data team, and Product team to support end-to-end data enablement projects
- Gathered data for regular reports to business partners, corporate press releases, and external audits
Digital Commercial & Analytics
tvOne
Nov 2020 — Jun 2021
One of Indonesia's major national television networks, providing news, entertainment, and sports content across broadcast TV and digital platforms with nationwide reach and strong social media presence.
Responsibilities & Achievements
- Analyzed data from Google Firebase, Google Analytics, and social media analytics tools
- Provided regular and ad-hoc reporting on tvOne's digital asset performance including website, application, and social media
- Collaborated with Social Media Officer, Digital Content Production, and Sales & Marketing teams to improve performance
- Wrote Python scripts to automate reporting processes
Data Scientist (Internship)
Telkom Indonesia
Jan 2020 — Jun 2020
Indonesia's largest telecommunications and digital services provider, serving over 170 million customers with mobile, fixed-line, internet, and digital solutions as a state-owned enterprise.
Responsibilities & Achievements
- Wrote Natural Language Processing library in Python with tokenization, lemmatization, and other NLP functions
- Solved client business problems using machine learning methodology, specifically Topic Modelling and Text Similarity
- Developed and maintained internal dashboard using HTML, CSS, SQL, and CodeIgniter framework
- Volunteered for COVID-19 Data Collection team for PeduliLindungi application, collecting data from 10+ government websites using automated Python with Selenium
Skills & Expertise
Programming
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SQL
Basic Intermediate Advanced Expert
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Python (Pandas, NumPy)
Basic Intermediate Advanced Expert
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R Programming
Basic Intermediate Advanced Expert
Visualization
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Tableau
Basic Intermediate Advanced Expert
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Looker / Looker Studio
Basic Intermediate Advanced Expert
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Matplotlib & Seaborn
Basic Intermediate Advanced Expert
Analytics & ML
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A/B Testing & Experimentation
Basic Intermediate Advanced Expert
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Product Analytics
Basic Intermediate Advanced Expert
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Machine Learning (Scikit-learn)
Basic Intermediate Advanced Expert
Tools & Platforms
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Google Analytics & BigQuery
Basic Intermediate Advanced Expert
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Jupyter Notebook
Basic Intermediate Advanced Expert
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Git & GitHub
Basic Intermediate Advanced Expert
What People Say
Instrumental in bringing intelligence into decision-making by consistently sharing deep, meaningful insights with the team. He is highly skilled in product analytics and has the ability to get to the root of complex problems with precision and clarity. He also also shown strong ownership in ensuring that stakeholders have the right data at the right time, enabling quicker and more informed decisions.
Selected Work
The Year of Judge (2022)
Visualizing Aaron Judge's 62-homer season using Statcast data and Python
Mapping Bali's Tourism Hotspots
Mapping Bali tourism hotspots using Flickr metadata and DBSCAN clustering
E-Commerce Performance Dashboard
E-commerce analytics dashboard featuring sales trends, retention, and RFM segmentation
Let's Connect
Ready to start a project?
I'm always interested in hearing about new opportunities and exciting projects. Whether you have a question or just want to say hello, feel free to reach out.
