UCL Master’s Student in Business Analytics Interns at Proximity

Earlier this year we welcomed Shafia Nabila to our Customer Success Team at Proximity as an intern. Shafia joined us while she was finishing her Master’s degree in Business Analytics at University College London.

She focused on data and business analytics projects during her time with us, which actually formed part of her final dissertation, titled Customer Segmentation and Lifetime Value Analysis: A Case Study in Retail Industry.

Shafia’s dissertation work utilised advanced machine learning and probabilistic models, such as k-means clustering, the Beta Geometric/Negative Binomial Distribution (BG/NBD) model, and the Gamma-Gamma model to identify high-value customer segments and predict customer lifetime value. These insights significantly enhanced our ability to support our retail clients by helping them allocate their marketing resources more effectively towards high-value customers.

Reflecting on her experience at Proximity, Shafia said:

“I was really impressed by the level of support and the collaborative atmosphere at Proximity, particularly Teodora Filipović, Blair McVicar, and the whole Customer Success Team. The exposure to real-world data and the opportunity to apply my academic learnings in a practical setting was both challenging and rewarding. I was particularly excited about the potential impact of our work on customer engagement strategies for retail brands.“

We appreciated the valuable insights she brought during her internship. Thank you, Shafia, for your contributions to Proximity. We wish you all the best in your future endeavours!