Mar 2022 – Sep 2022 · 6 mos · Bengaluru

• Led a 4-member analytics team embedded with the Instamart product and engineering org, translating supply chain data into actionable pricing strategy
• Built a price elasticity model to estimate optimal discount bands at category, time slot, city, and customer profile level — replacing a one-size-fits-all discounting approach with a granular, data-driven strategy
• Model recommendations were adopted by the Instamart team, projected to drive a 20% reduction in inventory and $2MM USD in cost savings

Sep 2021 – Mar 2022 · 6 mos

• Led a 6-member contractor team to develop hypotheses, design experiments, and measure causal impact of media campaigns on brand health metrics across 5 zones — driving 12.8 percentage point growth in long-term brand equity

Sep 2019 – Sep 2021 · 2 yrs

• Lead an engagement and team to develop hypothesis, design experiment, deliver insights and drive implementation of models to measure media impact on Brand Health metrics across 5 zones, driving long term equity growth of 12.8 percentage points
• Brand Structure Analysis: Segment brand perceptions into Structural Equation Models of brand health metrics and estimate key drivers of long-term Equity Metrics (such as Mind Share, Potential and Premium measure of a brand)
• Campaign into Equity: Estimate the impact on media campaigns on Brand Health metrics using Bayesian Dynamic Linear Model (Kalman Filter) and provide recommendations on efficiency, effectiveness and flighting for media campaigns
• 3 YP Forecast and Target Setting: Help brand teams set targets for Equity metrics with the use of time series forecasting methods (Holts Winter, ARIMAX) to estimate the growth of various equity metrics over a 3-year time period
• Cross Brand Optimization: Design an optimization framework using response curves for portfolio brands to optimize and allocate media budget to maximize mindshare for given portfolio

May 2018 – Sep 2019 · 1 yr 4 mos

• Build media measurement study to estimate the impact of media on brand volumes and measure return on investment, optimizing media spends worth $100MM+ and maximizing net revenue of $2.5MM+
• Media Return on Investment: Build end to end models using Generalized Linear Mix Regression methodology to quantify the impact of media exposures and spends across 15+ brands in EU and APAC zone
• Media Budget Allocation: Optimize media spends across channels and brands to provide recommendations driving higher YoY MROI and incremental volumes

Jan 2017 – Apr 2018 · 1 yr 3 mos

• Building CRM framework to facilitate pro-active customer strategy for a leading insurance firm
• Recommended business metrics (persistency, penetration, medical history) for YoY/MoM projection of customer insights driven by rigorous market research and leveraged Hadoop platform to automate the daily customer insight report on client MIS portal
• Analyzed Macromonitor data (a paid survey which provides information on household and its financial information on 16 key areas covering credit cards, real estate, retirement products, etc) to drive Market Basket Analysis to provide clusters of financial characteristics indicating the purchase of a financial/insurance product with a minimum lift and confidence of 2 and 70% respectively

Jun 2015 – Dec 2016 · 1 yr 6 mos

• Prediction of non-customer initiated return on COD order for an online fashion retailer
• Created customer profiles based on personal information & online session data to assess the business potential across customer pockets
• Built a CHAID tree to curve out the customer segments using personal information like demographics, risk profile & geolocation
• Considering the high-dimensionality & rare event feature of the data, leveraged gradient boosting to predict non-customer initiated return & pinpointed the strategic variables for
• each customer segment

Dec 2014 – Jan 2015 · 1 mo · New Delhi Area, India

Aug 2014 – Oct 2014 · 2 mos · Kolkata Area, India