Aaditya Aggarwal Email & Phone Number

Keen about data analytics and data science. Global head for Media Analytics modelling team and leading a cross-border team across Romani and India of 10 analysts/senior analysts Working on various analytical solutions in Media Analytics vertical in the APAC and META regions with high impact solutions like Web-app dashboards, Marketing Mix Modeling(MMM) and Sales Optimization, with a focus on delivering actionable insights and guidance to business on various marketing activities Consulted and serviced one of the leading smartphones brands in India in collaboration with the two global multinational giants serving in internet related products, proving the team with MMM solution and related insights on response curves, simulations and sales optimization as per business requirements Worked on and led more than 10 MMM projects (both single country and multi-country projects) in last 2 years, both POS based MMMs and non-POS MMMs which involved: -> Sales contribution calculation from various marketing drivers and macroeconomics -> ROI analysis and effectiveness of various traditional/digital channels and BTL activities -> Creating response curves using sigmoid transformation for significant marketing drivers from the model, and eventually building what-if scenarios from simulations based on business objectives -> Sales optimization to re-allocate client’s budget most effectively so as to optimize budget utilization while maximizing the sales Experience in :Multiple Linear Regression Model (MLRM) development leveraging R for an Italian bank capturing effect of macroeconomic variables on Probability of Default (PD) of their customersCOMPUTATIONAL SKILLS:-> R-> SAS-> Python-> VBA and Excel-> SPSS-> C languageKEY TECHNICAL SKILLS:Statistical Modeling and Analysiso Time Series Modeling, ARIMA modelingo Linear Regression modelingo Logistic Regression modelingo Classification Problem Analysiso Machine Learning Algorithms (Supervised : KNN, DecisionTrees, Random Forest, Logistic Regression, Natural Language Processing, and,Unsupervised : K-means and Hierarchical Clustering , PCA)

Listed skills include Microsoft Excel, C, Microsoft Office, Microsoft Word, and 9 others.

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  Manager

  Gfk

  Delhi, India