Abhilakshi . Email & Phone Number

Bengaluru, Karnataka, India

• Utilized individual-level data to conduct regression analysis aimed at constructing predictive models, thereby elucidating the impact of various marketing initiatives on the behaviors of distinct customers for different retail and cpg clients.• Performed modeling at two stages, employing Generalized Linear Model and Regularized Linear Model (utilizing ridge regression) within the R.• Leveraged workbook files to meticulously analyze and interpret modeling outcomes while meeting client specifications. Emphasized KPIs including effectiveness, return on ad spend (ROAS), cost per mille (CPM), and predictive accuracy to assess the impact of marketing strategies.• Developed a variety of visualizations including AVP graphs, transformation graphs showcasing adstock and power transformations, as well as tactic and granular level graphs for detailed analysis. • Employed a diverse range of statistical measures, including R-squared, Durbin-Watson statistic, MAPE, p-value, and VIF, to rigorously evaluate the accuracy and reliability of the model. • Utilized optimization techniques to significantly enhance the precision of marketing budget allocation.

Chennai, Tamil Nadu, India

• Completed a thesis on “ Financial Inclusion among south Asian countries: Do we see the gender gap?” under the guidance of Dr. Ekta Selarka , Associate Professor, MSE.• Utilized FINDEX database, encompassing both country-level and individual-level datasets, to investigate the extent of financial inclusion among women in South Asian nations. • Employed logistic and multinomial logistic regression methodologies to analyze and understand the factors influencing financial inclusion in the region, contributing to informed decision-making and policy formulation.

Master Of Arts - Ma, General Economics

Bachelor Of Arts - Ba, Economics