Bharat Upadhyay Email and Phone Number

Helping NFL+ to become the best sports streaming platform in the market.

• Measurement Lead on Google products overlooking advertising revenue of $XXB.• Worked on the end to end measurement setup of the conversion lift studies (Search & Non Search) across all Google Marketing business units. Build the macro insights on CLS results and shared the recommendation with the internal and external stake holders.• Worked on media strategy and measurement issues including media testing, media mix, target audience profiling, consumer insights,competitive understanding, and budget allocation, including the integration of online and offline media• Designed, lead and delivered strategic insights out of the large sets of data to answer complex business questions.

Client: IBM•Worked on media strategy and measurement techniques including media testing, media mix, target audience profiling, consumer insights, competitive understanding, and budget allocation, including the integration of online and offline media•Hands-on experience with exploratory data analysis and custom data deep-dives to influence Campaign Analysis & Performance Reporting with high business impact.•Worked closely with IBM and account teams, on measurement solutions, and executing a plan. •Managed and mentored a growing and diverse team. Provided thought leadership and tool development to elevate digital and direct media planning capabilities.

Client: Google (YouTube)• Engaged with Google internal team to measure true business value by building and operationalizing “learning agendas” that highlights how Google can improve business outcomes by employing better measurement techniques.• Acted as a key contact between YouTube team, planning team and third-party data providers and helped educate internal and external team members on the best ways to use available data, improve workflows and think strategically.• Worked with Associate Director to perform ongoing campaign measurement, data collection, cross-channel data integration, reporting and insights, dashboards, data visualization, data mining, predictive analytics, digital advertising measurement methods, and technologies.• Experienced with field experiments, experimental design, survey sampling, and panel data.

Clients: Dell, Indeed.comGlobal Advertising Tech & Programmatic Analytics• Created Marketing Mix and predictive models with Machine Learning techniques using R. • Worked with media planning teams to come up with a multivariate regression-based time series forecast of leads using weighted averages. This was used to level-set expectations with the client and estimate media response.• Identified similar markets based on K-Means clustering and developed an A/B test to identify the impact of branded search keywords to overall lead volume.

Clients: Teva Pharmaceutical, Papa Jones, Madison Square Garden Company, Cayman Island, DPSG.• Mine data from Google Analytics and Double Click, cleanse, and analyze data to create dashboards for clients and internal stakeholders using Tableau and Datorama.• Present monthly and quarterly dashboards to the client and work with strategy teams in maintaining current and developing new KPI.• Created predictive model and marketing mix model in R for TV attribution to identify the effect of paid media on-site traffic.

• Interacted and assisted Strategy and Innovation team to deliver a standard analytical bench marking dashboard product for P&B to accomplish $ 100M profit target.• Used analytical applications/methods to identify trends and relationships in data, draw conclusions and translate findings to make business decision making and develop marketing strategies.• Design, develop, deploy and support Tableau dashboards on Tableau Server deployed enterprise-wide.• Use SQL and Tableau to pull complex data from cloud source.• Work with business teams to gain rich understanding of their business, analytical, and reporting needs, including identification of critical metrics and KPI’s• Develop rich interactive visualizations integrating various reporting components from multiple data sources• Supported technical team members in development of automated processes of data extraction and analysis.• Created a financial model for the company and created dashboards with the help of Tableau for Data Visualization, track KPI's and metrics.• Developed time series forecasting/extrapolation models which analyze and provide trends for future loss ratios.• Formulated procedures for integration of R programming plans with data sources and delivery systems.• Provided technical assistance for development and execution of test plans and cases as per client requirements.• Supported technical team members in development of automated processes for data extraction and analysis.• Participated in learning of techniques for statistical analysis projects and new methods.• Prepared detailed technical documentation such as workflows, scripts and diagrams in coordination with research scientists.• Data Cleansing for fixing dirty data and maintaining the data as close as possible to the original data from the source production system.

• Conduct Data analysis of existing data feeds and current data systems, data conversion and integration solutions.• Support and perform user acceptance test activities for the Data Archiving, conversion, cleansing and integration solutions.• Wrote SQL queries to organize structured data.• Created reports and dashboards in Tableau.

• Worked on scalable and reusable Enterprise-level Data warehouse.• Learned Extract Transform and Load Life Cycle including mappings and various operators.• Wrote SQL queries to organize unstructured data, used database concepts like aggregation, normalization.• Worked on query optimization and developed SQL queries for multiple functionalities.• Created reports and dashboards in the Business Intelligence tool Tableau.