Marketing Mix Modelling (MMM)Designed and implemented a MMM solution, empowering the marketing team to strategically allocate$240M/yr budget across 15 diverse channels.Engineered an efficient MMM Performance Tracking Dashboard incorporating waterfall charts, scatterplots, & tabular views. Reduced a week-long process into a single-click, expediting decision-making forthe Marketing Team, increasing a 75% noteworthy efficiency.Designed and implemented a dynamic Match Market test dashboard for the marketing team, integrating ageographical map with dynamic filters and reset button functionality. This facilitated visualization ofcontrol and test groups at the zip code level, leading to a 37% enhancement in campaign strategies anda 12% increase in targeted conversions.DCO (Dynamic Creative Optimisation)Developed a Bayesian Bandit Algorithm to enhance Click Through Rates (CTR) across nearly 50,000creative combinations (including offers, calls to action, background colors, headlines, and sub-headlines) within an explore/exploit framework.Achieved notable 29% increase in CTR and a 3.5% rise in subscription through the implementationof dynamic creatives.Designed and developed multiple dashboards to track the performance of DCO creatives compared toBusiness as Usual (BAU).Gross Adds ForecastingDeveloped and implemented a Gross Adds Forecasting system to proactively anticipate futuresubscription trends, facilitating informed decision-making and optimizing resource allocation.Utilized FB Prophet to enhance the precision of gross adds forecasts.Achieved a notable 20% MAPE, resulting in substantial cost savings of ~$1.5 million per quarter.IHS GPT (In Home Service)Automated web scraping operations for 2435 websites utilizing Selenium, serving as foundational datafor our RAG-based LLM model.Conducted comprehensive data partitioning, cleaning, extraction, and chunking processes, facilitatingseamless integration into the model.

User Engagement AnalyticsDeveloped a comprehensive end-to-end Streamlit application for a client, facilitating efficient user basemanagement and tracking.Designed visually compelling data visualizations such as Sunburst plots and Sankey charts to offerinsightful analytics on user dynamics.Leveraged Streamlit's capabilities to seamlessly integrate data management, visualization, and userinteraction, ensuring a user-friendly and functional application aligned with client objectives.Dashboard Development and AnalysisWorked with cross-functional teams, stakeholders, and clients to understand their need and challengesand provided them with impactful insights thus increasing operational efficiency by 50%.Conducted exploratory data analysis, ensure data quality, automate reporting, crafting compellingvisualizations.