A strategic and analytical leader skilled in navigating complex data landscapes to uncover actionable insights and drive business impact. With a balance of technical expertise and business acumen, I ensure every data point contributes to a compelling, data-driven narrative that empowers organizations to make informed decisions.
Optimize the allocation of media spend across multiple channels and publishers by assessing the impact of paid TV, Search, Social, and Digital media campaigns and creative elements on conversions using Multiple Linear and Bayesian regression modeling.
Conduct Incrementality Analysis to measure the potential impact of additional media channels before larger-scale implementation using statistical techniques to select proper test and control markets, to ensure adequate statistical power, and to run a counterfactual analysis.
Ensure data relevance and accuracy by working closely with the business science and data engineering teams to use the right metrics for data analysis and verify that those metrics trend as expected.
Create a robust foundation for advanced analysis by developing R and Python scripts in collaboration with the data engineering and business science teams to analyze ad campaigns performance and support clients’ goals.
Support junior members of the team by training them on how to run existing and ad hoc analyses requested by clients and our business science teams.
