Firefly (Digital OOH aon Rideshare)
Last Job Title
Manager Analytics and Ad Measurement
As a marketing analytics consultant with over 10 years of experience, I have successfully led and delivered a variety of analytics projects and business solutions for FMCG and Retail leaders across the US, the UK, and APAC. I currently work in a fast paced start-up leading their advertisement measurement capabilities and initiatives In the recent past, I was a project lead in the multi-touch attribution ( MTA 1 ) team at Nielsen. I was responsible for helping clients (advertisers) take better and smarter marketing decisions based on statistical model driven results. I helped them build better marketing plans, optimize allocated budget and hence maximize profits on their marketing efforts. As a project lead I led all aspects of the project starting from data collection, integration, model development, presenting results to clients and managing client relationship. My areas of expertise include a variety of analytic studies for measurement of efficiency & effectiveness of marketing activities, interdependence between various media platforms as well as across ATL & BTL activities, market mix modeling, media budget optimization, price & promotion analysis, and knowledge of media-buying. Currently, I live and work in San Francisco and require an H1B transfer to work for any new employer. Please feel free to get in touch with me.  - MTA is a method to allocate incremental credit to marketing touchpoints that precede a conversion to purchase within an individual customer’s journey. The model leverages person/household level sales data and assigns various digital media touchpoints at the most granular level to enable optimization at the campaign, creative, publisher, device and placement levels.
San Francisco, CA. USA