Marketing Analytics

Evaluating Email Campaign Effectiveness

For a leading software company, campaign management was made efficient by building a real-time platform that used customer profiles, previous subscription information, and traditional email data.

Self-Service Platform for Media Mix Modeling and Budget Optimization

Models were developed for a top global technology solution and service provider using Ridge regression, halo impact analysis, and S-Curves. The GUI-based tool helped allocate budget across various activities optimally, which influenced an uplift of ~ $200 Million in opportunity value annually.

Survey Design to Estimate Purchase Intent

A survey was designed to capture essential data for a leading online marketplace, and a regression framework was formulated to understand purchase intention. Correspondence analysis was done for brand perception. These resulted in effective promotion campaigns to convert purchase intention to sales.

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