Akanksha Mishra

Enabling customer focused, personalized marketing efforts by using deterministic and probabilistic predictive models. Supplementing media pipelines and supporting media campaigns with audience created using data science solutions like - purchase likelihood prediction, product affinity segmentation, mover trend analysis. Languages - SQL, Python | Tech Stack - Google Cloud Platform, Jupyter Lab, Airflow etc.

• Consulted a leading multinational technology giant's, video game console analytics team • Built churn prediction model with 89% accuracy, using classification trees and factor analysis; Devised strategies to optimize retention and maximize profit by $2M • Used technologies - R and SQL (SSMS)

• Analytics consulting for top EU gaming clients – Fortuna Entertainment Group • Initiated ~20% cost savings in bonus spend via innovative customer segmentation based on distinctive betting patterns, demographics • Multiple ad-Hoc gamer behavior analyses post seasonal sports leagues; Measured financial impact and quality of customers acquired

Worked on multiple marketing analytics projects for a Fortune 100 Retail Chain while leading an 8-member team: • Demand Prediction: Built user-friendly price optimization tool using linear regression for price based demand prediction; Generated ~5% margin uplift in first 6 months; Lauded by organization’s CMO, SVP (SQL, R, Tableau) • Customer Basket Analytics: Performed in-depth customer basket analytics to provided store layout recommendations to fit client's visual merchandising; New store layout yielded ~$1M more in yearly revenue (SQL, Excel) • Developed ‘Loyalty Program Management Roll Out’ proposal, collaborating directly with client CXOs; Ensured successful pilot by conducting multiple A/B tests for targeted marketing campaigns (SQL, R) • Onboarded two batches of 6 new associates each to hit the global delivery system running

Worked on multiple product and customer analytics projects for a Top 2 Search Ad Platform: • ROPO Analytics: Enabled development of product feature that quantified in-store sales that can be attributed to online ad, using last-touch attribution modeling, A/B Testing (SQL, Scope, PowerBI) • Competitive Analytics: Built & maintained a competitive dashboard that identified potential customer churn by tracking changes in their budget with Bing and performance on different networks (SQL, PowerBI) • Auction Insights: Built first-of-its-kind live Power BI report tool for scaled competitive insight generation now used by ~100 FTEs; Decreased cost to 10% of prior levels; Recognized with Impact Award (SQL, SSIS, VBA)