Somanath Tripathy

Using advanced analytics to measure true impact of media including - Incrementality Experiments - Conversion Lift, Geo based (GBR, TBR, Trimmed Match) - Causal Impact Analysis - Time-series Analysis - Media Mix Modelling (MMM) - Frequentist/Bayesian

Part of the Advanced Analytics and Data Science group - Defined DS strategy - owned LTV and Propensity model and output for segmented customer retention - Experimentation (A/B testing) in collaboration with marketing, product, and engineering - Causal Impact analysis to evaluate campaign success - Built foundational data science and machine learning capability and models, defined data architecture while driving adoption across business orgs

Banking and Finance Team - Create rate optimization tool - Modeling data using price elasticity multivariate time-series, using a multivariate regression model - Establishing evidence of impact of behavioral economic factors affecting price-insensitivity

As part of the Capstone Project for the entire Spring semester of 2019, coordinated with the Data Science team at BlaBlaCar and - Generated origin-destination matrix using optimization algorithms to add OuiBus (a subsidiary of BlaBlaCar) to add bus route feature to the ride-sharing app -Maximized profitability based on demand, revenue, and route constraints using linear programming optimization algorithms on Gurobi, visualized the routes using NetworkX, Folium, and Plotly on Python

• Optimizing ad-campaigns for credit card product using bid-optimization and multichannel attribution - Optimized paid search for desktop and mobile platforms by identifying and analyzing product-level risk and marketing acquisition funnel metrics o Identified key target prospects, planned and forecasted ad revenue, created bid-optimization models increasing ROI by 23% YoY - Analyzed competitive insights through sensitivity analysis, created multi-channel attribution deep dive analysis using web interaction data • Led randomized experimentation and hypothesis testing to improve ad-copies in sync with product content - Increased revenue through A/B testing - z-test/t-test/difference-in-differences - Improved experimentation frequency by 2.2x YoY, created sample size calculators and test trackers

Was responsible for managing all client communications and corresponding technical analysis for a US middle market Private Equity firm with over $1B of committed capital under management. Prepared detailed investment research pieces as well due diligence requests as part of the client deal team.

Metagenomic data analysis and data mining in order to investigate complex environmental sequencing samples using novel data structures and algorithms relating to de Bruijn graph manipulations in biological sequence analysis and metagenomics: - Executing computational workflows on remote UNIX servers using Amazon EC2 instances - Examining statistical results, evaluating the correctness of results and correcting workflows

Courses: Optimization Models and Methods; Probability, Statistics and Simulations; Data Analytics (Data analysis in Python, Data visualization, Text analysis, web scraping, APIs); Tools for Analytics (Python, SQL, Git); Business Analytics (Machine learning); Analytics in Practice (Capstone Project with BlaBlaCar)

Relevant courses: Introduction to Financial Management; Investment Management (Portfolio optimization and valuations); Economics; Probability and Statistics