Aditya Shah

As a Head of Data Science & Analytics, I'm responsible for leading data innovation and drive data-driven sales growth, enhancing efficiencies for clients in Indonesia and SEA. I focus on implementing automation strategies across all marketing funnels, develop customized AI/ML solutions to deliver cutting-edge analytics. In my current role, I am: - Responsible for developing innovative products like MMM/ROI models, competitive tracking, KPI forecasting, content & creative analytics, and consumer/marketing analytics, pacing dashboards,. - Independently spearheading reporting automation for 12 key clients & help clients reduce manual intervention, leading to significant cost savings. - Developed insights automation tool for measuring performance of key KPIs across digital & traditional channels. - Focused on ideating unique use cases in client pitches to win new business and drive revenue growth for the agency.

At Merkle, I helped build & led a 23-member team in developing and implementing MarTech solutions (DS, CDP, BI) for clients in automobile, retail, e-commerce, insurance, and entertainment industries. Key Tasks & Projects: - Focused on driving revenue growth, improving customer engagement and retention, and optimizing acquisition ROI through data-driven strategies. - Deliver a fully functional Customer Data Platform (CDP) for leading Japanese car OEMs, leveraging OneID to build statistical/ML models for segmentation, churn prediction, cross/up-sell, forecasting, and CSAT. - Integrated 2 million customer database with 500+ variables across 15 LOBs. Achieved all project goals within 10 months of project kick-off.

- Revamp, migration & go-live of loyalty & rewards program for India's largest car OEM. - Implemented use cases like boosting media ROI, lowering churn, optimizing sales funnel, lead scoring. - Spearheaded development of multiple actionable dashboards across multiple clients.

- Developed a robust data strategy for a global FMCG brand (Malaysia) to enhance CLTV (acquisition, cross/up-sell, retention) using 1/2/3 PD. - Developed an industry-first customizable Marketing Data Platform (MDP) framework supporting 12 marketing use cases (e.g., Lead Nurturing, Health Score, RFM, MMM, MTA). This fast, plug-and-play framework helped the clients retain more customers while reducing substantial marketing budgets.

Transitioned from academia to data science, gained expertise in data analytics, programming skills, statistical modeling, advanced visualization, business acumen and communication skills. Contributed to multiple projects over an extended tenure at Fiserv, applying these skills to deliver on client goals. - Part of PLCC* lifecycle project for a leading retail chain in Mexico. Developed predictive models for use cases like credit line management, customer activation, offers optimization, customer journey mapping & upgradation, etc. - Contributed to developing an end-to-end Merchant Lifecycle Program for Brazil’s 2nd largest merchant acquirer. Developing models to predict POS rent-to-charge, merchant attrition, merchant performance benchmarking, attrition mitigation, etc. - Developed churn prediction models for customers, credit cards, asset/liability products across multiple FIs/CUs in USA. - Created automation dashboards for Fiserv Global’s HR and Finance teams to provide real-time insights.