Anand Vyavahare

1. Resource Optimization - Marketing Mix Modelling

• Collaborated with PRISM team and stakeholders to check the feasibility, accuracy and robustness of the PRISM tool to internalize the MMX projects - saving ~ USD 250k per year.
• Worked on multiple RD, GenMed brands across Key and International markets for budget optimization (Marketing Mix).
• Played a key role in establishing carryover analysis as an offering.
• Working on improving the current insights and offerings of MMX by developing and exploring sub-national summaries, modeling, and insights, along with Analog analysis using AI/ML.

2. OnePulse - Customer Engagement Score

• Collaborated with the Omnichannel Lead to develop a methodology to calculate a Customer Engagement score. Played a key role in deciding the methodology for improving the channel weights using analytical techniques of Marketing Mix.
• Currently working on a POC for multiple brands and countries to test out the methodology we proposed.

3. RD Promotional Sensitivity Analysis (US)

• Collaborated with US I&A team for RD brands to analyze the promotional sensitivity.
• Helped the team with uncovering insights, test a Marketing Mix approach to quantify the contribution of promotional efforts.

4. Internal Initiative on Agentic AI

• Currently, part of an internal initiative to leverage Agentic AI, which is initiated by Yulia in collaboration with Microsoft.
• Proposed a use case on AI-driven content insights for HQ and rep-driven emails.
• Currently, I am working on merging my use case with similar use cases to increase the value addition of all use cases, such as keyword search, theming, funneling, and image alt tag extraction and generation.

1. Marketing Mix for a retail/intimate clothing brand

• Partnered with clients to define business objectives and set realistic expectations for project outcomes, understand data availability and data retrieval
• Built a regression model to assess the impact of different marketing channels on sales channels
• Assisted client in optimizing budget allocations across channels, addressing scenarios such as fixed budget constraints and forecasted sales targets. Spearheaded the development of an Excel budget optimizer tool, streamlining the budget allocation process
• Played a pivotal role in a multi-award-winning project, recognized for its significant client impact and positive feedback. Secured multiple projects for future collaborations based on demonstrated expertise and client satisfaction

2. Marketing Mix for a leading pharma client

• Quantified the impact of referral marketing (Calls) by calculating the ROI of referral calls compared to regular calls and other marketing channels, including 1:1 Emails and Campaign Emails
• Recommended the optimal quantity and frequency of calls within referral and regular marketing strategies to maximize effectiveness
• Facilitated client communications to thoroughly grasp their requirements, integrating feedback into project execution

3. Marketing Mix for a LOE (Loss of Exclusivity) drug

• Conducted in-depth analysis of marketing channels including Calls, Events, 1:1 Emails, and Campaign Emails for a LOE (Loss of Exclusivity) drug
• Utilized ROI metrics to assess the effectiveness of various channels, with a focus on calls, to inform strategic decisions for the upcoming three-year period at a subnational level
• Provided recommendations on optimizing resource allocation by determining the ideal number of calls pre and post the LOE of the drug at a subnational level to maximize impact

4. Other Roles and Responsibilities

• Enhanced Communication: Effectively communicated project updates and incorporated client feedback to ensure project alignment
• Team Leadership & Development: Mentored and trained associates, fostering a collaborative and skilled team environment
• Project Management: Executed efficient project and task management strategies, orchestrating timelines, resources, and deliverables to ensure project milestones were achieved on schedule and within budget, while maintaining the highest standards of quality and professionalism

• Calculating the impact of each media channel on sales using Regression Algorithms, to help media managers take decisions related to future marketing strategies
• Used EDA from weekly resolved Incidents data for decision making on process and resource management
• Performed ad-hock analyses and POCs

• Schema/Tables Refresh using Expdp/Impdp Utilities
• Managing Tablespaces, Data files, Redo Logs & Archive logs
• Database Decommissioning, Provisioning Activities