Ankur Bhakat

•Led a team of 5 analysts to build & deliver Marketing Mix Modelling solutions for GenMed products to help Stakeholders evaluate the ROI of media spend across different channels, providing recommendations to adjust budgets and maximize impact on business

•Worked closely with media planners, brand managers, and media agencies to run Marketing Mix Models to predict sales of Established Products in US market & ran budget optimization to allocate optimal spend across promotional channels and presented it to stakeholders

•Led end to end XG Boost model development & implementation to predict patients having Flu & Covid with 80% accuracy for US market

•Provided in-depth, expertise-based oversight and delivery of managed markets analysis including product formulary position, utilization management controls, customer segmentation and control assessment

•Led project team of 2 associates to ensure quality and timely delivery of Marketing Mix Modelling solutions using Regression to analyse impact of promotional channels and presented insights to clients

•Designed and managed reports to track media performance and highlighted areas for optimization and strategic improvement for 5+ specialty care brands using PowerBI dashboards

•Employed Root Cause Analysis to identify promotional channels' performance issues and provide recommendations on Budget Optimization thereby, increasing drug Sales ROI by 10% & 15% respectively for a US based pharma client using IQVIA (LAAD & DDD) & Symphony data

•Prepared, continuously refined and presented periodic reports tracking product and portfolio performance against business objectives

•Employed ROI analysis to make recommendations on media spend allocation and budget optimization thereby, increasing drug Sales and ROI by 10% & 15% respectively for Specialty Care drug in US market

•Developed DMA level model to identify high potential DMA pairs in US for Test and Control analysis of newly launched GenMed drug

•Led the analysis of media effectiveness across various channels, including TV, digital, print to evaluate impact on GTM strategy for specialty care drugs

•Built Attribution model for specialty care Products Sales to identify impact of media touchpoints for Sales Force Targeting and presented insights to Stakeholders

•Processed large data sets from Programmatic, Social, Search 360 for cross-channel analytics and to measure impact of various media touchpoints on business outcomes for Specialty Care products

•Worked on end-end use case to classify consumer reviews using Classification algorithms and used hyper parameter tuning to get an accuracy of 90% and compared their performance using Confusion Matrix, ROC_AUC curve and increased customer retention by 15%

•Analyzed marketing data and advertising data from Nielsen, Kantar to track performance of marketing metrics such as CPA, ROAS, CPL, CVR, and CLV etc.

•Collaborated with marketing team to analyse sales data through Tableau visualization dashboards and identify key trends to increase customer retention by 12%

•Extracted, wrangled & prepared sales data for FMCG clients to identify key trends and seasonality using SQL and prepared powerpoint reports for clients

•Developed Classification models to find out statistically significant features impacting Credit and used hyper parameter tuning with 88% accuracy and analysed Confusion Matrix, ROC_AUC Curve which lowered credit related risk by 10% and presented insights to customers

•Developed Fraud detection model to predict default rate and used Cross Validation to increase accuracy to 85% and analysed their performance with Confusion Matrix, ROC_AUC curve and identified 1K potential default cases yearly