Summary
Overview
Work History
Education
Skills
Accomplishments
Timeline
Generic

Kalpraj More

Vadodara

Summary

Forward-thinking Analytics Consultant with over 10 years of experience in analytics with proficiency in Market Mix Modeling, business statistics, data science, brand performance reporting/client presentations & ROI measurement. Demonstrated expertise in people and project management, ensuring efficient and effective project deliveries under diverse circumstances.

Overview

12
12
years of professional experience

Work History

Senior Consultant

Fractal Analytics
Mumbai
08.2024 - Current
  • Lead and drive a multi-brand and multi-model MMM engagement for a Fortune 500 Client across the globe.
  • Deliver half-yearly and annual MMM models supporting ongoing decision making.
  • Provide extensive portfolio media performance analytics
  • Enhance process performance and delivery standards
  • Function as process SME while promoting continuous knowledge enhancement within team.

Manager

Nielsen India Pvt. Ltd.
Vadodara
09.2021 - 07.2024
  • Lead & deliver MMM Model results, insights & recommendations to the clients through presentation and brand performance story
  • Understand the client's business questions, and define the model methodology, model variables & parameters to answer the business question efficiently
  • Assist the modeling team to set up the appropriate model to answer clients' business questions
  • Build a PowerPoint presentation showcasing the results, derived insights & recommendations
  • Provide a marketing budget optimization solution to the client for the best utilization of their marketing budget
  • Develop & maintain clients relations, retain the business, and increase the revenue for Nielsen
  • Engage in effective client communication to generate additional revenue by providing various Nielsen solutions
  • Act as a point of contact for clients' communication and Nielsen representative
  • Training & Development of fellow team members, onboard them with the effective way to manage MMM projects & handle client communication

Assistant Manager

WNS Global Services
Gurgaon
07.2020 - 09.2021
  • Develops end to end Marketing Mix Modeling Solution using R for Consumer Healthcare brands(GSK KC)
  • Methodology used for developing solution is Bayesian Regression to incorporate prior knowledge
  • Develops Saturation curves for media activities using WEIBULL 3 parameter distribution function
  • Developed, tested and successfully ran MMM solution to get the ROIs and generate business story of the brand by keeping model statistics in acceptable range
  • Marketing Budget planning for optimum budget allocation and run different scenarios for optimum investment mix
  • Create report in MS Powerpoint and Develop PowerBI Dashboard for visualization of results to create a brand performance story flow
  • Project Management and tech team handling
  • Other methodologies used in development - PDLREG, PCA, target, Auto-Arima, NLOPT, Heidelberger and Welch's convergence diagnostics
  • Project management and tracking using Azure Dev-Ops
  • Providing technical know-how and guidance to develop a stable MMM tool
  • Conduct Technical Interviews to support in hiring best asset for the organisation

Business Analyst

TATA Consultancy Services
Gandhinagar
03.2015 - 07.2020
  • Planning and executing Marketing Mix Modeling for CPG/FMCG clients in the USA(Nielsen)
  • Understand business questions and configure statistical models based on linear regression analysis
  • Analyze media and trade promotions and their impact n consumers to derive findings and insights from a statistical model
  • Data Analysis for effective story and model building
  • Report creation for a brand performance summary
  • Simulate and forecast past data to optimize future media executions and budget with Nielsen tools
  • Suggesting/planning media and trade activities to improve sales along with competitor analysis Act as
  • SPOC for technical issues, Nielsen Tools, Model Hypothesis, and story building.
  • Client training on model methodology and Nielsen Tools

Research Analyst

iResearch Services Pvt. Ltd.
Pune
01.2014 - 02.2015
  • Primary and Secondary research and data collection to build a white paper report and analyze market trend
  • Conducting telephonic interviews of CXOs and get their valuable responses

Education

MBA - Marketing

Sinhgad Institute Of Management
Pune
05.2014

B. Tech - Biotechnology

Sinhgad College Of Engineering
Pune
05.2012

Skills

  • Marketing Mix Modeling
  • ROI & Performance Measurement
  • Reporting and Brand Story Building
  • Client Presentations
  • Stakeholder Management
  • Response Curve Analysis
  • Budget Optimization and Simulation
  • Nielsen Data & Analytics tools
  • FMCG, EV and Consumer Healthcare Domain
  • Linear Regression Analysis

Accomplishments

  • Client Award for 'Accountability & Empowerment' in Fractal
  • Awarded with 3 Gold & 1 Silver award in Nielsen for demonstration of Nielsen Values
  • Awarded 'Live The Values' Award by WNS for successfully completing the MMM POC with GSK
  • Awarded Star of the Year Silver in 2018 and Bronze in 2016 by Nielsen
  • Awarded 12 On the Spot & 3 Cheers for Peers awards for different projects by Nielsen
  • Won Value Story of the quarter by TCS for a project in March 2016 and June 2020

Timeline

Senior Consultant

Fractal Analytics
08.2024 - Current

Manager

Nielsen India Pvt. Ltd.
09.2021 - 07.2024

Assistant Manager

WNS Global Services
07.2020 - 09.2021

Business Analyst

TATA Consultancy Services
03.2015 - 07.2020

Research Analyst

iResearch Services Pvt. Ltd.
01.2014 - 02.2015

MBA - Marketing

Sinhgad Institute Of Management

B. Tech - Biotechnology

Sinhgad College Of Engineering

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