Sandeep Teeran
Analytics Manager
Bengaluru
Summary
Experienced analytics professional with a proven track record across FMCG, retail, sports, and e-commerce industries. Progressing from Analyst to Senior Analyst to Analytics Manager, I have gained comprehensive exposure to the full analytical process, from data processing to model execution to strategic decision-making. Adept at using advanced statistical techniques to extract actionable insights and deliver impactful solutions. Skilled in building realistic models using innovative methodologies and leading teams to seamlessly engage with clients in delivering data-driven strategies.
Specialized in Market Mix Modeling, Forecasting, Scenario Planning, Budget Optimization and Campaign Effectiveness.
Proficient in Linear Regression, Logistic Regression, Time Series Modeling, Bayesian Modeling, and Machine Learning techniques.
Experienced with tools such as R, SAS, Python, SQL, and MS Office for comprehensive data analysis and modeling.
Overview
10
10
years of professional experience
Work History
Analytics Manager
RainMan Consulting PVT LTD
Bengaluru
06.2022 - Current
- Managing stakeholders across the globe and responsible for delivery of the advanced analytical solutions with a team of 8 analysts.
- Collaborated with senior management to develop and deliver client pitches
- Conducted Geo lift studies to measure the impact of digital campaigns on sales growth
- Analyzed the impact of marketing efforts and external factors, such as environmental influences, on sales across different sub-brands and markets for an FMCG brand. Optimized media spend at the portfolio level to drive sales volume growth.
Senior Consultant
Kantar
Bengaluru
01.2021 - 05.2022
- Independently managed client relationships and led a team of analysts to deliver projects on time.
- Collaborated with internal teams to develop tailored solutions that addressed clients' unique needs.
- Analyzed oral rehydrate drink market to perform state clustering, followed by an in-depth study of the behavior within each state cluster
- Developed SKU-level models to assess the impact of marketing inputs and elasticity at the SKU level
Business Analyst - Senior Business Analyst
RainMan Consulting Pvt Ltd
Bengaluru
07.2015 - 12.2020
- Successfully managed 50+ from end-to-end. Delivered a minimum 5% revenue lift for clients in the subsequent financial year by analyzing the cause-and-effect relationships, contributions, elasticity, and ROI of marketing inputs on key performance indicators (KPIs).
- Forecasted demand for a leading spirits manufacturer with high confidence using the ARIMAX modeling approach.
- Diagnosed and assessed the impact of key brand metrics and marketing inputs on business KPIs using Vector Auto Regression. Applied Operations Research principles to develop an optimal budget allocation strategy across marketing channels, maximizing revenue while adhering to business constraints.
- Identified key drivers to create media networks using Structural Equation Modeling (SEM), uncovering the impact of media on business KPIs and the interconnections between Paid, Owned, and Earned Media. Developed scenario planners to optimize media strategies based on model outputs, analyzing the effect of each medium on sales.
- Estimated the impact of various media drivers on Brand Sales and ROI, optimizing the media mix plan accordingly. Analyzed wear-out duration and diminishing returns for TV media across brands and products using response curves
- Attributed the effectiveness of in-shop investments, including shop visibility and consumer promotions, and optimized these investments to maximize revenue from Modern Trade outlets.
- Analyzed own and third-party data for a U.S.-based luxury goods brand to develop a strategy and marketing plan focused on new customer acquisition and increasing revenue from existing customers. Created customer segments based on value, behavioral traits, and demographics, enabling sharper targeting, enhanced personalization, and improved ROI.
- Identified players for bidding in the IPL auction by developing a custom scoring model for each enrolled player, aiding IPL teams in making data-driven selection decisions.
Education
Master's Degree - Statistics
Central University of Rajasthan
Jaipur 04.2001 -
Bachelor's Degree - Statistics , Mathematics , Economics
University of Rajasthan
Jaipur, India 04.2001 -
Skills
Market Mix Modelling
Analytical Skills
Market Research
Statistical Data Analysis
Forecasting
Machine Learning
Timeline
Analytics Manager
RainMan Consulting PVT LTD
06.2022 - Current
Senior Consultant
Kantar
01.2021 - 05.2022
Business Analyst - Senior Business Analyst
RainMan Consulting Pvt Ltd
07.2015 - 12.2020
Master's Degree - Statistics
Central University of Rajasthan
04.2001 -
Bachelor's Degree - Statistics , Mathematics , Economics
University of Rajasthan
04.2001 -
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