Subrat Pati

• Develop Multi-Touch attribution solution for Credit card application marketing channels resulting in tactical optimization of spends for improved KPI (ROAS / CPA)
• Provided expertise in Digital Martech landscape, Click-stream data and Digital Identity Resolution (Knowledge Graphs)
• Created data pipelines of customer interaction data (Digital + Offline) with partitioning and validation strategy with Python and Spark on AWS (200 TB+)

• Worked with cross-functional marketing team to design, launch, and optimize demand gen programs (including PPC, SEO, social, email, print, TV, NP, DM, events, and others)
• Brand performance analytics, physician behavioral segmentation, marketing mix optimization, promotion response modeling, targeting and test/control analysis ROI analysis, Omnichannel Campaign effectiveness measurement
• Accountable for insights-driven performance reporting such as KPI and QBR dashboards, advanced analytics such as predictive modeling, marketing mix resource allocation, and daily ad-hoc from different business stakeholders to address business critical questions
• As Customer Data Warehouse business owner, defining data sources, metrics, dimensions, and dashboards to facilitate inquiry, analysis and reporting; collaborating with IT to ensure data hygiene and data integration across sources.
• Designed ML algorithms for automated Pharma Campaign Planning and Revenue allocation on AWS
• 7. Lead team of 5 consisting of Data Scientist, BI developer and Data engineer.

• Multi-Touch Digital campaign attribution modeling for New Digitally led acquired prospects leading to Digital marketing Cost saves of € 7M annually.
• Marketing Mix Modeling on New to bank acquisitions resulting in recommending shift from Traditional TV advertising to Digital Marketing (Paid Search/ Affiliates /Social Media).
• Worked towards improvement of Digital prospect acquisition and developed prospect retargeting strategy which led to increased digital conversions from 9% to 15%)
• Predictive Models by using Machine Learning Algorithms:

o Personal Loan propensity (Cross-sell)

o Wealth Insurance subscription (Upsell)

o Disengagement leading to attrition (With use of text features from complaints data) (Behavioral)

o Predicting high value prospect through digital navigation data and assist front end staff to prioritize manned contact (Operational)

• Worked on improving customer experience by leveraging customer feedback data/Complaints Data/Playstore app reviews/Youtube comments and NLP techniques like Topic Modeling and Sentiment analysis
• QA all analytics deployments and verify data collection in reporting tools
• Participate in the analytics, testing and audience management tracking to ensure all required tagging and metrics are appropriately developed and implemented
• Support customer acquisition initiatives with the development of customer life time value models, path to purchase and new customer acquisition reports
• Managed team of 4 analysts

• Implemented campaign tagging and additional on-site tracking using available data sources to deep dive and troubleshoot campaign (and overall)- performance issues and propose methodical optimization tests, both on-site and campaign based
• Identified key visitor segments, draft - user stories- for the ideal customer experience for each segment on Web and mobile.
• Used experimental design to optimize website and marketing activities as well as new in-product initiatives
• Analyzed customer online journey experience (participation, drop-off, asset utilization, etc.), response rates, website conversions, ROI, segmentation, and provide oversight on A/B testing.

• Evaluate effectiveness / ROI of digital marketing channels and campaigns. Lead and develop strategy for testing, analyzing, and forecasting digital marketing results
• Producing regular (e.g., weekly and monthly) and ad-hoc reports of digital traffic, user engagement, and content production for various products and platforms
• Using Predictive Response Modeling for Free Trials to Bill Through, deployed email/calling campaign for online learning portal leading to :
• § New acquisition rates increased by 25%
• § New account activity increased by 33%
• § Premier subscriptions rose by 37%
• § Saved marketing costs by $40K by reduction in Email/calling
• Market mix and optimizing portfolio spends for two of world’s leading CPG brands led to ~2-3% growth in market share in Middle East and India

• MMM for a frozen and refrigerated food manufacturer identified $46 million in additional revenue by reallocating spends to the products and media that delivers the highest MROI
• Marketing Mix optimization for a beverages manufacturer achieved $27 million incremental profit by reallocating spends across brands and marketing vehicles
• Marketing effectiveness study resulted in $50 million in additional profit opportunity and ROI improvement of 20% for beverage client. Client shifted focus to core brands and TV and identified profitable changes in TV advertising through more efficient flighting and more 15-seconds spots