EXPERTISE

Advertising, Innovation & New Product Development, Marketing Analytics, Marketing ROI, Omnichannels & Customer Journey

My research delves into the complexities and dynamics of the consumer's purchase journey. My focus is on unraveling the various touchpoints that consumers encounter along this path, seeking to understand and quantify the impact of each interaction. This has led me to develop attribution models and other measurement tools for marketing analyses. By employing sophisticated methods such as Bayesian statistics, econometrics, machine learning, and causal inference, I provide marketers with valuable insights into the effectiveness of different marketing channels. These attribution models enable firms to assign conversion credit accurately, allowing for a more informed allocation of resources across various channels. Marketers can benefit from my work as it empowers them to make data-driven decisions. They can improve understanding of what types of touchpoints contribute most to the consumer's conversions, thereby enhancing the overall effectiveness of their marketing efforts. This knowledge is especially crucial in today's complex, multi-channel landscape, where businesses deploy diverse marketing channels. I've had the privilege of collaborating with a diverse set of companies to address their business challenges. I provided my expertise in developing attribution models, designing field experiments to measure marketing effectiveness, and designing samples or sampling strategies for digital content or services. The companies I've worked with range from large global corporations to small online retailers that operate exclusively online, spanning from two coasts to the Midwest. The products and services offered by these companies also vary widely, including software-as-a-service, hoteling services, digital content, and traditional consumer products. This breadth of experience has allowed me to adapt and tailor my approaches to different industries and business models. I always focus on understanding the unique challenges faced by each company. This involves spending considerable time in understanding their operations, market dynamics, and customer behaviors. Based on my assessment of the problem, I provide detailed and customized modeling assistance, ensuring that the solutions I propose are theoretically sound and practically applicable to each business's specific context. I also take pride in delivering timely results. In some instances, companies have directly applied my proposed models and improved outcomes within a matter of weeks. Research collaboration.