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Data Scientist

Data Scientist

Shell

5 years

0 Lacs

bengaluru east karnataka india

Posted:2 days ago| Platform:

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Skills Required

data analytics marketing development processing optimization algorithms regression pymc python coding storytelling model mobility pricing crm learning statistics mathematics research analysis testing clustering probability algebra ml networks support programming design sql power visualization capture

Work Mode

On-site

Job Type

Full Time

Job Description

Data Scientist (Short-term & Long-term MMM)
Job Group Level: 5Role Expectations:

Overall 5+ years of experience in Data Science, Analytics, ML

3+ years of hands-on experience in Marketing Mix Modelling required (both ST & LT)

Incumbent is responsible for developing analytical models for projects, collaborating with different business stakeholders & other partners and working across a range of technologies and tools.

The primary focus will be on developing and maintaining short-term and long-term MMM models, with opportunities to work on a variety of other marketing analytics use cases.

Good knowledge of Marketing domain, ATL/BTL marketing and clear understanding of concepts like adstock/carryover, saturation etc.

Clear understanding of Marketing Conversion funnel (awareness, consideration etc.)

End-to-end MMM solution development - Gathering requirements, Data Processing, EDA, Modelling (both Short-Term & Long-Term Impact), Optimization etc.
Deep understanding of various algorithms applicable in MMM (additive, multiplicative models, Bayesian Regression etc.)
Good knowledge of open-source MMM libraries like PyMC, Robyn, Meridian etc.
Well versed with optimization techniques and prior experience of solving media budget optimization problems in Python/R

Well versed with multi-objective optimization algorithms and implementation in Python/R

Strong coding skills in Python is a must. Ability to develop production level codes with best coding practices.
Ability to collaboratively work across multiple sets of stakeholders –business SMEs, Digital Product Owners, IT, Data teams, Analytics professionals, Data Engineers etc. to deliver on project deliverables and tasks.
Use storytelling skills to articulate business insights and recommendations (based on model output) to senior business stakeholders through presentations

Desirable Industry/Functional Skills:

Industry Experience in Oil & Gas, Downstream business, Mobility, Retail, CPG or FMCG business would be desirable.
Clear understanding of Marketing Conversion funnel (awareness, consideration etc.)
Understanding of upper and lower funnel channels for delivering the right message based on campaign objectives.
Experience across key areas of Marketing Analytics, including customer and campaign analytics, attribution and incrementality, product & pricing insights, and CRM and loyalty analytics.

Required Technical Skills:

Deep expertise in machine learning techniques (supervised and unsupervised) Statistics / Mathematics / Operations Research / Computer Science including:

Statistics / Mathematics: Data Quality Analysis, Data identification, Hypothesis testing, Univariate / Multivariate Analysis, Clustering, Classification/PCA, Linear Modeling, Multiplicative Modelling (log-log, log-linear), Time Series Analysis, distribution / probability theory, Calculus, Linear Algebra, Optimization.
Advanced Machine learning techniques: Bayesian Linear Regression, Causal ML, Decision Trees, Neural Networks, Deep Learning, Support Vector Machines, Clustering, Bayesian Networks, Feature Reduction / engineering
Computer Science (Good to have): Functional Programming, Object Oriented Programming, System Design, SOLID Principles, Design Patterns, Version Control (Git)

Strong experience in specialized analytics tools and technologies:

Python – Essential
SQL - Essential
R & Power BI/other visualization experience – Good to have

Proven experience in building MMM models to capture both ST & LT impact of Marketing on Sales and Brand Equity is a must.
Deep understanding of various algorithms applicable in MMM (additive, multiplicative models, Bayesian Regression etc.)
Understanding of Brand Funnel: Brand Media -> Brand Equity (Awareness, Preference) -> Sales. Experienced in capturing impact of Brand Media on each stage of the brand funnel using long-term Modelling.
Expert knowledge of open-source MMM libraries like PyMC, Robyn, Meridian etc.
Well versed with optimization techniques and prior experience of solving media budget optimization problems in Python/R
Well versed with multi-objective optimization algorithms and implementation in Python/R

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