Aman learned that Ai is the ability to translate unstructured data to meaningful insights.

Can you share the most interesting part of your professional journey?

It would be the ability to translate unstructured data to meaningful insights, which in turn speaks volumes of the health of a business. The resultant analysis and insights help brand and marketing teams make data-backed decisions. And to witness value being added and business uplifted with these analytics solutions makes it more interesting.Can you share the most interesting part of your career journey?

What excites you the most about working with data and AI

It’s valuable, but if unrefined,it cannot really be used. Just as oil is refined to gas, plastic, or chemicals, citing a few examples, to create a valuable entity that drives profitable activity, data, too, must be broken down and analysed to add value to it. It gives me the utmost pleasure and excitement to be a part of this process, aside from the fact that it also gives me the opportunity to learn something new every day in this world of data and AI.

Describe an interesting project that you have worked on.

For a leading CPG organisation, we built Market Mix Models (MMM) to quantify the impact of marketing activities on sales and evaluate the pricing, distribution, and competitors’ strategy.

There are multiple marketing activities, such as ATL (TV, radio, print, digital, etc.) and BTL (coupons, trade agreements, etc.),which an organisation undertakes. The purpose of MMM is to understand how much each activity contributes to sales and compare market levers in terms of ROI and effectiveness, helping media managers planand optimise campaigns for the upcoming term. The ridge regression and non-linear optimisers were built to accomplish this task.

The consumers of the models, usually the marketing and brand teams, use the results to make decisions for the upcoming quarter. The real beauty of the project lies in thechance to see value added by validating the results once implemented in the market.