Anirban Basu

About Anirban Basu

Analytics consultant with experience in CPG, retail, food and beverages, automotive, and manufacturing domains. Have extensive experience with pricing and promotions. Part of the Revenue Growth Management team. Possesses skills in data analysis, consulting, data visualization, client presentations, storytelling, project management, product management and team management. Proficient in various visualization tools (Power BI, Tableau, Excel, Python, R), statistical tools (R, Python, SPSS), programming languages (Python, R), advanced Excel, SQL and project management tools like click up. Have handled large datasets in cloud environments. Have exposure to Nielsen data, IRI data, scan data, promo data, trade promotions data, financial data, EPOS data, household panel data and Experian data. Capable of understanding client problems and providing cutting edge solutions.

Experience

1. Manager Sales

   PepsiCo

   May 2024 — Present · Hyderabad, IN

   Worked on the price elasticity evaluation for promoted pack groups for Beverages and Snacks for Spain and UK market (FMCG) • Assessed the price sensitivity of promoted pack groups across different retailers and shared insights • Part of recurring and scheduled meetings with stakeholders with presentations, requirement gathering etc. • Created scope documents and was involved in other project management activities • Created logics to derive promoted price groups, add the seasonality component to the promo sales etc. • Worked and analyzed several datasets like Nielsen sell out data, internal sell in data, external promo data, internal promo calendar, trade promotion data etc. • Derived several logics to link different datasets and used tools like Python and Excel to execute these logics • Performed extensive EDA like outlier treatment, correlation, derived logic to calculate base price, promo price etc. • Put variables into different categories and fed them to the model with different combinations after testing multi co linearity. Used log log regression to calculate price elasticity • Worked on post event analytics and calculated metrics like uplift, ROI, retailer’s margin etc. and analyzed the effect of promo execution. Evaluated the promos to provide actionable insights • Developed a scalable promo dashboard in Power BI for Fact Pack analysis, which involved use of DAX • Worked on ad hoc requests like validation of dashboards or quick analysis of private label dataAutomated the LATAM hydration matrix which reduced the turn time from 5 days to 10 mins and without manual interventionLed the AMESA and APAC sector for the price elasticity and post event analysis

Education

• Great Lakes Institute of Management

  Post graduate program in management, Marketing, Analytics

  2019 — 2020

• Kendriya Vidyalaya

  Science

  2004 — 2012

• Meghnad Saha Institute Of Technology(MSIT)

  Bachelor of Technology - BTech, Electrical Engineering

  2012 — 2016