Ismail Parsa
- Role
- Data Science Consultant at Deliveroo
- Location
- New York, NY, US
- LinkedIn followers
- 500 followers
Experience
Data Science Consultant
May 2021 — Present · London, GB
Developed a ML application – MAP (Media Analysis & Planning) – to continually assess the impact of channel/media decisions on orders, brand metrics and market share. Based on 20+ marketing impact models, MAP sequentially depicts the impact of marketing on brand metrics and the impact of brand metrics on sales and market share, and allows marketers to execute what-if scenarios and estimate their financial (orders, revenue, profits) and non-financial impact (market share, awareness, consideration, and intent) for budget optimization • Fitted Response Curves to estimate the relationship between marketing spend and business performance. Identified optimal levels of weekly marketing spend by region based on inflection points/diminishing returns on the curves. Recommended marketing actions based on gaps between as-is and to-be orders and brand metrics • Additional applications/analysis include marketing mix models, share of voice/share of market analysis (based on the Jones Model and competitive actions), experimental design and market testing worldwide
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