Massab D.

About Massab D.

I am a marketing analytics and data science leader specializing in transforming complex business problems into measurable growth opportunities across retail, FMCG, and e-commerce environments.Over the past year, I have focused on building scalable measurement frameworks, experimentation platforms, and advanced analytics solutions that enable organizations to make confident, data-backed marketing and business decisions.My work sits at the intersection of:• Marketing effectiveness measurement• Experimentation & causal inference• Audience and customer analytics• Machine learning & predictive modeling• Data platform and MLOps designI have designed and implemented end-to-end analytics solutions, including:• Test-control experimentation frameworks for campaign measurement• Uplift and incrementality measurement using ANCOVA and causal approaches• Trade driver and promotional impact analysis in retail environments• Automated data pipelines using PySpark and configuration-driven architectures• ML models for predictive decision support and eligibility scoring• Executive-level reporting systems translating data into business strategyA key part of my work involves building scalable systems — not just analyses. I’ve developed modular pipelines, automated reporting engines, and reusable frameworks that reduce manual effort while improving measurement rigor and speed.I am particularly strong at:• Converting ambiguous business problems into structured analytical solutions• Bridging business stakeholders and technical teams• Designing statistically sound measurement strategies• Leading analytics initiatives from POC to productionI’m currently focused on leadership roles where I can drive global marketing analytics, audience strategy, and measurement transformation.

Experience

1. Lead Applied Data Scientist

   dunnhumby

   Aug 2023 — Present · Gurugram, IN

   Senior leader in Marketing Analytics & Data Science driving large-scale measurement, experimentation, and transformation across retail/FMCG environments. Led proof-of-concept development and created end-to-end measurement methodology from first principles, helping convert an initial engagement into a $5M strategic contract and enabling expansion across multiple countries. Spearheaded automation and platformization to scale the framework to support campaigns annually across markets.Key Contributions:Marketing Measurement Leadership• Designed and operationalized end-to-end test/control and incrementality measurement frameworks to quantify campaign impact across spend, units, and visits• Applied advanced and non-conventional statistical approaches (including robust causal and ANCOVA-based methods) to improve real-world measurement accuracy• Developed sample size and power-based sizing methodologies to strengthen experiment reliability and executive confidence in results• Standardized pre–during–post campaign performance tracking across geographies, enabling consistent decision-makingBusiness Impact & Expansion• Played a key role in converting a proof-of-concept into a $5M long-term engagement, establishing credibility and creating global presence for the organization• Supported expansion of the measurement framework across multiple countries through scalable design and stakeholder alignment• Delivered executive-ready insights linking marketing investments to measurable business outcomes and ROIScale, Automation & Platforms• Led automation initiatives to industrialize measurement workflows, enabling execution at scale for campaigns per year• Built modular, configuration-driven PySpark pipelines to support multi-market deployment and faster turnaround• Implemented automated reporting and validation layers to improve speed, consistency, and reliability of insights

Education

• Motivational Pathway

  Bachelor of Technology (B.Tech.), Electronics and Communications Engineering

  2008 — 2012

• HAL School Korwa

  AISSE, PCM-English

  2004 — 2005

• Jigsaw Academy

  Data Science with SAS, Statistics

  2015 — 2016

• H.A.L. School korwa

  AISSCE, PCM - Economics

  2005 — 2007