Sriram Lakshminarasimhan

About Sriram Lakshminarasimhan

Marketing| Analytics| Experimentation| Growth

Experience

1. Decision Scientist

   Meta

   Mar 2018 — Present · Menlo Park, CA, US

   Lead Decision Scientist for multiple Brand Marketing campaigns with an aggregate spend of over $100M+. • Involved in End-to-End marketing campaign execution that includes metric development, goal setting, audience selection, media strategy and measurement using A/B test & quasi-experimentation. This resulted in understanding the efficacy and efficiency of the marketing campaigns and the learnings from the campaigns paved decisions for future marketing efforts.• Developed an analytics framework that simplified and standardized the marketing efficiency metric. This framework was used by the CMO to request an annual marketing budget and is currently used by the entire DS team for campaign goal setting.• Secured a funding of $8M to run multiple small-scale A/B tests On-Platform (Meta owned Apps) to inform the best practices on creatives, ads placement, optimization, frequency of the ads & length of the ads. These learnings were applied to larger campaigns that Meta runs.• Identified likely to adopt a feature audience segment based on user data via XGBoost model and used that segment for campaign targeting.

Education

• Birla Institute of Technology and Science, Pilani

  B.E Hons ,MSc Hons

Skills

• Sql
• Data Analysis
• Competitive Analysis
• Business Intelligence
• Email Marketing
• Business Analysis
• Predictive Modeling
• Machine Learning
• Python
• A/B Testing
• Data Mining
• Statistical Modeling
• Logistic Regression
• Predictive Analytics
• Analytics
• Business Strategy
• R
• Crm