Sujan Joe Jacob
Manager - Marketing Analytics @Viu
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WORK HISTORY
Manager - Marketing Analytics @Viu
Mumbai, IN
Led the end-to-end architecture and integration of Cohort & Retention LTVV reports for AVOD and SVOD campaigns across Indonesia, Malaysia, Middle East, and South Africa by unifying Appsflyer API, GA4, Cost from CPC & CPI partners using BigQuery and R.• Delivered actionable insights on customer behavior, segmentation and retargeting marketing strategy, resulting in improvement in ROI and engagement metrics.• Measured and optimized key marketing KPIs (e.g, CTR, CAC, ROAS) to evaluate and improve campaign ROI.Projects:1. Identified key drivers of ROI: Conducted correlation and regression analysis to identify key KPIsimpacting ROI. Isolated five statistically significant metrics (based on estimates, p-values, andcorrelation strength) to guide daily optimization and improve ROI prediction through targeteddashboard monitoring.2. Retargeting Audience Project: Applied rule-based and propensity-driven user segmentation models and identified 6 Cohorts to retarget high-intent users from our acquisition base. Impact: Decrease CPS(Cost per subscription) and an ROI increase by 12%.
EDUCATION
Pillai College of Engineering
Bachelor of Engineering - BE, Electronics Engineering
Imarticus Learning
Post Graduation, Data Analytics
SKILLS
ABOUT SUJAN JOE JACOB
An absolutely driven professional with 9 years of expertise in data analysis, visualization, and strategic planning. I have a strong track record of driving business growth and profitability. With a focus on collaboration and innovation, I am able to lead cross-functional teams to achieve business objectives and exceed expectations. With an ability to simplify the complex with a product development mind set, formalize problems and provide solutions as a story and intellectual curiosity.
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