Yasho Vardhan
- Role
- Data Scientist, Marketing Analytics at McAfee
- Location
- Seattle, WA, US
- LinkedIn followers
- 500 followers
About Yasho Vardhan
As a passionate data scientist with 9 years of professional experience, I have…
Experience
Data Scientist, Marketing Analytics
Jul 2024 — Present
Conducted Marketing Mix Modeling analysis using Bayesian Regression algorithm to understand the impact on marketing spend on online sales; achieved a reduction in marketing spend on inefficient channels and improved ROI by 5%. Performed Causal Inference analysis to measure the incremental impact of CTV ads on subscriptions. Utilized Meta\'s Geo Lift package for power analysis to calculate experiment duration and Google\'s Causal Impact (Bayesian Structural Time Series algorithm) for measuring statistical significance of the results. Optimized campaign performance by analyzing large scale data using Databricks (SparkSQL) to evaluate marketing initiatives; delivered recommendations that improved KPIs, achieving a 12% uptick in ROAS. Drove strategic decisions by leading business review meetings to present actionable marketing insights to senior leadership, enhancing the understanding of channel performance and informing investment priorities. Designed and implemented data models to define optimal structures and relationships for capturing multi-source data, ensuring consistency, scalability, and alignment with analytical needs. Engineered robust data pipelines in Databricks (PySpark and Python) to ingest unstructured data from diverse media sources, transforming and aggregating it into structured, analytics-ready datasets for downstream modeling.
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