Monish Shah

I’m a Senior Business Analyst driven by the belief that data creates value only when it enables better decisions. I bring 14+ years of progressive analytics and business intelligence experience across marketing intelligence, analytic modeling, and IT transformation in enterprise environments.

I specialize in Marketing Mix Modeling (MMM), ROI analysis, uplift measurement, and elasticity modeling to optimize media and trade investments. I translate complex statistical models into actionable insights for senior stakeholders, partnering closely with clients and managing multi-client portfolios across European markets.

I lead end-to-end modeling engagements—building regression- and predictive-based approaches to establish baselines, quantify uplift, calculate ROI, and deliver audit-ready decision support. I also focus heavily on data integrity through robust validation frameworks, quality assurance, and continuous improvement.

I’ve built and mentored high-performing analytics teams, standardizing processes and capability-building to reduce delivery risk and improve productivity. With Lean Six Sigma Black Belt training, I drive outcome-focused analytics that enable measurable growth, operational efficiency, and sustainable business impact.