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narendar reddy

@narendarreddy

Message

I build marketing mix models that optimize media spend and improve marketing ROI.

India

Message

At IPSOS MMA, I lead DMA-level Marketing Mix Modeling for CPG and retail clients, using Bayesian models, adstock, saturation curves, and incrementality measurement to recommend optimal media spend and connect results to 4Ps decisions.

Previously at MathCo, I automated Python data-processing modules that reduced modelling effort by 50%, developed ROI and response-curve models that increased sales by 8–10%, and delivered insight tools and training that accelerated stakeholder decision-making and MMM adoption across markets.

Experience

Work history, roles, and key accomplishments

Current

Consultant

Current

IPSOS MMA

Apr 2026 - Present (4 months)

Led end-to-end DMA-level Marketing Mix Modeling for CPG and Retail clients, covering adstock transformation, saturation curve fitting, and incrementality measurement. Built Bayesian statistical models for marketing effectiveness and ROI optimization, translating outputs into business-ready recommendations.

Marketing Mix Modeling Bayesian Statistics Adstock Saturation Curves Incrementality ROI Optimization Python SQL Data Visualization

Data Scientist II

MathCo

Jan 2023 - Apr 2026 (3 years 3 months)

Built automated data processing and analytical dataset preparation modules in Python, reducing modelling effort by 50%. Generated near real-time insights through EDA and UI integration, enabling 2x faster decision-making for brand and category stakeholders.

Python SQL PySpark regression ROI Optimization Saturation Curves Response Curves Halo Analysis Power BI Excel Azure Databricks

Education

Degrees, certifications, and relevant coursework

SASTRA Deemed University

Bachelor of Technology, Electrical and Electronics Engineering

2019 - 2023

Pursued a Bachelor of Technology in Electrical and Electronics Engineering, gaining a strong foundation in engineering principles and analytical skills.