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Prashant User

@prashantuser12

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Analytics Manager at Axtria improving healthcare marketing models and shaping budget recommendations.

India

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At Axtria, I lead marketing mix modeling engagements for two healthcare brands, using OLS regression to estimate the impact of marketing and promotional channels on TRx and NBRx. I reduced MAPE from approximately 11% to 8% on high-dimensional datasets and develop segment-level models to inform budget recommendations.

At Yum! Brands, I led marketing optimization and sales forecasting programs across eight markets. My Python predictive models improved forecast accuracy by approximately 15%, and my marketing performance work contributed to an 8–10% ROI improvement.

Earlier at Techieaze Consultancy Services, I managed SAS AML workflows and developed data pipelines and reporting solutions for banking and insurance clients. I’ve also built dashboards and standardized reporting frameworks to make analytics more accessible to business teams.

Experience

Work history, roles, and key accomplishments

Current

Manager

Current

Axtria

Jul 2026 - Present (4 months)

Lead marketing mix modeling engagements for two healthcare brands, developing and validating OLS regression models to estimate incremental impact on TRx and NBRx. Manage and mentor a team of five, improving model performance and informing budget recommendations.

Marketing Mix Modeling OLS Regression Snowflake SQL Data IQ Model Validation Multicollinearity Team Leadership Stakeholder Management

Associate Consultant

Yum! Brands

Jul 2025 - Jun 2026 (11 months)

Led marketing optimization and sales forecasting programs for global QSR operations across eight markets. Developed Python-based predictive models that improved forecast accuracy by approximately 15% and mentored a team of analysts.

predictive modeling Python Sales Forecasting Marketing Optimization Team Mentoring Stakeholder Management

Lead Marketing Scientist

Yum! Brands

Feb 2023 - Jun 2025 (2 years 4 months)

Designed and deployed regression-based Marketing Mix Models to guide multi-million-dollar marketing budgets across TV, digital, print, and out-of-home channels. Built channel attribution and marketing performance models, contributing to an 8-10% ROI improvement.

Marketing Mix Modeling regression analysis Channel Attribution ROI Analysis Customer Segmentation Basket Analysis Python SQL

Senior Marketing Scientist

Yum! Brands

Sep 2021 - Jan 2023 (1 year 4 months)

Built end-to-end predictive models and analytical workflows in Python and SQL for sales forecasting and multi-channel performance measurement. Developed data pipelines and executive dashboards in Power BI, reducing manual reporting time by approximately 30%.

Python SQL predictive modeling Data Pipelines Power BI Dashboard Development KPI Monitoring

Senior Data Analyst

Techieaze Consultancy Services

Oct 2020 - Aug 2021 (10 months)

Managed SAS AML workflows for banking and insurance clients, developing and validating AML detection scenarios. Designed data models and built Tableau, Power BI, and Excel dashboards for risk and compliance insights.

SAS Anti Money Laundering Data Modeling Tableau Power BI Excel Fraud Detection Regulatory Reporting

Data Analyst

Techieaze Consultancy Services

Sep 2018 - Sep 2020 (2 years)

Designed ETL pipelines using SAS DI, SAS Base, and SAS Viya to process structured and unstructured data. Automated data workflows to reduce manual effort and applied data profiling, outlier detection, and missing-value imputation.

ETL SAS DI (Data Integration)Base SAS SAS Viya Data Profiling Data Quality Automation