Samra Roohi
@samraroohi
Decision-focused data scientist specializing in MMM, predictive modeling, and ROI-boosting decision systems.
IndiaWhat I'm looking for
I’m a decision-focused Data Scientist with 4+ years of experience building advanced analytics solutions that improve marketing effectiveness, customer engagement, and revenue growth. I specialize in Marketing Mix Modeling (MMM), predictive modeling, and decision systems, with a track record of improving ROI and optimizing multi-channel investments through end-to-end model lifecycle management.
At ZS Associates, I built predictive switching propensity models to improve targeting precision by ~2–3x, engineered 2,000+ features across 20+ data sources, and operationalized model retraining on Databricks—cutting inference turnaround time from 1–3 days to near real-time (<1 hour). I also developed MMM that influenced a multi-million dollar budget, improving ROI by ~10–15% and increasing campaign efficiency by ~12%.
Experience
Work history, roles, and key accomplishments
Built patient and HCP switching propensity models by engineering 2,000+ features to improve targeting precision by ~2–3x (Precision ~0.78, Recall ~0.75, F1 ~0.76, AUC ~0.82) and reduced untargeted field effort by ~20–30%. Developed marketing mix models (adstock + OLS) to reallocate multi-million dollar budgets, improving ROI ~10–15% and campaign efficiency ~12%, and operationalized retraining on D
Developed ML forecasting and media attribution models that improved forecast accuracy by ~10–15% and enabled scenario-based optimization to lift channel ROI by ~10–12%. Built SKU-level trade promotion optimization and pricing elasticity models achieving R² > 70% and MAPE < 20%, and applied uplift targeting to reduce marketing spend and improve ROI by ~10–15%.
Education
Degrees, certifications, and relevant coursework
ZHCET, Aligarh Muslim University
Bachelor of Technology (B.Tech), Computer Engineering
2017 - 2021
Grade: CPI: 8.85
Completed B.Tech in Computer Engineering at ZHCET, Aligarh Muslim University from 2017 to 2021, earning a CPI of 8.85.
Women’s Polytechnic, Aligarh Muslim University
Diploma in Information Technology, Information Technology
2014 - 2017
Grade: Percentage: 80%; Ranked 1st
Completed a Diploma in Information Technology at Women’s Polytechnic, Aligarh Muslim University from 2014 to 2017 with 80% and a rank of 1st.
Tech stack
Software and tools used professionally
Availability
Location
IndiaAuthorized to work in
Job categories
Skills
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