Summary
Overview
Work History
Education
Certification
Timeline
Generic

HARISH RAJENDRAN

Aurora

Summary

Data scientist with a strong product, hands-on and solutions background in analytics and a passion for leveraging data-driven insights to optimize strategies and drive business growth.

  • Worked at BCBS Massachussets as a Data Product Manager, lead and implemented an end-to-end Insights product with Data Engineering, Advanced Analytics and Business intelligence as capabilities delivering mission critical insights
  • Implemented precision marketing measurement ecosystem for CPG client : Reckitt with Attribution models to optimize media spend Propensity models for cross sell and churn prediction models
  • Have worked with infant nutrition client Mead Johnson and have enabled the marketing team with capabilities like Audience building, Personalization, CDP and real-time Marketing Dashboards.


Overview

14
14
years of professional experience
1
1
Certification

Work History

Lead Technical Consultant(Data Science)

Perficient
01.2016 - Current
  • Client : Reckitt
  • Project : Enabling Amazon Marketing Insights
  • Developing an unified marketing measurement ecosystem integrating Linear TV, Digital and Amazon Marketing
  • On-boarded Amazon Marketing Cloud (AMC) clean room enabling user journey insights to assist and plan Audience targeting for use-cases like new to brand, subscribe and save (SnS) and cart abandonment in amazon platform
  • Integrating Ad & Non Ad attributed conversion to analyze the effect of Digital spend on Amazon
  • Integrated category insights from Stackline, Keyword insights from Helium and Buybox insights for better planning on search spend for sponsored products
  • Enabled insights reporting using Google Data Studio for implementation teams and Power BI for executive reporting
  • Tools and Technology : AWS AMC instance, Google cloud GCS, Google Cloud Bigquery, Cloud Functions, Pacvue data API, Python, Helium 10, Google Datastudio, SQL, Power BI
  • Project : Geo based Attribution model for Digital + TV spend on Offline sales : VMS BU
  • Media mix modeling and post-flight analysis is unhelpful in the changing digital user pattern post covid warranting a new approach to Digital ROI measurement and effective budget utilization in brands where ~95% sales happen offline or outside owned channel
  • Marketing data at DMA granularity from all media channels and retailer sales from Nielson at DMA level enabled the Geo based attribution model, capable to attribute sales to spend at Micro(Audience and creative level) and Macro(channel level)
  • Linear TV exposure data was bought from external vendor ispot
  • DMA based testing is done at marketing tactic level and Model outputs are shared with the marketing enablement team via powerBI
  • Tools and Technology : Google cloud GCS, Google Cloud Bigquery, Adverity, Cloud Composer/Apache Airflow, Power BI, Python
  • Project : Marketing Data Lake for unified reporting and MMx enablement
  • Adverity platform is used as API front to all digital marketing channels like GAds, Dv360, DCM,Meta, tiktok, Pinterest etc
  • And data pulls are orchestrated into GCP Bigquery
  • Linear TV household exposure data comes from ispot to GCP bucket For unifird campaign measurement Cmapign Naming Convention tracker Data at DMA granularity is made available for insights and analysis
  • Real time dashboards on Audience and Creative performance across channels are delivered to precision marketing team via Google Datastudio dashboards
  • Unified data repository for Brands going for an MMx study reducing the time for data acquisition
  • Tools and Technology : Google Marketing Platform, Google Cloud Bigquery, Google Data Studio, ispot TV data
  • Project : GA4 Migration , FB CAPI and Shopify Datalayer improvement for VMS BU
  • GA360 to GA4 migration
  • FB Conversion API integration for better conversion optimization
  • GA4 event based implementation required an overhaul of existing datalayer
  • Tools and Technology : Google Analytics, Google Tag Manager, Google Datastudio, hotjar, Shopify
  • Project : Personalization using Google Optimize for Intimate Wellness/Hygiene BU
  • User segmentation based on behavior data from GA360 with attributes focussed on recency, coupon redemption and retailer clicks
  • Personalized landing page for different users based on the segments they fall and campaigns they land from
  • A/B testing measurement is enabled resulting in Banner messaging optimization and reduction in journey steps towards conversion
  • Tools and Technology : Google Analytics 360, Google Optimize, Google Bigquery, Excel
  • Project : Ecomm Propensity model for Nutrition BU
  • Propensity to buy model is built and user segments are formed based on the scores
  • Segmented user are prepared as Audiences and are pushed back to GA360 and then linked to the GMP ecosystem Campaigns are created to target the right user bins with the right message and with proper CNC their post campaign response behavior is monitored
  • Tools and Technology : Google Analytics 360, Google Bigquery, Excel, Python, Kissmetrics, Epsilon, Harmony Email Engine data
  • Client : Mead Johnson Nutrition
  • Project : Audience Engine GMP + Salesforce
  • GA360 data is segmented in Bigquery and the segmentations are pushed to GA360 back via uploads Salesforce + GA360 integration enabled the segment to be pushed to Journey Builder
  • Tools and Technology : Google Marketing Platform, GA360, Bigquery, Salesforce journey builder
  • Project : Marketing Data Repository in GCP and Tableau reporting
  • GA360 implementation enabled customer data be collected in Bigquery and enabled global reporting by integrating metrics from global markets for an executive view on new user acquisition, churn, ecommerce and engagement Epsilon harmony data FTP exports along with kissmetrics data and GA360 data are combined to report on golden records with a household view
  • Marketing data at geo level are pulled from DCM , DV360 and search platforms
  • Tools and Technology : Epsilon Harmony data, Kissmetrics, GA360, Tableau, Facebook, DCM, DV360
  • Client : NorthShore Care
  • Project : DOMO reporting
  • Customer engagement report from Epi server digital cloud was combined with Tealium and campaign data
  • Dataflows from SAP to DOMO layer was orchestrated and visualization cards for different business cases were built like inventory, order mangement and ecommerce pipeline
  • Customer interaction data from DXP and Tealium are linked via customer id and customer journey based visual cards were built
  • Marketing data from Criteo is also brought into DOMO along with customer service interaction data from Yotpo
  • Tools and Technology: EPi DXP, Criteo, Yotpo, SAP , Google Analytics, Tealium and DOMO

Software Engineer

Tata Consultancy Services Limited
08.2011 - 01.2014
  • Client: Hartford Insurance
  • Project: Good drivers discount on Renewal
  • Informatica ETL to extract and transform driver's driving details from the device as a point to point CSV data
  • Calculate the good drivers discount based on driving pattern and update the tables with the discount factor
  • Which applies on renewal
  • Tools and technology: PL-SQL, Informatica, Toad

Education

Master of Science - Analytics

National University Of Singapore
Singapore
06-2015

Bachelor of Science - Electrical And Electronics Engg

Sastra University
India
05-2011

Certification

  • AWS Certified Cloud Practitioner
  • AWS Certified AI Practitioner
  • Snowflake : SnowPro Core Certification

Timeline

Lead Technical Consultant(Data Science)

Perficient
01.2016 - Current

Software Engineer

Tata Consultancy Services Limited
08.2011 - 01.2014
  • AWS Certified Cloud Practitioner
  • AWS Certified AI Practitioner
  • Snowflake : SnowPro Core Certification

Master of Science - Analytics

National University Of Singapore

Bachelor of Science - Electrical And Electronics Engg

Sastra University

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