Senior Data Scientist-Marketing Mix Modelling

Overview

Job Title: Senior Data Scientist-MMM

Location: Hyderabad

Who we are

Tiger Analytics is a global leader in AI and analytics, helping Fortune 1000 companies solve their toughest challenges. We offer full-stack AI and analytics services & solutions to empower businesses to achieve real outcomes and value at scale. We are on a mission to push the boundaries of what AI and analytics can do to help enterprises navigate uncertainty and move forward decisively. Our purpose is to provide certainty to shape a better tomorrow.

Our team of 4000+ technologists and consultants are based in the US, Canada, the UK, India, Singapore and Australia, working closely with clients across CPG, Retail, Insurance, BFS, Manufacturing, Life Sciences, and Healthcare. Many of our team leaders rank in Top 10 and 40 Under 40 lists, exemplifying our dedication to innovation and excellence.

We are a Great Place to Work-Certified™ (2022-24), recognized by analyst firms such as Forrester, Gartner, HFS, Everest, ISG and others. We have been ranked among the ‘Best’ and ‘Fastest Growing’ analytics firms lists by Inc., Financial Times, Economic Times and Analytics India Magazine

Curious about the role? What your typical day would look like?

Tiger Analytics is seeking a Data Scientist – Marketing Mix Modeling to join our Banking and Financial Services practice. This role will be part of the Marketing Analytics team that supports Enterprise Marketing with data, analytics, and insights informing customer marketing and product strategies across all lines of business.

You will leverage advanced statistical and econometric modeling techniques to develop and maintain a suite of Marketing Mix Models (MMM) that holistically measure the incremental impact of marketing on financial outcomes. The role also involves building optimization frameworks and scenario planning tools to maximize marketing ROI across products, channels, markets, and time horizons.

The role offers an opportunity to provide analytical thought leadership, bring cutting-edge statistical knowledge, and collaborate with stakeholders across Marketing Analytics, Media Analytics, and Enterprise Marketing.

Job Responsibilities:

1. Build, maintain, and evolve marketing mix models across products to estimate the causal impacts of marketing activities on financial outcomes.

2. Manage the end-to-end model development lifecycle including data wrangling, EDA, feature engineering, econometric modeling, validation, documentation, and monitoring.

3. Derive marketing performance KPIs such as Cost per Incremental Account (CPIA) and Return on Marketing Investment (ROMI).

4. Implement non-linear constrained optimization techniques to operationalize MMM and enable scenario planning and investment optimization.

5. Automate and scale the MMM development process across multiple consumer businesses.

6. Partner with analytics SPOCs, media insights colleagues, and enterprise marketing stakeholders to generate actionable insights and recommendations.

7. Develop tools and frameworks to support scenario planning and optimize marketing spend allocations.

8. Document and communicate technical/analytical results and insights to both technical and business stakeholders.

9. Collaborate with data scientists and analysts to share knowledge, align on best practices, and ensure quality deliverables.

Required Qualifications, Capabilities and Skills:

1. 5+ years of experience in quantitative analytics including marketing analytics, financial modeling, or applied statistics.

2. 3+ years of experience building regression-based models for both continuous and discrete dependent variables.

3. 3+ years of hands-on experience coding in SQL and Python, including maintaining Python-based

applications.

4. Direct experience programming Marketing Mix Models or equivalent econometric/statistical models in Python.

5. Proficiency in optimization approaches (e.g., GAMS, PyOpt) for non-linear constrained optimization.

6. Expertise in time-series modeling, hierarchical Bayesian methods, and non-linear regression.

Desired Experience:

1. Strong technical foundation in statistical techniques such as ANOVA, multiple regression, decision trees, clustering, PCA, and advanced econometrics.

2. Prior experience in banking and financial services data and analytics.

3. Exposure to model risk governance, documentation, and validation processes.

4. Proven ability to translate statistical models into actionable tools and insights for decision-making

Desirable Skills:

1. Strong ownership mindset, intellectual curiosity, and problem-solving orientation.

2. Effective communication skills to present complex analyses to non-technical audiences.

3. Ability to collaborate across teams with diverse technical backgrounds.

4. Experience with marketing performance measurement and optimization.

Working with Tiger:

Latest Technology: You will get to work on the most advanced technologies like machine learning and artificial intelligence.

Global Exposure: We work for leading global brands. You will get exposure to global markets while working with international clients.

Learning & Development: We partner with a host of the biggest learning platforms. You will be encouraged to learn and grow.

Growth Mindset: We encourage a growth mindset and believe that learning never stops. There is no pressure on you to be a master of everything. With this attitude, we can make significant progress in areas that we know very little about today. Here, you’ll work with people with a collective passion to explore the limitless potential of data to solve complex problems.

Additional Benefits: Health insurance (self & family), virtual wellness platform, fun, and knowledge communities.

You are important to us, let’s stay connected!

Every individual comes with a different set of skills and qualities so even if you don’t tick all the boxes for the role today, we urge you to apply as there might be a suitable/unique role for you tomorrow. We are an equal opportunity employer. Our diverse and inclusive culture and values guide us to listen, trust, respect, and encourage people to grow the way they desire.