As Bill Bernbach famously said, “The most powerful element in advertising is the truth,” and in this intricate tapestry of information, data science is the lantern that unveils the truth, illuminating patterns and insights hidden in the folds of complexity and transforming raw data into the revelations that shape our understanding of the world. Amidst all these complex obstacles, data scientists shine as trailblazers, illuminating new paths for companies to take in their pursuit of the illusive objective of increasing ROI from media investments. When it comes to advertising technology, data science is about more than just statistical modeling.
The skill of turning raw data into attractive consumer behavior, preferences, and goals tales. The engine drives hyper-targeted marketing, ensuring ads resonate with people. Data scientists can transform raw data into usable insights that boost sales and build enduring brand identities. Data science in the advertising industry is about more than just numbers. Strategic decision-making is influenced, and as a result, innovation and personalized advertising are driven.
Meet Mayukh Maitra, one such exciting talent in the ever-evolving world of data science and engineering. With an enterprise experience spanning over six years, Mayukh stands at the forefront of innovation, continuously pushing the boundaries of what data can achieve. Currently, in his role as a Data Scientist at Walmart, Mayukh is harnessing the power of data in the dynamic realm of Ad tech, crafting precision-targeted strategies that redefine the retail giant’s advertising landscape. But his expertise extends beyond the realm of Ad Tech – Mayukh has also delved deep into the intricate domains of healthcare and health economics outcomes research, proving that his data-driven insights can impact lives and industries across the board.
Mayukh began his journey in the field of data science in the realm of healthcare consulting and health economics outcomes research. It was here, in the intricate labyrinth of healthcare data, that he refined his analytical prowess and developed an acute understanding of the transformative power of data-driven insights.
During his journey as a Senior Associate in Data Science at Axtria, he dedicated his efforts to constructing innovative cost-effectiveness models using Markov chains. These models were designed to forecast the progression of diseases and evaluate the impact on patient outcomes. Thanks to these cutting-edge models, healthcare organizations have been empowered to assess the cost-effectiveness of different interventions, leading to remarkable enhancements in the long-term well-being of patients.
When asked about one thing that he finds challenging and exciting at the same time while working amongst such intricate problems, Mayukh had to say that
“The sheer volume of data that must be analyzed and conveyed in a meaningful manner is one of the difficulties I face. With so much data to analyze, it can be challenging to know where to begin and how to identify the most crucial and actionable insights.”
He further added that
“Visualizations that are both precise and understandable to non-technical people can be challenging to create. It might be difficult to know what kind of visualization will work best to tell your story because different kinds of data need different kinds of visualizations.”
Working in a top Fortune 500 organization and navigating the complexities is both an immense challenge and an opportunity to influence the global business landscape. Mayukh has worked on novel Ad Mix Modeling approaches that have resulted in major improvements to various advertising strategies. His contributions to such complex solutions have helped to increase the effectiveness of advertising campaigns and improve the organization’s bottom line. Such contributions are beyond just technical expertise, as having a unique, efficient solution for an important business problem can fuel growth for the company as well as be a significant enhancement to the field of data science.
One key aspect Mayukh focuses on while building these statistical models is model explainability. Data-driven decisions are particularly important for advertisers because they rely on these models to allocate budgets effectively across various channels. Mayukh says that
“Explainability sheds light on the inner workings of these models, revealing the “why” behind their suggestions. This not only improves credibility but also gives advertisers more leeway to fine-tune their ad strategies with confidence.”
It’s useful for figuring out what’s working and what could be hurting campaigns. Knowing how machine learning models function in ad mix modeling is like having a map in an unfamiliar place; it will help advertisers get where they need to go quickly and easily, maximizing the return on their ad spend.
Mayukh’s expertise and contributions in the domain of data science spread across various industries have helped him earn a place in the professional and research communities. He was invited to be an expert mentor at Criya, where he provides mentoring sessions to early career data scientists He has also been invited to be a part of the jury of prestigious industry awards such as the Globee 18th Annual 2023 Information Technology World Awards and the Globee 8th Annual 2023 American Best in Business Awards. He has numerous peer-reviewed articles published in the field of data science, such as his articles on Explainability of Machine Learning Models published on DZone, Assumptions in Regression: Why, What, and How, A Picture Is Worth 1,000 Words: The Importance of Data Visualization on Dataversity, Unlocking the Power of Numbers in Health Economics and Outcomes Research, The Ultimate Guide to Mastering Seasonality and Boosting Business Results on KDNuggets to name a few. He has also been invited as an expert to multiple peer-review conferences such as IEEE CAI, ICANN, etc. as a reviewer, as well as for being on the technical program committee.
Mayukh Maitra’s experience as a data scientist and analytics expert in the rapidly evolving world of AdTech demonstrates the power of data science to increase advertising returns and even impact the future of the advertising business. His commitment, skill, and love for data science are an inspiration to his colleagues and the world at large, demonstrating his hunger for knowledge and will to make a difference. Mayukh has helped businesses and communities thrive in the digital age by developing cutting-edge methods, powerful models, and an entrepreneurial spirit.