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Prakarsh Gupta
Ads Measurement | Marketing Analytics | Decision Intelligence
Prakarsh Gupta is the Group Director of Decision Intelligence & Analytics at GroupM, based in the Greater Chicago Area. He has over 15 years of experience in marketing analytics across various sectors, demonstrating expertise in analytics, consulting, enterprise sales, project management, and business strategy.
Professional Background
At GroupM, Prakarsh has played a significant role in developing measurement roadmaps and data management strategies, particularly within the automotive vertical. His responsibilities include consulting clients on budget setting and investment planning, utilizing techniques such as marketing mix modeling and multi-touch attribution studies. He has also focused on audience segmentation and brand media objectives through various analytical frameworks.
Prior to his current role, he served as the Associate Director of Analytics and Decision Sciences at UM Worldwide, where he led a team responsible for campaign performance reporting and developed measurement frameworks for media optimization. His earlier experience includes a managerial position at Nielsen, where he managed marketing mix projects for Fortune 100 clients, providing actionable insights for media planning.
Skills and Expertise
Prakarsh possesses a strong skill set in statistical analysis and software tools, including:
- Software Skills: SAS, R, SQL, Alteryx, Tableau, Google Analytics, Adobe Analytics, and more.
- Statistical Skills: Experiment design, hypothesis testing, machine learning, predictive analytics, and regression modeling.
His strategic thinking and ability to foster innovation in data-driven decision-making have established him as a trusted advisor in the analytics field.1
Highlights
This is probably controversial but as someone whose job is to make ads more measurable/accountable it had to be said. So here it goes.
Let’s face it, in a world where we want advertising to be more accountable and personalized, cookie depracation was a terrible idea. It would have only made google more powerful and its walls taller.
When it comes to ads targeting, I would pick personalization over privacy any day as it helps me discover and shop for stuff more efficiently as I scroll through my feed. Yes that ad in the article that I am reading is not intrusive if it has the final sale offer on the patio set lying in my cart for weeks and yes the “free” news article can wait.
Let’s put this to bed and move on. Google did the right thing even if it took them so long and so many flip flops.
Glad that they are not doing a facade of caring about consumer privacy and then using your data to target ads in app store while throttling app developer revenue and forcing ATT opt-out prompts.
#cookiesstrikeback #cookiesaregood
Hiring for this role on my team. Please reach out if you or someone you know is interested.
Check out this job at Mindshare: Manager, Business Intelligence
