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Data Scientist (Short-term & Long-term MMM)

Whats the role

• Incumbent is responsible for developing analytical models for projects collaborating with different business stakeholders & other partners and working across a range of technologies and tools.

• The primary focus will be on developing and maintaining short-term and long-term MMM models with opportunities to work on a variety of other marketing analytics use cases.

• Good knowledge of Marketing domain ATL/BTL marketing and clear understanding of concepts like adstock/carryover saturation etc.

• Clear understanding of Marketing Conversion funnel (awareness consideration etc.)

• End-to-end MMM solution development - Gathering requirements Data Processing EDA Modelling (both Short-Term & Long-Term Impact) Optimization etc.

• Deep understanding of various algorithms applicable in MMM (additive multiplicative models Bayesian Regression etc.)

• Good knowledge of open-source MMM libraries like PyMC Robyn Meridian etc.

• Well versed with optimization techniques and prior experience of solving media budget optimization problems in Python/R

• Well versed with multi-objective optimization algorithms and implementation in Python/R

• Strong coding skills in Python is a must. Ability to develop production level codes with best coding practices.

• Ability to collaboratively work across multiple sets of stakeholders business SMEs Digital Product Owners IT Data teams Analytics professionals Data Engineers etc. to deliver on project deliverables and tasks.

• Use storytelling skills to articulate business insights and recommendations (based on model output) to senior business stakeholders through presentations

What you bring

• Overall 5 years of experience in Data Science Analytics ML

• 3 years of hands-on experience in Marketing Mix Modelling required (both ST & LT)

• Deep expertise in machine learning techniques (supervised and unsupervised) Statistics / Mathematics / Operations Research / Computer Science including:

  • Statistics / Mathematics: Data Quality Analysis Data identification Hypothesis testing Univariate / Multivariate Analysis Clustering Classification/PCA Linear Modeling Multiplicative Modelling (log-log log-linear) Time Series Analysis distribution / probability theory Calculus Linear Algebra Optimization.

  • Advanced Machine learning techniques: Bayesian Linear Regression Causal ML Decision Trees Neural Networks Deep Learning Support Vector Machines Clustering Bayesian Networks Feature Reduction / engineering

  • Computer Science (Good to have): Functional Programming Object Oriented Programming System Design SOLID Principles Design Patterns Version Control (Git)

• Strong experience in specialized analytics tools and technologies:

  • Python Essential

  • SQL - Essential

  • R & Power BI/other visualization experience Good to have

• Industry Experience in Oil & Gas Downstream business Mobility Retail CPG or FMCG business would be desirable.

• Clear understanding of Marketing Conversion funnel (awareness consideration etc.)

• Understanding of upper and lower funnel channels for delivering the right message based on campaign objectives.

• Experience across key areas of Marketing Analytics including customer and campaign analytics attribution and incrementality product & pricing insights and CRM and loyalty analytics.

• Proven experience in building MMM models to capture both ST & LT impact of Marketing on Sales and Brand Equity is a must.

• Deep understanding of various algorithms applicable in MMM (additive multiplicative models Bayesian Regression etc.)

• Understanding of Brand Funnel: Brand Media -> Brand Equity (Awareness Preference) -> Sales. Experienced in capturing impact of Brand Media on each stage of the brand funnel using long-term Modelling.

• Expert knowledge of open-source MMM libraries like PyMC Robyn Meridian etc.

• Well versed with optimization techniques and prior experience of solving media budget optimization problems in Python/R

• Well versed with multi-objective optimization algorithms and implementation in Python/R

What we offer

You bring your skills and experience to Shell and in return you work with talented committed people on one of the most important challenges facing our planet. Youll have the opportunity to develop the skills you need to grow in an environment where we value honesty integrity and respect for one another. Youll be able to balance your priorities as you become the best version of yourself.

• Progress as a person as we work on the energy transition together.
• Continuously grow the transferable skills you need to get ahead.
• Work at the forefront of technology trends and practices.
• Collaborate with experienced colleagues with unique expertise.
• Achieve your balance in a values-led culture that encourages you to be the best version of yourself.
• Join an organisation working to become one of the most diverse and inclusive in the world. We strongly encourage applicants of all genders ages ethnicities cultures abilities sexual orientation and life experiences to apply.
• Grow as you progress through diverse career opportunities in national and
• international teams.
• Gain access to a wide range of training and development programmes.

An Inclusive & Progressive Place to Work

• To power progress together we need to attract and develop the brightest minds and make sure every voice is heard. Here are just some of the ways were nurturing an inclusive environment one where you can express your ideas extend your skills and reach your potential.
• Were creating a space where people with disabilities can excel through transparent recruitment process workplace adjustments and ongoing support in their roles. Feel free to let us know about your circumstances when you apply and well take it from there.
• Were closing the gender gap whether thats through action on equal pay or by enabling more women to reach senior roles in engineering and technology.
• Were striving to be a pioneer of an inclusive and diverse workplace promoting equality for employees regardless of sexual orientation or gender identity.

Shell in India

Shell is a diversified energy company in India with 13000 employees and presence in Integrated Gas Downstream Power Renewable and Upstream. Additionally we have deep capabilities in R&D digitalisation and business operations.

Our global strategy Powering Progress is designed to generate value for our shareholders customers and the wider society and focuses on creating more value with less emissions. The strategy supports our purpose of providing more and cleaner energy solutions with the aim of profitably transforming Shell into a net-zero emissions energy business by 2050. As India moves towards its target of net-zero emissions by 2070 Shell India aims to play a leading role in securing vital energy for today while investing in and helping to build the energy system of the future through strategic investments in the country.

Our Lubricants business serves over 50000 consumers through a strong network of over 200 distributors and operates an end-to-end value chain that spans conceptualization development and production at a world-class blending plant at Taloja. Through our 350-plus retail stations we offer an integrated mobility experience including fuels cafes and convenience stores with a prominent network of EV recharging facilities.

Shell owns and operates a LNG re-gasification terminal at Hazira Surat with a capacity of 5 MTPA and a LNG truck-loading unit that plays a crucial role in helping meet Indias growing demand for gas across 2022 Shell acquired Sprng Energy in a $1.55 billion deal to build an integrated energy transition business in the country. Sprng is a leading renewable energy company in India which develops and manages solar wind and hybrid power generation facilities and infrastructure.

Our three capability centres across Bangalore and Chennai serve as a technology and innovation powerhouse for Shell globally working as a delivery engine for core technical digital and finance processes: pioneering digital innovation and cutting-edge technologies across the energy sector. We also have strong academic partnerships and collaborations with leading universities and technology institutes to accelerate decarbonization efforts within the energy sector.

We are committed to positively contributing to the communities in which we operate through programmes on STEM Education Skilling and Livelihood across India. We nurture and invest in startups developing initiatives focused on accelerating energy innovation through programs such as Shell E4 and Shell Eco-marathon. We also have strategic investments in new energy companies such as Husk Power Orb Energy and Cleantech Solar.

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