Muhammad Salman Aboubakar

EssenceMediaCom (formally Essence Global) | Analytics Manager | May 2022 - Nov 2023

A valued member of the team, I led the campaign analysis for a number of clients and notably responsible for managing the Guest campaigns for a leading travel accommodation brand. Examples of some of the outstanding work I accomplished was driving the experimentation for the client eventually helping them adjust their in-campaign optimisation techniques and delivering strong insights pertaining to their creatives. Furthermore, I also helped the clients unlock offline measurement and we most recently ran Out of Home measurement in 4 out of 5 markets owing to my research and collaboration with the regional teams and ensuring we are adopting the most robust methodology (geo-fencing). I also owned a post campaign analysis for a reputable charitable organisation, wherein I spoke to the key drivers of acquisition and delivered strong comparative analysis between different markets.

EssenceMediaCom (formally Essence Global) | Senior Analyst | Mar 2020 - May 2022

As an analyst on multiple accounts, I had the luxury of working on multiple projects and workstreams helping clients achieve their marketing objectives by leveraging data and testing. A core account of mine was a global sporting body where I spearheaded their rapid test and learn approach which saw multiple iterations of creative testing, overall boosting the clients click through rate from 0.9% to 2.3% and helping them acquire customers more efficiently. I was also the lead analyst in the Match Market test for a major restaurant brand in the UK where I helped the client realise the true incremental impact of their media activity (over 177k incremental orders at order value of £19). I achieved this by writing a package on R and simulating the model to understand the actual observed sales behaviour vs what was predicted overall isolating the impact of media. I was also the main point of contact for any brand or conversion measurement requests overall ensuring all campaigns were 100% measurable or close to.

Led the campaign analysis for a number of clients.
Managed the Guest campaigns for a leading travel accommodation brand.
Drove experimentation for in-campaign optimisation techniques.
Delivered strong insights pertaining to creatives.
Helped clients unlock offline measurement.
Ran Out of Home measurement in 4 out of 5 markets.
Researched and collaborated with regional teams to adopt the most robust methodology (geo-fencing).
Owned a post campaign analysis for a reputable charitable organisation.
Spoke to the key drivers of acquisition.
Delivered strong comparative analysis between different markets.

Worked on multiple projects and workstreams helping clients achieve their marketing objectives by leveraging data and testing.
Spearheaded a rapid test and learn approach for a global sporting body.
Led multiple iterations of creative testing.
Boosted the client's click through rate from 0.9% to 2.3%.
Helped the client acquire customers more efficiently.
Led the Match Market test for a major restaurant brand in the UK.
Helped the client realise the true incremental impact of their media activity.
Delivered over 177k incremental orders at order value of £19.
Wrote a package on R.
Simulated the model to understand the actual observed sales behaviour versus what was predicted.
Isolated the impact of media.
Was the main point of contact for brand or conversion measurement requests.
Ensured all campaigns were 100% measurable or close to.

Used Python statistics and the integrated ARIMA model to predict the sales of TV-licenses for a client.
Achieved a 96.7% level of accuracy.
Gathered the results obtained from the electronic data discovery.
Generated the KPI’s.
Illustrated the metadata on Excel.
Created client friendly visuals and dashboards using Power BI.
Tracked the progress of the in depth analysis of different applications.
Handled all data analysis activities using both manual and automated processes.
Accelerated the client’s journey to GDPR compliance.
Learnt database concepts and querying languages such as SQL to support the analysis of structured and unstructured data.
Was part of the Team of Quarter 1 2018 for the UK Analytics practice in recognition of GDPR work.
Created high-level Data Discovery Reports for all the 5 core applications detailing the types of data stored and the associated risk factors.
Successfully deployed the in-house Data Scan tool to handle unstructured data.
Was a key member of the research team pitching fraud analytics for this client.