Wednesday, February 21, 2024

Transforming Ad Tech and Beyond: Meet Data Scientist Mayukh Maitra

Transforming Ad Tech and Beyond: Meet Data Scientist Mayukh Maitra
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Mayukh Maitra is a seasoned data scientist and analytics expert with a passion for leveraging data-driven insights to optimize media mix models in the ever-evolving landscape of AdTech. With over 5 years of experience across industries, including healthcare, ad tech, and e-commerce, Maitra has established himself as a key player in the field, consistently delivering impactful results and driving revenue growth for major organizations.

Driven by a thirst for knowledge and a commitment to personal growth, Mayukh Maitra embarked on his journey into data science and analytics. Guided by the words of American entrepreneur Jim Rohn, 

“The major value in life is not what you get. The major value in life is what you become.”

who emphasized the value of personal growth, Maitra recognized the tremendous potential of data science and machine learning in transforming industries and shaping the future. His academic journey began at the Delhi College of Engineering, where he laid the groundwork for his technical skills and developed a strong foundation in artificial intelligence and machine learning.

While Maitra’s interest in machine learning algorithms is apparent, it is his fascination with nature-based algorithms that set him apart. Drawing inspiration from the remarkable optimization capabilities of tiny ants, Maitra began experimenting with evolutionary algorithms, specifically genetic algorithms, to develop media mix models that are now being used by companies across the globe. 

Mayukh works as a Data Scientist at Walmart playing a pivotal role in developing a media mix modeling solution using genetic algorithms, harnessing the principles of natural selection and evolution to optimize advertising effectiveness within budget constraints. By encoding potential media mixes as sets of variables and utilizing fitness functions to evaluate their performance against marketing objectives, Maitra’s solution revolutionized media mix optimization, resulting in multi-million dollars of revenue for Walmart and its brands.

Before joining Walmart, Mayukh Maitra served as a Data Science Manager at GroupM, the world’s largest media buying agency. In this role, he focused on building predictive models that reduced advertising spending while maintaining or improving ad quality. By leveraging past data and patterns, Maitra’s models enabled organizations to allocate budgets more efficiently, ensuring that media placements delivered the desired results while minimizing wasteful spending on low viewability placements, potential brand safety issues, and high fraud rates. His expertise in predictive modeling significantly impacted cost savings for advertising campaigns, solidifying his reputation as a data science leader in the industry.

Maitra’s journey into data science began with a strong background in healthcare consulting and health economics and outcomes research. As a Senior Associate in Data Science at Axtria, he focused on building Markov chains-based cost-effectiveness models to predict disease evolution and analyze patient outcomes. These models enabled healthcare organizations to evaluate the cost-effectiveness of various interventions, ultimately improving long-term patient outcomes. Prior to that, Maitra worked as a technology analyst at ZS Associates, where he played a pivotal role in designing and developing a centralized patient-centric data warehouse. His responsibilities included primary and secondary data analysis across various domains, providing valuable business insights to global pharmaceutical organizations. Maitra’s extensive experience in healthcare and technology further enriched his skill set, equipping him with a comprehensive understanding of data-driven decision-making and its impact on diverse industries.

In addition to his professional experiences, Mayukh Maitra’s passion for research is evident. He pursued a master’s degree in Computer Science from Stony Brook University, where he had the opportunity to collaborate with renowned academics and professionals. His research projects have explored diverse topics, including detecting rotator cuff tears in complex shoulder MRIs and another one focusing on analyzing people’s sleeping habits using data from Twitter. 

Mayukh’s expertise and contributions have earned him recognition in the academic and professional community. He has been invited to serve on the technical program committee of prestigious conferences like ICDATA and ICANN. He has also had the privilege of judging globally-recognized business awards such as the Globee 18th Annual 2023 Information Technology World Awards and the Globee 8th Annual 2023 American Best in Business Awards to name a few. Earlier in May, his work in media mix modeling was featured in InspirationFeed

Motivated by the potential of data science and AI to create a positive impact, Mayukh is also an entrepreneur at heart. He has plans to launch the TogetherThrive Foundation, a non-profit organization that aims to democratize law and empower individuals by providing legal knowledge and support. 

Studies have revealed that women’s correct general awareness and knowledge of the legal status regarding abortion in India is less than 50%, with knowledge of legalization/liberalization ranging between 32.3% and 68.2%. Shockingly, the correct knowledge of abortion on the grounds of rape ranges from 12.8% to 98%, while in cases of incest, it ranges from 9.8% to 64.5%. Recognizing this significant disparity, Mayukh’s motivation to leverage AI for social good and create a more equitable society leads to the launch of TogetherThrive Foundation, which aims to provide legal knowledge and support to empower individuals and bridge the gap in legal awareness. Through AI and machine learning, Mayukh envisions a society where everyone is legally aware and socially empowered. He aims to bridge the knowledge gap in legal awareness, particularly in areas such as women’s rights, by leveraging technology and data.

Mayukh Maitra’s journey as a data scientist and analytics expert showcases his relentless pursuit of knowledge and his commitment to driving positive change. With his innovative approaches, impactful models, and entrepreneurial initiatives, Mayukh continues to push the boundaries of data science, empowering organizations and communities to thrive in the digital era.

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