SENTHIL THYAGARAJAN

Analytics Director, Mekanism, New York, NY June 2023 –Present

Built real-time reporting dashboards with Supermetrics & BigQuery, integrating cross-channel data to improve decision-making.
Developed a RAG tool that cut insight generation time by 30%, streamlining reporting and enhancing data-driven decision-making.
Condensed 100+ slides into a one-page executive report, simplifying media insights for C-suite stakeholders.
Embedded a data-driven culture, mentoring teams on analytics tools and integrating data into agency strategy.
Created an in-house benchmarking tool, saving $150K annually and improving media performance evaluation.
Implemented real-time anomaly detection via Slack/email alerts, reducing response times by 40% and enabling faster optimizations.
Drove $2M+ in new client revenue, integrating advanced reporting frameworks into business development.
Led and mentored a team of 10, delivering 15+ analytics projects on time, strengthening data-driven decision-making.

Associate Director Analytics, Mekanism, New York, NY April 2021 –June 2023

Led the development of client-specific measurement frameworks, aligning reporting to client goals and ensuring that analytics provided a competitive advantage.
Automated reporting pipelines, reducing manual effort by 50% and saving 20+ hours weekly, enabling the team to focus on strategic analysis and client presentations.
Drove customer acquisition cost reductions through advanced statistical models, optimizing campaign performance for better ROI.

Sr Analytics Manager, Mekanism, New York, NY June 2019–April 2021

Built custom dashboards for real-time media performance tracking, consolidating data from various platforms and simplifying the visualization of key metrics for internal teams.
Led sales performance analysis through data modeling and historical forecasting, helping clients link campaign results to business outcomes.
Implemented automated workflows for media reporting, reducing manual data extraction and processing time, leading to faster turnaround on key insights.
Worked with media planners to refine campaign strategies based on data-driven insights, helping improve media flighting and budget allocation decisions.

Analytics Manager, In4mation Insights, New York, NY Feb 2018 –May 2019

Developed and maintained R Shiny applications using Teradata and SQL Server for brand forecasting, evaluation of advertisement, optimization model outputs and pricing activities for CPG and media clients.
Guided the client teams with User Acceptance Testing and best practices for using the analytics dashboards thereby onboarding 7 new clients to the new analytics dashboards.

Senior GIS Developer (Data Analytics), Tango Analytics – Irving, TX June 2013 –Jan 2018

Developed dashboards using D3js, Python and R for visualizing demographic variables within store trade areas assisting the clients in understanding the underlying important demographics and target marketing.
Implemented PL/SQL procedures for generating demographic reports, trade areas, sales forecast model.

Data Analytics: R Shiny, Looker, Alteryx, Tableau, Origami Logic, AWS, MS Excel

Media Analytics: Google Analytics, GTM, AdWords, DCM, Brand lift studies

Machine Learning: Linear & Logistic Regression, Decision Trees, Random Forests, Gradient Boosting, Causal Analysis, Clustering, Isolation Forests

Languages: R, Python, JavaScript, SQL, Google app scripts

Libraries: R Shiny, d3js, dplyr, tidyR, ggplot2, leaflet, Plotly, Pandas, Numpy, Scikit-learn

Web Design: HTML, CSS, Bootstrap, Angular Material Design

GIS Tools: ArcGIS Suite, QGIS, Map Server, ERDAS Imagine, Google Earth, MapInfo, Maptitude

University of Texas, Dallas M.S – Geospatial Information Science

Symbiosis, India M.S – Geoinformatics

Anna University, India B.S – Electronics and Instrumentation Engineering

SENTHIL THYAGARAJAN#