Mayukh Maitra: Diving Into The Realms Of Data Science In Ad Tech And Healthcare With Mayukh Maitra

In the intricate web of Advertising Technology (AdTech), every bit of consumer behavior data, every impression of an ad, and every nuance of a user's digital journey is meticulously analyzed to extract meaningful insights and shape marketing strategies. At the heart of this analytical engine, giving it life and direction, is data science. Data science in AdTech is more than just algorithms and computations - it's about using data to narrate a story, to predict trends, to optimize ad investments, and to craft highly targeted campaigns.

One name stands out in this realm, consistently pushing the boundaries of data science in AdTech and using his skills to catalyze change on a macro scale - Mayukh Maitra. A data scientist with over 5 years of industry experience, currently serving at Walmart, Mayukh's work spans from healthcare research to media mix modeling, each project showcasing his talent for using advanced analytics to uncover powerful insights and drive significant outcomes.

Mayukh's entry into the world of data science was rooted in healthcare, where his keen interest in using data-driven techniques bore significant results. His work involved using advanced analytics to improve patient care, optimize treatment regimens, and detect early disease patterns. His work on Markov models proved instrumental in evaluating complicated healthcare systems and treatment outcomes, with the aim of driving evidence-based decisions, optimizing resources, and enhancing patient outcomes Here, he utilized mathematical principles, underlying concepts, and subtleties of Markov models to assess complex healthcare systems. His expertise lay in building and implementing these models to simulate disease progression, evaluate treatment outcomes, and estimate cost-effectiveness. His work played a pivotal role in making informed decisions, optimizing resource allocation, proving the cost-effectiveness of drugs for rare diseases, and enhancing patient outcomes.

In the AdTech arena, Mayukh's focus has been on maximizing the effectiveness of digital advertising campaigns. He uses data insights to improve targeting tactics and deliver tailored user experiences. He leverages genetic algorithms and multi-objective optimization techniques for media mix modeling using tools that help him analyze and optimize marketing strategies by integrating several media channels, such as digital, social, print, and television, to improve campaign efficacy and Return Of Investment (ROI).

However, Mayukh does not restrict his work to just using data science tools but he continuously innovates and expands their scope. He has designed and implemented evolutionary algorithms to optimize media allocation and budget allocation across a variety of objectives, such as return on ad spend (ROAS), model error, and cost efficiency. "Incorporating my background in data science with my knowledge of marketing dynamics, I have contributed to developing novel approaches to media mix modeling," Mayukh explains. His work in optimizing media allocation using genetic algorithms, a concept derived from the process of natural selection, has proved revolutionary in maximizing media contribution.

Mayukh's expertise in media mix modeling is complemented by his keen understanding of external factors that impact business outcomes, such as seasonality, macroeconomic factors, and special events. He acknowledges the difficulty in ascertaining the interrelationship between these external factors and media tactics, hence to tackle this he incorporates techniques like regression analysis, time series analysis, and multi-objective optimization to enhance the accuracy and robustness of his models. This integration allows him to capture complex relationships between media channels, consumer behavior, and marketing outcomes, leading to more accurate predictions and informed decision-making.

Mayukh's contribution to AdTech extends beyond his immediate work. His novel media mix modeling algorithm has been adopted by Walmart Connect and in addition now widely used by data scientists to solve media mix modeling problems for numerous advertisers. The positive response from these teams is a testament to the effectiveness of his algorithm and its impact on the industry. Further, he is also an expert mentor at Criya where he has started offering 1-1 sessions to help guide and mentor early career data scientists, PhD students in Data Science as well as startups in the domain.

Another aspect of data science that holds a special place in Mayukh's heart is data visualization. "I think data visualization is more than just showing numbers; it's also about telling stories that get people to take some sort of action based on what they saw. Using the tools of visual storytelling, we can spark transformation and propel significant results" he explains. Mayukh utilizes data visualization to transform complex datasets into visually appealing representations that convey valuable insights. His visual storytelling persuades stakeholders of the worth and benefits of applying data-driven strategies, fostering a deeper understanding of the data and inspiring them to embrace change.

Beyond his professional role, Mayukh extends his influence in the academic community as well. He is an expert contributor and author at Dataversity and he has also been invited to judge several peer-reviewed conferences and is a member of their technical committees, such as ICDATA 2023, ICANN 2023, and IEEE CAI 2023. He also sits on the jury for professional awards like the Globee 18th Annual 2023 Information Technology World Awards and the Globee 8th Annual 2023 American Best in Business Awards. His active participation in hackathons like the Datathon Hack at UC Irvine and SB Hacks at UC Santa Barbara showcases his unwavering commitment to learning and staying abreast with the latest developments in the field. His work has been featured in leading outlets such as New York Weekly and InspirationFeed.

Mayukh has also been working on his non-profit called TogetherThrive Foundation aimed at creating a community of legally enriched and socially empowered people where no one is alone in their legal journey. Even educated women working at big multinational corporations are unaware of workplace harassment laws. In a survey conducted in India in 2013 as part of the Sexual Harassment of Women at Workplace Act, it was found that over 70% of women are unaware of workplace harassment laws. This inspires Mayukh to use the power of data and machine learning to make society, particularly women, more legally aware and to contribute to the social good.

Mayukh Maitra is an exemplary figure in the dynamic world of AdTech, demonstrating the potential of data science to not just enhance advertising returns but to shape the future of the industry itself. His passion, his talent, and his commitment to his field serve as an inspiration to fellow data scientists and the wider community alike.

Published on: Wednesday, July 19, 2023, 07:07 PM IST