Over 13 years of experience in Applied Analytics ranging from Machine Learning to Stochastic processes like Markov’s chain and many more. Statistics graduate from Delhi University, MBA from IMT Nagpur and MDP in Business Analytics from IIM Lucknow in collaboration with Kelley School of Business, Indiana University, USA. Part of HDFC Bank family since 2009 and currently working in the capacity of AVP and Lead Data Scientist at Data Science and Analytics unit. Key team member for driving digital business which has helped transform the marketing department as a revenue function for the bank. Recently, conferred as “Data Science Professional of the Year -2022” at the Future of Data and AI Summit 2022 organised by UBS Forum Pvt. Ltd.
Hirdesh Khanna
Asst. Vice President and Lead Data Scientist, Data science and Analytics at HDFC Bank
All Sessions by Hirdesh Khanna
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Day 1
Jan 19, 2023
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16:05
Case study : Multichannel Marketing Attribution Using Markov Chain
16:05 - 16:35In an Omni channel marketing setup, Customer experience various ads via multiple channels before the final conversion. In a last-touch model one may miss the insights regarding the contribution of marketing channels that appeared in the customer journey prior to the conversion. A best-in-class Marketing Channel Attribution Model was developed using Markov’s chain to arrive at contribution of each channel and to identify cost optimum channel to be used for awareness and conversions.Audi 2
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