Senior Data Scientist (Marketing Mix Modelling) 6 Months – Extensions Available London (Hybrid) £640p/d Max via Umbrella Role Brief: Senior Data scientist required to work with the Data Science team to drive Marketing Effectiveness using Marketing Mix Modelling, Multi-Touch Attribution, and other models. Responsibilities: Oversee and be responsible for data collection including data extraction and manipulation, data analysis and validation. Analyse all datasets to ensure that each KPI is understood, and data is ready for modelling. Proficiency in using Excel/SQL/Python/Pandas to process, transform, create variables, and build models. Build base models according to the project specification, incorporating all drivers of KPIs, providing rationale for variables selection, understanding coefficients and contributions. Taking base models, oversee or build in additional improvements and progress the model towards finalisation Create sales effect/ ROI workbook, Create response curves and optimisation charts budget allocation. Run scenarios required to answer client objectives for the purpose of forward looking optimization, Validate models, identify areas of weakness, suggest and test possible improvements and ensure robustness and validity. Requirements: Minimum 5 years of proven experience in developing and implementing Marketing Mix Models Be an expert in Python and familiar with R programming for MMM Models Have in depth understanding of statistical modelling / ML techniques Strong experience with Regression based models applied to the context of MMM modelling Solid experience with Probabilistic Programming and Bayesian Methods Be an expert in mining large&very complex data sets using SQL and Spark Have in depth understanding of statistical modelling techniques and their mathematical foundations, Have a good working knowledge of Pymc and cloud-based data science frameworks and toolkits. Working knowledge of Azure is preferred Have a deep knowledge of a sufficiently broad area of technical specialism (Optimisation, Applied Mathematics, Simulation) MS or PhD degree in Data Science, Computer science, applied mathematics, statistics, or another relevant discipline with a strong foundation in modelling and computer science.