Alaeddine Zekri

I work as a Data Scientist on the Matrix project, which aims to help marketing teams optimize their campaigns and budget allocation across different brands and advertising channels in their markets. My Contribution As the Data Scientist for the German and UK markets within Matrix, my role was to maintain and update a Marketing Mix Model (MMM) with fresh data every six months. This made it possible to analyze past campaigns and generate actionable recommendations for future marketing budgets. Key Missions - Contributed to the collection and preparation of data inputs for the model. - Analyzed data and collaborated with Data Analysts and Marketing Effectiveness Leads to validate inputs. - Re-trained several Marketing Mix Models with the latest data. - Analyzed and presented the best-performing model to marketing teams. - Maintained and enhanced internal tools and applications used by Data Scientists. Results - Achieved a -13% reduction in marketing spend while improving Return on Spend (ROS) by +11%. - Automated the data collection and preparation phase. - Improved the model results analysis tool (Streamlit application).