Prakarsh Gupta

Prakarsh Gupta is the Group Director of Decision Intelligence & Analytics at GroupM, based in the Greater Chicago Area. He has over 15 years of experience in marketing analytics across various sectors, demonstrating expertise in analytics, consulting, enterprise sales, project management, and business strategy.

Professional Background

At GroupM, Prakarsh has played a significant role in developing measurement roadmaps and data management strategies, particularly within the automotive vertical. His responsibilities include consulting clients on budget setting and investment planning, utilizing techniques such as marketing mix modeling and multi-touch attribution studies. He has also focused on audience segmentation and brand media objectives through various analytical frameworks.

Prior to his current role, he served as the Associate Director of Analytics and Decision Sciences at UM Worldwide, where he led a team responsible for campaign performance reporting and developed measurement frameworks for media optimization. His earlier experience includes a managerial position at Nielsen, where he managed marketing mix projects for Fortune 100 clients, providing actionable insights for media planning.

Skills and Expertise

Prakarsh possesses a strong skill set in statistical analysis and software tools, including:

• Software Skills: SAS, R, SQL, Alteryx, Tableau, Google Analytics, Adobe Analytics, and more.
• Statistical Skills: Experiment design, hypothesis testing, machine learning, predictive analytics, and regression modeling.

His strategic thinking and ability to foster innovation in data-driven decision-making have established him as a trusted advisor in the analytics field.1