Andrés Acosta Escobar
Summary
Marketing & Advertising Analytics executive with experience in analytics product design and implementation from Analytics infrastructure to machine learning, consultive sales, analytics and AI teams management and consultive modelling. I also have extensive experience working with global teams of EVPs and C-Suites, as well as client fronting roles and large teams growth, development, leadership and management.
Overview
11
11
years of professional experience
2
2
Certifications
2
2
Languages
Work History
SVP of Analytics - Head of Mesurement and Analytics - LATAM
Havas Group
06.2021 - 11.2022
- Owned and grew the regional data and analytics PNL
- Profited USD $1’800.000 in 2023: Attribution models sales (USD $600.000), Audience Modeling Sales (USD $600.000 USD), Creative Measurement Models (USD $300.000) and rebate from DMP addressable audience activation (USD $300.000)
- Cut data provision costs down to 10% of total CPM, 70% overall data provision cost reduction
- Built Havas regional analytics offerings, products, teams and capabilities from scratch
- Developed new offerings and UVPs for Havas Globally
- Designed and developed a regional data strategy
- Single regional analytics leader overseeing the Tech, Data and Analytics trilogy (BI, Machine Learning, Analytics Sales, DMP and Analytics Strategy)
- Developed a viable business model that favors P&Ls of countries, region and global
- Provided a differential commercial strategy consistent with local, regional and global needs
- Developed and executed on commercial strategies for audience, creative measurement and attribution machine learning models
- Led, developed and sold the Havas Creative Measurement Suite Globally
- Built business cases for CAPEx and crosscharged investments in innovation, data, analytics and tech
- Managed analytics product development regionally.
VP of Analytics - Head of Marketing Sciences LATAM
IPG Kinesso
03.2020 - 11.2022
- Delivered 300+ Marketing Mix models and 50+ Audience Models in 2022 for clients such as Lego, Nestle, BMW, Amazon, Rocket Companies and CVS, among others
- Reduced model production cost by 20%, standardizing and automating data an analytics pipelines
- Responsible for building from scratch and developing LATAM analytics teams of 40+ people including analytics, business intelligence, data science and audience analytics, building and rolling out standards, automation and frameworks
- Product management of marketing mix and ML supervised audience modeling analytics scalable solutions for global clients
- Lead the high value audience business vertical model for LATAM, building the analytic pipeline and negotiating with data partners, agencies and final clients to fulfill the regional client needs regarding insights and strategic and tactical decision making
- Build custom analytics solutions for Nestle, Rocket Companies, Michael Hill, Lego, Cocacola and Sony, from scratch using R, Python and Tableau
- Build relationships with internal, external and regional stakeholders and business partners
- Enable complete operational analytic proficiency in LATAM
- Lead the strategic outlook for the region
- Responsible for undertaking analytics workload migration from US to LATAM
- Global award as outstanding leader Q1 and Q2, 2020.
Analytics Director
Sproutloud Media Networks
03.2019 - 03.2020
- Built the reporting and machine learning strategy for serving clients like T-Mobile, Dish, Hallmark and Cruise Planners, based on their specific business needs and challenges
- Decreased business requests reports response times by 30% and time to insight by 58%
- Created the whole marketing analytics ecosystem, including marketing automation and CRM platform negotiations and analytical requirements lifting, from ETL and data integration to dashboard building
- Also designed and implemented a website tracking strategy, as well as procedures for SEM, offline tracking and custom attribution.
Analytics Director
HealthNav
09.2016 - 03.2019
- Created a value proposition using machine learning algorithms and Just in time methodologies, for assisting large companies in the public sector, on satisfying legal and operational requirements
- Consistently delivered for clients such as Genfar, Grunenthal, Valentech, Roche and Merck-Serono
- Direct client relationship management for negotiations, presentations, deliveries and onboarding meetings, among others
- Defined and delivered strategic reporting for decision making and budget planning
- Built the pipeline for an efficient and smooth ETL from different data lakes to different BI platforms and website apps, including BI on source data model outcomes
- Developed an agile analytics culture with agile model development that has allowed us to reduce Time to Action (TTA) and Time to Insight (TTI) KPIs by 18% and 36%, respectively
- Developed problem specific machine learning frameworks to maximize interpretability within industry compliance and constraints
- Designed and developed AI and Big data roadmaps
- Developed supervised and unsupervised ML propensity and segmentation models coding from scratch and importing and exporting to external databases and systems for the largest Pharma companies
- Partnerships negotiation for data acquisition, storage and analytics pipeline efficiency to fulfill UPVs.
Digital Analytics Director
Comparaonline
08.2015 - 09.2016
- Created and deployed to prod a lead scoring system that filtered calls for high value leads with a large predicted CLV and a large conversion propensity score (88% accuracy)
- Built an attribution model for conversion journeys requiring a diversity of touch points, based on standard and machine learning touch point scoring
- Led a team of 10 marketers
- Result: Increased ROAS by 35%
- CPL down from $2.2 USD to $1.3 USD.
Digital marketing analytics consultant
Tasu
10.2011 - 08.2015
- Responsible for machine learning based marketing optimization for different companies in USA and Colombia, including digital ROAS, conversion rate and website performance optimization
- Implemented analytics tagging using tag management solution.
- Provided analytics domain expertise, consultation and troubleshooting internally and for customers.
- Conversion rate optimization hypothesis lifting, experimental design and campaign analysis for Birthday Express, from March 2014 until June 2014
- Ux testing was conducted on several landing pages and multivariate analysis was executed on Ux and conversion items in order to increase AOV and number of transactions
- Result: 23% increase in revenue with 95% of confidence
- Lead Generation optimization over several digital channels for two Hair Club landing subscription campaigns
- All carried out between July 2014 and September 2014
- Result: 18% average increase in revenue with 95% of confidence
- In the cases of Bogota Business English and mamasreales.com, I set a study relating communication attitude and navigation times, among other explanatory variables to increase lead calls (Bogota Business English) and subscription rates (mamasreales.com) by 15% and 62%, respectively
- Projects executed between March and July 2016
- 114% monthly unique visits average increase to predefined funnel wise strategic web pages for Bogota Business English and 250% and 40% average visits increase for mamasreales.com, over early and late stage SEO, respectively
- From 60.000 to approximately 1’700.000 monthly visits to lapelotona.com website
- This included Social and SEO marketing integration.
Education
Cosmology MSc. -
Department of Physics and Astronomy, University of Sussex
BSc. Physics - undefined
Department of Physics, Universidad de Los Andes University
BSc. Mathematics - undefined
Department of Mathematics, Universidad de Los Andes University
International Baccalaureate - undefined
Gimnasio de Los Cerros, Bogotá, Colombia
Skills
Attributtion Modeling: Marketing Mix, MTA, TV and Full FunnelPartnerhip negotiation: Data Acquisition, Tech & InfrastructureDMP and DSPCreative performance and communication modelingBrand Attributes and Brand Equity modelingPNL Creation and Growth CapEx Execution proposals and deliveryConsultive SalesNew business and pitch processesCRM: Data Processing, analysis and deliveryMarketing AutomationTeam Leadership and developmentData quality managementHigh Value Audiences modelsAnalytics business model, product strategy and developmentMedia advertising investment optimizationGoogle Tag ManagementUx testingSegmentation through unsupervised machine learningAttrition rates reduction with supervised and unsupervised machine learningMarket basket analysis and next product offer analysis with machine learningJavascript, Matlab, R (including Shinny), Python, SQL, Tableau, Klipfolio, Mathematica, Excel, R slides, Power Point, HTML, CSS and WordPressGoogle Analytics, VWO, Unbounce, HotJar, Woopra, MOZ, SEO Power Suite, WordstreamAWS, Google Big Query and Redshift
Partnership Development
Financial Acumen
Revenue Generation
Budget Preparation
Strategic Plans
Corporate Presentations
Accomplishments
- Brought the High value audience modeling to LATAM, developed product, partnerships, business cases, executive buy out, teams and processes to profit USD $600.000 in 2023 from Audience Modeling Sales within 6 months.
- Designed, Developed and sold the Creative Measurement Suite for Havas Global, a unique analytical framework for Creative + Media performance and communication optimization. Profited $500.000 USD from Creative Measurement Model sales within 5 months and only in LATAM.
- Sold USD $2’600.000 in Attribution models for Clients such as Nestle, Alsea, Claro and F1, among others. I also led the operations and client fronting for Nestle, the largest Universal Mccann clients for 3 years, increasing LATAM ROAS by an average of 22% after execution on model recommendations and optimizations.
- Reduced operational costs by 25% for attribution modeling delivery at scale (300+ models), maintaining quality standards.
- Cut the Costumer Acquisition Cost by 40% for Comparaonline, a renowned Fintech in the region, joining optimization algorithms with marketing expertise.
- Increased Sanofi Colombia Chronic Liver Disease early prevention drugs and treatments ROAS by 40% using supervised and unsupervised machine learning.
Certification
Informs Certified Analytics Professional
Awards
- IPG Kinesso Global Megastar Certification for performance.
- Google+ Hangout with the president of Colombia. Considered one of the 8 colombians conquering the world (see: https://youtu.be/4OMk_m0_Rck)
- Exclusive report and interview for Credencial magazine in October 2010.
- Google IQ certification.
- Informs Certified Analytics Professional
- McCrea prize for the best Cosmology and Astronomy student in UK. February 2011.
- ILP Fellowship. Awarded by Marie Curie, París. Chancellor’s international scholarship for postgraduate studies. Awarded by the University of Sussex. June 2009. Colfuturo scholarship for postgraduate studies. Awarded by Colfuturo. July 2009. Francisco José de Caldas scholarship. Given by Colciencias in November 2011.
Timeline
Informs Certified Analytics Professional
09-2023
Google IQ
09-2023
SVP of Analytics - Head of Mesurement and Analytics - LATAM
Havas Group
06.2021 - 11.2022
VP of Analytics - Head of Marketing Sciences LATAM
IPG Kinesso
03.2020 - 11.2022
Analytics Director
Sproutloud Media Networks
03.2019 - 03.2020
Analytics Director
HealthNav
09.2016 - 03.2019
Digital Analytics Director
Comparaonline
08.2015 - 09.2016
Digital marketing analytics consultant
Tasu
10.2011 - 08.2015
Cosmology MSc. -
Department of Physics and Astronomy, University of Sussex
BSc. Physics - undefined
Department of Physics, Universidad de Los Andes University
BSc. Mathematics - undefined
Department of Mathematics, Universidad de Los Andes University
International Baccalaureate - undefined
Gimnasio de Los Cerros, Bogotá, Colombia