Abhishek Shukla

Marketing Mix Project – PACIRA

• Conducted Marketing Mix Modeling using Gaussian Regression for three PACIRA products: Exparel, Zilretta, and IOVERA.
• Developed two models: one at the hospital (account) level and another at the regional level.
• Processed multi-channel data, derived key metrics, and performed EDA and deep-dive analyses.
• Incorporated Adstocking and Normalization techniques to enhance model accuracy.
• Calculated ROI and mROI to measure campaign effectiveness.
• Provided actionable recommendations for marketing budget optimization.

HCP Categorization – Bayer

• Analyzed sub-national HCP-level data for Kerendia, Bayer’s CKD drug.
• Segmented HCPs based on prescription behavior into Persistent, Emerging, Trialist, Lapsed, and Inactive categories.

Patient Distribution Analysis – Bayer

• Evaluated Kerendia LAAD data to analyze prescribing patterns.
• Assessed patient distribution by days of supply (Rx) to uncover trends in prescription durations and usage behavior.

Market Share Analysis – Bayer

• Analyzed HCP-level market share data (2022–2023) for Bayer and Nexplanon.
• Identified specialties with declining market share and provided insights to support strategic targeting and recovery efforts.

• - Developed a market entry strategy for Air New Zealand to explore opportunities in the Indian domestic aviation market.
• - Conducted in-depth analysis of company attrition data to identify key trends, causes, and actionable retention strategies.
• - Gained hands-on experience in data preprocessing, visualization, and generating business insights.

• Worked in developing Cost Estimation models which were helpful during the FEED stage of the brownfield and greenfield projects handled by the company.

• Worked in all three disciplines of piping during the training phase carrying out design activities like vessel design, equipment layout and preparing requisitions on procurement part.
• Worked with the Data and Analytics team of Jacobs to develop model for cost prediction of refinery equipment, developing forecasting models, deep learning models for document classification.