Koel is a Director of Data Science at Ovative. She is responsible for leading data, analytics, and modeling for Ovative’s strategic initiatives aimed at evolving media measurement. Since joining Ovative in October of 2021, Koel has enabled client-specific projects on enterprise customer segmentation for media strategy development, predicted customer lifetime value for new customers, developed Marketing Mix Models for the healthcare and consumer packaged goods industries, and contributed to internal capabilities for forecasting and testing. She is currently spearheading Ovative’s modeling approach to Brand Measurement.
Early scholarship in environmental measurement produced a deep conviction in Koel that everything is measurable. She is driven to find a measurement solution regardless of context or data constraint to enable strategic and actionable decision-making. Prior to joining Ovative, Koel spent a decade at Target working in various analytical functions ranging from Site Analytics and Optimization, Contact Center Digital Content and Site Development, Price Elasticities and Forecasting for core Merchandising functions, and Customer Analytics. She has also worked as a research associate for the University of Minnesota on projects for food terrorism, the food industry, and the economics of consumer health funded by the Sloan Foundation and the Department of Homeland Security. These projects involved nationwide survey data collection and analysis, clustering techniques, and many scholarly paper authorship.
Originally from India, Koel came to the US in pursuit of her doctorate in Applied Economics from Penn State University. Shoreview, MN is now where she lives with her husband and two children. Convinced that the most important things in life are the people we meet, the places we visit, and the memories we make, Koel loves to travel with her family, exploring connections and cultures through history and food. She also loves to volunteer in community initiatives and is very passionate about helping young folks find themselves professionally.
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