Campaign’s Media Faces to Watch 2022 – Aruna Arumugam, Data Scientist, Reprise Media FZ LLC

Campaign’s Media Faces to Watch 2022 – Aruna Arumugam, Data Scientist, Reprise Media FZ LLC

Age: 25

Riddhi Dasgupta, Data Science and Analytics Director, Reprise Media FZ LLC: Aruna has proven to be our asset ever since she joined Reprise Data Science Team. With a solid academic background in Marketing Data Science, Aruna has made sure at a very early stage to champion all the data-driven solutions within Reprise. This is clubbed with her great ability to understand the business needs and stitch them back to the Data Science solutions. Her constant urge to learn and persevering towards the best is helping the Reprise Data Science team to further grow and widen its scope.

Career highlights

After completing my Master’s degree in Melbourne, I moved back to the UAE to start my career as a Data Scientist at Reprise Media – Dubai. My passion and curiosity of the intersection between data and marketing in the region drive me to aid clients in adapting data-driven decision making. I use cutting edge technologies in statistics and machine learning to perform segmentations in efficiently acquiring target customers and perform attribution modelling to measure the effectiveness of various media activities. In addition to building models, a key part of my job is translating results into stories to address business challenges.

Guiding principles

My guiding principle at work is to always be curious to learn, be on top of the latest industry trends and challenge the norm to be able to provide the best solutions I possibly can.

Side hustle

Outside of my work, I enjoy spending time with art and nature. I like to explore different painting styles and find them very therapeutic. Soon, I would like to build an Art Therapy community, encouraging painting as a means to improve one’s mental health.

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