Viacom18
Data ScienceSenior Business Analyst, Data Science & Product
First professional role — joined as first intern from BITS Pilani to receive a PPO. Built an industry-first TV-digital audience overlap framework across 50TB+ data that won the 'Most Innovative Idea' award (CEO-led initiative, solo work). Contributed to Voot Select launch: 1L subscribers in week 1.
50TB+
Data Scale
30%
CTR Improvement
100M
Platform MAU
1L in week 1
Launch Subs
40%
Renewal
— From data science to product: finding the signal in 50TB of content data
The Problem
Viacom18 needed to understand TV-digital audience overlap to inform the Voot Select subscription pivot. 50TB+ of data existed across BARC India TV panels and Voot's digital analytics (100M MAU, 70% Tier 2/3), but no one had bridged these incompatible measurement systems.
The Bet
Data-driven content strategy could accelerate the pivot from ad-revenue to subscription. The CEO personally initiated the challenge and assigned it to a first-year analyst.
The Approach
Built an industry-first statistical framework reconciling panel-based TV data with census-based digital analytics. Built Power BI dashboards for content teams. Optimized brand campaigns through A/B testing and audience segmentation. Led content localization to multiple Indian languages for broader Tier 2/3 appeal.
The Outcome
Won 'Most Innovative Idea' award. Contributed to 1L Voot Select subscribers in week 1, 40% monthly renewal. 30% CTR improvement on brand campaigns. The insight that 70% of 100M MAU came from Tier 2/3 cities directly led to joining ShareChat's Jeet11.
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