Overview
Work History
Education
Research Publications
Skills
Timeline
Generic

AKHIL KARUMANCHI

Union City

Overview

7
7
years of professional experience

Work History

Sr. Analyst, Ad Monetization

Applovin (through Machine Zone's Acquisition)
05.2020 - Current
  • Drove an 80% ARPDAU improvement in the card game category by refining interstitial ad logic, resulting in substantial revenue growth for our gaming studios.
  • Led SDK integrations across multiple apps, collaborating with game developers and studio project managers to ensure alignment with their roadmaps.
  • Utilized SQL and Tableau to design dashboards, monitoring both the SOV (Share of Voice) of each ad network's contribution and ARPDAU(Average Revenue Per Daily Active Users) and IMPDAU(Impressions Per Daily Active Users) trends, with alerts for significant variances.
  • Analyzed key metrics, including ARPDAU, IMPDAU, and retention rates, with the primary objective of enhancing the overall LTV(Life Time of Value) of games.
  • Collaborated with studios during the game development phase, guiding the design of ad revenue strategies for their new games to ensure optimal monetization from launch.
  • Conducted A/B tests on games to refine ad logic, evaluated outcomes, and implemented strategies to enhance overall LTV, combining both IAP (In App Purchase) and Ad revenues.
  • Partnered with the Data Engineering team to create a tool using network APIs, ensuring revenue data consistency between network sources and internal dashboards for accurate optimization.

Media Buying Analyst

Machine Zone
01.2020 - 05.2020
  • Managed non-USA User Acquisition marketing campaigns spend for a portfolio of hardcore category games meeting ROAS and user retention goals.
  • Worked in collaboration with the Data Science team from a business perspective and improved the programmatic media buying models, which were helpful to increase marketing spend by 14% in non-USA geos for a hardcore category game

Ad Ops Product Manager

ZypMedia
08.2017 - 01.2020
  • Owned the Ad Tech Platform roadmap from Ad Operation's perspective and managed initiatives related to campaign setup automation from conception through execution
  • Worked in collaboration with sales and account management teams and provided analytics support and campaign performance metrics for the client QBRs
  • Managed relationships between Ad exchanges by being the point of contact from the campaign optimization/analytics team to strategize action plans to meet advertisers KPIs
  • Designed outsourcing strategy of Ad Ops tasks and worked with CEO in establishing India office from ideation to execution of the office.

Education

Master of Science - Business Analytics And Information Management

Purdue University
West Lafayette, IN
05.2017

Bachelor of Technology - Electronics and Communication Engineering

SRM University
Chennai, India
05.2016

Research Publications

  • 'An Analytics Solution For Retail Employee Turnover Workforce Management', MWDSI (2017)

Skills

  • Business Intelligence Tools: Microsoft Excel, Power BI, and Tableau
  • Programming languages: SQL, R, and Python
  • A/B testing and Statistical Analysis
  • Growth - User Acquisition, User Retention Analysis, and LTV optimization
  • Understanding about SDKs and APIs
  • Contract and Workflow Management tools: Ironclad, Asana, Jira, and Zendesk

Timeline

Sr. Analyst, Ad Monetization

Applovin (through Machine Zone's Acquisition)
05.2020 - Current

Media Buying Analyst

Machine Zone
01.2020 - 05.2020

Ad Ops Product Manager

ZypMedia
08.2017 - 01.2020

Master of Science - Business Analytics And Information Management

Purdue University

Bachelor of Technology - Electronics and Communication Engineering

SRM University

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