Anika Rosenzuaig
Data Science & Analytics Leader. I excel at leading data teams to develop strategies that turn complex data into business value. This is my professional portfolio.
My Core Expertise
My work is focused on three key pillars to deliver business value across the entire data lifecycle.
I design and implement modern data platforms (GCP, AWS) using best-in-class tools like dbt and Airflow, building scalable foundations for data-driven organizations.
I leverage predictive modeling and modern AI applications (GenAI/RAG) to uncover new business opportunities and create a competitive advantage.
I perform deep analysis of user behavior and market data to inform product roadmaps, pricing strategies, and go-to-market decisions.
Articles & Case Studies
Here are some examples of how I solve real-world business problems using data.
Marketing Mix Modeling in 2026, Part 1: Foundations, Bayesian MMM, and Google Meridian
Part 1 of a practical MMM series: define the right economic outcome, build adstock and saturation response curves, handle uncertainty, and apply Google Meridian-era measurement principles.
How to Triangulate MMM with Incrementality: A Practical Calibration Framework
A technical and executive guide to calibrating Marketing Mix Models with incrementality experiments, measuring whether the model improved, and deciding what to do when the evidence disagrees.
Counterfactual & Geo Testing: The Gold Standard for Modern Marketing Measurement
A private-equity style playbook for building a counterfactual modelling capability and geo experiment engine that anchors strategic budget allocation with MMM, attribution, and incrementality.