How Data Science Powers Modern Marketing Measurement

Abstract

Join us for an insightful Data Bites session on the intersection of data science and marketing. Our speaker, an MSc Data Science alum now working at TikTok’s Marketing Measurement team, will share practical insights into how data science drives real-world marketing decisions.

Topics covered will include:

• Marketing mix modelling (MMM): Understanding the impact of different marketing channels on business outcomes.
• Marketing science in practice: How data-driven techniques validate assumptions, diagnose models, and guide investment decisions for brands.
• Career insights: A personal journey from MSc Data Science student to a data science role in the marketing industry, and tips on breaking into this exciting field.

About the Speakers

Moiz Sakarwala, TikTok

Moiz is an MSc Data Science alum currently working in TikTok’s Marketing Measurement team. In their role, they collaborate with agencies and brands to run marketing mix models, analyze campaign effectiveness, and provide actionable investment guidance. With a passion for turning data into business insights, Moiz combines technical expertise with practical industry experience.