Ana Yanes Musetti

Design and analyze market research projects in consumer behavior, pricing, portfolio management, and communication for global leaders, using conjoint, MaxDiff, learning methods, regression and segmentation. Provide methodological support to project staff in the proposal, setup and analysis of studies. Provide clients and project staff with data-driven insights to guide business decisions and co-present to high level audience. Guide and supervise advanced analytics team; project pipeline management.

Performed analysis for market research projects in portfolio optimization for current portfolio and new introductions using conjoint, regression and optimization. Built models to identify segments based on attitudinal and behavioral data and MaxDiff data using clustering methods, ensemble learning methods and latent class. Evaluated brand performance through maps, driver analysis and brand equity and loyalty. Provided methodological support to project staff in the setup and analysis of studies.

Manage market research projects for clients from start to finish including setup, analysis, and reporting. Conducted analysis for CPG clients, to optimize pricing strategy based on revenue and market share as well as portfolio Optimization. Identify the most and least motivating claims for communication strategies using MaxDiff. Performed customer segmentations. Wrote the P&L for the office expansion to LATAM. 4-months assignment in Costa Rica to support business development, hiring and trainings.

Structured new division to perform market analysis based on data mining techniques using point of sale databases. Executed and presented studies mainly related with consumer behavior, segmentation and shelf assortment based on transactional data and cross selling analysis for retailers.

Clustering Methods, Multivariate Statistics, Computational Statistics, Survival Analysis, and Regression Analysis.

Data Bases, Software Engineering, Statistics.