Katerina Avvakumova

About Me

I'm pursuing a Master of Management Analytics at McGill University, building on a Bachelor's degree in Economics and Psychology. My background combines quantitative rigor with an understanding of human behavior, which I bring to data-driven problem solving. I'm skilled in SQL, Python, R, Tableau, and Excel, and I'm looking for Business Analyst or Data Analyst roles where I can turn data into clear, actionable insights that support better business decisions.

Experience

Marketing Science Intern — Annalect (Omnicom Media Group)

During my time as a Marketing Science Intern, I built Marketing Mix Models (MMM) in R to help quantify how different marketing channels actually drove sales. I worked with large datasets, applied Bayesian statistics and forecasting to sharpen model accuracy, and dug into what was really driving incrementality behind the scenes.

Once the models were built, the real work was making sense of them — I translated the results into clear takeaways on ROAS, channel effectiveness, brand equity, and halo media impact, and presented those insights to stakeholders and clients to help guide budget decisions. Along the way, I picked up training in multi-touch attribution, GeoLift experimentation, A/B testing, audience modeling, and programmatic advertising, and led a team project designing a marketing campaign focused on brand investment.

Projects

Coming soon — project samples will be added here as I complete them.