Brian Kim is a data scientist with a strong interest in marketing. As a data scientist specializing in marketing science, he's used a variety of machine learning and statistical models to extract "signal" from "noise" in various sorts of media data. Programmatic advertising and social media data have been among the data kinds used.
Starting Out in the Insurance Industry
Kim began his data science career in 2017 with Healthy Bytes, a New York-based healthcare business, where he performed exploratory data analysis on insurance claim data using the Python programming language. He also created an Extract-Transform-Load (ETL) pipeline to get data from the MongoDB document database. For corporate and management reports, he used Tableau software and Python to parse the data and build visuals. Kim also used machine-learning algorithms to analyze health insurance data in order to assure compliance with HIPAA regulations. He reported directly to the company's CEO and CTO while fulfilling all of these duties.
Science of Data
Following his time at Healthy Bytes, Kim worked at Metis, a data science and analytics business headquartered in New York. He produced proprietary datasets and used machine learning for a variety of initiatives at Metis.
One of these projects was detecting mobile click fraud. On a company's mobile ad platform, Kim employed machine-learning algorithms to precisely anticipate fake clicks. Using the analytics engine Apache Spark on Amazon Web Services, Kim was able to wrangle and resample a large-scale data frame (AWS). To get an 88 percent recall rate, he created at least 40 distinct features and modeled discrete data using XGBoost and GBM.
Kim earned a data science and machine learning certification from Metis in March 2018. (He also has a Google Analytics certification.)
Data Science in Marketing
Kim used SQL, Python, and R to extract insights from television, search, social media, and programmatic channels for numerous client vertical categories at New York-based integrated media firm Media Assembly. He presented the findings of a multi-touch attribution model to the company's top management in order to enhance media optimizations. Extant media mix models (MMM) were also constructed to improve the efficiency and measurement of digital marketing efforts.
Creating client conversion, revenue, and long-term value (LTV) models by combining important key performance indicators (KPIs) such as cost-per-click, click-through rates, and impressions to optimize the allocation of client media budgets was another achievement Kim handled at Media Assembly. Kim used Tableau to create graphics that assisted a big pharmaceutical client improve the efficacy of their television advertisements.
Kim managed a rewrite of ETL methods for proprietary agency DMP, working with a data engineering team to improve the company's data gathering and accuracy. He also co-wrote a "Point of View" paper for the agency that covered a variety of topics, including the possible effect of GDPR/CCPA legislation and changes to third-party cookie policies.
Kim conveyed the technical intricacies of multiple data-science initiatives to a variety of non-technical stakeholders, including strategy, planning, and investment teams, in a number of occasions. Kim took a risk by project-managing several analytics deliverables by requiring data scientists and data analysts to adhere to strict timelines in order to guarantee that projects were completed on time and accurately.
Donating to charity
Kim is now based in Queens, New York.
Kim enjoys art, design, music, and online education in addition to data science and digital marketing. In recent years, he's donated to two organizations that he really believes in: Planned Parenthood and Khan Academy.
Planned Parenthood is a nonprofit organization that provides reproductive health care services across the globe, particularly in the United States. It was founded in 1921 as the American Birth Control League (it changed its name in 1942). The organization, which has 159 affiliates (both medical and non-medical), maintains more than 600 health clinics in the United States and 12 other countries across the world. In the United States, Planned Parenthood is the biggest provider of reproductive health services, including abortion. Planned Parenthood participates in reproductive technology research and fights for the growth and preservation of reproductive rights in addition to providing direct health care. According to research, maternal death rates increased in a number of local areas when Planned Parenthood facilities closed.
Sal Khan, an American educator, created Khan Academy, a nonprofit online education corporation located in California. Khan Academy offers a set of free online tools to go along with over 6,500 instructional video courses and tutorials that users may view and download to learn about a range of academic disciplines. The company's initial concentration was on math and scientific disciplines, but it now covers a wide variety of subjects, including exam preparation and technological issues such as computer coding. Nonprofit organizations have delivered analog copies of the Academy's movies with different subtitled translations to rural regions in Latin America, Asia, and Africa. For educators who want to utilize the Academy's films in the classroom, the Academy has produced unique practice tasks and tools.