New York, NY
Data scientist Brian Kim has an intense passion for marketing. As a data scientist who specializes in marketing science, he’s applied numerous machine learning and statistical models to disparate types of media data to separate “signal” from “noise.” These data types have included programmatic advertising and social media data.
Starting Out in Insurance
Kim started his data science career in 2017 at Healthy Bytes, a New York-based healthcare startup, where he analyzed insurance claim data using the computer language Python to accomplish exploratory data analysis. He also developed an Extract-Transform-Load (ETL) pipeline to acquire data from document database MongoDB. Parsing the information, he created visualizations using Tableau software and Python for company and management reports. Kim also applied machine-learning algorithms to health insurance data in order to ensure compliance with Health Insurance Portability and Accountability (HIPAA) laws. In performing all these functions, he reported directly to the company’s CEO and CTO.
Following his engagement at Healthy Bytes, Kim worked briefly for New York-based data science and analytics firm Metis. At Metis, he created proprietary datasets and leveraged machine learning for an array of projects.
One of these assignments concerned mobile click-fraud detection. Kim used machine-learning algorithms to accurately predict fraudulent clicks on a company’s mobile ad platform. Kim managed to wrangle and resample a large-scale data frame by using analytics engine Apache Spark on Amazon Web Services (AWS). He also engineered at least 40 unique features and modeled discrete data using XGBoost and GBM to attain an 88% recall rate.
At Metis, Kim received a certification in data science and machine learning in March 2018. (He also has a certification in Google Analytics.)
Marketing Data Science
At New York-based integrated media agency Media Assembly, Kim extracted insights from television, search, social media, and programmatic channels using SQL, Python, and R languages for multiple client vertical categories. He delivered the results of a multi-touch attribution model to the company’s senior management, so media optimizations could be improved. He also rebuilt extant media mix models (MMM) to enhance the efficiency and measurement of digital marketing campaigns.
Another accomplishment Kim managed at Media Assembly was creating client conversion, revenue, and long-term value (LTV) models by integrating relevant key performance indicators (KPIs), such as cost-per-click, click-through rates, and impressions, to maximize the allocation of client media budgets. Once again, Kim developed visualizations using Tableau, which in one case helped to increase television marketing effectiveness for a major pharmaceutical client.
For proprietary agency DMP, Kim led a revamp of ETL protocols with a data engineering team to upgrade the company’s data collection and accuracy. He also co-authored a “Point of View” document for the agency detailing various subjects, including the impact potential of GDPR/CCPA regulations and alterations to third-party cookie policies.
In many instances, Kim explained the technical details of numerous data-science projects to various non-technical stakeholders, including strategy, planning, and investment teams. In a bold move, Kim project-managed multiple analytics deliverables by insisting that data scientists and data analysts be held to deadlines to ensure that projects were delivered on time and in an accurate manner.
Currently, Kim lives in Queens, New York.
In addition to data science and digital marketing, Kim is passionate about art, design, music, and online education. In recent years, he’s made donations to two causes he believes in strongly — Planned Parenthood and Khan Academy.
Founded in 1921 as the American Birth Control League (it changed its name in 1942), Planned Parenthood is a nonprofit organization providing reproductive health care services around the world, and especially in the United States. Consisting of 159 affiliates (both medical and non-medical), the organization operates more than 600 health clinics in the U.S.; it also operates in 12 other countries globally. Planned Parenthood is the largest provider of reproductive health services — including abortion — in the United States. In addition to directly providing health services, Planned Parenthood also engages in reproductive technology research and advocates for the expansion and protection of reproductive rights. Research has shown that following the closures of Planned Parenthood clinics, maternal mortality rates rose in a number of local communities.
Khan Academy is a California-based nonprofit online education company founded by American educator Sal Khan. Khan Academy maintains a group of free online tools that supplement more than 6,500 educational video lessons and tutorials that people can watch and download to educate themselves on a wide variety of academic topics. Originally, the company’s focus was on math and science subjects, but today, the range is very broad, and there are numerous lessons on test preparation and technical topics, including computer coding. Nonprofit groups have distributed analog versions of the Academy’s videos to rural areas of Latin America, Asia, and Africa with various subtitled translations. The Academy has also created special practice exercises and materials for educators to make use of its videos in classroom settings.