Brian Weikel

Brian Weikel

Phone
614-823-1445

Email
weikel2@otterbein.edu

Office
Roush 411

Assistant Professor
Department of Business, Accounting, & Economics

Dr. Brian Weikel has led teams of data scientists and software engineers at Nielsen, Marketing Analytics, Bath & Body Works, and Victoria’s Secret, which have developed and deployed scalable cloud-based analytic solutions that are used to measure the effectiveness of advertising, assortment, distribution, promotion, and other marketing activities. Early in his professional career he conducted econometric risk modeling at Morgan Stanley. His current research and business consulting engagements focus on conducting causal inference using randomized control trial experimental designs, observational data econometric methods, machine learning approaches, and Bayesian networks.

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Education

  • Ph.D. in Economics from the University of Illinois, 2000
  • M.S. in Statistics from the University of Illinois, 1999
  • M.S. in Economics from Texas Tech University, 1994
  • B.S. in Economics from The Ohio State University, 1992
 

Research, Creative, & Professional Work

  • Partnered with the Product and Technology departments to implement, test, and deploy these models for use in the automotive manufacturing, retailing, consumer-packaged goods manufacturing, financial services, and pharmaceutical sectors in a modern web-based platform.
  • Partnered with the Technology department to determine multi-tenant elastic computational requirements to meet service-level agreements for analytic products. For a specific analytic application this work included determining number of workers, cores per worker, worker memory and disk storage sizes. Also determined and launched cost-effective data storage solutions for the enterprise to meet service-level agreements.
  • For R&D purposes investigated, developed, tested and deployed recent econometric, statistical, supervised learning and unsupervised learning modeling advances by staying current with recent industry-specific and academic research, attending seminars, holding symposiums, and identifying and vetting companies for corporate acquisition and data partnerships.

Publications

  • Burke, P., Hsu, K. Y., Karaoglan, L., Kodakkat, N., Lokhandwala, M., Lu, S., Mantha, S., Poortinga, V., Pourazarm, S., Saha, S. K., Wei, S., and Weikel, B. (2021). Data structuring, governance, hygiene, and quality control: A review and new ideas. Product Leadership GRAD Technical Report, Nielsen
  • Do, A., Lu, S., Zhu, H., Mut, M., Wei, S., Lakshmanan, C., Poortinga, V., and Weikel, B. (2021). Lift accuracy and precision for the synthetic control method of Market Lift. Product Leadership GRAD Technical Report, Nielsen
  • Feiger, D., He, Y., Im, J. K., Karaoglan, L., Mantha, S., Poortinga, V., Reynolds, T., Saha, S. K., Shah, S. B., Solana, J., Tang, L., Weikel, B., Xiao, Y., and Xu, J. (2016). Digital Media Consortium II. Product Leadership GRAD Technical Report, Nielsen
  • Karaoglan, L., Weikel, B., and Xiao, Y. (2015). Aggregation bias in price, promotion and marketing mix modeling. Product Leadership GRAD Technical Report, Nielsen
  • Lokhandwala, M., Mathew, D., Narayanan, S. P., Pourazarm, S., Shah, S., Tang, L., Vignesh, A., and Weikel, B. (2022). Plan Optimize Global Research & Analytic Development Nielsen Identity Engine Report. Product Leadership GRAD Technical Report, Nielsen
  • Mut, M., , Lu, S., Zhu, H., Do, A., Lakshmanan, C., Wei, S., and Weikel, B. (2020). Market Lift synthetic control method’s donor pool weight estimation methodology. Product Leadership GRAD Technical Report, Nielsen
  • Poortinga, V. and Weikel, B. (2018). Guidelines for effective Nielsen Mix 2 CPG modeling. Product Leadership GRAD Technical Report, Nielsen
  • Saha, S. K., Kellert, S., Kodakkat, N., Yildiz, S., Li, K., Li, L., and Weikel, B. (2019). Overview of Nielsen Audience Link incrementality measurement solution. Product Leadership GRAD Technical Report, Nielsen
  • Weikel, B. (2021a). Doubly robust estimation of causal effects for Nielsen MTA Lift and Buyer Lift. Product Leadership GRAD Technical Report, Nielsen
  • Weikel, B. (2021b). Feature mismeasurement and effects on the predictive accuracy of supervised learners. Product Leadership GRAD Technical Report, Nielsen
  • Weikel, B. (2021c). Mitigating the statistical consequences of inaccurate onboarding of impressions. Product Leadership GRAD Technical Report, Nielsen
  • Weikel, B. (2021d). Notes on measuring the causal effect of marketing and observational data levels. Product Leadership GRAD Technical Report, Nielsen
  • Weikel, B. (2022). Fusion as an analytic service: Discovery and recommendations. Product Leadership GRAD Technical Report, Nielsen