About

Bio

Aditya Puttaparthi Tirumala is a Principal Data Scientist at Zillow, where he provides technical and strategic leadership for marketing measurement and decision science. His work focuses on building and scaling enterprise capabilities across marketing mix modeling, causal inference, experimentation, optimization, and applied AI, helping translate complex analytical methods into investment decisions for marketing and business leaders.

He has led the development and operationalization of measurement systems that enable teams to evaluate marketing effectiveness, optimize investments, and make decisions with greater confidence. His work spans not only methodological development, but also the organizational challenges of establishing trustworthy analytics, influencing cross-functional decision-making, and moving analytical capabilities from individual models into scalable production systems.

Aditya’s broader interests center on building decision intelligence systems that combine statistical rigor, AI, automation, and human judgment, and on defining how data science can operate as a strategic decision-making function within organizations.

He holds a Master’s degree in Business Analytics and conducts independent research in causal inference, marketing mix modeling, and data-driven decision-making. His work spans applied analytics, open-source contributions, and active participation in the scholarly community, including peer review and editorial responsibilities.

Zillow and IQVIA

• Zillow Group, Principal Data Scientist, Marketing Data Science (2021 to present)
• IQVIA, Manager, Brand & Marketing CoE (2016 to 2021)

Education

• Arizona State University, W.P. Carey School of Business: Master’s in Business Analytics
• Amrita Vishwa Vidyapeetham: B.Tech, Mechanical Engineering

Awards

• First Prize, Poster Competition, PMSA (Pharmaceutical Management Science Association) Annual Conference, 2019, for “An All-Encompassing Machine-Learning Attribution Model to Plan, Predict and Measure Impact at the Channel and HCP Level.” See Publications.

Research interests

See Research for the full breakdown: causal measurement and experimentation, marketing measurement and optimization, AI and decision systems, and predictive brand, product, and marketing data science.

Elsewhere

• ORCID: orcid.org/0009-0008-9495-3932
• Google Scholar: scholar.google.com
• GitHub: github.com/adityapt
• LinkedIn: linkedin.com/in/adityapt