Shweta Balasubramanian🇺🇸
Measurement Partner at TikTok
About Shweta Balasubramanian
Measurement Partner at TikTok
As a digital analytics and media measurement leader with 10+ years of experience, I bring expertise that strongly aligns with the Media Rating Council’s mission of advancing valid and reliable audience measurement. At Audible, I built the company’s first creative analytics program, using incrementality testing and experimentation to guide data-driven creative strategy. I led 50+ geo and user-based lift studies, influencing over $320M in media investment and helping shift the organization away from last-click attribution through 200+ tests.
Currently, as a Measurement Partner at TikTok, I help advertisers elevate media effectiveness through causal lift studies, MMM calibration, and full-funnel measurement frameworks. I translate complex results into actionable insights and work closely with brands to improve accountability, strategy, and investment outcomes.
Throughout my career, I’ve championed statistically sound methodologies, adopted third-party tools like VidMob and Sprinklr, and mentored teams on A/B testing and experimentation. My practical experience with MMM, MTA, and value-based bidding enables me to meaningfully contribute to the MRC’s mission to advance transparent, privacy-conscious measurement across a fragmented media landscape.
Expertise
Sessions with Shweta Balasubramanian
- Mentorship Session (30 min): General mentorship