Selin Erguncu
San Francisco,USA
Summary
I'm a Senior Data Scientist with a PhD in Marketing Science and over 8 years of experience in experimentation, segmentation, and machine learning–driven analytics. At Apple Maps, I focus on building scalable pipelines and designing core metrics to understand user engagement, retention, and product value. I have a strong foundation in statistics, experimental design and analysis, evaluation methods, time series analysis, and behavioral modeling. I'm passionate about turning complex data into clear, actionable insights.
Overview
10
10
years of professional experience
Work History
Senior Data Scientist, User Experience Data Science
Apple
San Francisco, CA
10.2020 - Current
- Lead metric design, behavioral analytics, and strategic experimentation for Apple Maps usage and engagement
- Designed and productionized global clustering pipelines (PCA + KMeans) to segment Core Active device cohorts
- Drove retention insights by modeling feature usage patterns and identifying drivers of sustained engagement
- Led end-to-end segmentation, duration distribution analysis, and cohort behavioral profiling across countries and months
Lead Data Scientist, Experimentation
Microsoft
San Francisco, CA
10.2018 - 10.2020
- Led experimentation platform integration and metric design; enabled automation and analytics
- Retired old experiments and ETL flows, resulting in $120K annual savings
- Coached teams on experimentation best practices and statistical methodology
- Built and productionized ML models for personalized recommendations (GBT model)
Data Scientist
Koding
San Francisco, CA
09.2016 - 10.2018
- Defined logging needs and built scalable pipelines
- Conducted segmentation and churn analysis for Premium product
- Supported pricing strategy through predictive modeling
Postdoctoral Research Fellow
USC
Los Angeles, CA
09.2015 - 09.2016
- Published research on consumer review influence and market behavior
- Created multi-dimensional Unicorn Index to assess startup valuations
Education
Postdoc - Marketing Strategy
USC Marshall School of Business
Los Angeles01.2016
PhD - Marketing Science, Minor in Statistics
Koc University
Istanbul01.2015
BSc - Industrial Engineering, Minor in Operations Research
Istanbul Technical University
Istanbul01.2009
Skills
- Programming & Tools: Python, SQL, R, PySpark, Databricks, Snowflake, Airflow
- Modeling: Supervised & Unsupervised Learning, Predictive Modeling, Scalable ML Pipelines, Evaluation Metrics
- Experimentation: Metric and Experiment Design, A/B Testing, Causal Inference, Behavioral Analytics
- Statistical methods: Applied Statistical Modeling, Mixed Effects Models, Bayesian Inference, Time Series Analysis, Hierarchical Modeling
Timeline
Senior Data Scientist, User Experience Data Science
Apple
10.2020 - Current
Lead Data Scientist, Experimentation
Microsoft
10.2018 - 10.2020
Data Scientist
Koding
09.2016 - 10.2018
Postdoctoral Research Fellow
USC
09.2015 - 09.2016
Postdoc - Marketing Strategy
USC Marshall School of Business
PhD - Marketing Science, Minor in Statistics
Koc University
BSc - Industrial Engineering, Minor in Operations Research
Istanbul Technical University
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