Srijesh Pillai

Srijesh Pillai, Rajesh Kumar Chandrawat

Online controlled experiments (A/B tests) are fundamental to data-driven decision-making in the digital economy. However, their real-world application is frequently compromised by two critical shortcomings: the use of statistically flawed heuristics like "p-value peeking", which inflates false positive rates, and an over-reliance on proxy metrics like conversion rates, which can lead to decisions that inadvertently harm core business profitability. This paper addresses these challenges by introducing a comprehensive and scalable Bayesian decision framework designed for profit optimization in multi-variant (A/B/n) experiments. We propose a hierarchical Bayesian model that simultaneously estimates the probability of conversion (using a Beta-Bernoulli model) and the monetary value of that conversion (using a robust Bayesian model for the mean transaction value). Building on this, we employ a decision-theoretic stopping rule based on Expected Loss, enabling experiments to be concluded not only when a superior variant is identified but also when it becomes clear that no variant offers a practically significant improvement (stopping for futility). The framework successfully navigates "revenue traps" where a variant with a higher conversion rate would have resulted in a net financial loss, correctly terminates futile experiments early to conserve resources, and maintains strict statistical integrity throughout the monitoring process. Ultimately, this work provides a practical and principled methodology for organizations to move beyond simple A/B testing towards a mature, profit-driven experimentation culture, ensuring that statistical conclusions translate directly to strategic business value.

Srijesh Pillai, Rajesh Kumar Chandrawat

For premium consumer products, pricing strategy is not about a single number, but about understanding the perceived monetary value of the features that justify a higher cost. This paper proposes a robust methodology to deconstruct a product's price into the tangible value of its constituent parts. We employ Bayesian Hierarchical Conjoint Analysis, a sophisticated statistical technique, to solve this high-stakes business problem using the Apple iPhone as a universally recognizable case study. We first simulate a realistic choice based conjoint survey where consumers choose between different hypothetical iPhone configurations. We then develop a Bayesian Hierarchical Logit Model to infer consumer preferences from this choice data. The core innovation of our model is its ability to directly estimate the Willingness-to-Pay (WTP) in dollars for specific feature upgrades, such as a "Pro" camera system or increased storage. Our results demonstrate that the model successfully recovers the true, underlying feature valuations from noisy data, providing not just a point estimate but a full posterior probability distribution for the dollar value of each feature. This work provides a powerful, practical framework for data-driven product design and pricing strategy, enabling businesses to make more intelligent decisions about which features to build and how to price them.

Srijesh Pillai, M. I. Jawid Nazir

DemandLens demonstrates an innovative Prophet based forecasting model for the mattress-in-a-box industry, incorporating COVID-19 metrics and SKU-specific hyperparameter optimization. This industry has seen significant growth of E-commerce players in the recent years, wherein the business model majorly relies on outsourcing Mattress manufacturing and related logistics and supply chain operations, focusing on marketing the product and driving conversions through Direct-to-Consumer sales channels. Now, within the United States, there are a limited number of Mattress contract manufacturers available, and hence, it is important that they manage their raw materials, supply chain, and, inventory intelligently, to be able to cater maximum Mattress brands. Our approach addresses the critical need for accurate Sales Forecasting in an industry that is heavily dependent on third-party Contract Manufacturing. This, in turn, helps the contract manufacturers to be prepared, hence, avoiding bottleneck scenarios, and aiding them to source raw materials at optimal rates. The model demonstrates strong predictive capabilities through SKU-specific Hyperparameter optimization, offering the Contract Manufacturers and Mattress brands a reliable tool to streamline supply chain operations.

Srijesh Pillai, Yodhin Agarwal, Zaheeruddin Ahmed

Audio-based equipment condition monitoring suffers from a lack of standardized methodologies for algorithm selection, hindering reproducible research. This paper addresses this gap by introducing a comprehensive framework for the systematic and statistically rigorous evaluation of machine learning models. Leveraging a rich 127-feature set across time, frequency, and time-frequency domains, our methodology is validated on both synthetic and real-world datasets. Results demonstrate that an ensemble method achieves superior performance (94.2% accuracy, 0.942 F1-score), with statistical testing confirming its significant outperformance of individual algorithms by 8-15%. Ultimately, this work provides a validated benchmarking protocol and practical guidelines for selecting robust monitoring solutions in industrial settings.