Geetha Apathotharanan has over 25 years' experience helping retail, eCommerce and BFSI brands build
solutions as product, platform or service. She specializes in leveraging the latest technology and
methodologies for analytics, ML systems, data acquisition, processing, quality assurance, app
development, and data warehousing solutions.
Over the course of her career, she has created solutions and big data platforms that can handle
voluminous data that is multi-structured in real-time. The platform aims to provide Fortune 500 companies
with business insights to grow revenue and transform customer experience.
Geetha currently leads IP and data products at Merkle. She manages a team which uses CRM data to
create and grow a universe of person-based IDs, helping advertisers publish marketing campaigns to
targeted audiences.
 
She holds master’s degree in computer science from Madurai Kamaraj University, and an executive
diploma from Harvard Business School.