The thinking behind smarter pricing.

Dr. Mangalam Sankupellay is a data scientist, former academic, and the founder of Dynamic Data Foundry - a firm built at the exact intersection of causal machine learning and behavioral economics.

Drawing on her PhD in Data Science and extensive experience in the retail sector, Dr. Sankupellay identified a systemic flaw in how the industry approaches analytics: standard machine learning is built for a perfectly rational consumer that does not exist. Traditional propensity models assume logical utility, completely missing the cognitive biases that actually drive real-world purchasing decisions.

Dynamic Data Foundry was established to solve the resulting margin bleed. By moving beyond traditional propensity-to-buy algorithms, Mangalam deploys causal inference and behavioral feature engineering to isolate true uplift. Her work helps retail executives stop subsidizing guaranteed purchases and instead target the specific behavioral nudges that convert intent into action.

Her core thesis drives the firm’s entire architecture: standard algorithms predict logic, but to preserve margins and drive true retail uplift, we must predict human irrationality.