Data strategy and analytics portfolio. From insight to decision.
Diagnosed 42-50% YoY revenue decline through product-tier segmentation. Isolated 53% high-ticket order collapse as root cause, directly driving $240K+ pre-seasonal budget restoration.
Full-month performance dashboard for a CPG/Beverage brand. Demonstrates portfolio breadth beyond automotive vertical with channel-level analysis and pacing metrics.
Client-facing audience segmentation and targeting strategy. Research-backed persona development with channel recommendations and budget allocation framework.
Spotify Wrapped-style semester retrospective for Digital Customer Experience course at University of Missouri. Data storytelling applied to education metrics.
Longitudinal channel analysis across 4 years of GA4 data revealing an 85.7% paid search acquisition collapse. Reframed client strategy from tactical optimization to structural recovery.
4-year January comparison revealing channel mix evolution from Search-dominant to PMax-dominant, with ROAS improving 4.45x to 11.34x while total revenue opportunity contracted.
TACOS performance grid, platform ROAS comparison (Google vs. Meta), and portfolio-level KPIs. Designed for C-suite consumption with YoY benchmarking across 8 brands.
Brand-level drill-down with revenue, ad spend, ROAS, and Meta performance across 8 brands. Filterable by brand with radar charts and channel distribution analysis.
Per-brand funnel visualization with Meta and Google breakdowns, MoM trending, CPA analysis, and audience overlap diagnostics. Two-brand comparison view.
Multi-year revenue, ROAS, and ad spend visualization across top portfolio brands with forward-looking projections. Maps the evolution from $35M to $50M+ portfolio revenue.
Standardized reporting framework with data validation checklists, classification systems, metric hierarchies, and template structures. Adopted as team operating standard.
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