Projects That Tell the Story
The projects below are part of the journey that shaped how I work with data and strategy today. Each one reflects a hands-on approach to understanding business challenges, working with real data and turning analysis into clear direction and practical decisions. Together, they show how different questions, contexts and goals have contributed to a consistent, business-first way of thinking.
01
Multi-Layer Analytics Framework for Advertising Performance
Context
In the advertising and media sector, teams were working with campaign performance, user exposure, conversion and commercial KPI data, but struggled to clearly understand what actually drove results beyond top-level metrics..
Approach
Designed a multi-layer analytics structure that connected high-level KPIs with performance drivers and deeper diagnostic insights, allowing teams to move step-by-step from overall performance to specific factors influencing outcomes.
Outcome
Established a clear, shared understanding of performance, improved decision quality around optimisation and strategy, and created a common language between data, commercial and leadership teams.
02
Customer Lifetime Value for Long-Term Growth Decisions
Context
Within an e-commerce marketplace using transaction data, customer behaviour and revenue over time, decisions were primarily driven by short-term results without visibility into long-term customer value.
Approach
Defined and implemented a Customer Lifetime Value framework that measured customer contribution over time, shifting evaluation from immediate revenue to sustainable value.
Outcome
Changed how customers, campaigns and investments were prioritised, enabling decisions focused on long-term growth rather than short-term performance.
03
Data-Driven Target Setting for Commercial Teams
Context
Across e-commerce and advertising operations, historical performance data and commercial KPIs existed, but targets were often set without a strong link to past results or realistic growth expectations.
Approach
Built a structured target-setting model combining historical performance with scenario-based projections aligned to business strategy.
Outcome
Introduced realistic, transparent targets that improved planning, accountability and alignment across commercial teams.
04
ROI & Growth Projection for Marketplace Expansion
Context
In an e-commerce marketplace environment, using shop-level performance data and revenue metrics, teams needed a reliable way to assess which new partners or categories were worth investing in.
Approach
Designed ROI and growth projection tools using historical data and similarity analysis to estimate expected performance before committing resources.
Outcome
Enabled clearer opportunity comparison, better prioritisation and more confident commercial decisions around expansion.
05
Customer Segmentation & Scoring for Sales Prioritisation
Context
Within a B2B e-commerce setting, customer behaviour, performance metrics and risk indicators were available, but sales teams were spending significant time on low-impact accounts.
Approach
Redesigned segmentation and scoring logic to group customers by behaviour, value and potential, creating a clear and usable prioritisation framework.
Outcome
Iedesigned segmentation and scoring logic to group customers by behaviour, value and potential, creating a clear and usable prioritisation framework.
06
Post-Campaign Impact & Scenario Analysis
Context
After advertising or commercial actions, using campaign results, cost metrics and conversion outcomes, teams lacked clarity on the real impact and how to move forward.
Approach
Analysed post-campaign performance and built scenario models to explore alternative decisions and future paths.
Outcome
Provided clear direction on what worked, what didn’t and how future actions could be adjusted with greater confidence.
07
Conversion & Funnel Analysis for E-commerce Journeys
Context
In an e-commerce platform analysing website behaviour, funnel steps and drop-off points, strong traffic volumes were not translating into expected conversions.
Approach
Analysed the full user journey to identify friction points, drop-offs and behavioural patterns across key steps.
Outcome
Highlighted concrete areas for improvement, enabling focused actions to increase conversion and overall efficiency.
08
Advertising Exposure & Incrementality Analysis
Context
In the media and advertising sector, using user exposure data, visits, sales and A/B test results, advertisers needed to understand whether campaigns were driving real impact or simple correlation.
Approach
Compared exposed and non-exposed user groups to isolate the true effect of advertising on performance..
Outcome
Clarified the real value of advertising investments and informed optimisation and budget decisions.
09
Audience Segmentation & Predictive Insights
Context
Within media and advertising environments, using audience behaviour data, viewing patterns and campaign response, targeting strategies were broad and insufficiently aligned with real user behaviour.
Approach
Built audience segments and predictive models to better understand behaviour and expected outcomes.
Outcome
Improved targeting relevance and strengthened alignment between audience insights and brand strategy
10
Market & Competitor Analysis for Strategic Positioning
Context
Across e-commerce, services and SME environments, using market data, competitor information and customer insights, businesses needed clarity on how they compared to competitors and where growth opportunities existed.
Approach
Analysed market trends, competitor positioning and customer behaviour to identify gaps, risks and realistic opportunities.
Outcome
Enabled clearer decisions around pricing, positioning and strategic direction
Every business has different questions and priorities. If you’re facing a challenge you’d like to explore, feel free to reach out and we can design a project together, tailored to your needs and context.