All Projects
18 end-to-end analytics case studies spanning ML, marketing measurement, product analytics, sales intelligence, business intelligence, experimentation, and customer analytics.
18 projects
ML & Predictive Analytics
Buyer Propensity Scoring System
Built an end-to-end propensity scoring engine on a complex synthetic 185K-row multi-table B2B SaaS dataset. Random Forest selected over XGBoost and LightGBM on AUC-PR (0.444) for imbalanced targets. SHAP explainability surfaces that product breadth and integration depth are the strongest conversion drivers. Hot-tier accounts (top 25%) convert at 80.6% vs. 26.5% baseline — a 3× lift that directly reduces AE cost-per-deal.
ML & Predictive Analytics
Churn Prediction & Survival Analysis
Combined binary churn classification with Kaplan-Meier survival curves and Cox Proportional Hazards modelling to predict both who will churn and when — enabling proactive retention interventions timed to individual customer risk windows.
ML & Predictive Analytics
Revenue Pipeline Forecasting Model
Replaced gut-feel quarterly commit calls with an ML-based pipeline forecast model, producing probabilistic revenue estimates by segment, rep, and product line — with confidence intervals that surface sandbagging and pipeline risk early.
ML & People Analytics
Employee Attrition Prediction
Identified drivers of voluntary employee attrition across 5,000 synthetic HR records using gradient boosting and SHAP — enabling People teams to target retention interventions on flight-risk segments before resignation.
Marketing Measurement Science
Geo-Lift Incrementality Testing Framework
Designed a matched-market geo-lift testing system to measure the true incrementality of digital campaigns, moving attribution beyond last-click to causal measurement using synthetic control and permutation testing.
Marketing Analytics
Multi-Touch Attribution Engine
Replaced last-touch attribution with a Shapley value + Markov chain MTA model, surfacing hidden upper-funnel touchpoint value across the full customer journey and re-allocating media budget toward highest-incrementality channels.
Data Storytelling & BI
Customer Journey Funnel Analysis & Storytelling Report
Built an end-to-end funnel analysis from anonymous to authenticated user journeys, packaged as a stakeholder-ready narrative report that directly informed product and marketing strategy.
Business Analytics & Strategy
Growth Analytics Initiative
Decomposed ARR growth into acquisition, activation, expansion, and churn components using growth accounting — quantifying each lever and finding that activation-rate improvement had 3× the ARR impact of new logo acquisition.
Financial Analytics
CAC / LTV & Unit Economics Analysis
Built a segment-level CAC/LTV model decomposing acquisition cost across channels and computing cohort-based LTV — surfacing which customer segments are structurally profitable and which are subsidised by blended averages.
Business Intelligence & Reporting
Executive Marketing Dashboard Ecosystem
Designed and delivered a suite of executive-facing dashboards replacing weekly ad hoc reporting — enabling self-serve analytics adoption across marketing and sales leadership and reducing analyst ad hoc load by 60%.
Data Strategy & Governance
Self-Serve Analytics Adoption Framework
Designed and deployed a semantic data layer enabling non-technical stakeholders to answer 80% of recurring data questions without analyst involvement — built on dbt-modelled warehouse tables and a governed Looker instance.
Product Analytics
Product-Led Growth & PQL Scoring
Built a Product Qualified Lead (PQL) scoring engine that identifies free-to-paid conversion signals from product usage telemetry — enabling sales to prioritise inbound product-led accounts before they request a demo.
Product Analytics
Feature Adoption & North Star Metric Framework
Designed a north star metric framework mapping feature adoption milestones to long-term retention outcomes — identifying the 3 product actions most predictive of 90-day retention and aligning the product org around a single measurable north star.
Product Analytics
Cohort Retention Analysis
Built cohort retention curves segmented by acquisition channel, plan type, and onboarding flow — revealing that API-activated accounts retain 2.4× better than UI-only users at 12 months and directly informing the onboarding redesign.
Sales Analytics
Win/Loss Analysis Engine
Automated win/loss analysis across 2,000+ closed deals using deal metadata and CRM signals — surfacing competitive loss patterns and the account characteristics most predictive of beating top competitors in head-to-head evaluations.
Sales Analytics
Sales Rep Performance & Quota Analytics
Built a rep-level performance analytics system tracking quota attainment distribution, ramp curves, and activity-to-outcome ratios — enabling data-driven coaching prioritisation and bottom-up capacity planning for the sales org.
Experimentation & Causal Inference
A/B Testing Framework & Statistical Power Analysis
Built a reusable experimentation framework with pre-experiment power calculation, sequential testing guardrails, and Bayesian updating — standardising how the organisation runs and interprets product and marketing experiments.
Customer & Market Intelligence
Customer Segmentation & ICP Analysis
Applied RFM + behavioural clustering to segment 10,000+ customers into 6 actionable personas — defining the Ideal Customer Profile (ICP) that informed territory design, outbound targeting, and product roadmap prioritisation.