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
ML propensity scoring engine on 185K-row multi-table B2B SaaS data. Hot-tier accounts convert at 80.6% vs. 26.5% baseline — a 3× lift. SHAP-explained Random Forest, AUC-PR optimised.
ML & Predictive Analytics
Churn Prediction & Survival Analysis
Kaplan-Meier + Cox PH survival analysis predicting who will churn and when — enabling retention interventions timed to individual risk windows.
ML & Predictive Analytics
Revenue Pipeline Forecasting Model
ML pipeline forecast replacing gut-feel commit calls with probabilistic revenue estimates by segment, rep, and product line.
ML & People Analytics
Employee Attrition Prediction
SHAP-explained gradient boosting model identifying the drivers of voluntary attrition — targeting flight-risk employees before resignation.
Marketing Measurement Science
Geo-Lift Incrementality Testing Framework
Causal geo-experiment across 40 US DMAs — DiD, synthetic control, and permutation testing recover 18% planted lift to within 1pp. iROAS 4×. Four methodological edge cases documented and fixed.
Marketing Analytics
Multi-Touch Attribution Engine
Shapley value + Markov chain MTA model surfacing hidden upper-funnel value and re-allocating budget toward highest-incrementality channels.
Data Storytelling & BI
Customer Journey Funnel Analysis & Storytelling Report
End-to-end funnel from anonymous to authenticated journeys, packaged as a stakeholder narrative report that informed product and marketing strategy.
Business Analytics & Strategy
Growth Analytics Initiative
ARR growth decomposed into acquisition, activation, expansion, and churn levers — finding activation improvement had 3× the impact of new logo acquisition.
Financial Analytics
CAC / LTV & Unit Economics Analysis
Segment-level CAC/LTV model surfacing which cohorts are structurally profitable vs. subsidised by blended averages.
Business Intelligence & Reporting
Executive Marketing Dashboard Ecosystem
Executive dashboard suite replacing weekly ad hoc reporting — 60% reduction in analyst request volume, self-serve adoption across marketing and sales leadership.
Data Strategy & Governance
Self-Serve Analytics Adoption Framework
Semantic data layer on dbt + Looker enabling non-technical stakeholders to answer 80% of data questions without analyst involvement.
Product Analytics
Product-Led Growth & PQL Scoring
PQL scoring engine identifying free-to-paid conversion signals from usage telemetry — enabling sales to prioritise product-led accounts before they request a demo.
Product Analytics
Feature Adoption & North Star Metric Framework
North star metric framework mapping feature adoption to 90-day retention — identifying the 3 product actions that matter most.
Product Analytics
Cohort Retention Analysis
Cohort retention curves by channel, plan, and onboarding flow — API-activated accounts retain 2.4× better at 12 months.
Sales Analytics
Win/Loss Analysis Engine
Automated win/loss analysis across 2,000+ deals — surfacing competitive loss patterns and the firmographic signals that predict beating top competitors.
Sales Analytics
Sales Rep Performance & Quota Analytics
Rep-level attainment distribution, ramp curves, and activity ratios — enabling data-driven coaching and bottom-up capacity planning.
Experimentation & Causal Inference
A/B Testing Framework & Statistical Power Analysis
Reusable A/B testing framework with power calculation, sequential testing guardrails, and Bayesian updating — standardising experiment design and interpretation.
Customer & Market Intelligence
Customer Segmentation & ICP Analysis
RFM + behavioural clustering across 10,000+ customers into 6 personas — defining the ICP that shaped territory design, outbound targeting, and roadmap priority.