Strategic Branding

Spring 2023

Customer-Driven Marketing

Fall 2021

Strategic Branding

Spring 2023

Customer-Driven Marketing

Fall 2021

Data-Driven Marketing

Fall 2021

*Customer data is fictional and was analyzed as though it represented Dyson shoppers.

Data-Driven Marketing

Fall 2021

*Customer data is fictional and was analyzed as though it represented Dyson shoppers.

Marketing Analytics

Spring 2022

*Customer data is fictional and was analyzed as though it represented Hershey shoppers.

Background

In a previous role on an events team, I became interested in marketing analytics and how they could help us create better products for our sponsors. My team invested in RFID wristbands that gave us insight into attendees’ movements throughout our events. We also collected self-reported data from customer satisfaction surveys.

My Role

After the investment in RFID wristbands, I realized we had a wealth of information about attendees’ behavior. I used this data to calculate what percentage of total attendees each sponsor had seen and how long their wait times were. This enabled me to make recommendations around shortening or lengthening the time it took to complete their activations at future events. To supplement this data, I also worked to redesign our attendee survey. We added questions requesting attendees’ age, race, ethnicity, hair & skin type, and favorite product categories. Combining the demographics questions with RFID data revealed patterns across different cities and gave our sponsors context around how to plan for future events.

Results

My data analysis project added value to our sponsorship packages and helped tell a complete story about our beauty conferences. Moving forward, sponsors were able to make more informed decisions about their activations and product selections.

Background

Mindshare is a leading global media agency. The company’s Advanced Analytics team hosted a hackathon for graduate students, challenging us to create a media plan for two hypothetical fragrance brands in 24 hours. The assignment tested our data analysis, modeling, and media strategy skills. You can read more about the competition and our winning presentation HERE.

My Role

I participated in the hackathon with a group of fellow graduate students from Fordham University. Given my 6+ years of real-world marketing experience, I was tasked with conducting marketplace research and directing the overall “story” behind our media strategy. This required me to contextualize our findings from the data provided.

Results

Our presentation included the most background on the state of the fragrance industry and used plenty of visualizations to make recommendations about future media planning. The judges awarded us 1st place for our superior storytelling and insights.