Portfolio Presentation
Analytics, Digital Strategy, and Business Decision-Making
Kennon Holton-Tran
Business Administration, E-Business
Minor: Marketing Management
California State Polytechnic University, Pomona
Portfolio Focus:
Analytics, digital marketing, dashboards, and business strategy
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Career Direction
My goal is to move into a strategic leadership role where I can help define a company’s vision, organize the structure needed to support that vision, and use data to guide better business decisions.
I am interested in work that combines:
- Strategy
- Analytics
- Technology
- Digital business
- Communication
- Team execution
Portfolio Overview
This website includes:
- A professional home page
- A projects page
- A streaming service loyalty dashboard
- A Google Analytics page
- A Revealjs presentation
- Resume and LinkedIn links
The goal is to show both technical skill and business thinking.
Featured Research Project
Streaming Service Loyalty Research
This project examines consumer loyalty and cancellation risk among streaming service users.
Main research question:
What factors are associated with consumer loyalty and cancellation risk for streaming services?
Final Hypotheses
- H1: Customers with higher loyalty index scores will show lower cancellation risk.
- H2: Net Promoter Score category is related to customer loyalty.
- H3: Past cancellation behavior is related to current cancellation risk.
- H4: Respondents who cancelled a streaming service within the past year will have different loyalty levels than respondents who have not cancelled.
Dashboard Development
I built a Quarto dashboard using survey data from the Streaming Service Loyalty project.
The dashboard summarizes:
- Valid survey responses
- Mean loyalty index
- High cancellation risk
- Past-year cancellation behavior
- NPS categories
- Loyalty statement averages
Why the Dashboard Matters
The dashboard turns survey data into a clearer decision-making tool.
Instead of only reading raw responses, the audience can quickly understand:
- How loyal respondents appear to be
- Whether cancellation risk is present
- Which loyalty statements score higher or lower
- How cancellation history relates to loyalty
Google Analytics 4
My Google Analytics page highlights work with GA4 and digital measurement.
GA4 helps businesses understand:
- Where users come from
- What users do on a website or app
- Which actions support business goals
- Whether campaigns are producing meaningful outcomes
Technical Skills Demonstrated
- Quarto websites
- Quarto dashboards
- Revealjs presentations
- R
- Data visualization
- GitHub Pages
- Google Analytics 4
- Excel-based survey analysis
- Dashboard storytelling
- Web publishing
Business Skills Demonstrated
This portfolio also reflects:
- Strategic thinking
- Marketing research planning
- Consumer behavior analysis
- Professional communication
- Project organization
- Audience-focused reporting
- Translating data into decisions
Strengths
My strengths are strongest at the intersection of strategy, technology, and communication.
I like work that involves:
- Understanding the larger goal
- Organizing the moving pieces
- Finding useful patterns in information
- Communicating clearly
- Helping teams make better decisions
Career Objective
Long term, I want to build toward leadership roles where I can help organizations improve systems, clarify strategy, and make better decisions with data.
I am especially interested in roles connected to:
- Business analytics
- Digital strategy
- Product thinking
- Marketing analytics
- Operations and execution
Closing
This portfolio represents my current work in analytics, digital tools, marketing research, and business strategy.
It shows the direction I want to keep building toward:
strategic, analytical, organized, and impact-focused.
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