Projects

This page highlights selected work in analytics, digital marketing, business strategy, and data visualization. These projects reflect my interest in using data, technology, and structured thinking to support better business decisions.

Streaming Service Loyalty Research

Project Focus: Marketing research, consumer loyalty, and cancellation risk

This project examined consumer loyalty and cancellation risk among streaming service users. Streaming services operate in a competitive market where consumers can easily subscribe, cancel, or switch platforms. Because switching costs are low, companies need to understand which customers are loyal and which customers may be at risk of canceling.

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 have cancelled a streaming service within the past year will have different loyalty levels than respondents who have not cancelled.

Key Measures Used

  • Loyalty Index
  • Net Promoter Score category
  • Cancellation risk
  • Past cancellation behavior
  • Future cancellation likelihood

Skills Demonstrated

  • Marketing research planning
  • Survey design and data cleaning
  • Loyalty index development
  • Net Promoter Score interpretation
  • Cancellation risk analysis
  • Chi-square testing
  • Business insight development

Analysis Summary:

The final cleaned sample included 37 valid responses. A Loyalty Index was created by averaging five loyalty statement items. Respondents were also grouped into Net Promoter Score categories as promoters, passives, or detractors. Cancellation likelihood was recoded into high risk and low/moderate risk categories.

The results showed a mean Loyalty Index score of 3.89 out of 5, suggesting moderately strong loyalty among respondents. The Net Promoter Score results were mixed but positive, with 40% promoters, 40% passives, and 20% detractors. The analysis also found that 37.8% of respondents were classified as high cancellation risk.

A chi-square test found a statistically significant relationship between past cancellation behavior and current cancellation risk. This result should be interpreted cautiously because of the small sample size, but it suggests that past cancellation behavior may be useful when identifying customers at risk of canceling.

Professional Value:
This project shows my ability to connect survey research to business decision-making. The findings can help streaming services identify at-risk subscribers earlier, monitor loyalty more effectively, and design retention strategies before customers cancel.

Google Analytics 4 Analysis

Project Focus: Digital analytics and website measurement

This project used Google Analytics 4 to explore how businesses can measure website and app behavior. The work focused on events, conversions, realtime reports, and how analytics can support marketing decisions.

Business Question:
How can website behavior data help a business understand whether its marketing is working?

Key Areas Explored

  • Data streams
  • Events
  • Conversions
  • Realtime reporting
  • User behavior
  • Campaign performance
  • Digital measurement

Skills Demonstrated

  • GA4 navigation
  • Event and conversion analysis
  • Digital marketing measurement
  • Website behavior interpretation
  • Business performance analysis

Professional Value:
This project shows my ability to connect digital activity to business goals instead of only looking at surface-level traffic numbers.

Marketing Performance Dashboard

Project Focus: Dashboard development and marketing analytics

This project used Quarto and R to build a dashboard that summarizes results from the Streaming Service Loyalty research project. The dashboard uses real survey data to display loyalty, NPS category, cancellation risk, and past cancellation behavior.

Business Question:
How can survey data be turned into a clear dashboard that supports retention-focused decision-making?

Key Metrics Used

  • Valid survey responses
  • Mean Loyalty Index
  • Net Promoter Score category
  • High cancellation risk
  • Past cancellation behavior
  • Cancellation likelihood

Skills Demonstrated

  • R programming
  • Quarto dashboard development
  • Data visualization
  • Survey data analysis
  • Marketing KPI interpretation
  • Audience-facing reporting

Professional Value:
This project shows my ability to turn research data into a clear visual format that helps people compare results and make decisions.

WallPix Innovation Project

Project Focus: Entrepreneurship and product strategy

WallPix was developed as an innovation project focused on turning personal photos into customizable wall art. The project explored value proposition, target customers, product positioning, and business model development.

Business Question:
How can a creative product idea be positioned for a specific customer need?

Key Areas Explored

  • Value proposition
  • Target market
  • Customer need
  • Product positioning
  • Business model planning
  • Creative differentiation

Skills Demonstrated

  • Entrepreneurial thinking
  • Product concept development
  • Customer value analysis
  • Business model planning
  • Creative strategy

Professional Value:
This project shows my ability to think beyond the product itself and consider how an idea creates value for a specific audience.

Career Branding and LinkedIn Strategy

Project Focus: Professional positioning and communication

This project focused on building a stronger professional brand around strategic leadership, analytics, and digital business. It included refining profile language, identifying career direction, and communicating strengths more clearly to employers.

Business Question:
How can a professional profile communicate a clear career direction quickly and effectively?

Key Areas Explored

  • Professional summary writing
  • LinkedIn profile strategy
  • Career objective development
  • Skills positioning
  • Personal branding
  • Audience awareness

Skills Demonstrated

  • Professional communication
  • Career strategy
  • Personal branding
  • LinkedIn optimization
  • Strategic positioning

Professional Value:
This project shows my ability to communicate strengths clearly and align professional materials with a specific career direction.