Analytics case studies: marketing, customer and predictive analytics
Each case study follows the same structure: the business question, the dataset, the approach and method, the results within the dataset, what the analysis demonstrates and how a business could use it.
Portfolio projects built on demonstration datasets. They are not client engagements, and their figures describe the datasets and models, not real business results.
Comparing five attribution models to understand channel contribution
A portfolio analysis that builds five attribution models on the same customer journeys, to show how much a channel's credit depends on the model chosen.
Marketing mix modelling and budget allocation analysis
A portfolio marketing mix model that estimates each channel's contribution to revenue from two years of weekly data and tests how a fixed budget could be reallocated.
E-commerce funnel and commercial performance analysis (GA4)
A portfolio analysis of Google's public GA4 sample e-commerce data that locates funnel drop-offs and compares performance by device and traffic source.
Public dataset: 270,154 users · 354,970 sessions · $362,165 revenue
A portfolio analysis of subscription revenue health (MRR movements, retention, acquisition channels, usage and support signals) combined into a rule-based customer health score.
Cohort retention analysis: when do customers stop coming back?
A portfolio cohort analysis of 15 months of e-commerce orders, with a reusable SQL pipeline and retention heatmaps showing when customers stop returning.
Tell us what you are trying to understand: marketing performance, customer retention, forecasting or reporting. We will reply with practical next steps.
