A strategic and analytical leader skilled in navigating complex data landscapes to uncover actionable insights and drive business impact. With a balance of technical expertise and business acumen, I ensure every data point contributes to a compelling, data-driven narrative that empowers organizations to make informed decisions.
Saved 600+ hours of labor annually by automating repetitive tasks with R, Macros, and Excel VBA, accelerating data transformation and analysis for media teams eliminating time consuming Excel reporting.
Enhanced attribution modeling accuracy by implementing a Markov Chain-based approach, shifting from heuristic last-touch attribution to a probabilistic model that better mapped customer journeys.
Strengthened media performance measurement by analyzing key KPIs (ratings, impressions, unique visits, and spend) and delivering year-over-year TV network trend reports to support media planning.
Improved proprietary analytics tools by testing updates, identifying gaps, and driving enhancements to optimize functionality and usability.