HELLO
I help marketing and analytics teams turn data into decisions —
and quantify what drives growth.
I’m a Data Scientist and research & analytics leader with 20+ years of experience across customer analytics, marketing effectiveness, and market research.
I support brands by turning complex data into clear recommendations and practical tools.
Customer
Analytics
Turn CRM data into retention and growth actions.
LTV | CHURN | SEGMENTATION
Marketing Mix & Effectiveness
Measure what works. Optimize spend. Prove impact.
MMM | ROI | ATTRIBUTION
Research &
Insights
Translate research into decisions and strategy.
SURVEYS | INSIGHTS | ACTIONS
Customer Analytics
Turn CRM and transactional data into retention, growth, and measurable business decisions.
- Customer value: quantify LTV/CLV and identify value drivers
- Retention: predict churn and design targeted retention actions
- Segmentation: build actionable segments for targeting, lifecycle management and personalisation
- Growth: uncover cross-sell / upsell opportunities and next-best-action
Marketing Mix & Effectiveness
Measure what works, quantify incremental impact, and optimise spend across channels.
- Contribution: quantify baseline vs incremental impact by channel and tactic
- Efficiency: estimate ROI and response curves (diminishing returns, saturation, carryover)
- Optimisation: run budget and mix scenarios to maximise outcomes under constraints
- Validation: design measurement to verify impact beyond correlation (tests / causal checks)
Research & Insights
Translate research into decisions, strategy and actionable recommendations.
- Understanding: identify needs, drivers, barriers and perceptions behind behaviour
- Segmentation: define needs-based segments with clear implications for targeting and messaging
- Evidence: quantify trade-offs and priorities (drivers, choice models, pricing preferences)
- Activation: turn findings into decision-ready recommendations and workshop-friendly narratives
how do i translate business problem into an data science solution
A practical framework for turning questions into metrics, experiments, and decisions that scale.
POWERFUL TECHNOLOGY STACK
My tech stack helps me build analytics, models, and interactive decision tools—fast and reliably.
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