Business and data analyst · Manchester, UK · Remote or hybrid
Available now for remote or hybrid analyst rolesDaniel Christopher.I analyse customer and commercial data and turn the evidence into clearer decisions.
- Qualifications
- MSc Business Analytics · BA Digital Marketing 2:1
- Status
- Dissertation submitted
- Work pattern
- Remote or hybrid · Manchester, UK · full UK right to work
- Focus
- Performance · risk · BI reporting · customer insight
- Languages
- Native German · fluent English
Skills and tools
Every skill here is backed by a case on this site.
Business analysis Problem framing · data flow mapping · ERDs · stakeholder recommendations
Data and querying SQL joins and window functions · Excel · data quality audits
Reporting and BI Power BI and DAX foundations · KPI dashboards · scenario models
Statistics and modelling SPSS regression · SAS Enterprise Miner classifiers · mediation
Python and research Pandas with tested scripts · Qualtrics survey design · GA4
Digital work · independently built
I make things, not just analyses.
I designed, coded and deployed this website myself. It is built to make research, code and evidence easy to explore, and it is where my next pieces of work will be published first.
Explore how this site was built ↗01 / ProductNext.js · React · TypeScript
02 / ExperienceResponsive layout · theme · navigation
03 / EvidenceOriginal work and follow on analysis distinguished
04 / DeliveryLive on GitHub Pages
Case index · quick comparison
Six case studies compared in one view.
Each row identifies the business question, method, strongest evidence and ownership before you open the full case study.
CaseBusiness questionMethodSelected evidenceOwnership
Which factors are associated with loan affordability risk?
Data audit · correlation · multiple regression
44,986 records · R² .617 · credit score not significant
Four person teamWhich store configuration best supports the management objective?
Data audit · dashboard · scenarios · optimisation
60 to 70% margin range stress tested before the recommendation
Four person teamDoes trust mediate the association between personalisation and loyalty?
Survey · EFA · robust regression · mediation
Indirect effect .303 · 95% CI [.199, .422]
Individual dissertationHow can clearer data structure support reliable reporting?
Data flow diagram · ERD · SQL prototype
99.7% of delivery fees missing · six table schema
Four person teamWhich classifier best identifies members at risk of churn?
Three classifiers · 40 / 30 / 30 partition
Neural network · 4.42% validation misclassification
Individual projectHow can related ecommerce data support reliable cross table reporting?
Power Query · Power BI · DAX · team analysis
Nine tables · 100,000+ orders · Power BI dashboard
MSc team projectTwo cases are individual and four are team projects. Team work had no fixed specialist roles and is described as the team’s output throughout.
Open the full case index01Credit Risk AnalyticsTeam project
Model fitR² .617
Records44,986
DiagnosticsHeteroscedasticity flagged
Testing what drives
loan affordability risk
A four person team analysis of 44,986 loan records in SPSS: a data audit, correlation and multiple regression (R² .617) showing that credit score and interest rate were not significant once other factors were included.
View case study and try the what if model02Customer IntelligenceIndividual dissertation
Trust & loyalty3D preview
Personalisation → Trust → Loyalty
Personalisation → trust: B = .575. Trust → loyalty: B = .526. Statistical associations, not proof of causation. Geometry does not encode effect size.
Read the supporting case ↗Examining trust in the relationship
between personalisation and loyalty
My individual MSc dissertation: an ethically approved survey of 139 UK online shoppers, showing that trust carried the link between AI personalisation and loyalty.
View case study03Predictive AnalyticsIndividual project
Neural network3D preview
Customer attributes → Hidden layer → Churn score
Conceptual architecture only. Node counts and connections are illustrative, not the exact trained SAS network or its weights.
Read the supporting case ↗Comparing churn models
for targeted retention decisions
An individual comparison of three churn classifiers in SAS Enterprise Miner on 4,000 gym members. The neural network reached 95.6% validation accuracy, and early tenure emerged as the main churn driver.
View case study04Data ManagementTeam project
Data relationships3D preview
Entities → Relationships → SQL
Conceptual relational structure from the team project. The displayed entities and links are illustrative, not the submitted ERD or a production database.
Read the supporting case ↗Translating business data flows
into a documented SQL prototype
A four person team audit of 1,000 merchant records (99.7% of delivery fees missing), followed by a normalised six table schema and analytical SQL queries.
View case studyBeyond the classroom
Work, credentials and projects of my own.
Security Officer, Constant Security Services
SIA licensed front of house cover at university sites in Manchester, held alongside full time study. The role depends on reliability, calm judgement and accurate incident and handover records.
Google Data Analytics and more
Google Data Analytics Professional Certificate, Google Analytics (GA4), HackerRank SQL (Basic), DMI Certified Digital Marketing Associate and HubSpot Content Marketing.
View profile and credentialsOlist, revisited, and a service mix analysis
An interactive ecommerce dashboard built from our team’s cleaned workbook of 98,582 orders, plus a runnable Python analysis with data checks and documented limits.
Explore the Olist dashboardAudience insight and campaign strategy
Undergraduate research and campaign planning for brands including Nando’s and Mailchimp. It is the customer side grounding behind my analytical work.
Explore the marketing projectsAnalytical by training, bilingual by background,commercial in how I apply it.
About Daniel
An MSc in Business Analytics and a BA in Digital Marketing let me look at a question from both the numbers side and the customer side. I grew up in Germany and moved to the UK in Year 8, and I work natively in German and English.
Native German · fluent EnglishAnalytics + digital marketingFull UK driving licenceOpen to remote, hybrid or relocation