This portfolio website
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Explore the build ↗Selected work · Undergraduate, postgraduate & independentSelected work
Selected work
across data and digital.
Digital builds, BCU marketing projects, independent analysis and MSc research in one place. Each project makes its methods, ownership and limits clear.
Digital builds & independent work
Building and analysing beyond the classroom.
A website I designed and deployed, a rebuilt ecommerce dashboard and reproducible public data work.
Restaurant service mix
Runnable Python analysis of 244 example bills, with data checks, descriptive findings and limits.
Explore the analysis ↗Olist, revisited
Interactive ecommerce reporting built in Python from our team’s cleaned workbook of 98,582 orders.
Explore the dashboard ↗Data audits, regression and diagnostics on loan records.
Survey design, quality checks and statistical interpretation.
Dashboards, scenarios, optimisation and recommendations.
Process models, relational design and SQL query methods.
Model comparison, validation and action design.
Academic evidence
Six MSc analytics case studies.
Individual and team work, with original submission evidence and limitations identified.
6 cases
01Four person MSc team project02Four person MSc team project03Individual MSc dissertation04Four person MSc team project05MSc team project06Individual MSc project
Credit Risk Analytics
Testing which factors drive loan affordability risk
Decision Intelligence
Comparing scenarios and optimisation for a management decision
Customer Intelligence
Examining trust in the relationship between personalisation and loyalty
Data Management
Translating business data flows into a relational SQL prototype
Ecommerce Business Intelligence
Preparing ecommerce data for delivery and customer reporting
Predictive Analytics
Comparing churn models to support targeted retention decisions
Visual methods
Three views of the analytical evidence behind the case studies.
The diagrams make model structure, validation results and statistical relationships easier to inspect. Every number comes from the submitted project evidence; conceptual elements are labelled as such.
Predictive analytics · 4,000 records
Validation model comparison
Compare the same three churn classifiers by error or accuracy. The 40 / 30 / 30 split separated training, validation and test data; the displayed figures are validation results.
Lower is better. Accuracy is calculated as 100% minus the reported misclassification rate.
Open the predictive caseValidation misclassificationPercent
Selected modelNeural network4.42% validation misclassification
Attribution matters
Two cases are individual projects and four are team projects. The credit risk, data management and decision modelling projects were completed in four person teams with shared responsibilities; the ecommerce BI project was also shared work.
Group outputs are always described as “our team’s work.”
Birmingham City University · BA (Hons) Digital Marketing
Audience insight and campaign strategy.
Undergraduate research and creative planning, with each contribution and project’s scope explained.
Flock Together Audience Research
Audience and competitor research supporting a community and nature campaign proposal.
Explore the project ↗Nando’s Consumer Research
Survey, observational and secondary research into the restaurant customer experience.
Explore the project ↗Mailchimp Content Marketing Strategy
B2B audience research, customer journeys and a Jenga inspired creative campaign concept.
Explore the project ↗Peaky Blinders Campaign Planning
Audience research and digital auditing informing a proposed entertainment campaign.
Explore the project ↗Further analytical writing
Research, frameworks and exploratory questions.
Shopify digital transformation
Applied PESTLE, Markus’s technochange framework and Kotter’s change model to evaluate cloud scaling, merchant capability and ethical platform leadership.
Cyber physical systems at Siemens
Used CPS architecture and a sociotechnical lens to examine operations, workforce capability, cybersecurity and sustainability.