Case Studies
Applied analytics and marketing measurement
Paid Search Optimization
Reducing Wasted Paid Search Spend
Used post-click behavior data to identify and remove low-quality paid search traffic
~$10K+ wasted spend identified and eliminated
TV Creative Wear-Out
Quantifying Creative Wear-Out and Cross-Brand Halo
Weekly time-series modeling to quantify creative wear-out, concurrent-creative lift, and cross-brand halo effects for TV advertising
Shaped an $8-figure annual media plan, including new OTT investment for a planned launch
Quantifying the Drivers of Mall Foot Traffic
Marketing Mix Modeling
Built a panel regression framework that decomposed daily mall foot traffic into baseline, seasonality, weather, and marketing effects across a national REIT portfolio — guiding budget reallocation toward the channels that drove incremental visits.
~7% lift in mall foot traffic across the portfolio