Google Data Analytics
I am a self-taught, entry-level data analyst with a certification from the Google Data Analytics Professional Program on Coursera. My journey into data analytics stemmed from a desire to expand my skill set and transition into a new career field. I chose this path because of its strong parallels with my background in self-taught game programming and design.
As a visual thinker, I have always relied on data visualization to communicate insights effectively. I firmly believe that well-crafted visuals are key to delivering impactful messages and fostering understanding. Data analytics allows me to apply critical thinking, dissect complex information, and uncover meaningful patterns—a process that excites and motivates me.
For me, analyzing data feels similar to building prototypes and systems in Unreal Engine—breaking things down, making sense of them, and witnessing the results of my hard work. Data analytics is not just a job; it's a passion and a lifestyle. I am confident that my dedication, problem-solving skills, and relentless work ethic will make me a valuable asset to any team. I give nothing less than 110% every day.
Case Studies
Cyclistic
A bike-share program that features more than 5,800 bicycles and 600 docking stations. Cyclistic sets itself apart by also offering reclining bikes, hand tricycles, and cargo bikes, making bike-share more inclusive to people with disabilities and riders who can’t use a standard two-wheeled bike. The majority of riders opt for traditional bikes; about 8% of riders use the assistive options. Cyclistic users are more likely to ride for leisure, but about 30% use them to commute to work each day.
Until now, Cyclistic’s marketing strategy relied on building general awareness and appealing to broad consumer segments. One approach that helped make these things possible was the flexibility of its pricing plans: single-ride passes, full-day passes, and annual memberships. Customers who purchase single-ride or full-day passes are referred to as casual riders. Customers who purchase annual memberships are Cyclistic members.
Cyclistic’s finance analysts have concluded that annual members are much more profitable than casual riders. Although the pricing flexibility helps Cyclistic attract more customers, Moreno (the director of marketing and my manager) believes that maximizing the number of annual members will be key to future growth. Rather than creating a marketing campaign that targets all-new customers, Moreno believes there is a very good chance to convert casual riders into members. She notes that casual riders are already aware of the Cyclistic program and have chosen Cyclistic for their mobility needs.
Moreno has set a clear goal: Design marketing strategies aimed at converting casual riders into annual members. In order to do that, however, the marketing analyst team needs to better understand how annual members and casual riders differ, why casual riders would buy a membership, and how digital media could affect their marketing tactics. Moreno and her team are interested in analyzing the Cyclistic historical bike trip data to identify trends.
Scenario
I am assuming to be a entry data analyst working in the marketing analyst team at Cyclistic, a bike-share company in Chicago. The director of marketing believes the company’s future success depends on maximizing the number of annual memberships. Therefore, my team wants to understand how casual riders and annual members use Cyclistic bikes differently. From these insights, my team will design a new marketing strategy to convert casual riders into annual members. But first, Cyclistic executives must approve our recommendations, so they must be backed up with compelling data insights and professional data visualizations.
Circana
Circana, formerly known as Information Resources, Inc. (IRI) and The NPD Group, is a leading American market research and technology company headquartered in Chicago, Illinois. The company was established in 2023 following the merger of IRI and The NPD Group, combining their extensive expertise to provide comprehensive insights into consumer behavior.
With a global presence spanning 19 countries and a workforce of over 7,000 employees, Circana partners with nearly 7,000 of the world's leading brands and retailers. The company leverages unparalleled technology, advanced analytics, cross-industry data, and deep industry expertise to help clients understand the complexities of consumer behavior.
Circana's services encompass a wide range of industries, including apparel, appliances, automotive, beauty, consumer electronics, and more. The company offers market intelligence and business analytics, enabling clients to measure performance, predict future trends, improve marketing strategies, and identify new market opportunities.
Scenario
As an entry data analyst in the Marketing Analyst team at Circana, I am responsible for analyzing and interpreting market data to generate valuable insights. The Executive Director of Games, Mat Piscatella, has requested insights on all-time video game sales. These insights will be derived from the provided data to support strategic decision-making and market analysis.
