My Expertise
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Data Analysis & Interpretation
I thrive in turning raw data into actionable insights that fuel strategic marketing decisions. My strength lies in distilling complex datasets into meaningful trends that reveal customer behaviors, campaign performance, and return on investment (ROI).
SPSS Expertise: Leveraging SPSS, I detect critical patterns and trends, driving data-backed marketing strategies with precision.
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Marketing Campaign Performance Tracking
I bring a results-driven approach to tracking digital marketing campaigns across social media, email, and PPC channels. By continuously monitoring key performance indicators (KPIs) like click-through rates (CTR), conversion rates, and engagement metrics, I optimize campaigns to deliver maximum impact.
Mastering KPIs to fine-tune marketing efforts for increased engagement and conversions.
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Google Analytics Mastery
With a deep understanding of Google Analytics, I track and analyze website traffic, user journeys, and campaign success. My skill lies in transforming data into insightful, actionable reports and dashboards that empower informed marketing decisions.
Proficient in building detailed, real-time performance reports that inform data-driven strategies.
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SEO & SEM Analytics
My ability to dissect SEO and SEM performance ensures that websites perform at their best. I track and analyze organic search metrics and keyword rankings using tools like Google Search Console and SEMrush, maximizing visibility and search engine dominance.
Harnessing search data to improve rankings and boost organic traffic.
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Dashboard Creation (PowerBI, Tableau, VSCode)
I excel in creating custom, visually engaging dashboards that showcase marketing performance in a clear and compelling way. Whether using PowerBI, Tableau, or VSCode, I deliver dynamic visualizations that provide stakeholders with at-a-glance insights to drive faster, better decisions.
Crafting data stories through interactive visualizations that make key metrics impossible to miss.
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Predictive Analytics
I leverage predictive analytics to stay ahead of marketing trends. By forecasting customer behaviors and campaign outcomes, I help companies stay proactive, crafting strategies that enhance future performance and drive continuous improvement.
Predicting trends to empower forward-thinking marketing strategies.
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SQL (Basic Knowledge)
Armed with a foundational knowledge of SQL, I can query databases to access and manipulate key datasets, ensuring seamless data analysis to back up marketing insights.
SQL proficiency enables efficient data management for deeper analysis.
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Education
Master of Science in Marketing Analytics
ILLINOIS STATE UNIVERSITY, Normal, IL
December 2024
Master of Business Administration with a certificate in Data Science
ILLINOIS STATE UNIVERSITY, Normal, IL
May 2023
Bachelor of Arts in Economics
MOI UNIVERSITY, Eldoret, Kenya
June 2017
Skills
R studio
SQL
Excel/Word/Access/PowerPoint
HTML/CSS
Visual Studio
Power BI
Python
Tableau
LEADERSHIP AND OTHER INVOLVEMENTS
Member NABAINC
Member of International Students Association
President of Kenyan Student Association at Illinois State University
Member NABAINC
Member of International Students Association
President of Kenyan Student Association at Illinois State University
Licenses & Certifications
Inbound Marketing-HubSpot Academy
Distributed Computing with Spark SQL-Coursera
Google Analytics for Beginners-Google Analytics Academy
Sample Projects
R-STUDIO PROJECT
R-STUDIO PROJECT
Customer Churn Prediction for Banks
I analyzed bank customer churn data and identified six key variables linked to churn through chi-square tests. Using “Aggregate” and “Table” functions, I studied averages and pair-wise frequencies to segment customers and identify at-risk groups. Random Forest emerged as the best prediction model based on accuracy and sensitivity. Banks can use this model to predict customer churn and offer tailored deals, like personalized loans and credit card offers to high-earning female customers from Germany, to improve retention.
VISUAL STUDIO PROJECT
VISUAL STUDIO PROJECT
Interactive Visualizations using HTML, JavaScript, and D3.js
I developed interactive visualizations with HTML, JavaScript, and D3.js to analyze COVID-19 data across 32 countries. The scatter plots and bar graphs showed trends in cases, infections, and deaths. Features like continent-based color coding, hover details, and a filter slider allowed users to explore global and regional disparities. This project made complex data accessible, providing insights for researchers, policymakers, and the public.
TABLEAU PROJECT
TABLEAU PROJECT
Strategic Investment Analysis for Airbnb Hosts in Seattle
In this project I conducted an in-depth analysis to identify the best investment opportunities for potential Airbnb hosts in Seattle. The project focused on analyzing factors such as the number of bedrooms, investment price, zip codes, and projected revenue. This data-driven analysis was designed to offer valuable insights for maximizing return on investment by strategically selecting properties in Seattle's most promising areas.
POWERBI PROJECT
POWERBI PROJECT
Project Under Development
Project Under Development