Projects

As consultants assisting Epsilon, we helped recommend strategies to improve digital marketing performance for three pharmaceutical brands focused on promoting their drugs. Our analysis led to a predicted 58% increase in Patient Enrollment Form (PEF) submissions, a 60% reduction in cost per conversion, and improved conversion rates. By leveraging Google Analytics data, we optimized paid search strategies and journey stage progression through exploratory data analysis (EDA), Poisson regression, and correlation analysis, delivering actionable insights to enhance user engagement and profitability.

Achieved a projected market share increase from 13.2% to 61.8% by analyzing consumer preferences for coffee maker attributes such as price, capacity, auto-grinder, and water filter. Utilizing conjoint analysis and a Mixture Multinomial Logit Model, Philips identified optimal products tailored to two distinct market segments, leading to significant improvements in product utility and market potential.

Utilized advanced marketing analytics techniques to improve L'Oréal's ad effectiveness by increasing brand and pictorial fixation rates, resulting in a predicted increase in brand recall accuracy from 18.18% to 77.54%.

Conducted a comprehensive segmentation analysis of 88 regions across seven European countries to identify markets that align with Whole Foods' core strengths in service quality. The study revealed two key market segments, with 69.5% of regions showing high compatibility. By targeting these segments, Whole Foods is projected to achieve a 5.8% increase in store image and optimized market penetration in Germany, the Netherlands, and Portugal.

Conducted a comprehensive analysis of 177 households over 135 weeks to assess how price cuts, display promotions, and feature ads influenced consumer purchasing behavior and profitability for leading detergent brands: Wisk, All, Tide, and Cheer. Key findings included a 190.35% increase in purchase likelihood from price cuts and a 59.9% rise in retailer gross profit through optimized pass-through strategies and promotions.

Achieved a 68.4% profit increase by optimizing the pricing and promotional strategy for 64 oz. Tropicana orange juice. Analyzed 2 years of sales data across 15 store locations, uncovering that prices ending in 9 increased sales by 20%, while promotions reduced price sensitivity, enabling more profitable price increases.