I use SQL, Power BI, Python and Microsoft Fabric to help organisations understand customer behaviour, improve retention and make stronger commercial and operational decisions.
My portfolio focuses on the questions analysts face in practice: who is at risk, what should be prioritised, whether an intervention created genuine value, and how leaders should act on the evidence.
Evaluated a 64,000-customer randomised email experiment, identified the strongest treatment, translated causal spend lift into contribution profit, and rejected personalised targeting when held-out uplift was too uncertain for deployment.
Built an end-to-end SQL, Python and Power BI workflow to identify churn risk, examine retention patterns and prioritise customer groups by risk and potential value.
An event-level GA4 and BigQuery analysis designed to identify funnel leakage, conversion differences and product opportunities across channels and devices.
Churn, retention, cohorts, segmentation, funnels and behavioural analysis.
A/B testing, confidence intervals, power, guardrails and incremental value.
Power BI, DAX, semantic models and executive reporting.
SQL, Microsoft Fabric, ETL, dimensional modelling and data quality.
Python, statistical modelling, model evaluation and explainability.
Revenue, cost, budget, risk and operational performance analysis.
I am a UK-based data analyst with more than four years of experience turning complex operational, customer and financial data into practical business decisions.
My background spans gaming and financial services, where I have worked with SQL, Power BI, Python and Microsoft Fabric to automate reporting, integrate large datasets and support stakeholders with trusted performance information.
I am particularly interested in why customers leave, what improves retention, whether an experiment created genuine incremental value, and how analytical findings should influence commercial decisions.
I hold an MSc in Data Science with Distinction and Microsoft Power BI certification. I have also supported people moving into analytics through training and community content.
Newcastle upon Tyne, United Kingdom
Product Analyst · Customer Insights Analyst · Data Analyst · BI Analyst · Commercial Data Analyst