About Me | Belle Han
Analytics Projects
This section highlights my journey through intricate data landscapes, where I've harnessed the power of analytics to uncover insights, drive strategic decisions, and create tangible value. Each project presented here is a testament to my ability to dissect complex datasets, apply sophisticated analytical techniques, and translate findings into actionable intelligence. From optimizing digital advertising campaigns to decoding consumer behavior and beyond, these cases showcase my dedication to leveraging data for informed decision-making. Dive into these analytics ventures to explore how I blend methodical analysis with creative problem-solving to illuminate the path forward for businesses and organizations.
Lyft Market Optimization Strategies
In response to the challenges at Lyft, our team conducted a detailed project to elevate Lyft's service offerings, specifically targeting student users. By implementing conjoint analysis, we delved into student preferences regarding ride-sharing attributes, including brand reputation, pricing, complaint resolution speed, pickup accuracy, wait times, and overall service quality. This comprehensive approach unearthed pivotal data-driven insights, notably identifying price and service quality as the critical determinants of student preferences. Armed with these findings, we crafted strategic recommendations such as the introduction of the LyftU Credits & Connects Program, improvements to the Ride Detail Sharing feature, and a focus on Service Excellence. These targeted enhancements are designed to align Lyft's services with student expectations, thereby optimizing customer satisfaction and streamlining service delivery.
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Key Skills:
Conjoint Analysis, Latent Analysis, Customer Segmentation, Strategic Planning, Project Management, Survey Design & Implementation, Data-Driven Decision Making, Market Research
Viral Marketing Dynamics:
The Squatty Potty Phenomenon
The project delved into analyzing the comprehensive impact of viral video marketing on Squatty Potty's brand performance. Leveraging data-driven insights, I examined key metrics such as paid views per dollar spent, engagement rates (shares, likes, and comments), organic views generated from paid views, website visit conversion rates, and overall sales conversions. The analysis also extended to Facebook campaign targeting, assessing conversions and impressions across various demographic groups. Additionally, I explored the revenue per conversion across different sales channels, offering projections for future marketing initiatives based on historical performance. This approach provided actionable strategies for optimizing viral video campaigns, enhancing customer targeting, and improving sales channel efficiency.
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Key Skills:
Digital Marketing, Viral Marketing Analysis, Social Media Analytics, Conversion Rate Optimization, Customer Segmentation, Financial Analysis, Strategic Planning, Data Visualization
Empowering Commitment: Strategies for Minimizing Churn at Crew's Cup
This project tackles customer churn at Crew's Cup by dissecting customer commitment through a multi-faceted analytical lens. Employing exploratory factor analysis, k-means cluster analysis, and linear regression, I unveiled five distinct commitment dimensions—Forced, Economic, Affective, Normative, and Habitual—each exerting a unique influence on customer intent. The analysis spotlighted the nuances of customer segments, revealing diverse motivations and commitment levels. By proposing enhanced flexibility, targeted engagement, and community-building initiatives, the goal was to transition the customer experience from constraint to empowerment, fostering increased satisfaction and loyalty, and fortifying brand perception for Crew's Cup.
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Key Skills:
Exploratory Factor Analysis, K-means Cluster Analysis, Linear Regression, Statistical Data Interpretation, Strategic Planning, Customer Segmentation
Maximizing Digital Ad Efficacy:Analysis of SEM Platforms
The analysis undertook a deep dive into the search engine marketing (SEM) performance of various publishers like Google, Yahoo, and MSN for toilet paper vendors on Amazon. Utilizing a robust analytical framework, we evaluated metrics such as total bookings, total revenue, cost per click (CPC), and return on advertising (ROA) to ascertain the most cost-effective platforms for advertising. The findings highlighted Google US and Yahoo as leading platforms in terms of revenue generation and efficiency, respectively. Through strategic recommendations such as reallocating budgets towards platforms with higher ROA and optimizing ad content for conversion, I aimed to enhance our client's marketing ROI. This project not only illuminated the intricacies of SEM strategies but also provided actionable insights for maximizing digital ad spend.
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Key Skills:
Data Analysis, Digital Marketing, Search Engine Marketing (SEM), Comparative Analysis, Strategic Planning, Market Research, Financial Modeling, Visualization
