TOOLS & TECHNOLOGIES USED

The project utilised the following tools…

• Microsoft Excel: for collection of raw data from the clients
• Microsoft SQL: for data extraction and data transformation
• Microsoft Power BI: for data visualisation

WORKFLOW

• Collection of raw data from clients
• Manipulation of raw data
• Loading dataset into SQL
• Data cleaning and wrangling using SQL
• Analyzing the effectiveness of media buying (e.g. conversion rate, average commission)
• Visualization of analysis using MS Power BI

CHALLANGES

• Inconsistency: Different clients provided different datasets, therefore I had to tailor data transformation skills to manipulate each client’s data
• Data anomaly: In order to deal with missing values and duplications, I implemented data imputation techniques in SQL

RESULTS & IMPACTS

In this work, I focused on analysing the metrics and effectiveness of media buying strategy, with the goal of identifying the most effective lead generation sources and optimising spend allocation. The metrics I analysed included lead volume, average commission, live leads, conversion rates by source, and key demographic and geo-metrics.

• Key Findings:
  • I conducted a thorough analysis of the lead sources and demographics to identify which combinations were most successful at driving the highest-quality leads and generating the most conversion rates and average commissions.
  • The analysis revealed that certain source combinations, when paired with specific demographic groups (e.g., age, location), yielded significantly higher engagement and conversion rates.
  • I also discovered the best times and days for lead generation, allowing for optimized scheduling of campaigns.
• Recommended Actions:
  • Based on the findings, I recommended increasing spend on high-performing sources and targeting specific demographic groups that showed the highest engagement and conversion potential.
  • I also suggested reducing spend on underperforming sources or adjusting the timing of campaigns to ensure optimal lead generation during high-conversion periods.
  • By focusing on the distribution of leads and better targeting strategies, the team could more effectively allocate resources to maximise returns.

As a result of my analysis and clear communication of outcomes, eProspects was able to implement more optimised media buying strategies, leading to improved lead quality, higher conversion rates, and more efficient spending, ultimately driving better business results.

TESTIMONIALS – eProspects

Reference letter available from Kevin Rice, Managing director at eProspects:

• Her analytical skills and attention to detail enabled us to make data-driven decisions that improved efficiency and profitability. Hyesoo always demonstrated integrity, reliability, and discipline in her work. She consistently met deadlines, communicated effectively with her colleagues, and ensured that our reporting frameworks remained both accurate and actionable. Her ability to transform complex data into meaningful business insights was invaluable, and her contributions had a lasting impact on our operations. Beyond her technical expertise, Hyesoo was highly respected by the team. She was always willing to share her knowledge, and approached challenges with a solution-oriented mindset. She was always a valued member of our extended team. I have no doubt that Hyesoo will be an asset to any organization she joins. I highly recommend her for any future opportunities she pursues.

EXAMPLE – POWER BI