Portfolio | Stories in Data

LEGO
The Playing Generation

Data Analysis Type

Product Portfolio Analysis

Tools

Python, Tableau

Snapshot

My portfolio flagship data project uncovered how LEGO’s strategy regarding product diversification goes beyond capturing new audiences, keeping fans engaged across a lifetime.

Role & Responsibilities

Executed all six phases of the data analysis process—developing a project plan, creating extensive hypotheses, preparing and processing data, conducting analyses with techniques such as geospatial, cluster, and regression analysis, and presenting actionable insights.

300% Portfolio Growth:
Age labels 18+ were introduced in 2020, accompanied by a tripled expansion in the set portfolio.
Ownership Characterized:
Sets fall into three interest categories, shaped more by personal taste than set size: Niche, Mainstream, and Blockbusters.
Lifetime Engagement:
Through Momentum The Star Wars theme demonstrates LEGO’s strategy of offering the same themes across multiple age groups to provide fitting experiences over time.

This analysis delves into LEGO’s evolving strategy to engage adult audiences, marked by the introduction of the 18+ label in 2020. The data reveals the rapid growth of the 18+ portfolio, while the label represents a shift in how LEGO addresses "the inner child," reflecting a broader strategy to foster lifetime engagement.

Patterns in ownership and design point to a three-phase strategy: Play, Roleplay, Display—a journey seen within LEGO’s most iconic theme, Star Wars. While spatial analysis showed global consistency, Germany emerged as a standout market for 18+ sets. By uncovering these trends, this analysis highlights how LEGO balances nostalgia, complexity, and audience diversity to sustain its appeal across generations.

LEGO’s lifetime engagement strategy, as highlighted in this analysis, is just beginning to unfold. The introduction of age labels signals a shift in relevance beyond childhood, creating opportunities to connect with audiences across different life stages.

Early test results point to further exploration of the licensed themes that saved LEGO in 2003. Next steps could involve testing how LEGO diversifies its audience within this linear stacking of demographic groups. Studying LEGO’s expansion from traditional brick systems to niche themes could also reveal how these shifts affect audience age, pricing strategies, and portfolio scale.

Instacart
Better Baskets

Data Analysis Type

Customer Behavior Analysis

Tools

Excel, Python

Snapshot

A deep-dive into digital grocery basket behavior, uncovering customer profiles and insights to guide personalized promotions and targeted strategies.

Role & Responsibilities

I focused on phases 3 to 6 of the data analysis process according to Google's framework, with an emphasis on phase 3 (Process) and phase 4 (Analyze).

With customers looking for more personalized promotions and product recommendations, the VP of Marketing aiming to improve targeting, and the Senior VP of Sales focused on boosting sales in low-market-share areas, this analysis centers on digital grocery basket behavior.

Leveraging my experience as a stakeholder, I developed strong, data-driven customer profiles. Interestingly, the data revealed minimal behavioral differences across the customer base, indicating that digital grocery shopping might represent a distinct use case, further separating itself from traditional grocery shopping. Despite this, the customer personas I created provided valuable insights and actionable strategies.

Localization: Purchase patterns by department are consistent across regions within each customer profile.
Communication: Customer profiles can be themed around popular departments: Conscious Shopper = Fresh, Family Shopper = Convenience, Urban Shopper = On-the-Go.
Targeting: Niche departments like International, Babies, and Alcohol have the lowest purchase shares, despite being key for their respective customer profiles.

VitalCare
Preparing for Influenza Season

Data Analysis Type

Predictive Analysis

Tools

Excel, Tableau

Snapshot

In this project, I developed an interactive dashboard to support medical staff planning for the influenza season. The dashboard empowered stakeholders with actionable insights, enabling data-driven decision-making and bridging the gap between raw data and strategic planning.

Role & Responsibilities

Executed phases 1, 3-6 of the data analysis process, focusing on defining project goals, processing and analyzing data, and designing a user-friendly interactive dashboard. Delivered insights through clear visualizations and recommendations.

Low-population states have the highest mortality rates among the vulnerable population, followed by states with colder climates.
The quarterly impact of influenza varies significantly by season, with the highest impact in Winter, followed by Autumn, Spring, and Summer.
While there’s no exact ratio to calculate the impact, there is a clear guideline: as the non-vulnerable population increases, so does the number of high-risk deaths.

VitalCare provides temporary medical staff across various scenarios, but the increasing impact of influenza on both individuals and the healthcare system has made it harder to meet staffing demands. To address this, VitalCare is taking its first steps toward proactive staffing by enhancing its expertise with data-driven insights. The goal: to maintain staffing levels across states between 90% and 110%, minimizing both understaffing and overstaffing.

The analysis confirmed the hypothesis that "vulnerable populations experience the most severe impacts from the flu and are most likely to be hospitalized." Additionally, emerging sub-hypotheses provided valuable new insights.

Rockbuster
Streaming into the Future

Data Analysis Type

Business Analysis

Tools

Excel, SQL, Tableau

Snapshot

A data-driven strategy for Rockbuster to bridge the gap between analog rentals and personalized streaming, leveraging the vintage viewing data to reactivate customers and engage new audiences.

Role & Responsibilities

I executed phases 2 to 6 of the data analysis process with a focus on phase 3 and 4, using SQL extensively for data preparation and performing the analysis.

In this case study, I identified a critical gap between the online video rental company Rockbuster's market potential and the dominance of online streaming services. By analyzing analog movie rental data, I highlighted the challenge of competing with highly personalized streaming platforms.

My strategy, "Slow Streaming: Experience the Nostalgia of Vintage Viewing, on Demand," presents a unique, data-driven approach to differentiate Rockbuster and drive growth.

My efforts culminated furthermore in a data-driven marketing campaign aimed at reactivating existing customers and engaging new audiences with their movie memories.

GameCo
Next Level Gaming Industry

Data Analysis Type

Trend Prediction Analysis

Tools

Excel

Snapshot

Uncovered the 'Platform Power' insight, showing GameCo which games dominate in each market and how maximizing platform accessibility significantly boosts sales.

Role & Responsibilities

Executed phases 3 to 6 of the data analysis process, focusing on analyzing data and creating impactful visualizations.

The board of GameCo is planning their annual budget for the upcoming year. They requested a data analysis to test their assumption that sales for the various geographic regions have stayed the same over time.

The analysis provides insights that ultimately enhance ROI by allocating marketing funds based on top-performing game genres, pinpoint growth avenues through market and competitor analysis for expansion and investor relations, and drive market-level revenue by adjusting sales representative distribution according to market dominance.

Get in touch

I’m always excited to meet new people to share ideas and exchange experiences. Let’s connect!

My portfolio deck is available upon request and you can find more, detailed samples of my work on:

Stories in Data

LEGO The Playing Generation

Instacart Better Baskets

VitalCare Preparing for Influenza Season

Rockbuster Streaming into the Future

GameCo Next Level Gaming Industry

Get in touch

Request full portfolio / resume

LEGO
The Playing Generation

Instacart
Better Baskets

VitalCare
Preparing for Influenza Season

Rockbuster
Streaming into the Future

GameCo
Next Level Gaming Industry