Analytics case studies
Four confidential engagements reconstructed around the question, evidence, analytical turning point, and decision—not a gallery of polished charts.
Selected work
Each study is deliberately explicit about what the evidence supported—and what it did not.
BEH / Purchase journey
Mapping the wider purchase ecosystem turned fragmented journeys, product choices, and renewal paths into a defensible experiment backlog.
Signal trail
ORG / Organic search ecosystem
Branded discovery was doing more of the work than the aggregate trend suggested, while valuable generic demand had nowhere useful to land.
Signal trail
RET / Retention signals
Renewal followed sustained recurrence—not a first-week spike or one magic activation threshold.
Signal trail
VAL / Customer lifetime value
Rebuilding the model around stable customer identity, complete payment paths, and mature cohorts changed which numbers were safe to use.
Signal trail
The connected story
The combined case connects discovery, purchase behavior, recurrence, renewal, and customer value—and shows why validation changed the order of work.
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