Analytics | Petra O'Brien

Data Analytics & Visualization

These projects were completed during my time at the University of Texas at Austin pursing my M.S. Marketing.

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DATA ANALYTICS/VISUALIZATION

Python Influencer Scoring Tool

When a brand is considering an influencer partnership, it is important to take a step back and identify influencers that align with campaign goals and the brand itself. I built a tool to score and rank influencers based on the 3 Rs – Reach, Resonance, and Relevance.

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MARKETING ANALYTICS

Market Response Modeling

GoodBelly invested in store product demonstrations in select Whole Foods regions. Market response modeling was conducted to understand what, if any, impact the in store demonstrations might have had on sales and profitability.

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DATA ANALYTICS & VIZUALIZATION

Tableau Dashboards & TabPy

View my Tableau Public profile and presentation on how to leverage the power of Python in Tableau with TabPy.

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MARKETING ANALYTICS

Choice-Based Conjoint Analysis

To understand consumer behavior in the food labeling space, we have collected a choice based conjoint data on consumer preferences.

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DATA ANALYTICS

TikTok: The Social Engagement Gold Mine

Read my thought leadership piece for Ringer Sciences on why tracking influencer campaign metrics is imperative for measuring success and optimizing future content to stay relevant and at the forefront of TikTok.

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