Analytics

This is a custom Google Analytics UA dashboard. I have also worked with UA reports and GA4 analysis to build custom views and optimized Google Analytics dashboards.

Data Prepping

This Tableau Prep workflow merges and cleans higher-education graphic communication program data starting with 26 different input files. The workflow includes unions, joins, pivots, deleting unnecessary fields, changing data types, and calculating new fields using REGEX, and other methods, including::
1. Mid([Pivot1 Names],11,4)
2. REGEXP_EXTRACT([Pivot1 Names],'(\d{2}\.\d{4})’)
3. RIGHT ([Pivot1 Names],2)
4. IF RIGHT ([Pivot1 Names],2)=’3)’ THEN ‘Associates’ ELSEIF RIGHT ([Pivot1 Names],2)=’5)’ THEN ‘Bachelors’ ELSEIF RIGHT ([Pivot1 Names],2)=’7)’ THEN ‘Masters’ ELSE ‘Other’ END
Ultimately, resulting in 5 clean output files for visualization.

Tableau Data Visualization

The following interactive data visualizations were co-developed with Donna Templeton for a presentation presented at the 2021 Graphic Communication Education Association annual conference. The interactive visualizations can be viewed directly on Tableau Public by clicking on any of the images.
The purpose of these visualizations is for exploration of data associated with graphic communication higher-education programs. Using US Department of Education data from 2010-2019, users can explore all US higher-ed (under Title IX) by CIP code, GCEA Region, and degree granted. Additional stories focused on funding and number of graduates by program. A powerpoint slide-deck is shown as the final slide.
Click on the images to open in Tableau Public.

Tableau Data Visualization

This Tableau story is a series of dashboards showing some insights into Munich Airbnb properties. The first image merely shows pricing fluctuations, highlighting Oktoberfest pricing.  The second image offers an interactive treemap showing average prices by neighborhood (parameter) around Muinich. This dashboard includes a heat map, calculated as the distance (in km) from the Oktoberfest fairgrounds for different Airbnbs. This multi-dimensional map is also interactive by bedrooms, bathrooms, price, etc. The hue shift to a brighter red means the property is closer to the fairgrounds. The larger the circle, the more expensive the property is per night. This third image includes average pricing by bedrooms and square footage (using custom bins). The bottom line graph shows pricing trends broken out by square footage. A closer examination shows that larger properties increased in average price over the pandemic while smaller (and more abundant properties) decreased in average price over the pandemic. To the right, a forecast was developed, based on the square foot bins.

Evaluatiing Analytics

Digital Media Pro is a simulation by StratX Simulations used in my classes to teach students how to analyze various metrics for digital media marketing. Students are tasked with marketing an Energy Drink in a competitive environment. Various reports are provided related to the marketplace broken out by segments and regions.

Please note that these graphs and tables are generated within Digital Media Pro. In the simulation, students spend their marketing budget by selecting how much, which media, and when they spend money on various types of digital media, all while staying within budget. They purchase market intelligence (market research) and then decide which part of the purchasing funnel they want to emphasize to maximize their OPI (overall performance index). Media timing is also a critical consideration to leverage different regional events. After submitting their purchase decisions, the simulation provides a “score”.

Teams compete against other teams over a “five year” period to analyze these data and convert insights into action, with the objective being to maximize marketing return on investment.