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Personal Projects
What I do in my free time or in class.
Brand Positioning
Segmentation
My team placed 3rd as a finalist (1st in M.S. Marketing students) and I was awarded Best Presenter at the Texas McCombs Marketing Conference. To target Gen Z Girls, we created a strategy to first conquer the niche of gamer girls. We analyzed the maturity of the earbud market and brand positioning opportunities.
Marketing Analytics
XLSTAT
Hierarchical Bayes
Logit
For our final project, my group analyzed a dataset containing panel data of five brands within the chocolate market. Using XLSTAT, we used hierarchial bayes, logit, and k-means clustering to analyze cross-price elasticity, segment 500 individuals, and calculate market share.
Marketing Analytics
XLSTAT
Statistical Modeling
Willingness to Pay
Conjoint Analysis
Choice Based Conjoint
As noted in the popular press government policies, the labeling of food products as “genetically modified” (aka GMO) is a controversial topic. Little is understood in terms of consumer behavior with regards to such labels. To help us understand consumer behavior in this space, we were provided a dataset that collected choice based conjoint data on consumer preferences. Using this dataset, I got a model to help us analyze individual probabilities, attribute importance, willingness to pay, and market share.
Data Visualization
R
Google Colab
Given my passion for coffee, I analyzed a dataset from the Coffee Quality institute (CQI). The dataset included the annual review of 1312 arabica and 28 robusta coffee beans by quality measures, bean data, and farm data. Using R through Google Colab, I did an initial analysis of what features of coffee are on average of higher quality.
Brand Strategy
Product Development
During my junior year of undergrad, I took Brand Management with Professor Brister. My team and I spent the semester conducting research and developing recommendations for Charmin centered around creating a new product to target changing consumer preferences and family structures. We received the first 100% in the course's history.
Data Visualization
Tableau
Throughout our six week Data Visualization and Storytelling course, we explored data visualization through sheets, dashboards, and stories in Tableau with an individual capstone at the end of the course. I analyzed data on Netflix's content portfolio, a university's gift allocation, a company's sales funnel, and more.
Storytelling
Photography
Non-profit
For my Photographic Communication class, I was tasked with finding a unique person within the Austin community to interview. I compiled a photo story on Shawna Lee, a volunteer at Mission Possible, and pieced together both an audio & photo narrative surrounding her experience.
Social Media
Design
Communication
Starting My Own Calligraphy Business
What first started as a hobby, turned into a business of sorts. Friends started asking me for commissions and eventually, it evolved to Calligraudrey (calligraphy + Audrey); a platform for me to raise money for causes, teach others, and even practice my business skills.
Visual Art
Pieces from my calligraphy business or just for fun. Created using brush pens, acrylic paint, etc.
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