Applied analytics work across business intelligence, data strategy, and research. From marketing dashboards to predictive modelling in my Master's thesis.
Can project-start data help identify schedule delays before delivery is at risk?
Analysed 18 real IT projects using project-start predictors and leave-one-out cross-validation. Multiple Linear Regression and Random Forest estimated delay duration; Logistic Regression and Random Forest classified delay risk.
I have the great pleasure to recommend Madam Rukayat Rauf to any employer. I had the opportunity to be her Professor and her thesis tutor. She is a smart and hardworking person with unparalleled self-drive to excel in her undertakings. She wrote and presented an excellent thesis. Consequently, she had one of the best grades of her class of 2026. For all her qualities mentioned above, I strongly believe that she will have a great career.
Which channels turn advertising spend into revenue?
Excel · Power BI · Marketing AnalyticsPinpointed Pinterest as the strongest return-on-spend channel: £22.50 in sales per £1 spent on ads. The Excel and Power BI analysis connects channel, season and location performance to a clear decision—where to test the next advertising investment.
Where is revenue translating into profit—and where are costs eroding it?
Excel · Power BI · Financial AnalyticsSurfaced a loss-making business line beneath an otherwise profitable year, alongside seven months that missed revenue targets. The dashboard makes it easier to identify where costs need scrutiny and which parts of the business deserve a closer review.
Where do leads drop out of the sales funnel?
Excel · Power BI · Sales AnalyticsTraced 3,000 leads through the sales funnel to 348 closed deals, exposing an 11.6% conversion rate. The dashboard lets sales leaders compare representatives, industries and products to focus their investigation on conversion gaps.
Which customers need retention support, and which should be nurtured?
Excel · Power BI · RFM AnalysisTurned 375 customer records into four actionable retention groups, identifying 169 customers in the At Risk and Immediate Attention segments. The analysis gives marketers a clear starting point for win-back campaigns and differentiated loyalty offers.
What do call activity and customer sentiment reveal about service quality?
Excel · Power BI · Service OperationsBrought call demand, customer satisfaction and sentiment into one Power BI analysis, using DAX measures and benchmark comparisons to guide service-improvement recommendations. The result connects operational activity with the customer experience behind it.
How can relational sales data answer questions about a music store?
SQLite · Excel · Power BITranslated music-store business questions into SQL queries across customers, invoices and catalogue data. Combining joins, CTEs and subqueries with Power BI visuals made the findings easier to interpret and use in commercial discussions.
How do different assumptions change a company’s financial outlook?
Excel · Financial ModellingBuilt an Excel model that turns changing assumptions into a two-year financial outlook for Merck. Best, base and weak scenarios let users compare revenue and profit sensitivity before choosing a planning assumption.
Apply analytical thinking to enquiry handling, digital products and everyday workflows. AI supports the work; requirements, validation and final decisions remain human-led.
Built an enquiry-handling workflow for a digital training business, connecting incoming form responses to classification, follow-up and an activity log.
Incoming enquiries need review, prioritisation and consistent follow-up. Manual sorting can leave high-intent leads buried among routine messages and spam.
Connected new Google Sheets rows to a Make AI Agent to classify enquiries, handle suitable replies through Gmail, alert the owner to hot leads and record actions in Sheets.
Bring lead priorities and handling records into one workflow, helping the owner focus follow-up on high-intent enquiries and reduce repetitive sorting and response steps.
Make · Make AI Agent · Google Sheets · Gmail
Developed an e-commerce performance analysis from data preparation and modelling through dashboard design and insight generation, using AI to support parts of the analytical workflow.
Started with the business question, prepared data in Power Query, built the model, analysed performance and developed the dashboard. Reviewed AI-supported outputs against the data and model before interpreting findings and developing recommendations.
Applied AI across preparation, problem-solving and insight development while retaining responsibility for analytical decisions and interpretation.
Excel · Power BI · Power Query · AI-assisted analysis
Dashboard visuals and a worked validation example are not yet included in this case study.
Built an MVP to make relevant analytics opportunities easier to browse, with filters for location and experience level.
Job searching can mean moving between fragmented listings. The MVP brings opportunities into a focused browsing and filtering experience, turning a practical job-search problem into a working digital product with AI-assisted development.
Presented as an MVP, with no claim of commercial scale, adoption or placement outcomes.
Product screenshots and a public demo link are not yet included.
Used AI throughout planning, content structure, code generation, debugging and refinement. Defined requirements, reviewed outputs, tested layouts and corrected issues before deploying the site.
Combined a professional portfolio, learning resources and enquiry routes in one working website. Git and GitHub support version control; Vercel provides deployment.
AI-assisted development · HTML · CSS · JavaScript · Git · GitHub · Vercel
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Created a Make workflow connecting OpenAI text and image generation with Facebook Pages to create posts with photos. A practical example of automating repeated content-production and publishing steps.
Make · OpenAI · Facebook Pages
Analysed claim costs across policyholder demographics, vehicle attributes and coverage zones to reveal patterns for further investigation.
Excel · Power BI · Claims analysis
View ProjectExamined patient encounters, procedures and insurance coverage to highlight service demand and the distribution of healthcare costs.
Excel · Power BI · Healthcare analytics
View ProjectCleaned eight tables across two databases by resolving missing values, inconsistent names and incorrect data types for subsequent analysis.
SQL · Data cleaning
View ProjectMapped new-customer sales across products, regions and salespeople to show where customer acquisition contributes to revenue.
Excel · Power BI · Customer analytics
View ProjectAnalysed email timing, engagement and sentiment across nine departments to identify opportunities to improve internal communication.
Excel · Power BI · Sentiment analysis
View ProjectExplored WHO tuberculosis data from 2000–2020 to identify the regions most affected and examine incidence and mortality trends.
Python · Excel · Power BI · Exploratory analysis
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