Case studies that connect data to decisions.
A selection of analytics projects focused on tracking reliability, user behavior, experimentation, and growth measurement.
Mobile Analytics Reliability Framework
A framework for cleaning Firebase/GA4 data, aligning mobile events, and restoring reliable funnels.
Cross-Device Journey Analysis
A journey analysis uncovering UTM loss, fragmented sessions, and conversion friction.
A/B Test Misleading Case Study
A case study showing why a statistically significant test result was not enough to ship.
Paid Media Incrementality Analysis
A causal analysis comparing reported performance with true incremental impact.
AI Content Quality Monitoring
A framework for monitoring AI-assisted content quality, model risk, and human review workload.
The work behind better decisions.
I connect analytics, user behavior, business context, and modern analysis workflows to help teams understand what is happening, why it matters, and where to act next.
Analytics & Measurement
Clean data, clear KPIs, and reliable reporting foundations for better decisions.
User & Product Insights
Funnels, journeys, experiments, and behavioral patterns that explain what users do.
Growth & Business Analytics
Incrementality, performance, revenue signals, and marketing effectiveness.
AI-Augmented Insight Workflows
Using AI to speed up exploration, surface patterns, and shape clearer narratives while keeping analysis grounded.
Shaped by different
business environments.
From startup speed to Big Tech scale, my work has moved across industry and financial services.
That mix helps me read context fast and turn analysis into sharper decisions.
View LinkedIn profile→Trusted by people
I've worked with.
Short excerpts from managers and colleagues, focused on how I work with data, teams, and decisions.
Maïssa was key in communicating updates, best practices, and success stories from across Europe. I always appreciated her input and work on central dashboards and reporting.