PROJECT LEAD – CAUSAL IMPACT ANALYSIS, POWER DIGITAL MARKETING
San Diego, CA | December 2024

I led a causal impact analysis project with Power Digital Marketing in San Diego, evaluating the effect of Linear TV on Shopify revenue and brand search performance for a luxury jewelry brand. Using time-series modeling and counterfactual forecasting, I assessed true marketing incrementality by comparing observed performance against predicted outcomes in the absence of media intervention. Leveraging Python-driven analytics and data visualization, the project delivered data-backed insights and strategic recommendations to optimize media mix allocation, strengthen brand engagement, and guide future experimentation through incrementality and matched market testing.