A global airline's marketing team was managing a vacation package booking site that wasn’t converting. Traffic was healthy, but actual bookings weren’t following. Reports existed—screenshots, spreadsheets, dashboards—but there was no unified view of what was truly happening in the funnel.

There was plenty of data, but little clarity.

I came in as an independent consultant to diagnose the issue and build a system the team could use to understand and act on real user behavior. The goal wasn’t just to uncover problems, but to deliver lasting tools the business could use to prioritize improvements and platform decisions.

Reconstructed the full user journey from fragmented exports, screenshots, and PDFs

Normalized behavioral data across conversion stages and traffic sources

Built a Python-based analytics engine to detect drop-offs and missed revenue

Created an interactive dashboard in Streamlit to simulate funnel improvements

Developed a scoring framework to evaluate 3rd-party booking platforms for future vendor strategy

The work surfaced over $1.6M/month in potential lost revenue and gave the marketing team a clear, data-backed foundation for improving performance. The dashboard provided a single source of truth for understanding behavior, quantifying opportunity, and supporting internal roadmap decisions.

Clients who hire me aren’t just looking for a dashboard—they’re looking for clarity, ownership, and someone who can turn complexity into forward motion.

This project shows that I:

Work independently with minimal input, even when data is messy or incomplete.

Bridge strategy and execution: I don’t just visualize data, I turn it into a decision-making system

Understand business impact and stakeholder needs, not just code

Deliver fast (3 weeks, start to finish), with real business outcomes

I dig deep, think clearly, and build things that matter.