PROJECTS
During my time as a student at Western Illinois University and the University of Illinois at Chicago, I have worked on several projects that have allowed me to apply and enhance my marketing knowledge and skills. These projects have allowed me to dig deeper into several areas of marketing: marketing research, marketing analytics, business intelligence, strategic marketing, digital marketing, global marketing, and effective global eCommerce marketing strategies. My completed projects are linked to the images below!
Global Marketing Plan
Student
In our global marketing class, my group and I were assigned the task of introducing a unique and practical product into a global market. This assignment is meant to provide students with work-life experiences, allowing them to understand what it takes to expand globally.
The first component of this project was to pick a country to extend our product. Then, we had to undergo three phases of research for our chosen country, Spain: Introduction to the Country (phase 1), Introduction of Product and Marketing Plan (phase 2), and Implications of Covid (phase 3). After completing these three aspects of our global marketing plan, we formulated a suitable product for Spain and an entry strategy. After the research was concluded, my group and I organized and illustrated our findings on a PowerPoint presentation; we also wrote a paper discussing our research and decision-making process for our product and marketing strategies.
Social Media and Purchase Intention
Student
The purpose of this group's study was to identify core features of social media ads that can affect the purchase intention of a product. When analyzing several measurement items using the SPSS Data Analysis Software (relevancy, emotion, frequency, channel distribution, and purchase intention), we found that business practitioners should highly consider emotional appeals when developing ad messages on social media. To come to this conclusion, we had to consider the composite reliability, validity, beta, and p-values of our measurement items in determining their impact on purchase intention.
Successful Global eCommerce Strategies Research
Student
As a member of the Honors College at the University of Illinois at Chicago, I am expected to engage in additional activities outside of my required coursework each semester. This past fall, I collaborated with my Global Marketing professor to develop my honors supplement activity. I researched successful eCommerce global marketing strategies for the company ASOS, becoming more informed on several vital marketing topics, including localization, supply chain, and different social media strategies. I also looked into the relationships between localization efforts, investing in supply chain automated and sorting technologies, and the use of social media with company growth in terms of revenue and consumer engagement. After conducting my research, I organized my findings into a comprehensive paper. This assignment expanded my knowledge of marketing, especially on a global level.
SQL Statement Workshop
Student
I created ten SQL statements using a dataset that was provided to me. The following syntaxes show:
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1. Select Distinct
2. Select Where
3. Select Where (along with use of AND/OR/NOT)
4. Select Where (along with the use of Order By)
5. Select Count/Avg/Sum along with Group By
6. Select Min/Max
7. Select Where (with usage of LIKE)
8. Select Join (along with use of AND/OR/NOT)
9. Select Join (along with the use of Group By)
10. Select Union
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For each of the ten statements, I presented three details:
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1. The SELECT statement syntax
2. I ran the statement in the SQL Tryit Editor and provided a snapshot of the SQL statement and some part of the result
3. Basic marketing question that gets answered by the statement
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Starbucks Marketing Plan
Student
In my strategic marketing course, I am working with the UIC Starbucks Director, Peter Katsaganis, to identify opportunities for growth that will benefit both the local UIC Community and Starbucks. I conducted thorough research on Starbucks' strategy and tactics at global and local levels. I used this data and information to develop insights and recommendations that would help to drive profit for the company. After I completed my research on strategy and tactics, I conducted a PESTLE analysis for Starbucks. I identified opportunities and threats from external factors outside of the business on a local and global level and provided recommendations for how Starbucks should respond.
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STARBUCKS MARKETING STRATEGY
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In my report, you can find detailed information on the following topics:
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Strategy:
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1. Value Proposition:
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Customer value
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Collaborator value
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Company value
2. Target Market:
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Company
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Goals
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Resources
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Customer
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Needs
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Profile: geographics, demographics, psychographics, and behavioral
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Collaborator
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Competition
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Tactics:
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1. Products and Services
2. Brand
3. Price
4. Incentives
5. Communication
6. Distribution
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STARBUCKS PESTLE ANALYSIS
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In my report, you can find detailed information on the following topics:
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1. Political context
2. Economic context
3. Socio-cultural context
4. Technology context
5. Legal context
6. Environment context
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Marketing Strategy Report
PESTLE Analysis Report
Individual Research Presentation
Student
During this assignment, I used my secondary research and presentation skills to find data that illustrates relevant changes in the colour cosmetics industry in the North American region. I shared my findings using mostly graphs and tables.
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Secondary sources that I used were: Passport, Mintel, and Statista
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Outline of my presentation:
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1. Market Trend: Entire Colour Cosmetics Industry
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Historical and forecasted sales in USDm (2006-2025)
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Historical and forecasted % year-over-year retail value RSP growth (2006-2025)
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2. Market Trend: Individual Product Categories
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Growth % in 2020 for colour cosmetic categories (nail products, eye-makeup, facial makeup, colour cosmetics sets/kits, and lip products)
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Sales in 2020 for colour cosmetic categories in USDb (eye cosmetic, facial cosmetic, nail cosmetic, and lip cosmetic)
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3. National Brands: Who is Leading this Industry?
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% market share: national brand owners (featuring the top five brands in the market)
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Concentration of colour cosmetics: top three brands versus others (2011-2020)
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4. Economic Overview
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Impact of COVID-19 on consumer spending in the US as of Feb 2021: health and beauty retail categories
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Historical and forecasted consumer price index (2017-2025)
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5. Conclusion
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What I found interesting about this industry
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Possible changes in the next few years
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Text and Trend Analysis
Student
Search Trends: Google Trends
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SLIDE 4: Uber Eats
I reported consumer search trends before and after the Super Bowl release for Uber Eats using Google Trends:
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I compared rising related search queries during periods 1/13/2022-2/12/2022 and 2/13/2022-3/4/2022 (periods before and after the Super Bowl)
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I analyzed interest over time over the last 12 months (March 7, 2021- March 5, 2022), comparing peak popularity scores over time to the popularity score during the Super Bowl
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SLIDE 7: FTX and Uber Eats Comparison
I compared my Uber Eats findings with the brand FTX
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I compared top and rising related search queries for the past 12 months to identify any similarities or differences
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I analyzed and compared interest over time over the last 12 months to observe how both brands performed over time, particularly before and during the Super Bowl
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Social Mentions Trends: Social Searcher
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SLIDE 11: "Uber Eats"
I used Social Searcher to analyze social mentions and found:
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Total mentions
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Total users
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Sentiments (positive, negative, and neutral mentions)
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Posts by social network
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Posts by week day
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Posts by hour
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Hashtags
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Content type
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SLIDE 14: FTX and Uber Eats Comparison
I compared FTX and Uber Eats social media mentions and sentiments across social media channels
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Software: Google Natural Language API
Product: Nike Go FlyEase Shoe
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I collected 50 customer comments in the past month from TikTok about this product and used text analytics to find insights.
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SLIDE 18: Entities
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I found the top five entities and their salience scores
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I documented insights gathered from these results
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SLIDE 19: ​Concepts
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I identified all concepts in the document, understanding the underlying language and classification of the text
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SLIDE 20: Sentiments
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I found the sentiment score for the entire document (positive, negative, or neutral overall emotion) and the magnitude of that sentiment (does the document contain emotional content, or does it remain neutral)
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Solving a Business Problem- Data Analysis
IBM COGNOS ANALYTICS
Student
My group and I received a business case involving a grocery store, Meldo, that was trying to figure out whether its coupon marketing campaign is working, which type of coupon works best, and how their consumers are using them.
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1. My group and I identified variables of interest from the data we received and marked them as dependent or independent variables.
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Dependent variable (DV): Amount Spent
Independent variables (IV): StoreID, HealthyStore, Store Size, StoreLayout, CustomerID, Gender, Who Shopping For, Vegetarian, Week, CouponValue, Coupon User, Shopping Style
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2. Our group came up with questions connecting the variables we identified
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QUESTION 1: Is there a relationship between the amount spend and the coupon used?
QUESTION 2: Is there a relationship between amount spent and shopping style?
QUESTION 3: Does who your shopping for impact the relationship between how much you spend and the coupon used?
QUESTION 5: Is there a relationship between the amount spent and the coupon value?
QUESTION 6: Does shopping style affect the relationship between amount spent and coupon value?
QUESTION 7: Does who customers shop for impact how much they spend per week?
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3. I helped explore the data to see any associations/trends between the variables
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I uploaded an excel sheet that contained the data to answer our business problem into IBM Cognos Analytics and identified any insights found from our connecting questions
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4. My group and I decided on the final variables for further analysis and we refined our data
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5. With apriori hypothesis, my group and I ran an analysis and made predictions
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Giving more coupons with higher values (25%) to customers will in crease sales
Targeting family households and distributing more coupons to them will increase sales
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6. My group and I consolidated our findings
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7. My group and I checked to see if our analysis addresses the solution to the business problem
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8. My group and I created our main story, from the business problem to our solution and visually presented our findings.
Insight Creation Workflow
MELDO Presentation
EU Retail Mart Case- TABLEAU
Student
My group received a case involving a company, EU Retail Mart, that wants to know how the company is performing in Europe. Our group had to use Tableau to analyze the data we were given and then create a story/visualization to present our findings.
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1. I inserted the data involving this case into Tableau
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2. My group and I created worksheets using Tableau
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Worksheet 1: Details of Segment, Category, and Subcategory with respect to sales with a focus on the top two segments and categories
Worksheet 2: Details of Category and Sub-Category with respect to Profit, filtered by Region (Central and North only)
Worksheet 3: Details of Category and Sub Category for Quantity, filtered by Ship Mode
Worksheet 4: Details on the top 2 segments (for sales) with respect to Country, State, and City
Worksheet 5: Sales Spotlight with focus on Segment, with >50,000 in sales
3. I assisted with analyzing the worksheets and creating useful insights for EU Retail Mart
4. My group and I added our worksheets to a dashboard
4. My group and I developed a story and a visual presentation with our main findings
Ad Project
Student
Business case: Cream Cakes is starting a new local business in your locality for Cheesecakes, Muffins, Cookies, and Pies. Creamy Cakes has a website which can be used to purchase products directly. They can also be picked up from store by consumer or can be delivered to homes within a 5 mile radius. Creamy Cakes would like to reach max consumers within the geographic area where it is located and motivate them to buy in store or by delivery.
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1. PART 1: SEM PPC Campaign: Use Google Ads to improve traffic to website by 15%
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- 4 Adgroups: Cheesecakes, Muffins, Cookies, Pies
- I created a Google Ad for the Adgroup Pies (Slides 8 and 9)
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2. DISPLAY ADS: Improve traffic to store by 15%
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- 4 ad samples, including 1 video sample
- I created content for a Native Video Display Ad (Slide 19) and help create content for a Mobile Web Ad (Slide 17)
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Payless Case- Omnichannel Inbound Marketing Campaign
Student
Marketing problem: Payless Shoesource is coming back with a new brand name “Payless”. Plans to focus on Online, with future plans to open stores. Imagine you are the marketing manager of Payless. You need to design the Consumer Experience and develop the Inbound Marketing Strategy for your target market. Focus on a campaign for the Holiday period of this year.
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MAPPING PHASES & STRATEGY TO CONTENT
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Attract - Convert - Close - Delight
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Strangers - Visitors - Leads - Customers - Promoters
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INBOUND PILLAR 1: BUYER PERSONA
INBOUND PILLAR 2: CONSUMER JOURNEY
INBOUND PILLAR 3: CONTENT
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Presentation
Workbook: Omnichannel
Inbound Marketing Phases
Google Analytics 4 Workshop
Student (NOTE: GA4 CERTIFIED, SEE UNDER SKILLS/CERTIFICATIONS PAGE)
SEGMENTATION AND POSITIONING ANALYSIS USING THE ENGINIUS SOFTWARE: UIC COLLEGE CHOICE
Student
About the positioning data and analysis questions
Positioning
Analysis
About the segmentation data and analysis questions
