Marketing Analyst
2024–PresentHired as a contractor to assist the Illinois Lottery's event marketing team as a Marketing Analyst. Provided profit analysis, giveaway ratios, and event attendance insights across General Market, Public Affairs, and Retail departments. Communicated weekly with department managers, vendors, and event coordinators to extract sales, profit, demographic, and giveaway data for analysis. Loaded and modeled data using DAX and SQL calculations to create executive dashboards, KPI reports, and performance insights. Utilized SQLite to calculate and model the data and Microsoft Fabric to transform said data into Power BI visualizations.
- Combined attendance, profit, and cost tables utilizing SQLite to create profit margin and revenue insights. Utilized insights to increase ticket sales by 40% by recommending marketing the 7 x Bingo Multiplier with dollar scratch-offs after discovering that $1–$5 scratch-offs outsold other tickets during Public Affairs events.
- Obtained business objectives during weekly client meetings and used an interactive executive and managerial dashboard to communicate insights via Power BI.
- Provided stakeholders with weekly reports allowing them to drill down graphs, line charts, and metrics into quarterly, monthly, and weekly insights.
- Created data models built on relationships between regional ticket sales, monthly revenue, and regional vendors. Increased event marketing in Central and Southern Illinois based on data models and a positive profit margin ratio in these areas.
- Spearheaded an executive report detailing region-based profit analysis, vendor revenue averages, and a correlation between event marketing and ticket sales.
- Utilized SQLite to extract, transform, and load thousands of raw data insights while creating data visualizations using Power BI.