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Analytics & Business Intelligence
From raw data to executive intelligence.
I build analytics and reporting systems that connect trusted data, business context, visual hierarchy, and measurable outcomes. My work spans Power BI, SQL, DAX, data modeling, attribution, market intelligence, segmentation, funnel reporting, and executive decision support.
Core Capabilities
Analytics as an operating system
More than a dashboard
The useful work happens upstream of the visualization: defining the business question, governing the data, designing the model, communicating the signal, and creating a repeatable decision process.
01
Power BI & Executive Reporting
Decision-focused dashboards with key insights, governed metrics, drill paths, trend analysis, and executive-ready narratives.
02
Data Modeling, SQL & DAX
Reliable reporting layers, transformations, calculations, measure governance, joins, definitions, libraries, and reusable models.
03
Revenue & Attribution Analytics
Funnel performance, pipeline coverage, channel contribution, campaign taxonomy, UTMs, conversion, and attribution logic.
04
Market & Audience Intelligence
Market sizing, geographic prioritization, segmentation, commercial opportunity, ownership trends, and growth analysis.
Power BI Portfolio · Featured Report
New Business Formations Intelligence
A paginated Power BI intelligence system designed to support market sizing, geographic prioritization, audience strategy, executive planning, commercial opportunity analysis, and growth decisions.
Data source: Built on public U.S. Census Business Formation Statistics.
Opportunity & Emerging Markets
Identifies high-potential states, conversion leaders, growth markets, and commercial spend categories.
Geographic Intelligence
Combines maps, regional share, state rankings, and growth analysis for territory and campaign planning.
Demographic & Segment Intelligence
Explores ownership segments, industry concentration, average spend, credit indicators, and audience opportunities.
Decision Framework
Business questions this report answers
The report is organized around answering business questions and providing strategic insight for key decisions. Each view moves from a broad market signal to a specific planning, targeting, or investment question.
Growth & Market Direction
- Where are new business formations growing fastest?
- Which industries dominate new-business creation?
Territory & Investment
- Which states combine volume and conversion opportunity?
- How should regions be prioritized for sales or campaign investment?
Audience & Commercial Opportunity
- Which ownership segments represent meaningful growth opportunities?
- What first-year spend categories matter most?
Executive Comparison
- Which markets have the strongest employer conversion?
- How can executives quickly compare opportunity and scale?
Data Storytelling & Report Design
Design the reporting experience around how people decide.
The dashboard is the last mile. The work starts with the business decision, reliable definitions, and a model the audience trusts.
Executive hierarchy
Lead with the decision and highest-value KPIs, then progressively reveal the supporting detail required to understand the story.
Interactive design
Use filters, regions, segments, and ranked views to answer multiple questions in a scalable report reusable across audiences.
Qualitative analysis
Combine qualitative and quantitative metrics for context and a more complete understanding of the report.
Actionable insights
Combine visuals, context, and comparisons so viewers can quickly understand what changed, why it matters, and where to act next.
Design principle: strong executive reporting reduces cognitive load. The audience should be able to identify the signal, understand the context, and choose the next action without needing a separate interpretation layer.
Executive Intelligence
Activate a single source of truth
Design reporting into a system for better decision-making
Connect with me about Power BI, RevOps analytics, attribution, market intelligence, data modeling, KPI governance, and executive reporting leadership.
Additional Power BI Portfolio
Financial reporting, trend analysis, and executive-ready views.
These examples show a second reporting use case beyond market intelligence: governed financial reporting designed to replace recurring manual spreadsheet rebuilds with consistent Power BI views for management and executive audiences.
Detailed financial performance
A deeper operational view supporting revenue analysis, trend interpretation, and repeatable management reporting.
Comparative performance analysis
Comparative metrics and analytical views structured to make changes, exceptions, and management questions easier to identify.
Reporting principle
The value is not the chart itself. It is the governed model behind it: consistent definitions, repeatable refreshes, clear visual hierarchy, and a reporting experience built around the decisions leaders need to make.