Machine-Learning

Marketing attribution analysis showing revenue discrepancies by channel

An Attribution Model That Found a $216,000 Blind Spot in Marketing Investment

Last-click attribution can distort your entire marketing investment. I analyzed 35,000 e-commerce journeys using Markov Chains, Shapley Values, and XGBoost to prove which channels were stealing credit — and which ones were being ignored.

Lead scoring dashboard showing tiered leads

How I built a lead scoring system that tells sales teams exactly who to call first

A predictive lead scoring system that combines ML and explainability to help B2B sales teams focus on the leads most likely to convert.