For my final capstone as a part of my Master of Science in Marketing program, our client was 7-Eleven. We defined loyalty program segments from 30 million point-of-sale transactions to increase basket size. Using Market Basket Analysis, SQL, and Tableau, we identified the primary missions of each segment. Additionally, we developed a long-term promotional and in-app messaging strategy based on segment-specific demographics and purchase behavior.
Strategy Lead, Deck Designer
SQL, IRi Dataset, Tableau, Google Colab, Adobe Illustrator, Market Basket Analysis, Customer Value
December 2022 - May 2023
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