📌Turning Fragmented Data Into Sales Intelligence

Company: Virtual Sports
Project: Data Strategy + Customer Insights Platform
Role: Data Product Lead / Analytics Strategist
Timeline: Q2–Q4 Implementation & Optimization
Focus Areas: Data Architecture, Sales Enablement, Customer Profiling, MarTech Integration

🧩 The Challenge

Virtual Sports operated in a hybrid environment—blending physical venue engagement with digital account activity. But their data infrastructure treated these ecosystems as separate silos. Without a unified view of their customers, personalization was limited, attribution was murky, and sales optimization was largely guesswork.

🧠 The Strategy

I partnered with leadership to redefine which questions we were trying to answer—from "Who’s buying?" to "What triggers repeat purchase?" and "Where are we leaving revenue on the table?"

To do this, I:

• Mapped customer journeys across physical and digital touchpoints

• Designed custom data capture points in POS and app workflows

• Engineered a blended user model with location, account, and behavior stitching

• Created a dashboard suite for marketing and ops teams to analyze in real-time

This empowered every stakeholder—from floor managers to paid media buyers—to act on data, not instinct.

📈 The Outcome

• ✅ +37% lift in sales in first 6 months post-deployment

• ✅ Zip-code level marketing optimizations, improving regional campaign ROAS

• ✅ Customer personas enriched with real-world behavior and digital habits

• ✅ Inventory planning calibrated to demand patterns by segment

• ✅ Enabled lookalike audience modeling to scale outreach with greater precision