RFM Customer Segmentation · ZooTampa
Segmented guests by Recency, Frequency, and Monetary value from real transaction data, then surfaced the groupings in Power BI to support targeted, business-relevant decisions.
04 / Skill · BI
BI.
Microsoft-certified Power BI Data Analyst (PL-300). I build decision-ready reporting that links semantic modeling to practical business action.
About
My BI work combines metric design, semantic modeling, and narrative structure. At ZooTampa I build reporting on real point-of-sale data; in my portfolio builds I own the full path from warehouse model to published dashboard. The focus is the same everywhere: fast to read, aligned to real KPIs, and useful to non-technical stakeholders.
Impact Highlights
- Delivered RFM customer segmentation on real ZooTampa guest transactions, giving the business actionable groupings for targeted decisions.
- Connected operational and analytics layers so dashboards reflect live or near-live business behavior.
- Built KPI structures that tie pricing, demand, and inventory movement to decision paths.
- Used BI outputs to diagnose agent and pipeline bottlenecks in the Owl Park ecosystem.
Projects
Monitoring Webstore Performance
Built a business-facing dashboard that tracks sales performance, behavior shifts, and agent-driven outcomes in the mock market ecosystem.
Owl Park Analytics Dashboard
Integrated weather and transaction signals to show timing and demand effects on ticket behavior.
Realtime Fraud Monitoring View
Created a monitoring layer for suspicious transaction patterns and fraud signal interpretation.
Pet Services Storefront
E-commerce build with analytics-ready data that supports reporting and operational reviews.
Tools
Power BI
DAX
Microsoft Fabric
Semantic Modeling
KPI Design
Dashboard Storytelling
SQL
Stakeholder Reporting
Process
- Define user audience and decisions they need to make.
- Align metrics and definitions before visual design starts.
- Build semantic model for consistency across all report pages.
- Iterate with stakeholders on clarity and usability.
- Publish with concise guidance on interpretation and action.