Roman Wu
Roman Wu

Selected projects

Case studies

A structured view of context, impact, execution, and evidence for analytics projects and dashboard solutions.

TD Bank Campaign Analysis

Power BI decision-support dashboard

A full campaign analysis across 45,000+ customer contacts to improve targeting, contact strategy, and decision confidence for growth teams.

TD Bank campaign dashboard overview
Overview of conversion trends, segment performance, and operational opportunities

Context

The marketing team needed a clear view of where conversion was happening and where outbound effort was being wasted. Existing reporting lacked segment-level clarity and made campaign decisions slower than necessary.

Impact

  • 11.70% baseline conversion identified across 45,211 contacts
  • 42.42% conversion in the highest-performing segment
  • 40% outreach waste reduction by capping attempts at three
  • 2.5x campaign efficiency in strong seasonal windows

Execution

I designed a two-layer dashboard experience: executive KPI views for directional decisions and drill-through analysis for operational teams. I also implemented decomposition logic to isolate combinations of demographic and channel factors linked to higher conversion.

TD Bank Campaign Analysis

Evidence

  • Validated totals, conversion rates, and segment counts against source records.
  • Retained unknown categories to prevent misleading overconfidence in segmented results.
  • Documented sample-size thresholds for stable segment-level recommendations.

Sales Performance Analysis

Interactive analytics showcase

A practice project built to demonstrate end-to-end dashboard thinking: trend tracking, drill-down analysis, and actionable metric storytelling.

Sales dashboard overview

Context

The objective was to design a reusable dashboard shell that could be used for weekly performance reviews and ad-hoc investigative analysis without requiring query-level edits.

Impact

  • Reduced time-to-insight through filter-first navigation design.
  • Improved trend readability with consistent KPI framing across views.
  • Created a practical template for stakeholder reporting demos.

Execution

Built a responsive dashboard with hierarchy-aware panels, dynamic filtering, and drill-through paths for region, category, and period-level analysis.

Sales Performance Analysis

Evidence

  • Validated metric calculations against raw transaction samples.
  • Tested drill paths for consistency between summary and detail states.
  • Optimized chart and table density for mobile and desktop review contexts.