Hi, I'm Sahand, a Marketing Data Analyst with a passion for understanding consumer behaviour and the decision-making journey that leads customers from initial engagement to final conversion.

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My curiosity about why people make certain purchasing decisions and how different factors influence their behaviour has driven me to specialise in marketing analytics. I enjoy uncovering patterns in data and transforming them into actionable insights that help businesses make smarter marketing decisions.

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To achieve this, I apply a range of analytical methodologies, including K-means clustering for customer segmentation, correlation analysis to identify relationships between variables and consumer behaviour, A/B testing and lift testing to measure the impact of marketing changes, and funnel analysis to understand customer journeys and conversion pathways. By leveraging these techniques, I help brands optimise their marketing strategies, improve campaign performance, and achieve measurable business growth.

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To support my analytical work, I utilise a diverse set of tools and technologies. I use SQL to query, manipulate, and analyse marketing and campaign data, while Tableau and Microsoft Power BI enable me to create interactive dashboards and reports that communicate complex insights clearly to non-technical stakeholders. My technical skill set also includes Python for data analysis and predictive modelling, as well as advanced Excel for building business-focused analytical solutions.

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I hold an MSc in Marketing and professional certifications from Meta (Marketing Science), Microsoft (Power BI Data Analyst), and Google (Data Analytics). My goal is simple: to bridge the gap between marketing strategy and data analytics, helping businesses make evidence-based decisions that drive meaningful results.