Total Wine Deep Dive

During my Data Visualization and Storytelling course, groups were tasked with identifying new ways for Total Wine to increase revenue from existing loyalty members. Because of the confidential nature of this project, I can not release the entire presentation.

Our group utilized Tableau to perform a cluster analysis to identify potential customer segments that could be better targeted by various marketing strategies. In addition, our data was compellingly displayed through the use of interactive dashboards and customer persona stories that represented the newly identified clusters. My team was selected out of our cohort to present our ideas to Total Wine executives. I was responsible for creating the storytelling structure of our presentation as well as our customer personas. These personas were derived from primary and secondary data that was collected. I also performed multiple visualizations in Tableau that guided our final recommendations.

This remarkable journey allowed me to sharpen my technical skills while weaving them into an enthralling narrative.