Projects
SMART TARGETING AND ROI OPTIMIZATION IN MARKETING CAMPAIGNS
I led this capstone project to help marketers predict which customers are most likely to respond and how to target them more efficiently. We combined logistic regression, clustering, and ROI simulation to build a multi-layered strategy that improved campaign ROI by over 7900% through smart segmentation and loyalty modeling.
Dunkin Donuts Drive thru and In Store Operations
I worked on a simulation-based analysis to optimize staffing and reduce customer wait times at Dunkin Donuts. Using JaamSim, we modeled both drive-thru and in-store processes, identifying key bottlenecks and testing solutions in a virtual environment.
By adding a second employee at the drive-thru ordering station — the system’s biggest bottleneck — we saw a 33% reduction in queue length and a 74% boost in employee utilization, ultimately increasing throughput, customer satisfaction, and cost-efficiency.
Argentina Market Expansion Feasibility Study
As part of a global expansion assessment, I analyzed Argentina’s macroeconomic environment to evaluate whether it was a viable market for business entry.
We studied key indicators like inflation, interest rates, exchange rate volatility, unemployment trends, and Argentina’s position in the MERCOSUR alliance. While the country showed promise in human development and education levels, its high inflation, economic instability, and repressed economic freedom posed major risks.
Outcome: Based on our findings, we recommended postponing expansion into Argentina and proposed ongoing economic monitoring for future entry potential.
