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Coursework and Group Projects
Finding signals in data to distinguish leisure, business and bleisure travel for Hilton Hotels using Adobe Analytics
Adobe Customer Journey Analytics
Business Objective: Identify behavioral signals to segment traveler intent (business, leisure, bleisure) and recommend digital experience optimizations for Hilton’s digital properties.
Dataset: Proprietary Hilton digital interaction data spanning January 2021 – October 2022.
Analytical Leadership Approach:
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Designed a segmentation framework by integrating behavioral, demographic, and device-level variables including:
• Session frequency and duration
• Membership tier status
• Booking attributes (e.g., number of children, nights booked)
• Device and platform usage trends -
Applied rule-based logic and exploratory data analysis to isolate high-confidence indicators of trip purpose.
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Led stakeholder discussions to translate insights into product strategy for Hilton’s digital teams.
Strategic Insights & Impact:
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Key Signal 1: Number of children = 0 identified as a reliable proxy for business or bleisure travelers; combining this with length-of-stay further improved accuracy.
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Key Signal 2: Shorter session times and lower interaction depth on Hilton's business-focused pages indicated intent-driven visits (e.g., meetings, conferences).
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*Leisure travelers exhibited higher interaction with events, amenities, and reservation customizations.
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Informed personalization and targeting strategies across Hilton’s web and mobile channels, with potential to increase conversion and enhance guest experience across travel types.
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Tariff Barrier Analysis of Automobile Export from India
Excel, World Trade Organisation Tariff Analysis, TradeMap, WITS database
Business Objective: Identify and mitigate tariff and non-tariff barriers to expand India’s automobile exports in line with national trade policy goals.
Scope & Dataset: Analyzed global trade flows of 10,000+ products across 220 countries using multi-frequency data (monthly, quarterly, yearly) from three trade databases.
Leadership Challenges:
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Harmonized disparate datasets and resolved schema conflicts across trade balance, export volume, world rankings, and tariff profiles.
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Balanced economic, political, and regulatory trade-offs to narrow down high-impact markets.
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Synthesized quantitative analysis into actionable recommendations for stakeholders in industry and government.
Key Outcomes:
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Identified Argentina, Philippines, Mexico, and Australia as top-priority destinations for export or joint ventures based on demand growth and tariff positioning.
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Delivered four strategic policy recommendations to government bodies to leverage unutilized tariff concessions, strengthen bilateral trade relations, and streamline customs infrastructure.
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Positioned findings to support national export diversification and industrial growth initiatives under India's global trade vision.
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