🌐 Omnichannel Market Expansion
Client: Stanley Black & Decker (DeWalt)
Duration: Jan 2021 – Feb 2022
Tools: Python, SQL, MySQL, R, Tableau, Excel, NumPy, PyTorch, Alibaba
📌 Project Outcome
- Supported DeWalt’s China expansion via data-driven analysis of market positioning and marketing strategy using the 4P marketing mix.
- Enabled competitive benchmarking, pricing refinement, and omnichannel strategy optimization.
- Drove a 13.5% revenue increase during major sales events (618 and Double 11) by enhancing promotional timing and channel mix.
🧠 Responsibilities & Techniques
📊 Data Engineering & Modeling
- Processed 3+ years of Taobao transaction data across 13 product categories.
- Built predictive models (e.g. Linear Regression) to evaluate promotion effectiveness and seasonal lift.
- Applied feature engineering and clustering techniques to reveal user segments and trends.
🏗️ Data Infrastructure & BI
- Co-developed a centralized data warehouse for real-time access.
- Created automated dashboards in Power BI and Excel to monitor KPIs, pricing, and category trends.
- Delivered high-speed decision support using SQL and PivotTable reporting.
🛠️ Product & Market Analysis
- Conducted Product Evaluation to categorize items by:
- Sales growth
- GMV contribution
- Profitability
- Traffic generation
- Stock status
- Performed Competitor Benchmarking:
- Assessed price range and feature set differences across top players (Stanley, DeWalt, Black + Decker, etc.)
- Identified gaps in product mix and pricing across categories like drills and tool kits
- Applied Market Segmentation to:
- Evaluate category-level growth and concentration
- Guide marketing spend and inventory allocation
📈 Key Insights & Recommendations
- Optimized marketing strategy using GMV/Sales quadrant mapping for each product category.
- Product Gap Analysis revealed pricing opportunities and inventory inefficiencies.
- Promotional Planning improved conversion using keyword-specific CTR and creative testing via Tmall BrandZone.
🖼️ Visuals & Deep-Dive Slides
🔗 GitHub Repository
Explore the source code and documentation for the Othello Game: