Turning consumer behaviour data into marketing decisions teams can act on.

Recent engagements. All client work is carried out as an independent consultant.

1. 01 / 04

   Sony Group Corporation

   Consumer electronics·Independent contract · April 2026 – present·SQL · Databricks · Python · Factor analysis

   The challenge

   A business unit held large volumes of device and purchase log data, but had no reliable way to describe how customers actually used the product, and therefore no basis for deciding which behaviours its marketing should target.

   What I did

   • Built metrics for ongoing effectiveness measurement, developed as consumer behavior features. Identified segments via behavioral clustering on customer surveys, improving targeting precision.
   • Supported the design of survey scales for measuring customer motivation, and through analysis of the resulting data, revealed an objective, evidence-based picture of the customer journey.

   Outcome

   The business unit moved from planning on judgement to planning on evidence, with one set of measures both directing budget and testing afterwards whether it worked.

2. 02 / 04

   KURAND

   E-commerce · Sake·Independent consultant·Cluster analysis · Co-purchase analysis · CRM strategy

   The challenge

   A sake e-commerce brand wanted to build marketing capability in-house rather than keep buying analysis. Its customer segments no longer matched how people actually bought, and no one on the team could tell that from the data.

   What I did

   • Ran cluster and co-purchase analysis on customer data to find the groups that genuinely existed.
   • Translated the findings into customer personas the team could work with.
   • Coached the marketing team on reading customer data themselves, so the next analysis would not need me.

   Outcome

   The new personas broadened the sales strategy, and the team came away able to interpret its own customer data rather than waiting for the next report.

3. 03 / 04

   Sola of America, Inc.

   Gaming · Mobile · VR·Independent consultant·Google Ads · Influencer strategy · Short-form video

   The challenge

   A Japanese studio needed to reach a US audience across two products, a mobile app and a VR game launching on Steam, in a market where discovery runs through creators rather than paid media.

   What I did

   • Ran Google Ads and directed social media strategy for the mobile app.
   • Led an organic influencer campaign for the North American Steam launch of the VR title.
   • Secured partnerships with around twenty US-based YouTube and TikTok creators through direct outreach.

   Outcome

   Over 30,000 views in two and a half months, entirely organic and with no advertising spend, together with a feature placement on SideQuest.

4. 04 / 04

   SoftBank Group Corp. — Axross Recipe

   Technical education·Independent contract·Machine learning · Data science · Technical writing

   The challenge

   Working professionals learning machine learning and data science can find plenty of material explaining how a method works, and very little explaining what it is worth once applied to a business.

   What I did

   • Wrote educational content and technical articles on machine learning, data science and AI for the Axross Recipe platform.
   • Used a background in consumer psychology to carry each method through to the business insight it produces, rather than stopping at the technique.

   Outcome

   Consistently among the platform’s top contributors, with strong feedback from a broad subscriber base.