Work
The professional side — six years of product, marketing, and newsroom analytics at the Star Tribune. Most of it is internal and confidential, so it's described rather than shown.
New Subscriber Paths
A newsroom metric I co-created at the Star Tribune to measure which content actually drives subscriptions — not just clicks, but the stories that move a reader to pay.
Changed how News and Analytics talk about value, and contributed ~$1M in annual subscriber revenue added above predictions each month. The writeup covers how the metric works, why it tracks conversion better than session volume, and how it reshaped the News × Analytics partnership.
Did we cover it? A search gap detector
A pipeline that flags rising Google searches, checks whether your newsroom covered the topic, and measures the timing gap if it did. Trend detection in Python; article matching via a two-stage Jaccard pre-filter into Snowflake Cortex.
A self-directed engineering project, fully shown. The writeup covers the detection logic, the matcher, a false-positive case study, and how to wire the pipeline into your own newsroom's GSC and CMS.
A/B and personalization testing — 6× lift in mobile purchases from a paywall targeting and trigger test, 58% conversion-rate increase on a Presidents Day sale campaign test
Authoring the semantic layer with standard business and relationship definitions; enabling natural language querying of the data warehouse
Rebuilt site analytics 2 times with zero reporting gaps across a full redesign and system migrations (Adobe -> UA -> GA4)