Senior Data Analyst
Melbourne-based analytics, data products and applied AI grounded in 10+ years of commercial experience.
Joseph Saba: Analytics, Data Products and Applied AI
Analytics · Data Products · Applied AI
An independent analytics consultant and software builder with more than a decade of experience creating useful tools from complex commercial problems.
I’m a senior data analyst based in Melbourne. I’ve spent ten-plus years in commercial teams at Nielsen, Bakers Delight and BIC, working across FMCG and retail data: diagnosing why sales move, building reporting people trust, and turning repeat analysis into tools. Today I work independently on commercial analytics, dashboards, data products and practical AI workflows.
Selected work: LGA Language Explorer · Trading Performance · Revisi · SplitPea
Featured insights
Our Shopping List Thinks We Buy Toilet Paper Every Five Days
Data Quality
How I Replaced a Two-Day Monthly Report With Power BI
Dashboards & Decision Systems
Where SplitPea Fits Alongside GA4 and Microsoft Clarity
Work & Technology
I Built Pantrify in 15 Minutes Because I Refused to Pay $5 a Month for a Shopping List
Work & Technology
Keeping Brand Voice Consistent Gets Harder Than It Sounds
Work & Technology
The Best Thing AI Has Done for Me Is Let Me Be Bad at More Things
Work & Technology
Services / 01
What I do
Commercial analytics
Working out what’s actually moving sales, customers and products. I separate price, range, distribution and promotion effects before anyone decides what to fix.
Commercial analytics articlesDashboards & data products
Reporting built around a decision rather than a data dump. When the same analysis gets asked for twice, I turn it into a tool.
Dashboards and decision systems articlesApplied AI
Using AI to move faster without handing it the judgement: validation checks, adversarial test datasets, and clear points where a person signs off.
Practical AI for analysts articlesPublic data & demographics
ABS Census data harmonised across changing suburb and LGA boundaries, tracking Melbourne, Sydney and Brisbane over three editions.
Public data and demographics articlesCase studies / 02
All case studies Selected work
LGA Language Explorer
Public DataA searchable demographic report for any Australian suburb or LGA, built on 2011, 2016 and 2021 Census data harmonised onto consistent boundaries, with a 2026 projection.
Trading Performance
Analytics PlatformA Python and SQL analytics platform for testing whether trading performance comes from a repeatable edge or inconsistent execution.
Revisi
ProductA website auditor that crawls each page, evaluates copy against explicit brand voice criteria and prioritises what needs attention first.
SplitPea
ProductA lightweight A/B testing platform for small websites, with one-line installation, visual editing, conversion goals and clear experiment results.
Background / 03
Full background Experience
Self-Employed
Independent Data Consultant
Working independently across analysis, dashboards and data products.
BIC
Category Executive
Led commercial and performance analysis across sales, consumer, and market datasets, translating complex data into recommendations for marketing, sales, and leadership teams.
Bakers Delight
Category Insights Analyst
Helped build the reporting infrastructure behind a 700+ location network, working with data engineers on databases, Sisense dashboards, and automated reporting.
Nielsen
Client Service Executive → Senior Client Service Executive
Built my analytical foundation working across large retail and consumer datasets, helping major clients interpret performance, data methodology, and market trends.
Insights / 04
All 24 articles Latest writing
Our Shopping List Thinks We Buy Toilet Paper Every Five Days
Our grocery app's purchase history says we buy toilet paper every five days. What it really records is checkbox taps, and business data makes the same mistake.
How I Replaced a Two-Day Monthly Report With Power BI
How I replaced a two-day monthly Excel report with automated Power BI dashboards, cut maintenance and manual work, and got teams using it themselves.
Where SplitPea Fits Alongside GA4 and Microsoft Clarity
GA4 measures what happened and Clarity shows behaviour, but neither runs experiments. How SplitPea adds simple A/B testing for small websites.
I Built Pantrify in 15 Minutes Because I Refused to Pay $5 a Month for a Shopping List
My partner and I kept texting shopping lists back and forth. When shared-list apps wanted a subscription, I built Pantrify instead.