Melbourne-based analytics, data products and applied AI grounded in 10+ years of commercial experience.
Commercial Analytics.
All insightsMost of my career has been spent working out why a number moved. At Nielsen that meant scan and panel data for FMCG clients, at Bakers Delight it was category, pricing and campaign analysis across a network of around 700 bakeries, and at BIC it was range reviews, pricing and the occasional product that fell off a cliff. The work is usually the same underneath: a headline result arrives, someone wants to know what to do about it, and the useful part is separating the result from its cause before anyone acts on it.
How I Worked Out Which Marketing Campaigns Were Actually IncrementalAt Bakers Delight, bread campaigns produced limited incremental growth, while pizza and scone promotions changed transaction size and delivered stronger uplift.
Read article ⟶
A Sales Decline Is Not a DiagnosisSales falling is a result, not an explanation. Start with distribution, rate of sale, price, product mix and the wider category.
Read article ⟶
How Lego’s Range Has Changed Since 2005Since 2005, Lego has tripled the number of sets it launches each year, while the catalogue has shifted towards larger, higher-priced adult and licensed products. Brickset data makes the range change visible, although it cannot show which shift contributed most to revenue growth.
Read article ⟶
How Three Datasets Helped Reverse a 48% Product DeclineA core product range declined 48% in one month. No single dataset could explain why. Here’s how combining scan data, consumer panels and custom research identified the root cause and helped return the range to 18% growth the following year.
Read article ⟶