This project examines a A/B testing case to demonstrate how data analysis provides a scientific basis for marketing strategy decisions. The core objective of the project is to evaluate the effectiveness of two marketing strategies in enhancing ad click-through rates (CTR) against a control group. Through rigorous data cleaning, sample size validation, and statistical hypothesis testing, the optimal strategy (Strategy 2) was identified. This strategy significantly increased the CTR by approximately 1.36 percentage points (a relative increase of about 108.68%), providing clear direction for business growth.

Based on a public department store dataset, this project systematically practices the entire data analysis process for customer segmentation. The goal is to gain in-depth insights into the customer composition of the department store, evaluate the impact of customers at different levels on sales performance, and thereby improve customer retention rate and consumption conversion rate to optimise the overall business performance of the store. In the project, I fully implemented data cleaning, K-Means clustering analysis based on the improved LRFMPSX model, and proposed targeted marketing strategies according to the characteristics of different customer groups. This project fully covers the entire process from data preprocessing and model construction to business interpretation.

From imagination sparked by a textbook article to the physical exploration of classical Chinese gardens of the Jiangnan region, this essay documents my personal journey through nine renowned gardens in Wuxi, Suzhou, Yangzhou and Nanjing. Walking along winding bridges and through artificial hills, I experienced the authentic scale and texture of these gardens, gaining insights into the ancient Chinese philosophy of the "Harmony between humans and nature" where painting-like scenery, the elegance of nature, and the philosophy of life are masterfully blended.

By learning Tableau, I successfully created my first data visualisation dashboard. The article outlines the steps of data preparation, exploration of dimensions and measures, chart selection, interactive dashboard creation and beautification. My core gains include the ability to ask key business questions, maintaining a balance between logic and aesthetics and gaining a deep understanding of interactive design. I believe that transforming data into clear insights is extremely valuable in the modern workplace.