#1 My First BI Project - Project Overview

This is my very first Business Intelligence analysis project after pivoting from a 7-year career in eCommerce strategy to business intelligence. I wanted to get closer to the data, explore customer behavior on a deeper level, and build an analytical skillset using tools like SQL and Tableau.

But I also knew I had something unique to bring with me: years of experience understanding customers and crafting business strategies around their needs.

So, I started this BI portfolio project not just to prove I can write SQL queries or build dashboards — but to show how data can be transformed into actionable business strategy. And I wanted to do it using a real-world dataset, in a realistic business context.

📦 Project Background

This project is based on real transactional data from a medspa clinic located in Los Angeles. All personally identifiable information has been anonymized to protect customer privacy.

The dataset consists of:

• Invoices: Payments made by customers

• Visits: Appointment and service history

• Customer List: Demographic and profile information

The clinic is currently preparing for a rebranding initiative, with plans to re-engage former customers, attract new ones, and potentially expand to new cities across North America.

🎯 Project Goals

My focus is on three key objectives:

1. Behavioral Segmentation of Existing Customers
   Using SQL and Tableau, I will segment the current customer base based on behavioral patterns such as visit frequency, services used, and spending behavior.

2. Strategic Planning for Rebranding

   • Design tailored re-engagement campaigns for each customer segment

   • Identify traits of high-value customers to guide new customer acquisition strategies

3. Market Expansion Study
   Analyze geographic and behavioral data to propose where and how to open a new clinic location.

🛠️ Tools & Methods

• PostgreSQL: For querying, cleansing, and aggregating customer data

• Tableau: For visualizing behavioral patterns, segmentation, and geographic trends

• Business Strategy Frameworks: To interpret data-driven insights into real business actions

Stay tuned — in the next post, I’ll dive into the structure of the dataset and walk through my first step: segmenting customers based on their behavior using SQL and RFM analysis.