Abaid U.

Behavioural Data Scientist & Predictive Systems Engineer

May 2025 - Present • 1 yr 2 mos

I translate the complexities of Pestalozzi Digital’s data into high-fidelity strategic assets. My role is to bridge the gap between abstract mathematical theory and precise marketing execution. My Technical Focus: ◼ High-Dimensional Customer Mapping: I architect complex data schemas to map longitudinal customer journeys, transforming fragmented data points into a unified, granular view of the customer lifecycle. ◼ Stochastic & Predictive Modelling: I move beyond retrospective reporting to forecast conversion probabilities and optimize budget allocation. ◼ Algorithmic Attribution: I develop custom heuristic models and multivariate algorithms to quantify the exact value of every digital touchpoint, ensuring “gut feel” is replaced by statistical certainty. ◼ Advanced Statistical Rigor: I apply the same academic rigor found in university research to our clients’ datasets, ensuring every insight is backed by a $p$-value that guarantees significance. ✔ The Result: I provide Pestalozzi Digital with a mathematical infrastructure that turns raw data into a competitive advantage, ensuring our clients operate with surgical precision in a crowded market.

Healthcare Growth & Retention Analytics System — Quay Health

Dec 2025 - Mar 2026 • 3 mos

Engaged by an Australian healthcare clinic offering physiotherapy, massage, and osteopathy services to build a centralized analytics system that unified marketing and operational data into a single, automated reporting infrastructure. 🔰The core problem: Marketing spend had no direct line to client acquisition. Lead sources were invisible, retention was unmeasured, and decisions were made on assumptions rather than data. ✅What I delivered: 🔹Full data pipeline: CRM + Google Ads API → Google Apps Script → Google Sheets (staging) → BigQuery (warehouse) → Looker Studio (dashboard) 🔹SQL transformation logic in BigQuery using CTEs and scheduled queries 🔹Executive Looker Studio dashboard tracking CPL, ROAS, lead source breakdown, first-30-day client behavior, practitioner performance, and client reactivation after 12+ months 🔹Daily automated refresh — zero manual reporting Outcome: ✔ 21% reduction in unnecessary ad spend ✔ 15% increase in repeat bookings within the first two months ✔ Complete real-time visibility into marketing ROI, client retention, and team performance

BI Analytics Consultant — Power BI & API Data Pipeline

Apr 2025 - Jul 2025 • 3 mos

Formally engaged by Vinci Books Ltd (UK), a global publishing company managing 100+ authors across the US, UK, Australia, Canada, and Germany, to build a centralized intelligence system for tracking author royalties, ad spend, and profitability in real time. 🔰The client's core problem: Marketing decisions were being made on incomplete, delayed data with no visibility into ROAS, author-level profitability, or cross-country performance. What I delivered: 🔹End-to-end automated data pipeline: API extraction → Google Sheets (staging) → Power BI (modeling + visualization) 🔹Star schema data model with DAX measures for ROAS, profit, and period-over-period comparisons 🔹3 role-specific dashboards: Executive Summary, Author Performance, Country-Level Analysis 🔹Daily automated refresh — zero manual intervention ✔Outcome: Full visibility into royalties vs ad spend across 100+ authors and 6 markets. System actively used by executives, advertisers, and authors for daily decision-making.