Data Analysis
Data cleaning, KPI tracking, trend analysis, customer segmentation, profitability analysis, retention analysis
London-based junior analyst portfolio
Matt Yu
Data analyst
turning messy commercial data into decisions people can act on.
I'm a Business Management graduate based in London, building practical data projects across SQL, Excel, Power Query and Power BI. My work focuses on cleaning data, identifying trends, building dashboards and turning analysis into clear recommendations for business, customer and operational decisions.
Open to junior analyst roles across insight, marketing, commercial and operations teams.
- 5
- portfolio case studies
- 2 yrs
- commercial data explored
- SQL + BI
- analysis toolkit
About
Business background with practical analytics projects.
I have a Business Management background and hands-on analytics experience through portfolio projects using SQL, Excel, Power Query and Power BI. I'm interested in e-commerce performance, customer behaviour, dashboard design, commercial insight and how clear analysis can support better business decision-making.
Skills
Analytical skills grouped around practical business work.
Tools
SQL, PostgreSQL, Excel, Power Query, Power BI, Python, Google Sheets, VS Code
Dashboarding
PivotTables, charts, Excel dashboards, Power BI dashboards, interactive filters, reporting
Business Insight
Customer behaviour, e-commerce performance, commercial recommendations, operational reporting, stakeholder communication
Featured Projects
Selected analysis projects with business context.
E-commerce Customer & Sales Analysis
PostgreSQL, SQL, ExcelAnalysed two years of transactional e-commerce data to understand customer lifetime value, churn, repeat purchases and revenue contribution.
Key insights
- Segmented customers by lifetime value
- Identified high-value customers driving most revenue
- Analysed churn and repeat purchase behaviour
Business value
Produced recommendations for retention, upselling and customer segmentation strategies.
Excel Superstore Sales Dashboard
Excel, PivotTables, Formulas, Data ValidationBuilt an interactive Excel dashboard to analyse sales performance, profitability and discount impact across products, states and time periods.
Key insights
- Compared sales and profit trends
- Identified high and low-performing product categories
- Analysed how discounting affected profitability
Business value
Helped turn retail data into clear commercial insights for pricing and profitability decisions.
Power BI Superstore Sales Performance Dashboard
Power BI, Power Query, DAX, Data ModellingRebuilt the Superstore sales analysis as an interactive Power BI report covering sales, profit, discount impact and regional performance.
Key insights
- Built KPI cards, slicers, drill-through pages, tooltips and navigation buttons
- Modelled a date table and created DAX measures for sales, profit, margin and shipping analysis
- Used maps, matrix tables and conditional formatting to highlight weak-margin areas
Business value
Turned spreadsheet-based sales reporting into a scalable BI dashboard for faster performance review and decision-making.
Digital Transaction Fraud SQL Project
SQL, PostgreSQL, VS CodeExplored digital transaction data to identify suspicious fraud patterns, high-risk payment channels and behavioural indicators.
Key insights
- Analysed fraud by payment channel and device type
- Identified customers and merchants linked to higher fraud activity
- Compared transaction velocity between legitimate and fraudulent activity
Business value
Showed how SQL can support fraud monitoring, risk detection and investigation prioritisation.
London Housing Market Analysis
Excel, Power Query, Power Pivot, Data VisualisationAnalysed London housing data to explore property prices, affordability, crime impact and housing demand.
Key insights
- Compared property prices against salary trends
- Analysed housing affordability by borough
- Explored the relationship between crime and property value
Business value
Presented complex market data in a clear format for buyers, investors and decision-makers.
Experience
Customer-facing and operations experience with analytical habits.
Warehouse Staff & Front of House
- Tracked stock, reservations, orders and service activity using Excel
- Reviewed sales patterns to support operational decision-making
- Identified customer demand trends during busy service periods
- Communicated updates clearly across fast-paced team environments
Customer Support Specialist
- Maintained accurate booking records and customer documentation
- Reviewed customer feedback to identify service trends
- Supported daily reporting on guest issues and activity
- Communicated findings clearly across internal departments
Volunteering Experience
Additional experience supporting analysis, events and communication.
E-commerce Marketing & Data Support
- Analysed Amazon sales, advertising and customer feedback data
- Supported product launch insight, listing optimisation and keyword review
- Identified customer segments, conversion issues and pricing opportunities
- Presented findings to improve product performance and campaign decisions
CG Representative & Dance Director
- Organised event schedules, attendance records and logistics
- Coordinated communication with students, staff and external groups
- Maintained planning documents and stakeholder follow-up
- Supported society activities, rehearsals and event delivery
Currently Learning
Areas I'm actively building.
Python for data analysis
Dashboard storytelling
AI prompting for analysis workflows
Codex and automation for productivity