Spring 24' Internship at TRG

As my internship at TRG concluded this semester, I'd like to take a moment to reflect on my learnings at the company. My first corporate experience in the US was not only a breath of fresh air but the projects I got to work on were extremely rewarding and impactful. I was able to deliver actionable insights to my clients by harnessing the power of analytics.

Using forecasting techniques like Holt-Winters and SARIMAX models, I finally deployed my Marketing Mix Model - a machine learning model that precisely predicted the number of visits that our clients would obtain through advertising. I also created an optimization model in Python to showcase differences between the current condition and the desired outcomes of advertising campaigns. This helped the client use a more targeted approach to their marketing campaigns, allowing them gain a higher market share.

I also learned to design better workflows in Alteryx using geo tools, in order to automate data pulls from the servers and into Salesforce Marketing Cloud. I developed dashboards on Datorama to showcase Key Performance Indicators ( KPIs ) of multi-million dollar ad campaigns such as Impressions, CPM ( Clicks per Mille ), CTR (Click Through Rate ), Conversions and ROAS ( Return on Ad Spend ). This enabled clients to understand their ad performance and innovate strategies to refine their brand perception.

Last but not least, I'd like to thank Graeme Hamilton for his valuable guidance and mentorship during my internship. I am lucky to have worked, and learned, analytics and statistics from such a smart academic. My manager Theo Medeiros for giving me the opportunity and treating me as a regular team member despite only being an intern. I would also like to thank my colleague DeAnne Dato-on for helping me navigate the data landscape through her genius and my fellow interns who made this experience extremely fun and worthwhile.

I would also like to thank my project manager Manuel González, CSM , who taught me the importance of meticulous planning though sprint refinements, as the team transitioned from using JIRA to Asana. And finally Michael Stagner for providing valuable data resources and insights using Business Intelligence tools. His guidance was pivotal in developing the Marketing Mix Model.

Overall, my internship at TRG was a rewarding experience that not only enhanced my technical skills but also transformed me into a more proficient professional, adept at data analytics, data visualizations, machine learning and project management. More importantly, It made me realize the power of using analytics as a tool to derive value for any business as I seek to apply my experience and learnings from this internship to all aspects of my career.

#UTDMSBA #hireJSOM #JSOM #SpringInternship