PETER SARPONG

Results-driven Marketing Analyst with hands-on experience in data analysis, dashboard creation, and client-facing roles in banking and healthcare sectors. Proficient in utilizing R, SQL, Excel, and Power BI to transform raw data into actionable insights. Effective communicator with a track record of collaborating across technical and business teams to drive decision-making and achieve marketing objectives. Skilled at prioritizing tasks, streamlining processes, and producing high-quality client-ready reports.

Traffic Accidents Analysis Dashboard Conducted statistical analysis on mental health data from 27,000+ Indian college students to identify key predictors of depression.
Built and compared logistic regression and boosted tree models, achieving 84% accuracy and 0.92 AUC.
Identified suicidal ideation, academic pressure, and financial stress as top predictors.
Recommended interventions to improve student retention and well-being.
Applied STP and consumer-centric frameworks to evaluate Apple’s product evolution and branding strategy.
Assessed the role of design simplicity, product ecosystem, and emotional branding in customer loyalty.
Proposed ethical enhancements in digital transparency and supply chain visibility to strengthen Apple’s global compliance image.

Course Projects:

FIFA 22 Data Analytics Project – Regression & Predictive Modeling

Built regression models in R to predict player ratings based on market value; achieved R² of 0.32 with significant predictors.

Created visuals with ggplot2 and summarytools to summarize trends and communicate findings to non-technical audiences.

Tools Used: Tableau, Excel, Python and R (data prep)
Sector: Public Safety / Transportation Analytics

Analyzed over 209,000 traffic crash records to understand accident patterns based on weather, lighting, and road conditions.
Created dashboards in Tableau to visualize fatality trends, road defects, and time-of-day crash distribution.
Recommended improvements to road lighting, intersection safety, and weather-specific driver education.

Predictive Analytics on Student Depression

Tools Used: R, Logistic Regression, Boosted Trees
Sector: Healthcare / Education / Mental Health

Strategic Marketing Analysis – Apple Inc.

Tools Used: Excel, PowerPoint, Strategic Frameworks
Sector: Marketing Analytics

• Recommendation letter

• Cleaned and analyzed over 200,000 rows of traffic accident data to uncover risk patterns, resulting in targeted safety recommendations.
• Resolved product issue through consumer testing.
• Collaborated with healthcare staff to build data visualizations that supported weekly operations meetings at Hawa Memorial Hospital.
• Acted as liaison between internal audit team and branch managers, translating audit results into actionable reports and presentations.
• Developed interactive dashboards using Power BI and Excel to visualize and monitor key performance indicators, including traffic accident patterns based on fatality rates by time of day, weather conditions, and road surfaces, utilizing a dataset of over 209,000 crash records. The insights supported strategic recommendations for improving public safety infrastructure and resource allocation.