Hello!

My name is Adam. I graduated from Ryerson University with a degree in International Economics and Finance.

I am currently working as a Senior Analyst - Audience Segmentation in the E-commerce and Media division of Canada's largest grocery retailer - Loblaw. My mission is to build the best audience planning and segmentation strategy that provides the most personalized experience to all of our customers through a hollistic and 360-degree view of them.

What do I mean by 360-degree view? I am referring to the data: our in-store and online purchase data, our loyalty engagement data (from the country's most active loyalty program - PC Optimum), our E-commerce digital activity data, our digital advertising campaign data, and more.

As someone who does not come from a traditional IT or science background, my journey to data science was not an entirely smooth ride. This is why I started this blog, to document my works, and to share my experience (Positives and Not-so-Positives) with data science.

If you are a recruiter, you can find my experience highlight in here.

My most recent update: New Chapter - Life at Loblaw