Assoc. Data & Technology Director

### ✍ **Project Overview**

Effective digital marketing campaigns are driven by data and insights that are reliable and easy to understand. Marketers need a simple solution which gives them a detailed view of their audiences with actionable insights around how to use them and where to use them. I was tasked to build a solution with my team to cater to this need.

This led to the development of a platform that lets marketers use their website, app, or 1st party data to create easy to understand audiences for reporting and advertising purposes. All within a matter of minutes instead of months - helping marketers make more informed decisions faster.

### 🏃 **Enter Limbic**

Limbic is an intuitive tool that acts as an enabler for complex audience experiences and customer journey reporting. It comes with powerful measurement capabilities that will enable marketers to gain a far deeper understanding of their users, their behaviours, their interests, and their propensity to take meaningful actions. As an AI driven platform that handles all of the heavy lifting on a marketers behalf, it is a turnkey solution that requires very little human involvement to do its job. Limbic lets marketers free up their time so they can focus on making more of an impact in other key areas of the marketing team.

### 🔒 **Privacy First**

Limbic has been built to work with pseudo-anonymised data only. Making it one of the most secure and superior options available. Marketers can rest easy knowing that they're using a system that is compliant with strict data privacy laws. This gives marketers the freedom to create safe, reliable, and rich audience segments for their advertising and reporting needs.

### 📐 **Enabling Personalization At Scale**

With Limbic, marketers can improve your overall marketing customer experience through personalisation and remarketing with all major digital marketing platforms. They'll gain a better understanding of which experiences resonate best with their customers to inform their future personalisation strategies. Marketers use the Limbic API to serve rich customer experiences on their website or app. With the API, marketers can get information about a user’s interests and propensity to convert, and use it to deliver personalised content in real-time.

This means that Limbic gives marketers the power to serve their audiences a specific creative set, and then continue the conversation after they’ve engaged - without losing any of the context between ad and destination. A true enabler for private personalized experiences that help marketers connect with their users in more meaningful ways.

### 📚 **We Learned**

1. How to create a very efficient and cost-effective AI-powered audience platform.
2. How to use more techinical features for popular advertising and analytics platforms.
3. How to distribute 1st-party pseudo-anonymised data to multiple platforms.
4. How to build a web crawler that detects a page or websites affinity by using Computer Vision and Natural Language Processing.
5. How to analyze user behaviours.
6. How to build propensity models.
7. How to categorize interest segmentats.
8. How to carry out personalization at scale.
9. How to create a commercial strategy for an AI-based audience platform.
10. And much more...

AKQA

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Product Development

Limbic

### ✍ **Project Overview**

Unilever had an eCommerce app for wholesalers in their SEA and India markets. Unilever approached my team at AKQA to help them upgrade the existing analytics setup for this app from Firebase Analytics to Google Analytics. I was tasked to lead the project and ensure the client had a successful rollout.

My team and I hosted workshops with the regional development leads to get an understanding of what they needed to track and how they needed their data to be reported. We managed to work compile and work through a set of templates where we mapped the old data and its format to the format we would require for their new reporting tools.

We had initially begun the project with the intention to upgrade to Universal Analytics, but Google had release GA4 around the same time we were making our decision. We opted to switch to GA4 for the entire rollout (App + Website) once we determined the features would be best suited to what we wanted to achieve as an outcome for the project.

We managed to successfully help Unilever upgrade their analytics to GA4, and also managed to get enhanced eCommerce features implemented as well. These were previously left out as the previous team who consulted to Unilever didn't have the right expertise to incorporate the features.

Finally, once GA4 was implemented, we shifted our focus towards integrating external platforms with GA4 to help enhance the reports Unilever were compiling. This included integrating some CRM and personalization tools.

The final piece of the puzzle was to link all data to Unilever's data warehouse, and to create real-time dashboards using popular BI tools. These reports helped increase efficiencies and cut down reporting times for Unilever by a significant amount.

### 📚 **We Learned**

1. How to implement GA4 for SPA's and PWA's.
2. How to integrate popular CRM's with Analytics reporting flows.
3. How to link BigQuery to GA4.
4. How to merge different data sources to create a single source of truth for reporting.
5. How to create real-time dashboard solutions at scale.
6. And much more...

Unilever

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Analytics

Analytics Upgrade

Digital Operations Manager

### ✍ **Project Overview**

Peerview is an incredibly versatile reporting tool I developed with my team at Freshive. It users real customer reviews to generate meaningful data which brands can leverage to improve their business. I helped identify new data points which could be incorporated into and analysed with this tool. I also consulted on the user experience and on the designs for the back-end of the reporting system.

Users would purchase a products and be prompted to complete a review after a few weeks of ownership. Once the customer has completed the purchase experience survey, they were then prompted to complete a product survey after they had experienced the product for a period of time. This data would then stream into our platform in real-time, helping us make critical decisions for the brand. As an example of the power of this platform, we were eventually able to track a users entire purchase journey.

We could tell whether they booked a test drive, where they completed the form (Facebook Ads or Web Property), when they completed the form, whether they test drove the vehicle, whether they bought the same vehicle they booked, whether they previously owned a vehicle, which dealer they interacted with, and much much more.

KIA Motors

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Peerview

### ✍ **Project Overview**

Our client was struggling to convert users with their existing web properties. These web properties included a dedicated mobi website and a dedicated desktop website.

I presented a new wizard-type solution to my team in an effort to modernise the clients web properties, and to help increase web conversions. We identified one of the struggles to be a form which seemed endless when filling out. Our solution was to break this form into guided steps to help with the user experience. We wanted users to feel as though they were going on a journey, and not just filling out a form.

This was the basis for the Clientèle Cares platform.

Clientèle

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Clientèle Cares

### ✍ **Project Overview**

KIA South Africa were looking to revamp their existing Parts & Accessories e-commerce website. I built this website as one of my first projects at Freshive. I improved the user experience by breaking the Parts & Accessories into easy to navigate sections. I implemented bundled service kits as well, using popular parts and accessories which were frequently bought by users. I also implemented live chat so users could have their queries attended to in real-time. They could alternatively fill out enquiry forms for parts and accessories. This has helped increase sales via web queries tremendously.

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Website Development

KIA Parts Website

Media & Search Specialist

### ✍ **Project Overview**

This campaign was a global campaign which we localised in South Africa. It celebrated Under Armour's female athletes by using visual techniques and poetic odes to elevate their athletic performance. The goal was to elevate Under Armour's athletes and inspire all females to be UNLIKE ANY. We localised this campaign in South Africa and went on a mission to find local ambassadors for the brand. We managed to acquire 3 incredibly strong candidates - Teal Hogg (Winner), Ade van Heerden, and Koinonia Baloyi.

Under Armour

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Paid Media

Unlike Any

### ✍ **Project Overview**

This idea sprung up when the Proactive Ideas Crew went and had a night out on the town. We were walking through the streets of Cape Town at night and were staggered by the homeless situation around us.

Doorways on the streets were filled with sometimes more than 5 people at a time. We decided that we wanted to use our skills to help raise awareness around the situation and get people to start helping out. We wanted to build a property site modeled off of the Airbnb design, where users would browse for a new place to stay. Each property image showcased a different doorway. Each property also had their own unique list of features. All of these properties would be listed for free.

Instead of being able to book a room or rent a home, the user was met with the story of the person who was living in the doorway being advertised. They would also be met with the option to either donate or volunteer.

NXT\ Digital Innovation

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Proactive Idea

Homeless

### ✍ **Project Overview**

My Proactive Ideas Crew and I were working late one evening. We were brainstorming random ideas which we thought would be really fun to execute. This was one of the ideas which sprung up from this late night session. We wanted to increase the blood donor count in the Western Cape using only organic media and our blood donors app. We wanted existing donors to invite their friends to donate blood using a unique code generated by the user. This would be the beginning of their bloodline.

Users would be split into 3 tiers. The first tier was reserved for users you managed to sign up directly. The second tier was reserved for users who your direct affiliates had signed up as blood donors. The third tier was reserved for users who were signed up by your second tier affiliates. This 3 tier system was the basic outline for the bloodline.

Unfortunately this idea was never implemented due to budget constraints.

Project Experience

Some of my favourite projects I'm proud to have worked on