Roman Wu
Roman Wu

TD Bank Campaign Analysis

Power BI Dashboard & Executive Report
A comprehensive Power BI dashboard analyzing 45,000+ customer interactions for a term deposit marketing campaign. Identified high-conversion segments and delivered actionable recommendations that could improve campaign ROI by 30+ percentage points.
TD Bank Power BI Dashboard Overview
Overview dashboard showing KPIs, success rates by segment, and monthly trends

Business Impact

  • 11.70% baseline conversion identified across 45,211 customer contacts
  • 42.42% conversion discovered in optimal segment (Seniors 60+ without loans)
  • 40% waste reduction by capping contact attempts at 3 per customer
  • 2.5x efficiency gains by focusing on high-conversion months (Mar/Sep/Oct/Dec)

Technical Execution

Interactive Dashboard

Built interactive dashboards with drill-through capabilities across demographics, financial product ownership, and temporal patterns. The Overview page surfaces KPIs while the Details page enables deep-dive analysis by any dimension.

TD Bank Campaign Analysis preview

Key Factor Decomposition

Implemented a decomposition tree visualization to identify the precise combination of factors driving conversion: education level → marital status → contact method → outcome. This revealed that tertiary-educated, divorced customers contacted by telephone had the highest success rates.

Methodology

  • Data Validation: Verified conversion counts, success rates, and category totals against source data
  • Missing Data Handling: Retained "unknown" values as separate category for transparency
  • Outlier Treatment: Preserved high-balance outliers as they represent valuable customers
  • Statistical Rigor: Recommended n≥200 threshold for segment-level decisions

Sales Performance Dashboard

Power BI Practice Project
An interactive sales analytics dashboard built to demonstrate data visualization and business intelligence skills. Features dynamic filtering, trend analysis, and performance metrics.

Interactive Dashboard

Explore the dashboard below to analyze sales performance across different dimensions. Use the filters and drill-through capabilities to discover insights.

Sales Analysis Dashboard preview

Gemini Enhancer (Chrome Extension)

GitHub: roman-y-wu/Gemini-Enhancer
A Chrome extension that enhances your experience with Gemini (gemini.google.com) by adding a follow-up button and custom slash commands. Select text to quickly insert citations, or type / in chat to use or create custom prompt shortcuts. All data is stored locally and never leaves your device.

Key Features

  • Contextual Follow-up: One-click citation system for seamless multi-turn conversations.
  • Shortcut Architecture: Extensible slash-command system using / trigger.
  • Local-First Privacy: Zero-telemetry design with 100% local data persistence.
  • Adaptive UI: Real-time theme syncing with Gemini's interface states.

Installation

  1. Clone the source repository.
  2. Navigate to chrome://extensions/ and enable Developer Mode.
  3. Select "Load unpacked" and point to the Chrome distribution folder.

WhiteCap ERP

Full-stack Solution @ McKeil Marine
A comprehensive Enterprise Resource Planning system for marine logistics, focusing on real-time trip management and financial reporting.

Technical Execution

We utilized a customized Material UI implementation to handle complex data entry patterns. The architecture prioritizes a "native-feel" UI that reduces cognitive load for shore staff.

Data Flow Logic

The system relies on high-performance SQL stored procedures, bridged by an asynchronous JavaScript layer. This ensures that massive logistics datasets remain reactive and consistent across the distributed user base.

Outcome

Operational Efficiency

The final product consolidated fragmented workflows into a single, high-velocity application, significantly reducing the processing time for vessel trip cycles.