TD Bank | Data Visualization Lab
I spent two years leading the data visualization efforts for an advanced analytics team in the marketing department at TD Bank. Our department consisted of 15 data scientists, physicists and software engineers dedicated to helping the bank find patterns in customer data. While my colleagues focused on machine learning models, I designed and built data visualization tools, Tableau dashboards and short videos that helped marketing planners interpret the story behind the data. I worked on dozens of projects. Here is a random sample of artifacts that I can share.
"Grand Champion", 2017 Think Digital Tech Jam
"Best In Show", 2017 Marketing Analytics Solutions Fair
"Team of Distinction", 2017 TD's Got Talent Award
Category Corporate & Data Visualization
Date November 2016 to February 2019
Our team was responsible for all the machine learning models used to determine marketing campaign lists, next best action recommendation engines, and various other use cases. Before I joined, all information about these models was stored in an Excel document. We were constantly fielding questions from stakeholders about model performance and other details. We decided to build an internal web app called Modelpedia to democratize this information.
Marketing Message Audience Estimator
This is a simple tool for marketing planners to estimate the number of customers in each demographic segment that their message will resonate with. It uses data from various sources to calculate the potential "bang for your buck" and visualize the results.
With access to the income and spending data of nearly one third of all Canadians, we had the opportunity to explore the financial profiles of many different segments of the population. For this income volatility study, I designed and programmed a small web app that visualizes the flow of funds for people with especially volatile incomes using a custom Sankey diagram.
TD has more than a thousand branches across Canada. Most of them are clustered within cities that are spread apart from each other, geographically speaking. This makes it difficult to create an overview map to compare branch performance across the whole country in a single view. The branches that are close to each other overlap and become indistinguishable. And there is a lot of wasted screen real estate in the lower populated regions. We developed a cartogram algorithm to redraw the branch map that preserves the geographical relationships while still making each branch visible. Then we built a Tableau app using this new layout to explore which branches are most effective at following up on sales leads. With this new layout, it is much easier to identify the high performers and compare them to their neighboring branches.
Customer Service Chat Analtyics
A classic word tree using customer service chat transcripts. Here are all the conversations in our corpus that begin with the word, "Hello".
Financial Confidence Survey Results
Ipsos Reid did a survey asking Canadians what factors contribute to their sense of financial confidence. My team developed this web app to visualize the results.
Floor map redesign
This is kind of silly, but the floor map on the wall near the elevator was an information design nightmare. My version reduced the amount of time it took to find a meeting room by 75%.