Technical Projects & Presentations
Below are selected projects that showcase my work in strategic marketing, campaign development, analytics, and data-informed decision making.
TRI Google Ads Optimization & Campaign Strategy Grad Capstone Project (Fall 2025 - Present)
For my client project with the Trauma Resource Institute (TRI), I am leading the development and optimization of Google Ads campaigns to improve lead generation and maximize the impact of the Google Ads grant.
This work involves auditing historical campaign performance, restructuring campaigns based on user intent, and aligning keywords, ad copy, and landing pages to drive higher-quality conversions.
Group 7 Final Capstone Presentation
Data Analysis Project: Exploratory Data & Insights (Fall 2024)
I led the sourcing and development of a dataset-driven analysis project using R and Quarto. I independently identified and curated a real-world animal shelter dataset, then collaborated with my team to clean, analyze, and interpret the data to uncover meaningful insights.
This project focused on understanding the factors that influence animal adoption outcomes. Through data preparation, feature engineering, and statistical analysis, I examined how variables such as breed type, intake condition, age, and intake source impact the likelihood of adoption.
The analysis included exploratory data analysis, correlation analysis, and logistic regression modeling. During modeling, I identified multicollinearity issues across predictors, which informed how results were interpreted.
Beyond Meat: Digital Marketing & Competitive Strategy Analysis (Fall 2025)
In this project, I analyzed how Beyond Meat can shift consumer behavior and increase adoption of plant-based alternatives through targeted digital marketing and strategic positioning.
I focused specifically on evaluating digital marketing practices and the competitive landscape, identifying how Beyond Meat can compete against both traditional meat products and other plant-based brands through pricing, messaging, and channel strategy.
Building on consumer behavior frameworks, I explored how marketing tactics such as search ads, retail media, and social content can influence perception, reduce adoption barriers, and drive repeat purchase behavior.
Demand Forecasting with Regression & Machine Learning in the Construction Industry (Spring 2025)
This project explores demand forecasting in a construction machinery context using both traditional statistical models and advanced machine learning techniques.
Based on a real-world study, I analyzed how different modeling approaches-including linear regression, nonlinear regression, artificial neural networks (ANN), and support vector regression (SVR)-perform in predicting spare parts demand.
The analysis integrates multiple data sources, including historical ERP sales data, global machinery sales trends, exchange rates, and engineered variables such as a monthly impact rate to capture seasonality and demand fluctuations.
AI Construction by Angela Qian
Dave’s Hot Chicken Marketing Campaign (Fall 2024)
This project presents an integrated marketing campaign strategy for Dave’s Hot Chicken, focused on expanding brand reach while maintaining its authentic, high-engagement social media presence.
The campaign combines organic social media growth, paid advertising, and brand experience strategies to strengthen customer engagement and drive long-term brand loyalty.