Data storytelling: how a dashboard changes a decision
July 14, 2026
The difference between analysis that gets nodded at and analysis that changes a decision is almost never the maths. It’s the story.
DATA & BUSINESS ANALYST
Hi, I’m Clare, a data & business analyst in Accra, Ghana. I design and optimise customer lifecycle campaigns on one of Africa’s biggest telecom networks, and build the dashboards and models that turn millions of rows into revenue, retention and ROI.
WHAT I DO
Acquisition, activation, retention and churn. I segment subscriber bases, diagnose engagement drivers and find the moments where the right offer changes behaviour.
Power BI dashboards that replace slow manual reporting with near real-time views of conversion and campaign performance, built for executives and analysts alike.
Targeting logic, offer design and segment definitions aligned with commercial priorities, then tested, measured and refined to lift conversion and reduce churn.
Predictive models in Python, R and SQL for segmentation, offer optimisation and forecasting, grounded in an MSc in Big Data Analytics.
SELECTED WORK
TELECOM · CAMPAIGN ANALYTICS
Profiling target segments and designing OBD, SMS and location-triggered campaigns for MTN Ghana’s 4G migration drive.
BUSINESS INTELLIGENCE
Automating lead KPI reporting into near real-time dashboards used by marketing and executive teams.
MACHINE LEARNING · AGRITECH
Predictive models on operational farm data that contributed to an estimated 15% yield increase across pilot farms.
MARKET INTELLIGENCE
Turning competitor activity, pricing dynamics and churn signals into business cases and go-to-market decisions.
ABOUT ME
BSc Computer Science at KNUST, an MSc in Big Data Analytics underway at the University of Ghana, and a Vice Chancellor’s Student Excellence Award along the way. I’ve been a Huawei ICT Competition global finalist, a TEDx lead curator and a Millennium Fellow. I bring all of it to how I read data and people.
FROM THE BLOG
The difference between analysis that gets nodded at and analysis that changes a decision is almost never the maths. It’s the story.
A rising churn number is a fever, not a diagnosis. The diagnosis lives one level down, in the lifecycle.
Most dashboards die of neglect, not of bad DAX. Five habits that decide whether yours becomes part of how a team works.
Whether it’s a churn problem, a campaign to optimise or a dashboard to build, let’s talk about what the numbers can do for you.