Joon Han | Digital Diagnostics
Work That Diagnoses What Surface Metrics Miss
Each project starts with a business question, tests the data behind it, and ends with an insight that can support a decision.
Turning Campaign Metrics Into Budget Decisions
Python | Excel / Campaign Dataset | Budget Reallocation & Performance Review | Marketing Analytics
Which campaigns should receive more budget, less budget, or further review based on spend efficiency and conversion quality?
Increase Budget campaigns generated the strongest profit and ROAS signal
Reduce Budget campaigns showed clear budget risk with weak return efficiency
Platform analysis showed Facebook and TikTok as stronger scaling signals while LinkedIn carried the highest risk
Published · 2 May 2026
Supporting Case Studies
Stability Over Speed
SQL | BigQuery | Tableau | Data Pipeline
When two economies show similar GDP rebounds, which one is actually stronger?
Five economies. Six years of data. Singapore: 9.75% GDP rebound in 2021.
Recovery speed and stability are not the same thing.
Published · February 2026
What Traffic Volume Was Hiding
BigQuery SQL | GA4 Ecommerce | Funnel Analysis | Acquisition Quality
Was the biggest traffic source also the best one?
Google organic led on volume. Direct and referral led on purchase efficiency.
Traffic scale and traffic quality did not move together.
Published · 14 Apr 2026