Data Analysis & SQL

2012-2014 - Hailo (ridesharing app)


Hailo was a small startup without many pre-existing dashboards for reporting on marketing campaigns. As such, I stepped in to become the North America marketing team's go-to data person. I taught myself basic SQL to define customer segments and pull reports, combining data from Hailo’s internal database with other sources (i.e. Mixpanel, Google Analytics, TW/FB ads) to create easy-to-read dashboards and reports. It was surprisingly fun!

A few queries I relied on:

  • Weekly active passengers - for general reporting.

  • Inactive drivers - to target reactivation messages.

  • “Twitter totals” - cost per acquisition, from a click on a promoted tweet through first completed ride.

  • “PROMO HOUNDS” - users whose behavior suggested abuse of promo codes, to help identify and stop fraud.

Skills: Mixpanel, Google Analytics,, SQL, Excel.