Predicted Player Value Models
Built and maintain predicted player value models used by the marketing team at PokerStars to assess acquisition quality, forecast campaign ROI, and optimise investment decisions.
Data Analyst
Kai Jones
Leeds, United Kingdom
Turning large-scale behavioural data into insight that drives acquisition, retention, and commercial performance.
About
Analytical data analyst with over 9 years of experience across marketing, product, and commercial analytics. Skilled in SQL, Power BI, MicroStrategy, and large-scale behavioural datasets, with a strong track record of transforming complex data into actionable insight. Experienced in building dashboards, developing predicted value reporting, measuring campaign effectiveness, and supporting data-driven decisions that improve acquisition, retention, and commercial performance.
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Years experience
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Industries — iGaming & digital marketing
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Core tools & platforms
Experience
Marketing Insights Analyst
July 2024 — PresentPokerStars
- Deliver actionable insights through Power BI dashboards and SQL analysis of large player datasets, measuring campaign effectiveness and tracking player behaviour.
- Built and maintain predicted player value models used by the marketing team to assess acquisition quality, forecast campaign ROI, and optimise investment decisions.
- Run ad hoc deep dives to improve customer acquisition and retention strategies, refining reporting processes in collaboration with stakeholders.
- Develop and maintain Power BI dashboards tracking key metrics, new player behaviour, and campaign effectiveness across channels and regions.
Product Analyst
Sept 2021 — June 2024PokerStars
- Delivered both quick-turnaround insights and in-depth behavioural analyses to inform product development.
- Built, automated, and maintained business and team KPI reporting, increasing efficiency and freeing resources for deeper analysis.
- Extracted and visualised data using SQL, MicroStrategy, Snowplow, Databricks, and PowerPoint.
Data & Insights Analyst (progressed from Apprentice)
Aug 2017 — Sept 2021twentysix digital
- Progressed from Apprentice to Data & Insights Analyst over four years within the Data Science team.
- Delivered insights from Google Analytics, marketing statistics, and offline sales data using SQL, R, and Google Data Studio.
- Developed dashboards, conducted ad hoc analyses, and supported A/B and multivariate testing to drive data-led decision-making.
- Took ownership of client workloads and contributed across multiple projects.
Skills
Languages & Querying
Visualization & Reporting
Data & Analytics Platforms
Analysis & Modelling
Highlights
KPI Reporting Automation
Built, automated, and maintained business and team KPI reporting at PokerStars, increasing efficiency and freeing up time for deeper analysis.
Side Projects
Polite Carrot
Run an indie mobile games studio outside of data work, shipping six puzzle, racing, and simulation games across web, iOS, and Android.
Visit Polite Carrot →LotsOfCalcs.com
A free collection of everyday and business calculators — tax, mortgages, betting odds, unit conversion, and more — all running client-side in the browser.
Visit LotsOfCalcs →HTML Charts
41 free Chart.js charts built for dashboards — each one reads a data grid on the page and redraws itself, with no API calls and no data leaving the browser.
Visit HTML Charts →Education
Level 3 Apprenticeship, Digital Marketing
Aug 2017 — Nov 2018BCS, Leeds
Developed a foundation in the drivers of digital marketing analytics, including paid media planning and performance across Search, Social, and Display, alongside web and graphic design fundamentals.
Get in touch
Open to new opportunities and interesting data problems.