LISA GIRARD, MA

I am a Data Scientist/Product Manager interested in digital music economies and culture, psychedelic-assisted therapy, and socio-cultural evolution in digital spaces. I am eager to use my passions, curiosity, creativity, and communications skills to explore how data can redefine socio-cultural relationships.

I am a curious life-long learner and critical thinker here to ask questions, find answers, solve problems, and tell stories. I am embracing the field of Data Science as I transition from a 30-year career in communications, including 20 years as digital marketing strategist, to learn how to gather, process, and tell the story that data holds.

I still like the oxford comma. Ask me about my Swatch collection.

I am a recent graduate of the Thinkful Data Science Flex Bootcamp, February, 2023.

Lisa Girard - digital marketing strategist

DATA PROJECTS

RADIO DATA IN A DIGITAL AGE

Tracking charting history on the Billboard Hot 100 chart

Standard A/B testing examining charting history of power gold hits from the 70s-90s compared to charting history of power gold hits released after 1999. Data analysis focused on if digital music content delivery made a difference in how long songs chart since the launching of Napster in 1999. 

Final results and recommendations related to:

  • Audience development
  • Marketing revenue and generation
  • Content distribution

EXAMINING PSYCHEDELICS USE AND MENTAL HEALTH CONDITIONS: knowledge, use, and outcomes

Supervised Machine Learning modeling that examines publically-available raw data about psychedelics use in relation to self-reported mental health and physical health conditions.

Final results and recommendations:

  • 67% likelihood of people with certain mental health conditions* using psychedelics
  • 85% prediction accuracy of those people with certain mental health conditions* and knowledge of psychedelics-as-therapeutic tool are using psychedelics
  • Established connection between education of therapeutic tool and use to alleviate mental health issues

Continued education and research about use of psychedelics to treat mental health conditions will:

  • Reduce stigma
  • Allow for DEA rescheduling & decriminalization
  • Provide more tools for those suffering
  • Establish statutory and regulatory policies and practices
  • Shorten mental health treatment periods to days or weeks
  • Increase research funding and testing
  • Change methods, modalities, and mindsets around mental health and treatments options


* conditions considered: moderate-to-severe depression, moderate-to-severe anxiety, chronic pain, migraine, and insomnia. Survey raw data collected Nov 2020-March 2021.

EVALUATING SNOWSPORTS PARTICIPATION DECISION FACTORS

Unsupervised Learning Model

Analyzed decision-making conditions and behaviors when choosing to participate in snowsports at a Norwegian ski resort.

Final results and recommendations related to:

  • Discovered 6 distinct clusters of “types of skiers” that were identified by family status, distance from resort, weather preference, age, gender, and more
  • Advised Marketing, Operations, and C-Level leaders how to use clusters to implement marketing and management changes

BEHIND THE GOGGLES: UNMASKING SKI RESORT CUSTOMERS

Unsupervised and supervised predictive classification modeling and analysis

Unsupervised clustered machine learning followed by supervised machine learning to predict and identify the resulting customer clusters at a Norwegian ski resort.

Final results and recommendations related to:

  • Discovered 4 distinct customer clusters
  • Determined what characteristics were in each cluster
  • Analyzed cluster targets in regards to ancillary spending, lift ticket pricing, and weather preference
  • Provided three (3) business-case uses for each cluster definition
  • Advised Marketing, Operations, and C-Level leaders how to use clusters to implement marketing and management changes

Radio Data in the Digital Age - Data Science EDA Capstone by Lisa Girard
psychedelic mushroom art graphic
alpine snow skiing ski image by Rolf van de Wal via pixabay
Woman with ski goggles from SlidesGo google slides template


building icon

Mission

HONE SKILLS AND PROCESSES OF DATA SCIENCE

Explore how data can:

  • redefine socio-cultural relationships within media and entertainment


  • advance the science, reduce stigma, educate, and propel regulation of psychedelic-assisted therapy



  • evolve the alpine ski industry in contexts of climate change, socio-economic barriers, and technology


Latest Reads

READS ABOUT DATA AND CULTURE


SKILLS

Hard Skills

• EDA | cleaning, wrangling, exploring, feature engineering

• Python / SQL

  • Pandas
  • numpy
  • sklearn
  • Seaborn
  • matplotlib

• Jupyter Notebook/Google Colab notebooks


• GitHub

• Applied statistical analysis:

  • Linear regression
  • Logistic regression
  • Classification
  • Signficance testing
  • Supervised learning
  • Unsupervised learning
  • Modeling
  • Observations and recommendations


• A/B Testing

  • Variable determination
  • Hypothesis formulation
  • Applied statistical testing | student’s t-test, ANOVA, Kruskal-Wallis, etc.
  • Observations and recommendations

• Story telling | data visualization tools

  • Looker Studio (Google Data Studio)
  • Google Tag Manager/Google Analytics
  • matplotlib
  • Tableau (coming soon!)
  • Microsoft BI (coming soon!)
  • Plotly (coming soon!)


• Big Data | Hadoop, Spark

Transferrable Soft Skills

  • 20+ years in digital marketing and communications (strategy development, web design, content creation, email marketing, display advertising, social media, analytics)
  • critical thinker
  • excellent communication skills
  • curious, idea generator, researcher
  • problem solver
  • high integrity, attention to detail
  • growth mindset
  • collaborative, respectful, interpretive
  • end-user/customer comes first (work from the bottom up)
  • risk taker
  • tenacious and persistent

DATA SCIENCE RESUMÉ

CONTACT

email lisaraygirard @ gmail.com

My core values are kindness, compassion, and honesty. I believe in collaboration, transparency, digging in deep, and figuring out the why. Simple is better and the end user leads the way.

There is power in the pause and I choose positivity over negativity.

© 2023 Lisa Girard

image credits: radio | mandala | mushroom | skiier | goggles