Start with the question
Every engagement opens with a data discovery session: what decisions are you making, what would change your mind, and which numbers are missing today.
Freelance Data & Analytics Consulting
NataliiaShcheglova.
Turning messy data into clear decisions your team can act on—week one.
Data scientist with 10 years in data and analytics. I build executive KPI dashboards, connect scattered data sources into reliable pipelines, and measure what actually drives growth—from media mix models to A/B tests.
Nataliia Shcheglova
Data Scientist · Analytics Leader
- 10
- Years in data & analytics
- 4
- Countries worked in
- 3
- Analytics teams led
- 40%
- E-commerce growth delivered
Power BI & Tableau✦SQL✦Python✦Media Mix Modelling✦A/B Testing✦Customer Segmentation✦Marketing Attribution✦Churn Prediction✦Data Pipelines✦Product Analytics✦Power BI & Tableau✦SQL✦Python✦Media Mix Modelling✦A/B Testing✦Customer Segmentation✦Marketing Attribution✦Churn Prediction✦Data Pipelines✦Product Analytics✦
The approach
Analytics that people actually use.
A dashboard nobody opens is a cost, not an asset. I start with the decisions your team needs to make, then work backwards to the data, the model, and the report—so the numbers get trusted and used.
One reliable pipeline
I connect scattered sources—ad platforms, product events, CRM, spreadsheets—into a single pipeline with quality checks you can rely on.
Dashboards worth opening
Clean, easy-to-navigate reporting built for the people reading it, from C-level KPI views to self-service exploration for analysts.
Insight, not just output
Numbers come with a recommendation. You get the analysis, the caveats, and a clear next step—documented so your team can repeat it.
Services
Six ways to work together. One standard.
Projects are scoped tightly around a decision you need to make. Each one starts with a conversation, not a proposal template.
01
Executive KPI Dashboards
From data discovery to a live, easy-to-navigate dashboard your leadership team opens every morning—built in Power BI, Tableau or your stack of choice.
- Power BI
- Tableau
- Data modelling
02
Reporting & Analytics Automation with AI
Replace manual, copy-paste reporting with automated workflows—AI-assisted data prep, commentary and quality checks that free your team for real analysis.
- Automation
- AI workflows
- QA
03
A/B Test Design & Analysis
Experiments designed to answer a real question: sizing, guardrail metrics, and an honest read of the results—including when the result is inconclusive.
- Experimentation
- Statistics
- Product
04
Customer Segmentation
Behaviour-based segments that marketing and product can act on, connected to retention, churn prevention and personalised campaigns.
- Clustering
- CRM
- Retention
05
Media Mix Modelling
Measure how each marketing channel contributes to sales and revenue, and find the spend level that matches your objective—efficiency or profit.
- MMM
- Attribution
- Budgeting
06
Fractional Head of Data & Analytics
Senior data leadership for startups without a full-time hire: analytics strategy, tooling decisions, hiring support and mentoring for your first analysts.
- Strategy
- Leadership
- Startups
How the work runs
“Good analytics isn’t a report. It’s a shared understanding—built one trusted number at a time.”
Nataliia Shcheglova · Data & Analytics Consultant
- 01. Discovery: decisions, metrics, data sources.
- 02. Connect and validate the data.
- 03. Model, analyse, visualise.
- 04. Hand over documentation and training.
Data Scientist · Analytics Leader
Nataliia Shcheglova
10 years in data & analytics
About
Hi, I’m NataliiaData scientist & analytics consultant
I’m a data scientist with 10 years of experience in data and analytics. In my current role I create dashboards and run performance analysis for advertising agency clients—data discovery sessions, connecting data from different sources into one pipeline, and building dashboards that are easy to navigate.
Before that I worked for tech companies, analysing marketing funnels, product feature usage and user retention, and leading analytics teams. I’ve worked in four countries, most of the time in international environments.
As a freelancer I take on the work I enjoy most: making a company’s data legible, so the people running it can decide with confidence.
“
Every company already has the data. My job is to turn it into something you can look at once a week—and know exactly what to do next.
Nataliia Shcheglova · Data & Analytics Consultant
Portfolio
Selected projects—dashboards, models and experiments.
A mix of client work and case studies across dashboards, customer classification, media mix modelling, A/B testing and churn prediction. Several write-ups include the notebooks and full reports.
Browse the full case study portfolio ↗Experience
Ten years across agencies, tech and telco.
Four countries, mostly international teams—from building an analytics function from scratch to running reporting for agency clients.
Data Services Manager · InterMedia Advertising
Apr 2024 – present- Own data onboarding for agency clients, working with client data teams and internal engineers to enable media performance reporting and attribution.
- Build client dashboards in Power BI and run quality checks that resolve anomalies and build trust in the numbers.
- Create media mix models that support media budgeting decisions.
Senior Digital Product Analyst · Seek
Dec 2022 – Aug 2023- Guided product decisions and roadmap for Australia's largest employment marketplace during harmonisation across eight markets.
- Delivered post-launch feature analyses and self-service dashboards in Amplitude and Tableau.
- Led a tracking revamp that unified reporting and analysis processes.
Head of Digital Analytics · Maxis
Dec 2020 – Nov 2022- Shaped and executed analytics strategy for e-commerce, web and apps at Malaysia's leading telco, leading a team of four.
- Delivered funnel and product analyses contributing to 40% e-commerce sales growth; earned the annual team award.
- Led a data-enablement project automating personalised cross-channel customer communication.
Head of Analytics · Mindvalley
Oct 2018 – Nov 2020- Established the company's analytics function and led the team driving acquisition, engagement and retention decisions.
- Introduced a multi-touch revenue attribution model for cross-channel campaign analysis.
- Delivered subscription growth, churn and content consumption dashboards, plus activity-based customer segmentation.
Contact
Let’s talk about your data.
Whether you need a dashboard, a model, or a second opinion on your analytics setup—tell me what you’re working on and I’ll reply within one business day.
Email · nataliia.shcheglovaa@gmail.com
LinkedIn · Nataliia Shcheglova
30 min
Introductory call
A relaxed conversation about your data, your team and what you're trying to decide. No agenda, no slides.
Book a call→Project
Send a project brief
Have a defined need—a dashboard, a model, an experiment? Share the context and I'll come back with scope, timeline and price.
Describe your project→Both options open an email with a short template. I usually reply within one business day.