Data & Behavioral Analyst  ·  Visual Storyteller

Turning raw data into stories that move people

I'm fascinated by the space between a dataset and a decision, and I use psychology, statistics, and design to close that gap. Data tells a story, I make sure people hear it.

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Collect & Understand

With a foundation in I/O Psychology and social research methodology, I approach data collection with both rigor and curiosity. I understand survey design, behavioral measurement, and psychometric validity, and know how to source, audit, and prepare data that reflects the phenomena it claims to measure.

Design ThinkingSQLSurvey DesignResearch MethodsData AuditingExcel
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Transform & Analyze

I unify disparate sources, clean inconsistencies, and build analytical workflows that surface real patterns. From spatial analysis and predictive modeling to statistical testing and segmentation, I apply the right technique to the right question, always looking for the human signal, not just the statistical one.

PythonRSQLPredictive ModelingSpatial AnalysisStatistical Testing
03

Visualize & Communicate

I build dashboards and visual reports that guide decisions. With deep proficiency in Power BI and experience in Tableau, I design interactive tools that respect cognitive load. My background in digital art gives me an edge: I understand color theory, visual hierarchy, and how to make someone feel what the data says.

Power BITableauData StorytellingInfographicsDashboard Design
Data → Insight → Impact

Projects

A growing collection of analytical and visual work. Each project reflects a commitment to both rigor and craft.

Views
239K
Cart
10K
Buy
5.7K
2.4% overall conversion

Funnel & Predictive Analytics

E-Commerce Funnel & Conversion Analysis

Analyzed 525K+ transactions and user session behavior to map where shoppers drop off, then built a logistic regression model to predict which sessions convert. Caught a sequential funnel flaw in the data, corrected it, and identified add-to-cart as the strongest conversion signal.

95% browse→cart drop-off2.4% conversion rate0.76 AUC model
PythonPandasScikit-learnSQLPower BI
danceability → popularity →
r = 0.04
all |r| < 0.06

Exploratory Data Analysis

Do Audio Features Drive Song Popularity?

Explored whether energy, danceability, loudness, and valence predict track popularity across 114K Spotify songs. Combined SQL aggregation with correlation analysis to uncover a surprising answer: audio features alone explain almost none of the variance in commercial success.

114K tracks analyzedAll |r| < 0.06SQL + Python hybrid
PythonSQL (SQLite)PandasSeabornMatplotlib
97.9%
Approval
0.30%
Fraud
56.7%
Representment

Business Intelligence Dashboard

Fraud Monitoring & Chargeback Analytics

Built a 3-page Power BI dashboard tracking $18.6K in transaction losses across 8 merchant categories. Designed star schema data model with DAX measures for fraud rate, alert rate, and chargeback representment analytics.

97.9% approval rate0.30% fraud rate56.7% representment
Power BIDAXData ModelingStar Schema
Coming soon

Dashboard Design

Utilities Operations Dashboard

An operations analytics dashboard tracking work order completion, crew performance, cost variance, and SLA compliance across regions for a utilities firm.

Power BIDAXData Modeling
In development
Medha Karanam at sunset on the coast

Education

B.S. I/O Psychology & Statistics, UIUC

The analyst who paints.
The artist who quantifies.

I'm Medha, a recent graduate from the University of Illinois at Urbana-Champaign based in Atlanta, with a background in Industrial-Organizational Psychology, Statistics, and a lifelong habit of making things.

I grew up painting, moved into photography and digital media, and eventually realized that what I loved about art was the same thing I loved about data: finding the story inside the structure. I'm fascinated by human behavior, how people work, what drives their decisions, and how the right insight, presented the right way, can change outcomes.

I studied I/O Psychology because workplaces are personal. The way a team communicates, the way a process is designed, the way someone feels when they open a report, that all matters. I studied Statistics because intuition isn't enough. And I approach analytics the way I approach a canvas: with intention, composition, and a lot of attention to what the audience actually needs to see.

I'm looking for a role where I can sit at the intersection of all of this, where data, design, and understanding people aren't separate skills but the foundation of one thoughtful practice.

PythonRSQLPower BITableauExcelResearch DesignData StorytellingDigital ArtI/O Psychology

Blog

Exploring how behavioral science, design thinking, and human perception show up in the places analysts don't usually look.

The Psychology of Data

The Psychology of Color: From What You Wear to What You Visualize

We agonize over the color of a shirt, a wall, a logo. So why do we treat dashboard colors like an afterthought? A deep dive into how color shapes perception, cognition, and the way people read your data.

Mar 1, 2026 6 min read

More posts coming soon

New posts biweekly

Have a project in mind?
I'd love to hear about it.

Whether you're looking for an analyst who thinks like a designer, or you just want to talk about the intersection of art and data, my inbox is open.

medhakaranam@gmail.com