Apple
From 2015–2017, I worked as a Global Data Strategist and Researcher for the Apple account with TBWA\Media Arts Lab. My work involved developing advertising and brand strategy for the Apple brand primarily through data science and analytics across all major pods including iPhone, Apple Watch, Mac, Apple Music, iPad, and Apple TV.

Global Market Clustering

I lead my team in a statistical clustering exercise to inform and redefine Apple’s global iPhone marketing approach. The purpose of this project was to cluster the iPhone communication markets to highlight patterns and shared insights to ultimately define key communication challenges in every country.

I used multiple IDC sales data points and global ethnographic data points to run a PCA (principal component analysis) and a K-means clustering algorithm to highlight patterns and cluster our iPhone markets based on those insights. From there, my team worked with our local international teams to help humanize our results and gain better local context.

At this time, I cannot disclose the results of this project because my work is covered by an NDA, so please reach out to me at hello@andycho.io if you want additional information.
Contact me for additional details around global market clustering work.

ADVERTISIng WORK

I provided work for campaigns and projects across all major pods including iPhone, Apple Watch, Mac, Apple Music, iPad, and Apple TV. Here is a selection of work from my time at Media Arts Lab.
iPhone Global Campaign - World Gallery "Shot on iPhone" 
Apple Airpods Campaign - "Down"
Autism Acceptance Month Campaign - "Dillan's Voice"
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