Hi, I'm Adam Abdulla,

A solutions consultant based in Calgary, Alberta. I help enterprise teams use data and AI to drive growth, streamline operations, and build stronger customer experiences.

I connect strategy to execution, turning what a business needs into a capability it can use.

See how a few projects came together
Adam Abdulla

Client names and results have been anonymized to protect confidentiality. Figures, charts and demo scenarios are illustrative; any resemblance to actual companies, people or results is coincidental.

Fortune 500 retailer / Marketing Optimization

Faster decision cycles for billions in media spend.

Replaced a fragile chain of cross-team handoffs with insights leadership can trust to steer its marketing budget.

Automated reporting system
MMM outputsMedia spendPerformance dataBusiness priorities

Production pipeline

01PrepareAggregate and transform
02ValidateAutomated QC
03PublishAssemble and distribute
Primary output40+ slide executive report

Key metrics across every media channel, category and geography.

Production time

weekstominutes

Reporting cadence

monthlytobi-weekly

Fortune 500 Hotel Group / Digital Experience

Skip the check-in desk.

Traced the digital arrival journey from booking to room entry, revealing where operations, timing, behaviour and software kept eligible guests from skipping the counter.

Five opportunities across one journey
Opt-in
Key issued
Arrival
App opened
Door unlocked

US Insurance Group / Customer Acquisition

Spend where it pays.

How an insurance provider uses machine learning to decide which prospects to pursue.

Who makes the shortlist?

Prospects by conversion likelihood and potential customer valueConversion and value considered together. Orange outlined dots identify 24 shortlisted prospects out of a synthetic audience of 112. Higher conversion likelihood runs left to right; higher customer value runs bottom to top. This demonstrates a concept, not client performance or a final mailing rule.Likelihood of conversion →Potential customer value →
Shortlisted prospectsWider audience

Two machine-learning models independently estimate conversion probability and long-term value. Combining both targets prospects with the highest expected ROI.

An internal AI coworker for client teams

Execute tasks across the systems that run your business. Just ask Nesty.

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Meridian Account Team

4 members

Microsoft Teams
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