Cardinal Metrics

Cardinal Metrics is a student-run media analytics organization in which students from multiple disciplines provide analytics reports and insights to clients on and off campus.

I serve as the President of Cardinal Metrics. My duties include:

Managing the effectiveness of other leaders within the Cardinal Metrics Executive

TeamServing as a liaison between the students and faculty

Making decisions regarding upcoming events and workshops as well as the future of Cardinal Metrics.

Assisting the different accounts and teams when needed

Previously, I worked as the account manager for Visit Indy, where I was responsible for leading my team to successfully collect, analyze and report on metrics collected via Google Analytics. Our recommendations aimed to improve Visit Indy’s mobile traffic and website bounce rate, as well as organic reach.


Multiple tools are used to gather the best data and present it in the best way.

Google Analytics

We use Google Analytics to monitor web activity for multiple clients. The versatility of the tool gives us the opportunity to try new things and experiment with the data.


Parsely allows us to track readership for student media groups on campus. With it, we can see the most read stories online, as well as stories that are showing upward trends in viewership.

IBM Watson

With IBM Watson, we track sentiment data across multiple social channels using the programs advanced artificial intelligence analysis tools.


We use Tableau to visualize our data. The professional tool allows us to see data differently. Whether it's graphs and charts, or maps and word cloud, Tableau helps us interpret the data well.


Banjo gives us the power to find key opinion leaders via social media, in real-time. The tool uses artificial intelligence to discover social media posts from Twitter and Instagram, and plots them on a map of the surrounding area.

Eye Tracking

We use eye tracking technologies to discover website trends. This helps our clients in A/B testing of new website designs. With it, we can better understand what works on the Internet, and what doesn't.