Data Sources & Methodology
All primary data sources, research tools, and methodological decisions behind the Amak Data Research Sandbox. Each source is documented with its role in the analysis and how data was extracted or computed.
Lakers Analysis
The primary data source for all Lakers franchise statistics. Provided cumulative career totals (points, rebounds, assists, games played, years) for all qualified franchise leaders. The 5+ year tenure filter was applied manually to this dataset.
Marketing Dashboard
The source dataset for all five product campaigns. Contains 30-day daily records of ad spend, impressions, clicks, leads, and reservations for Products A through E. Used as the raw input for all dashboard calculations.
Marketing Dashboard
Additional Kaggle dataset consulted during data validation. Used to cross-reference campaign metric benchmarks (CTR, L-CR, R-CR) against broader digital advertising industry standards.
Marketing Dashboard
Article documenting the product validation framework applied in this dashboard. Provided the conceptual basis for the three-tier eROAS system (Venture Pass / Academic Pass / Inadequate) and the Swain benchmarking approach for estimating sales from leads and reservations.
Lakers Analysis
Supplemental source for player biographical and historical context data. Used to verify tenure years and career overlap with the Los Angeles Lakers franchise against the primary Basketball Reference data.
Lakers Analysis
Secondary verification source for Lakers franchise statistics. Used to cross-check total points, rebounds, and assists figures from Basketball Reference and resolve any discrepancies in cumulative career totals across eras.
The analysis applies a 5+ year tenure filter to the raw Lakers franchise leaders dataset. This removes players who briefly passed through Los Angeles, focusing only on those who made a sustained organizational contribution.
Fifteen players passed the filter. Each is ranked across three dimensions: Total Points (PTS), Total Rebounds (TRB), and Total Assists (AST). Top-3 rankings are assigned per category using rank badges, and the central argument evaluates which player appears in the top 3 across the most dimensions simultaneously.
The conclusion — that Jerry West is the statistically strongest all-around Laker — is derived from his unique dual top-three presence in both PTS (#2) and AST (#3). No other player in the filtered dataset achieves top-3 status in both scoring and playmaking.
Each product's 30-day daily campaign records are summed to compute total metrics: budget, impressions, clicks, leads, and reservations. Derived metrics (CTR, L-CR, R-CR, CPL, CPR, CPM) are calculated from these totals.
Revenue projections use the Swain Benchmarks: realistic scenario assumes 1% of total leads and 30% of reservations convert to purchases. Pessimistic and optimistic bands bracket this estimate (0.5%/20% and 2%/40% respectively). Estimated Revenue equals estimated sales × AOV.
eROAS (Estimated Return on Ad Spend) = (eRevenue / Total Ad Spend) × 100. Three validation tiers are applied: Venture Pass (≥ 300%), Academic Pass (≥ 200%), and Inadequate (< 200%).
Semantic markup throughout — nav, main, section, article, figure, figcaption, dl/dt/dd
Shared design system via CSS variables, glassmorphism, grid layout, animations
Dashboard interactivity: product tabs, walkthrough overlays, column tooltips, row highlights
Line and bar charts for funnel visualization, eROAS comparison, and daily incremental data
compute_metrics.py used to validate aggregate calculations before embedding in dashboard JS
Intermediate data validation workspace for both Lakers and marketing datasets before final web implementation
Primary typeface across all pages, weights 300–900
AI-assisted development and design refinement via Claude Code
| Source | Type | Project | Role |
|---|---|---|---|
| Basketball Reference — Lakers Franchise Leaders | Web Database | Lakers | Primary statistics source: PTS, TRB, AST, GP, tenure |
| RealGM — Historical Statistics | Web Database | Lakers | Cross-verification of franchise cumulative totals |
| NBA Combine Historical Data | Web Database | Lakers | Player biographical verification, tenure years |
| Kaggle — Product Campaign Dataset | CSV Dataset | Marketing | Primary raw data: 30-day daily ad performance for 5 products |
| Kaggle — Supplemental Reference | CSV Dataset | Marketing | Benchmark validation for CTR, L-CR, R-CR industry standards |
| Medium — Product Validation Framework | Article | Marketing | Swain Benchmark methodology; eROAS tier thresholds |
| Google Sheets — Raw Data Tables | Spreadsheet | Both | Intermediate calculation and validation workspace |