Data Sources & Methodology

Resources

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.

Screenshot of Basketball Reference Lakers franchise leaders page

Lakers Analysis

Basketball Reference — Lakers Franchise Leaders

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.

Web / Database Assignment 3a
Screenshot of Kaggle dataset page

Marketing Dashboard

Kaggle — Product Validation Campaign Data

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.

CSV Dataset Assignment 4b
Screenshot of Kaggle Walsh dataset page

Marketing Dashboard

Kaggle — Supplemental Campaign Reference

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.

CSV Dataset Assignment 4b
Screenshot of Medium article on product validation

Marketing Dashboard

Medium — Product Validation Methodology

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.

Article / Framework Assignment 4b
Screenshot of NBA combine data source

Lakers Analysis

NBA Combine — Historical Player Data

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.

Web / Database Assignment 3a
Screenshot of RealGM Lakers statistics page

Lakers Analysis

RealGM — Lakers Historical Statistics

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.

Web / Database Assignment 3a

Lakers Analysis Methodology

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.

Marketing Dashboard Methodology

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%).

H

HTML5

Semantic markup throughout — nav, main, section, article, figure, figcaption, dl/dt/dd

C

CSS3 / Custom Properties

Shared design system via CSS variables, glassmorphism, grid layout, animations

JS

Vanilla JS + jQuery

Dashboard interactivity: product tabs, walkthrough overlays, column tooltips, row highlights

Ch

Chart.js 4.4

Line and bar charts for funnel visualization, eROAS comparison, and daily incremental data

Py

Python

compute_metrics.py used to validate aggregate calculations before embedding in dashboard JS

GS

Google Sheets

Intermediate data validation workspace for both Lakers and marketing datasets before final web implementation

In

Inter (Google Fonts)

Primary typeface across all pages, weights 300–900

Cl

Claude (Anthropic)

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