Mujtaba Ayub

Decision Tools and Insights to Answer Ambiguous Business Questions

Insights on markets & people; performance measurement, AI-enabled language processing, product management, and operational enhancements.

Strategy & Operations· Economics· Analytics & AI Tooling· Consumer & Market Insights

Featured

Regional-language forum posts converted into a tracked sentiment and mood signal over time. On the left, a stylised terminal-style bulletin-board forum of multilingual posts. On the right, those posts resolve into a sentiment and mood spectrum tracked week over week. regional forums · BBS > 推 板上有人玩新角色嗎 > sobrang lakas naman nito > patch ニ​ュ​ー​フ​が強すぎ > nerf juga dong ini > 這次活動還不錯啦 > matchmaking ramai bug > skin 太貴了吧 > ang ganda ng bagong map > esports 賽程什麼時候 > lemot banget servernya multilingual NLP weekly sentiment / mood signal negative positive patch dip themes: patch · skins · esports · matchmaking wk 1 wk n
AI tooling, Semantic Mapping

Can you quantify what users feel?

Tracking Player Sentiment Across Local APAC Languages

Reading thousands of posts in Traditional Chinese, Tagalog, and other regional APAC languages with NLP and measuring sentiment.

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Journal archive pipeline: fifteen years of raw entries are tagged, embedded, and made searchable and queryable through an AI assistant. Three stages left to right — a stack of dated raw entries, a tagging and embedding step, and a query interface returning a cited answer. raw corpus 2011-03-14 2017-08-02 2024-11-19 3,500+ entries tag · embed career travel family health + semantic vectors ask anything… When did I first write about moving abroad? First mention: 2013 — cites 3 source entries tagged · searchable · queryable
Document Intelligence, Semantic Search

What do fifteen years of journal entries say?

Conversing with 15 Years of Journal Entries

Natural Language Processing to semantically tag unstructured data & enable LLM querying

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A dynamic drive-thru menu board adapting to demand, shortening the queue and service time. On the left, a digital menu board whose items change by time and demand. On the right, a queue of cars and a falling service-time trend. DYNAMIC MENU rotates by time · demand · promo shorter queue service time trending down

Operations & Efficiency

Reducing Drive-Thru Service Times

McDonald's
Data flowing from databases and data lakes, transformed through SQL into a Tableau dashboard of charts. Left to right: source databases and a data lake feed a SQL transformation layer that shapes tables, which then populate a Tableau-style dashboard containing a line chart, bar chart, donut, and map. sources databases data lake SQL transform SQL SELECT ... JOIN tables GROUP BY AGG, CAST tables Tableau Performance Dashboard A B C

Decision Systems & Operations

Integrated Insights for Performance Measurement & Ops

Riot Games · McDonald's
Perceptual map: a gum and candy portfolio migrating from crowded breath-refreshment into oral health, fun, and mood-enhancement whitespace. Two-axis positioning map with arrows carrying brands outward from a commoditized functional space into three differentiated territories. emotional benefit functional benefit premium / adult everyday / youth breath refreshment crowded · undifferentiated oral health fun mood lift

Category & Brand Strategy

Repositioning Brand Portfolio into Whitespaces

Mondelēz

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