TDRA — Business Intelligence & Analytics Consulting

Ten years running the floor. Now the numbers work for you.

TDRA is built by an operator, not a vendor. We diagnose what's actually happening in your sales, margin, inventory, and workflow data — then hand you a plan you can act on this week, not a deck that sits in a folder.

Start a diagnostic See how we work
~11% EBITDA sustained through a corporate-directed wind-down
$2M+ in annual retail revenue operated directly, P&L and all
0.80 ROC-AUC on a predictive conversion model, held-out data
3× conversion lift in the top-decile of ranked customer sessions
How an engagement runs

Business, then data, then decisions, then action.

Every engagement follows the same order — because analysis that doesn't end in a decision isn't worth your budget.

Business
We start with what's actually going on in the business, not the dataset — what decision are you trying to make, and what happens if nothing changes?
Data
We pull together the sales, inventory, customer, or operational data you already have and clean it into something that can actually be analyzed.
Decisions
We turn the analysis into a short list of what matters — the KPIs, segments, or bottlenecks that deserve your attention first.
Action
You get a plan, not just a finding — specific next steps, and a way to measure whether they worked.
Services

Five ways to start, depending on the problem.

Most engagements begin as a fixed-scope project. Once we've worked together once, a lot of clients move to the monthly advisory instead of repeating one-off projects.

Business Performance Diagnostic
"Where is the business actually losing money or momentum, and what should change first?"
What's included Data cleanup, a KPI review across sales, margin, payroll, and inventory, variance analysis against your own history, and a short management report with prioritized recommendations.
1–2 weeks
BI Dashboard & Reporting
"How do we see this every week without rebuilding a spreadsheet every time?"
What's included A data model, a Power BI build connected to your source data, clearly defined KPIs, a refresh schedule, and a short training session for whoever owns it after we leave.
3–4 weeks
Workflow & Process Analysis
"Where is time and labor actually going, and where's the bottleneck?"
What's included Process mapping against actual labor and throughput data, bottleneck identification, and a quantified estimate of what fixing each one is worth.
2–3 weeks
Customer & Sales Analytics
"Which customers, products, or channels deserve more of our attention?"
What's included Segmentation, retention and repeat-purchase analysis, funnel or conversion analysis where applicable, and a prioritized list of who or what to focus on next.
2–3 weeks
Monthly BI Advisory
"Who's actually watching the numbers between the big projects?"
What's included A monthly data refresh, variance and anomaly review, a one-page brief for management, and a quarterly strategic check-in.
Ongoing, monthly
Track record

What running a business and running the numbers actually looks like.

Some of this is direct operating experience; some is applied consulting and analytics work done through project-based programs. Each is labeled honestly below.

Operating record

Saks OFF 5TH · 2019–2025

Store Director / Assistant Store Director for a $2M+ location, including full P&L accountability through a multi-year, corporate-directed wind-down to closure.

~11% EBITDASustained through a complex, corporate-directed wind-down — not a stable-state number.
~40% gross marginManaged through disciplined markdown, assortment, and department-level margin decisions.
~21% expenses / ~20% payrollHeld as a share of sales while still meeting selling-hour and service requirements.
90%+ selling-hour coverageMaintained through peak periods by matching staffing to demand data.
<2% shrinkHeld through inventory controls, exception monitoring, and count discipline.

Applied consulting & analytics projects

Project-based engagements completed through Riipen's experiential learning platform and independent technical work — real client problems, real deliverables, run alongside formal analytics training.

Astrum Digital

FinTech market differentiation & go-to-market strategy
Applied project · Riipen Level UP · Feb–Mar 2026
Challenge
An early-stage fintech payments platform needed to differentiate against 12+ established competitors and decide who to sell to first.
Approach
Mapped competitive pricing, compliance, and settlement positioning across the field; segmented the addressable market into three buyer types; prototyped onboarding and reconciliation flows in Figma to test the positioning with stakeholders.
Finding
Identified a $40–$80/month pricing gap against market leaders and three viable positioning pillars — compliance automation, real-time settlement, and SMB-focused pricing.
Recommendation
Sequenced go-to-market messaging and partnership priorities by segment into a working plan, not a slide deck.

FanRyng Inc.

Customer engagement research
Applied project · Startup Tech Pros / Riipen Labs · Aug 2026
Challenge
A sports-tech startup wanted to know whether there was room for a new digital engagement product inside live college basketball games.
Approach
Synthesized attendance, loyalty, and competitive data across 7 NCAA Division I programs; scored five mini-game concepts against customer relevance, evidence strength, and feasibility; benchmarked precedents at Wake Forest and High Point.
Finding
Found a gap in continuous in-game digital engagement that existing loyalty programs weren't addressing, with a live trivia and crowd-noise concept scoring strongest.
Recommendation
Built a 30/60/90-day pilot plan covering university coordination, rollout, and KPIs — flagging attendance and revenue impact as things the pilot needs to validate, not claims to make in advance.

Predictive Funnel Analytics

GA4-aligned session scoring
Technical project · Python, pandas, scikit-learn, XGBoost
Challenge
Given raw session-level analytics data, identify which visitors are actually worth prioritizing for conversion.
Approach
Built a two-stage model combining conversion propensity with customer value, engineered from behavioral and transaction features.
Finding
Reached roughly 0.80 ROC-AUC on the test set; the top decile of ranked sessions converted at about 3× the base rate, with predicted probabilities calibrated against actual outcomes.
Recommendation
Used the ranked output to define customer-prioritization segments a marketing or sales team could act on directly.

Downtown Winnipeg

Business environment analysis
Independent analytical project · public data
Challenge
Public data about a downtown core's health is scattered — investment, vacancy, street-level activity, and housing starts often tell partial, conflicting stories.
Approach
Combined multiple public datasets to compare long-term investment against short-term vacancy and activity signals, then built scenario-based visual reporting.
Finding
Surfaced a divergence between strong long-term investment indicators and weaker short-term street-level activity — a mixed recovery picture rather than a clean one.
Recommendation
Framed the findings as an executive-style briefing focused on what the divergence means for decisions, not the modeling behind it.
Troy Dela Rosa
Founder, TDRA
I understand the business because I've operated one. Now I add the analysis to back the judgment up.
About TDRA

A business operator who solves problems with data.

TDRA was founded by Troy Dela Rosa after ten-plus years running day-to-day retail operations — most recently directing a $2M+ location through a multi-year, corporate-directed wind-down while holding EBITDA near 11%. That kind of work means living inside the numbers: margin, payroll, shrink, sell-through, and the daily judgment calls that never show up on a dashboard until someone builds one.

Troy is currently deepening the technical side of that judgment through a Data Science & Machine Learning diploma at Red River College Polytechnic, and has applied it through predictive modeling, competitive strategy, and customer-research projects for early-stage companies.

TDRA exists at the point where those two things meet — business instinct built under real accountability, paired with analysis built to hold up under scrutiny. It's a small, founder-led practice by design: every engagement is handled directly, with no handoffs between the person who understands your business and the person who builds the analysis.

Get in touch

Tell us what's not adding up.

Most first conversations are free — a short call to figure out whether a diagnostic, a dashboard, or something else entirely is the right place to start.

Prefer email? Reach out directly and include a line or two about what you're trying to figure out.

Based in Winnipeg, MB — working with businesses locally and remotely.
Typical response time Within 1–2 business days.
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