I build dashboards, models, and tools that help organisations understand what's happening, and what to do about it.
Currently available for new projects
What I do
Every engagement centres on the same question: what does the person making the decision actually need?
Dashboards that behave like products: clear UX, reliable logic, usable under time pressure. Built for daily operations, not quarterly reviews.
Messy real-world questions (retention, capacity, demand, operations) turned into models and interactive calculators your team can actually use.
Evidence design and measurement frameworks for retention initiatives, workforce planning, and funding proposals. Data that changes the terms of debate.
Analytical writing and editorial support for media, community organisations, and advocacy campaigns. Numbers with a narrative that holds.
Selected work
Each project started with a messy question and ended with something a real stakeholder could act on.
Power BI · Daily KPI delivery · Stakeholder iteration
Designed and built an operations-ready production reporting system for a pyrolysis facility. Daily and monthly KPI delivery, hardened UX patterns for floor-level use, and iterative feedback cycles with production managers.
Power BI + Streamlit · Retention modelling · Municipality
Reframed a recruitment challenge as a retention problem. Quantified the delta between "recruit single workers" and "enable dual-career households" using real labour market data, then built a Streamlit calculator municipalities can use directly.
Market analysis · Revenue modelling · Pricing strategy
An indie game studio wanted to understand where they stood in the market and how to maximise revenue from their upcoming title. I analysed the competitive landscape, modelled realistic revenue scenarios based on comparable titles, and identified where their pricing approach would need to differ from the competition to get the most from their audience.
Writing & analysis
I publish analytical writing on Denmark's labour market, migration, and integration. Evidence over narrative, every time.
Regular deep-dives into Danish public statistics: immigration trends, gender equality metrics, labour market participation, international talent retention.
Read the publication →Writing on Denmark for an English-speaking audience: policy, society, and the numbers behind the headlines. Previously a regular columnist at The Copenhagen Post.
Editorial enquiries →Head of Change and Treasurer. We gather the perspectives that institutions rarely ask for and develop proposals that make life better: for the people affected and for the systems meant to serve them.
Get in touch →Sound familiar?
Most of the work starts with one of these conversations.
Usually a design problem, not a data problem. I rebuild around how decisions actually get made: what does this person need to know, when, and in how many seconds?
The gap between "we suspect" and "we can demonstrate" is usually a measurement problem. I close it, with analysis that holds up to scrutiny and a narrative that lands in the room.
Full stack: from raw database to reliable model to user-friendly output, plus documentation so everything keeps working after I'm done.
I design the measurement framework, run the analysis, and shape the narrative so the numbers do the work they're meant to do.
Data storytelling for media, advocacy campaigns, and community organisations. Statistics that people actually read, share, and cite.
Retention and workforce analytics for municipalities and employers, built around the real dynamics of dual-career households and international talent in Denmark.
About
I'm Kelly Rasmussen, a PL-300 certified Power BI developer, data analyst, and journalist based in Aarhus. I hold an MPhys in Astrophysics from Cardiff University, which means I've been thinking rigorously about complex systems since long before "data-driven" became a buzzword.
I came to Denmark from the UK. I spent two decades in education: designing curricula, analysing performance data, finding ways to make difficult ideas land clearly. That shapes everything I build. Analytics tools the way a good teacher designs a lesson. Nothing wasted. Nothing obscure.
Writing as a British immigrant for The Copenhagen Post eventually became something more systematic: Data in Denmark, a Substack tracking migration, labour markets, and integration through public statistics. Now I write for The International. The same question drives all of it: what does the data actually say, once you stop listening to the slogans?
Outside the data work I run community projects in Aarhus, host conversations about professional life in Denmark and play adult play pretend with my improv team as often as I can.
Beyond the work
Two projects that have nothing and everything to do with why I do what I do.
15-minute conversations with people in Denmark about their professional journeys. Because how careers actually unfold here is rarely what anyone planned, and those stories are worth telling.
Listen on Substack →Come and dance and have fun, then get back to your cosy sofa by 9pm. If you like dancing in a chill environment with nice people but don't like staying up late to do it, this is the event for you. You don't have to be a mum or a dad, just the kind of person who appreciates that the event ends at 21:00.
Follow on Instagram →Get in touch
Describe the problem. I'll come back to you within two working days with an honest view on whether I can help and how.