Performance goal report

Baba's is an independently owned restaurant.

They recently launched a new line of proprietary spice blends. They only sold these products in the restaurant.

However, to meet their business goal of raising their annual sales by 10% over the previous year, they planned to sell their product on the company website.

They planned to run social media and email campaigns to increase website traffic and conversions.

I crafted the performance goals for these campaigns.

Using their present quarterly marketing goal, KPIs, past quarterly performance data, and industry data, I crafted their campaign goal.s 

Every month, we review our Google merchandise store's metrics in Google Analytics.

It was my turn to perform this task.

I was given a list of metrics to review and record for a future report.

In Google Analytics, I selected the store's property and recorded the requested data and metrics. 

-I identified and recorded the total number of users and the number of new users. I calculated the percentage of new users by search engine.

-I identified and recorded the total number of users for each event outlined, and calculated the amount of cart abandonment and the conversion rate. 

-I identified and recorded the total revenue and the number of first-time purchases. Then I recorded the top 3 selling products and the number of purchases. 

Do active users and purchases in our Google merchant store increase when developer events occur? was the question I was asked.

I had to dive into Google Analytics to find the answer.

I selected 3 developer events and created a free form exploration in our stores' Google Analytics property to visualize the metrics during and in the days before and after the events. 

-I selected a date range of 7 days before the first event date and 7 days after the last event date. 

-I used a line chart to detect spikes around the event dates and examined them for anomalies in website visits. 

-I used a line chart to detect spikes around the event dates and examined them for anomalies in purchases. 

-I recorded my observations and wrote my insights and suggestions for future events. 

Acier is an online cookware retailer.

After launching a multi-channel Ad campaign, they were pleased with the amount of traffic generated but found the number of accounts created insufficient.

Their quarterly marketing goal was to maximize the number of accounts created.

In light of this, they decided to launch a new Ad campaign to promote the creation of new accounts. Based on their performance data, I determined the optimal time to run these Ads.

Now, they needed me to identify broader trends within their dataset for a given set of KPIs over one week. 

Using pivot tables, I analyzed the data and created a written report to summarize my findings.

-I analyzed their session data per hour of the day over the week and used conditional formatting to highlight the highest values 

-I analyzed the total amount of conversion per hour of the day for each day of the week and used conditional formatting to highlight the data 

-I analyzed the average conversion rate per hour of the day for each day of the week and used conditional formatting to highlight high values 

After having analyzed Aciers' campaign data, they requested that I report my findings in the form of a presentation.

Using the provided data, I created data visualisation charts for

-The session's data

-Total conversion by hour of the day

-Average conversion rate per day of the week

-Average conversion rate by hour of the day

Then I proceeded to create a PowerPoint presentation to report my findings. 

They had recently completed a multi-channel Ad campaign, and I was asked to calculate the ROI using the ROAS and LTV for a report and to inform future campaign spending decisions.

Using the provided campaign data, for the overall campaign and each channel, I :

-I calculated the ROAS

-I calculated the AOV

-I calculated the LTV

-I calculated the LTV to CAC ratio

-I calculated the percentage of new users making purchases

After analysis, I provided recommendations on which channels and budgets to prioritize to maximize performance for future campaigns. 

Acier is an online cookware retailer.

They had launched an Ad campaign and were pleased with the amount of web traffic.

However, they were not pleased with the low number of accounts created.

Maximizing the number of accounts created was their quarterly marketing goal, as they realized that customers with accounts purchased more frequently and had higher lifetime value (LTV).

They were planning to launch a new set of Ads offering a one-time discount for customers who create new accounts.

That was where I came in. 

I examined the performance data for the past month to determine the best time to run their new ad campaign.

Using the insights I discovered from this data, I suggested days and times for the new campaign.

-I sorted the data by User sessions from the largest to the smallest amount 

-I filtered the data by conversions only equal to or above 1000 

White Opal is a jewelry retailer.

The primary purpose of the landing page was to help customers locate the nearest storefront, but it also aimed to increase the number of email subscriptions on the page.

Their goal was to increase the number of email subscriptions.

They requested my help to analyze how customers were interacting with their website and to suggest ways to optimize the performance of their landing page.

-I analyzed the website's scroll heatmap and the click heatmap to identify key information

-I wrote a report to highlight my findings and provide suggestions to adjust the page in order to increase email sign-ups. 

My suggestions

-99% of customers view the website above the showroom bar. Consider moving the email sign-up form to this level of the site instead of leaving the sign-up form at the bottom of the site, where fewer than 25% of visitors reach.

-Consider reducing the number of fields in the signup form to make it faster to sign up, as customers begin dropping off after filling the first 4 fields.

-A lot of visitors click on the discount image, which distracts them, consider changing its format so it takes less attention

-A lot of visitors interact more with the search button; consider highlighting the email sign-up form

Tee’s Shirts is an online T-shirt store. 

They had noticed that customers were abandoning the checkout process at high rates.

They hired me to figure out why customers dropped off and to provide suggestions to improve their performance.

After analyzing the data, we identified the four most common points in the checkout process where customers were dropping off.

-Sign Up

-Checkout form

-Shipping 

-Payments

I analyzed each drop-off point, identified what caused the clients to leave, and provided suggestions for improvement. 

Search data

Fine art supply shop had conducted market research and identified craft supplies that presented an opportunity for growth.

After noticing this opportunity, they reviewed their internal search data and saw an increase in overall customer searches for fine art supplies over the past year.

They noticed some categories received more searches than others.

That was where I came in; I helped them identify which category had the highest search volume and evaluate the potential of every product searched.

I suggested which products they could propose to their customers.