Data Analytics — Macy’s Mother’s Day Gift Guide
As a member of the Design Research Team, I was responsible for tracking and analyzing the KPI’s of many of the creative initiatives that the Marketing Teams launched. The following is an example of a recap deck that would be presented to leadership and stakeholders.
Comprehensive KPI Analysis for Macy's Mother's Day Gift Finder
I conducted an in-depth analysis of the Key Performance Indicators (KPIs) for Macy's Mother's Day Gift Finder campaign. This involved meticulously examining metrics such as Click-through-rate (CTR) Revenue per Visit (RPV) and Conversion Rate (CR) to identify trends, anomalies, and potential areas for improvement. The analysis was structured as follows:
Trend and Anomaly Identification
Through rigorous data analysis, I documented any notable trends or anomalies observed in the various KPIs. This process aimed to uncover patterns, outliers, or deviations from expected performance, providing valuable insights for future strategic planning.
Category-Specific Performance Evaluation
To empower the Site Merchandising Teams with actionable data, I provided detailed metrics for each product category featured in the Gift Finder. This granular approach enabled them to assess the high and low performers within their respective domains, facilitating data-driven decision-making and optimization efforts.
Marketing Channel Revenue Attribution
I mapped the source of revenue attributed to each marketing channel employed in the campaign. This granular analysis allowed us to identify the high and low-performing channels, providing valuable insights for optimizing future marketing efforts and resource allocation.
Engagement Analysis
Recognizing the importance of a seamless user experience, I dedicated efforts to highlighting any friction points or low-performing content areas, particularly around asset engagement on the gift finder landing page. By pinpointing these potential roadblocks, the strategy could be realigned to address pain points, enhance user engagement, and drive improved overall performance.