Data Analytics — Macy’s Holiday 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.
Executive Summary
For the person with only 5 minutes, the Executive Summary includes not only the topline KPIs for the entire sitelet, but a detailed findings and recommendations summary section.
This Year-Last Year
The most important objective is to assess the current year’s performance with the previous year. We plotted the Marketing pushes (emails, SMS etc) to assess effectiveness of each strategy.
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.
Marketing Channel Revenue & Conversion Rate 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.