Marketing Analytics

Data-Driven Strategy

Marketing Analytics

Case studies, data visualizations, and performance analysis — turning behavioral data into strategic marketing decisions.

Case Study · GA4 · Funnel Analysis · 2025

Conversion Funnel Analysis: MEin3D Website Audit

As part of my graduate capstone project with MEin3D, I conducted a comprehensive conversion funnel analysis to identify where potential customers were dropping off before completing appointment bookings.

MEin3D Conversion Funnel — Illustrative Example

Landing Page 1,000 visitors (100%)

Services Page 640 visitors (64%)

Pricing Page 380 visitors (38%)

Contact Form 190 visitors (19%)

Submission ✓ 52 visitors (5.2%)

* Illustrative data for educational purposes. Real client data kept confidential.

Key Drop-Off Points

36%

Drop: Landing → Services

41%

Drop: Services → Pricing

50%

Drop: Pricing → Form

73%

Drop: Form → Submit

"The biggest opportunity: recapture users who reached Pricing but didn't convert — with the right message at the right moment."

AI Email Personalization — Projected Lift by Segment

Estimated % Lift in Form Submissions

Re-engagement (Bounced Users) +31%

+31%

Personal Memorial +24%

+24%

Gift Buyers +18%

+18%

Corporate Events +15%

+15%

A/B Testing

Methodology · Email Analytics

A/B Testing Framework: Email Subject Lines

A/B testing is central to my email optimization approach. Below is the testing framework applied across campaigns at Miraco Beauty and Suntisfy.

Test	Variant A	Variant B	Winner
Personalized Name vs. Generic	18.2%	24.7%	B ✓
Urgency CTA vs. Soft CTA	21.4%	19.2%	A ✓
Emoji in Subject vs. None	19.8%	22.3%	B ✓
Short Subject (<40 chr) vs. Long	24.1%	20.8%	A ✓
Benefit-Led vs. Product-Led	17.6%	23.4%	B ✓

Social Performance

Analytics · Instagram · TikTok

Social Media Engagement Growth — Miraco Beauty

Monthly Engagement Rate (%)

— Instagram – – TikTok

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

* Illustrative data. Actual brand performance data kept confidential.

Tools & Methods

Analytics Platforms

Google Analytics 4 · BigQuery · Meta Business Suite · TikTok Analytics

Programming & Visualization

R · ggplot2 · Tableau · Quarto

Email Analytics

Open Rate · CTR · A/B Testing · Segmentation · Revenue Attribution

Analysis Methods

Funnel Analysis · Cohort Analysis · Regression · A/B Testing · Attribution Modeling