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Web Analytics Consultation for an Omni-Channel Retailer

In this data-driven consulting project, I leveraged Google Analytics to analyze web analytics data and generate actionable recommendations for an omni-channel retailer. Drawing from the business objectives outlined in the company's annual 10K report, I tied the evaluated metrics directly to these goals, ensuring a targeted approach to improving key business areas.

My analysis and subsequent recommendations focused on and aimed to enhance the following pivotal domains:

  1. Customer Acquisition and Engagement: By examining relevant metrics such as traffic sources, bounce rate, and user behavior patterns, I delivered insights into how the retailer could optimize their marketing efforts to attract and engage more customers effectively.

  2. Revenue: Utilizing data such as conversion rates, average order value, and overall sales, I provided suggestions on how to boost revenue. These recommendations ranged from website improvements to enhance the online shopping experience to marketing strategies for driving higher conversions.

  3. Customer Lifetime Value (CLV): I analyzed metrics related to customer retention, repeat purchases, and customer loyalty. My recommendations were aimed at improving these metrics and, consequently, enhancing CLV—a critical factor in long-term business profitability and sustainability.

This project underscored the power of data-driven decision-making, particularly when the analyzed metrics and derived recommendations are aligned closely with the organization's business goals. My contributions empowered the omni-channel retailer to better understand their customers' behavior and improve their overall business performance. Please note that due to confidentiality, certain specific solutions and names have been anonymized.


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