Design Analytics

Analytics gave the design team a voice in our brand development.

Services Provided:

- Analytics
- Brand Strategy
- Data Analysis
- Project Management

Using Analytics for a Better Brand

While working at Build.com our campaigns were consistently prioritizing sales over content. The sales we promoted were often unorganized and didn’t follow a creative calendar. This lack of creativity and organization led to the feeling that our brand was well established as it could be.

I spearheaded an initiative to track our creative analytics. I collaborated with the analytics department to establish a cadence for tracking codes, and set up various dashboards to monitor the performance. We began running a/b tests on the creative layout, and consistently made design modifications based on our observation of trends.

This increased the interaction with our promotional creative as well as increased revenue from our campaigns. We developed a creative strategy that had increased promotional interaction, more overall revenue attributed to our campaign, lower bounce and exit rates, and higher volume of sales items in carts.

This helped build trust in the design team as effective business partners with the rest of the marketing department, and allowed the team to focus on expanding our creative influence. This also improved our work culture for the design team by introducing them to creative analytics, thereby providing proof of designers’ business contributions.