The project
Project overview
As part of an overall Marketing Strategy Project, data and insight visibility was identified as a challenge. A lack of reporting meant the team were unable to understand impact of their ad-spend and organic traffic, despite implementation of GA4-tagging and significant spend.
I created an automated PowerBI Report to allow them to understand their monthly performance & compare to the previous year. Leveraging data from their database alongside various platforms including Google Ads, Google Analytics & Meta. Created secondary dashboard for sales team to see advertising performance for specific products & benchmark these.
Designed measures & identified key KPIs that allowed the team to see through seasonality, outliers and other complexities in their data to understand their ROI, identify opportunities to improve conversions and uncover which of their marketing streams were delivering the strongest conversions.
Beyond this component of the project, worked with the team to improve their SEO, website design, customer conversion journeys, content & social media presence as well as re-launching their newsletters with strong branding. I also built out brand-guidelines to allow them to show up consistently across all streams.
Client feedback
Katy has been an invaluable asset to our business over the past year. Her strategic insight, data expertise, and meticulous attention to detail have significantly improved our approach to marketing and decision-making. As a small business, we had plenty of drive but lacked structure in how we interpreted and used data. Katy brought clarity and direction, helping us implement sustainable systems and data-led strategies that continue to drive growth. I highly recommend her services to any business seeking actionable insight and long-term impact.
Ani, Operations Lead, Waiheke Holiday Homes
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