[{"data":1,"prerenderedAt":83},["ShallowReactive",2],{"work-marketing-eda":3,"work-next-\u002Fwork\u002Fmarketing-eda":80},{"id":4,"title":5,"accent":6,"body":7,"client":50,"cover":51,"coverAlt":51,"description":52,"duration":53,"extension":54,"featured":55,"industry":56,"meta":57,"navigation":58,"order":59,"path":60,"quote":51,"results":61,"seo":68,"services":69,"stack":71,"stem":77,"year":78,"__hash__":79},"work\u002Fwork\u002Fmarketing-eda.md","Exploratory data analysis for a marketing team","#12305C",{"type":8,"value":9,"toc":43},"minimark",[10,15,19,23,36,40],[11,12,14],"h2",{"id":13},"challenge","Challenge",[16,17,18],"p",{},"Three platforms, three sets of numbers, and no confidence in which channels drove sales.",[11,20,22],{"id":21},"what-we-built","What we built",[24,25,26,30,33],"ul",{},[27,28,29],"li",{},"A consolidated dataset in BigQuery joining ad platforms, CRM and web analytics.",[27,31,32],{},"Attribution and cohort analysis, with clear write-ups of what could and could not be concluded from the data.",[27,34,35],{},"A dashboard the team maintains themselves.",[11,37,39],{"id":38},"results","Results",[16,41,42],{},"Reallocating spend based on the analysis lifted conversion by roughly 18% the following quarter, and the team stopped arguing about whose numbers were right.",{"title":44,"searchDepth":45,"depth":45,"links":46},"",2,[47,48,49],{"id":13,"depth":45,"text":14},{"id":21,"depth":45,"text":22},{"id":38,"depth":45,"text":39},"D2C brand (Australia)",null,"A rigorous analysis of campaign, CRM and web data that reallocated budget toward the channels that actually converted.","4 weeks","md",false,"Retail & E-commerce",{},true,8,"\u002Fwork\u002Fmarketing-eda",[62,65],{"value":63,"label":64},"+18%","conversion after budget reallocation",{"value":66,"label":67},"1","shared source of truth for marketing KPIs",{"title":5,"description":52},[70],"data-analytics-predictive-ai",[72,73,74,75,76],"Python","Pandas","Jupyter","Plotly","GCP BigQuery","work\u002Fmarketing-eda","2023","YVzaAHmfIRl10YaSf1ON3cWxfJ3a0Wu-kJPHUHdNQNk",{"path":81,"title":82},"\u002Fwork\u002Fecommerce-personalisation-plugin","Personalisation plugin for an e-commerce platform",1792973683916]