Marketing Analytics

Website Traffic & Attribution Analysis

The goal of the NCM SGV project is to analyze website performance, audience engagement, and branch out to membership growth opportunities.
- By using GA4, BigQuery, Looker Studio, and Google Search Console we are able to look into user behavior, engagement rates, and audience retention.
- The analysis focused on traffic channels, landing pages, devices, and audience segments and how this contributed differently to engagement. This helped identify opportunities for website optimization and long-term audience reach.

Marketing Accessibility Scorecard also known as MAS, focused on evaluating how brands show accessibility and inclusivity across digital consumer touchpoints.
- Using structured scoring framework, brands were evaluated on areas such as website, apps, customer service over the phone, promotion, terms and warning, visual appearance, and follow-up communication. This project help highlight the importance of accessibility and inclusive marketing.
- Analysis was done by measuring inter-rater reliability using intraclass correlation coefficient (ICC) analysis to evaluate the consistency between elevators. It helped show reliability of MAS framework and identify which dimensions show high agreement in order for it to further help clients in areas that show strong need for improvement.