Data Reporting & Analytics

Project: Email Campaign Revenue Distribution
SimplePrints App, H2 2024

The Idea
I planned, built, and tracked the full slate of digital campaigns for the second half of 2024, including seasonal sales, feature promotions, and SimplePrints Newsletter, an evergreen newsletter I launched from scratch.

What Made It Different
I set up UTM-based attribution tracking across every campaign to see revenue contribution across the full mix, not just individual sends in isolation. This gave visibility most teams don't have: a clear, comparative view of what drove revenue.

The Standout Finding
SimpleTips became the single largest revenue-driving campaign category at 15.4% of total campaign revenue, outperforming every seasonal push except Black Friday, despite running with no discount incentive.

Impact
This cross-campaign visibility directly informed where I invested planning time and content development going forward, prioritizing a channel the data proved was working over assumption-driven planning.