Convert data into actionable insights
Analytics
Social Media Comparison Report
I created a comprehensive report analyzing the 2023 and 2024 camp seasons (June–August) for the Association and all the camps whose social media accounts I manage. The report provides detailed insights into audience demographics, post performance, reach, and interaction data, along with a breakdown of the top-performing posts for each account. At the end of the document, I provided recommendations for improvement. This report was shared with the Chief Marketing Officer, Director of Digital Marketing, and Camp Directors, playing a key role in shaping our new social media strategy.
A/B Testing Report
I conducted an A/B test on our monthly eblasts for April and May 2024 to evaluate the impact of long vs. short-form content on driving engagement and website traffic. We hypothesized that more concise emails would generate higher open and click-through rates. Surprisingly, long-form content generated a slightly higher open rate, while the shorter format proved far more effective in driving website visits and conversions. Specifically, we saw a substantial spike in registrations for two of our SunriseWALKS events, which can be directly linked to the increased website traffic from the shorter eblasts. These results confirmed that our readers prefer scannable, digestible content with clear calls to action, making short-form eblasts a more effective strategy for audience engagement.