Case Study: Lifecycle Engagement Analysis

The Brand: Hotel Collection is a luxury fragrance brand that brings the same reminiscent scents found in high end hotels to the comfort of your own home or business.

Analysis Goal: Determine the performance of the existing lifecycle marketing strategy and identify drop-off points in the customer journey.

My Role: I exported email and sales performance data from Klaviyo and Shopify, then cleaned and analyzed the data in Excel and Google Sheets. Using pivot tables and visualizations, I identified the most effective touchpoints and where users were disengaging. I segmented users by engagement tiers and created a monthly retention dashboard to track customer health.

Results:
✔ Identified that 45% of drop-offs happened after the second email in the welcome flow
✔ Implemented changes that led to a 19% increase in retention after 30 days
✔ Built a dashboard that reduced reporting time by 60%