CONNECTING THE DIGITAL DOTS 

The beauty of digital is that you can know everything. Who clicked on your post? What did they do once they clicked? At one point during the checkout process did they abandon their cart? I enrolled in General Assembly's 10-week digital marketing class to enhance my analytical skills to successfully measure a campaign and produce actionable data. My goal was to take Eataly's email marketing efforts to the next level, and I identified Click Through Rate, Open Rate, Sign Up Rate, Average Orders Per Day and Conversion Rate as our KPIs. In order to collect data accurately and efficiently, we refined our email UTM codes to track user behavior in Google Analytics. What happened after they clicked through? On what page did they drop off? We began to develop our first A/B testing strategy with email subject lines as the variable. Would one subject line perform better than the other? We designed a newsletter sign up modal and worked with our developers to set up a conversion pixel to track how many users closed the box VS. how many users signed up. Could we then encourage these fresh Eataly recruits to make their first purchase? To increase orders per day and conversion rates, we evaluated segmentation and retention strategies to implement during the holiday rush. How could we incentivize repeat customers to increase their average order values? How could we entice customers with high order values to convert again? Pushing the conversion needle is at the core of my creative thinking and understanding how a campaign performed often leads to your next idea.