Samantha Hill

Q Data analytics: Big Kahuna Burger

Type of work: Data analytics

Date: April 1st – June 20th

Audience targeted: Internal engagement team

Strategy: To produce a weekly suite of materials to be presented to the internal engagement team to analyse what emails and news articles have been sent out over a weekly basis and if these reached their targeted audience

Objective:

To understand why some articles are popular and some are not

To discuss the positive and negative aspects of articles sent out under the Global Consumer Healthcare internal tag and emails send from the CH Global Comms inbox

Involvement:

To pull together the research and present this back to the internal engagement team at the weekly Big Kahuna Burger meeting

Tactics:

- Using Adobe Marketing Cloud to source data on articles which have been published the previous week

- To search for news articles using the source and it’s tagging system

- To print off articles and emails to analyse and critique their visual appeal

- To highlight similarities between popular/ unpopular stories

- To pull together a bank of data on every article published this year (January 1st-June 1st) to find out which articles created the most traction or fit their purpose

Evaluation:

There has been many valuable insights gained from this research and the internal engagement team have been able to further tailor their approach when sending emails or publishing articles to correctly target their preferred audience

Reflection:

I enjoyed this project because I gained insights into my own writing as well as that of the rest of the internal engagement team. Running these sessions gave me the ability to be creative; I was given a short brief on what to present so I could tailor the meetings however I thought would be the most beneficial.

At first, I wasn’t sure how to approach this meeting and gave a very basic over view of the data, however, I have since delved deeper into the data and found it interesting which I think can be seen in my presenting skills.