Travel Promotion Performance Dashboard: Insights with Looker Studio

During my time as a freelance data analyst, I worked with a Travel Agency to develop a comprehensive dashboard for evaluating the performance of a promotion in partnership with a Travel Credit Card company.

The primary objective of this dashboard was to provide insightful monitoring and reporting on various aspects of the promotion's performance. It offers a holistic perspective, covering key metrics such as top packages and destinations, ticket volumes, booking and departure dates, along with other company-specific indicators.

Recognizing the importance of clear labeling and user guidance, I ensured the dashboard's effectiveness by including a user-friendly introduction outlining its purpose and providing guidance on navigating through different metrics. For certain metrics, interactive pointers were incorporated to enhance user engagement and maximize utility.

Made using Looker Studio, the dashboard consists of line, bar, and table charts. The layout was designed by prioritizing essential data points and arranging them in a logical sequence for easy comprehension and navigation.

Please note that all identifiable information and figures have been redacted to maintain client confidentiality.

Transforming Rosor: Innovating Marketing, Sales, and Operations

Rosor is a Toronto-based UAV startup, specializing in conducting airborne geophysical surveys. When I joined Rosor as the marketing lead, the company was undergoing a significant transition from drone delivery to focusing on data acquisition and mineral exploration within the mining industry. This shift necessitated a holistic transformation across various fronts, including not only a revamping of our website and marketing strategies, but also enhancing our sales approach to align with our evolving business objectives.

My overarching task was to lead a multifaceted overhaul encompassing our online presence, marketing efforts, and sales strategies to effectively communicate our new focus and attract potential clients. This involved redesigning our website layout to refine the user flow for seamless navigation, updating our descriptions and services to reflect our industry pivot, and implementation of a chatbot on our website to streamline lead generation efforts and enhance user engagement. Simultaneously, I played an active role in formulating our sales strategy, which initially targeted airborne geophysical surveillance companies. As our strategy evolved, our focus shifted to junior mining companies, with the goal of developing working relationships and securing contracts for exploration projects.

I spearheaded various initiatives to enhance our online presence, streamline communication, refine our sales strategy, and optimize business administration processes. Through website revamps, chatbot implementation, LinkedIn marketing strategies, sales strategy refinement, and business administration improvements, we achieved significant improvements in engagement, lead generation, and organizational efficiency.

1. Website Revamp:

   • Redesigned the landing page layout to improve user experience and encourage exploration.

   • Updated company description to reflect the industry pivot, highlighting the services and sensors provided by Rosor.

   • Refreshed brand colors, logos, and images to create a modern and cohesive visual identity.

   • Implemented a form submission feature connected to Rosor’s CRM, ActiveCampaign, for seamless lead management.

2. Chatbot Implementation:

   • Installed Tidio chatbot on the website to provide instant assistance and improve visitor engagement.

   • Programmed the chatbot to automate responses to basic inquiries, simulate human-like interactions, and collect lead information.

   • Configured work hours and availability settings to ensure timely responses and manage user expectations effectively.

3. LinkedIn Marketing:

   • Developed a comprehensive content strategy for the LinkedIn company page, focusing on sharing industry-relevant articles and showcasing Rosor's expertise in UAS technology.

   • Conducted hypothesis tests to analyze the effectiveness of different types of content and posting times, refining the strategy based on the results.

   • Incorporated feedback from industry peers and stakeholders to diversify content and provide value beyond marketing Rosor, fostering thought leadership and engagement.

4. Sales Strategy Refinement:

   • Explored various lead generation channels targeting airborne geophysical surveillance companies, junior mining companies, and potential demo projects.

   • Transitioned from LinkedIn Sales Navigator to Mining Intelligence for more detailed company information and improved prospect targeting.

   • Implemented ActiveCampaign as a CRM and email marketing platform, integrating forms on the website and setting up automated workflows to nurture leads effectively.

5. Business Administration:

   • Implemented Notion as a centralized platform for task organization, outlining responsibilities, and tracking progress.

   • Integrated ActiveCampaign with Slack for real-time notifications and streamlined communication between sales and marketing teams.

   • Established sales pipelines for different target segments (e.g., JMCs, geophysical surveillance companies) to track leads and optimize conversion rates.

The implementation of various initiatives yielded significant outcomes for Rosor. The website revamp and chatbot integration led to increased user engagement and qualified leads. Additionally, the LinkedIn marketing strategy resulted in improved engagement and follower growth. Refinement of the sales strategy enhanced prospect targeting and lead management, while the adoption of business administration tools improved workflow efficiency. Our collective efforts led to Rosor being awarded the prestigious Norman Esch Award from the Ryerson University Centre for Engineering Innovation and Entrepreneurship, valued at $25,000. This recognition not only showcased our commitment to innovation but also enhanced our credibility in the industry.

Millennial Donor Strategy: Innovating Charity Engagement with Children Believe

During my university capstone project, I had the opportunity to collaborate with a team on a project with Children Believe, a registered Canadian charity dedicated to supporting children and causes internationally. Our objective was to enhance the organization's entrepreneurial value by addressing challenges and implementing solutions..

Our team was to identify areas of improvement within Children Believe and implement solutions to enhance their outreach and donor engagement strategies. We conducted extensive primary and secondary research, analyzing the charity sector, the organization's internal processes, as well as the perspectives of their employees and donors. Through this research, we aimed to pinpoint key problems and opportunities, with a particular focus on communication strategies, targeting millennial donors, and attracting corporate donors.

Using design thinking tools and methodologies, we delved into the data gathered during our research phase. Collaboratively, we identified three major areas for improvement and developed hypotheses for testing. After careful consideration and in consultation with Children Believe, we decided to focus on targeting millennial donors. To address this, we proposed the introduction of crowdfunding as a funding tool and the creation of engaging social media content.

Over the following months, we took proactive steps to implement our solutions. We developed and executed an Instagram story campaign, crafted engaging highlight reels, and created compelling digital content aimed at resonating with millennial audiences. Additionally, we formulated an online crowdfunding campaign strategy tailored to Children Believe's mission and audience demographics.

Our efforts yielded promising results.

• Raised $5000 for 10 children via IG story campaign.

• Increased Instagram engagement with 35 new followers and improved impressions.

• Developed content templates, including Canva designs and photography tips.

• Employee innovation score rose to 77%, exceeding benchmarks by 12%.

By leveraging social media platforms effectively and implementing crowdfunding initiatives, we observed an increase in millennial donor engagement and a reduction in acquisition costs for Children Believe. The Instagram campaign generated significant traction, leading to heightened awareness and increased donations from younger demographics. The introduction of crowdfunding as a funding mechanism proved successful, providing a sustainable avenue for future fundraising endeavors.

Overall, our collaborative efforts with Children Believe resulted in improvements to their donor engagement strategies and reflects a comprehensive effort to innovate and drive positive impact in collaboration with a charitable organization.