Hearth & Hollow Dashboard
Trevere Taylor
Hearth & Hollow Dashboard
Year: 2025
Project Overview
This assignment was about analyzing campaign data to guide Black Friday strategy. I built a dashboard using metrics like CLV, CAC, and the CLV:CAC ratio, along with funnel stages and channel insights. The goal was to visualize performance, identify the most efficient campaigns, and recommend strategies to maximize profitability.
Objectives
To analyze campaign performance across revenue, churn, channel reach, and customer lifetime value.
Role & Responsibilities
I acted as the analyst, gathering data, interpreting trends, and identifying key insights.
Outcome
Delivered a clear summary highlighting strong acquisition, weak retention, and actionable strategies for improvement.
Work Process
1. Clarifying Metrics
I began by defining the key marketing metrics — CTR, APV, APF, ACL, CLV, and CAC. I wrote out the formulas for each metric so I had a clear foundation.
2. Calculating Revenue per Order (APV)
I took the raw revenue and order data for each campaign. I divided revenue by orders to calculate Average Purchase Value (APV). Fewer orders tended to mean higher APV, while more orders lowered the average.
3. Calculating Average Purchase Frequency (APF)
I used the formula: Orders ÷ New Customers. Most customers averaged about 1.6 purchases, with some campaigns showing stronger repeat behavior.
4. Calculating Customer Lifetime Value (CLV)
I combined APV × APF × ACL (where ACL = 1 ÷ churn rate). I highlighted the best campaigns (#1 and #5), the middle ground (#2 and #6), and weaker ones (#7, #10–12).
5. Calculating Customer Acquisition Cost (CAC)
I applied the formula: (Ad Spend + Other Marketing Cost) ÷ New Users. CAC was consistently low (~$0.47–$0.62), which meant acquisition was highly efficient.
6. Combining CLV and CAC → CLV:CAC Ratio
I divided CLV by CAC to measure efficiency. I identified the best performers (Campaigns 1, 2, and 5) and the weakest (Campaign 11).
7. Funnel Metrics
I broke down the funnel into Awareness, Engagement, Conversion, and Retention. Awareness and engagement were strong, but retention was weak.
8. Channel Insights
I compared Instagram, Twitter, YouTube, and LinkedIn reach growth. Instagram and Email were the strongest channels. LinkedIn was the weakest performer.
9. Top Campaigns by Month
I highlighted August (Campaign 1), September (Campaign 5), and October (Campaign 11) with their metrics.
10. Final Storytelling Script
I synthesized all metrics into a concise 3-minute narrative. I framed the wins (low CAC, strong reach), the challenges (high churn, weak retention), and the recommendations (focus on Instagram/email, replicate Campaign 5 strategies).
My process: Define → Calculate → Interpret → Visualize → Summarize → Recommend.
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Posted Jun 20, 2026
Analyzed campaign data to guide Black Friday strategy through a comprehensive dashboard.
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