Credit: VisitNC Photo taken at the Art of Living Retreat Center
WHY this project?
As I worked closely with the marketing team at the AOLRC retreat center, I was focused on growing my own experience while using my in-depth knowledge of the retreat center and the wellness category to help strengthen our marketing efforts. It was clear that understanding our audience—especially influencers—was key to improving our strategies. I was actively involved in analyzing data to uncover insights into influencer demographics and measure the success of our lead generation efforts using the new software, Click. This project allowed me to combine my passion for data with the real-world impact it could have on our marketing approach.
What Readers Will Gain
In this article, you will learn about the interesting findings from the influencer retreat, including who our influencers are, how effective our lead conversion strategies were, and the surprising diversity among the attendees. My hope is that you’ll walk away with a better understanding of how data can empower marketing decisions.
Key Takeaways
- Most large influencers are located in coastal cities like LA, NYC, and Miami.
- Lowering the qualification barrier for influencers enabled us to tap into a more local market.
- One-quarter of our cold leads converted to warm leads.
- Eight out of eleven retreat attendees originated from Click leads; the remaining three came through referrals.
Dataset Details
For this project, I used a dataset sourced from our company’s CRM. We collaboratively built this dataset on Google Sheets, collecting over 600 cold leads from Click analytics. This dataset was ideal because it provided a comprehensive look at potential influencers, allowing us to analyze their demographics and engagement potential effectively.
Analysis Process
The analysis journey began with cleaning the dataset to ensure accuracy. I transformed the raw data into meaningful insights using Tableau, focusing on visualizations that illustrated key metrics like engagement rates and follower counts. One of the biggest surprises was discovering the diversity of influencers at the retreat; they came from various locations and markets, demonstrating that our approach had successfully broadened our reach.
Visuals and Insights
Main Takeaways
Reflecting on the project, I learned that by diversifying our approach to qualifying influencers, we not only expanded our reach but also improved our lead conversion rates. Knowing that 25% of our cold leads transitioned to warm leads is a huge victory and underscores the importance of understanding our audience better. Additionally, the variety of influencers we attracted suggests that our marketing team should continue exploring local markets while maintaining connections with major influencer hubs.
Conclusion and Personal Reflections
This project taught me invaluable lessons about the power of data in driving marketing decisions. I faced challenges, particularly in data cleaning and visualization, but overcoming these obstacles made the insights even more rewarding. This experience has not only deepened my appreciation for data analysis but also shaped my future goals in the marketing analytics field.
Call To Action
Let’s connect on LinkedIn! If you or someone you know is looking to hire a data analyst, I would love to chat. Share your thoughts or questions in the comments below; I’m eager to hear from you!