Project Goal:

​As part of the Stukent Digital Marketing Analytics Simulation, I acted as a marketing analyst for Buhi Supply Co., a lifestyle accessories brand. The goal was to create and optimize a digital strategy that increased sales revenue, improved ad efficiency, and maximized ROI across multiple paid channels.

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Solution:

• Defined customer personas based on demographic, behavioral, and interest data provided in the simulation.

• Tested subject lines, CTAs, visuals, and variations on website and email campaigns to drive higher conversions, engagement, and revenue growth.

• Allocated budgets across paid search, display, and social campaigns by analyzing past performance data, testing keyword strategies, and optimizing bids.

• Ran A/B tests on ad copy, landing page design, and targeting to improve conversion rates.

• Applied analytics tools (Excel Solver & Python) to forecast campaign outcomes, optimize budget allocation, and measure incremental ROI.

• Iteratively adjusted campaigns week over week using performance data to drive efficiency and growth.

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Results:

• Increased ROI by 21x through optimized campaign management.

• Achieved a CTR of 24% on top-performing campaigns (industry avg ~4–5%).

• Drove a 30% increase in revenue quarter-over-quarter by focusing spend on high-performing channels.

• Improved customer acquisition efficiency, with over 70% of visits from new users.

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Tools Used​:

• Stukent Simulation Platform: Campaign dataset (keywords, CTR, CPC, conversions)

• Excel

• Solver

• Python (Google Colab)

• Matplotlib & Seaborn

• Tableau