Marketing Performance Analysis – Hershey’s Mint-Espresso Kit Kat
Project Details
Name
Fordham University – Marketing Analytics (Simulated Project)
Tools Used
Tableau, Excel, Campaign Modeling, ROAS Optimization, CTR/CPC Analysis, Funnel Attribution, Persona Development
Overview
As part of the Marketing Analytics course, I conducted a full-funnel performance analysis for a simulated launch campaign of Hershey’s Mint-Espresso Kit Kat using professor-provided dummy data. The objective was to evaluate ad channel effectiveness, model key KPIs, and recommend budget reallocations to improve ROI and future campaign design.
My Role & Technical Strategy
Using Excel and Tableau, I cleaned and analyzed multi-channel campaign data across variables like Impressions, Clicks, Spend, ROAS, CPC, CTR, and Site Actions. I applied funnel attribution models to isolate performance by ad type (Display, Social, Search, High-Impact) and evaluated campaign lift over 2022 baselines. I also created data-informed Gen Z female personas to guide targeting refinement and creative strategy.
Technical Elements & Tools
- Tableau: Designed dashboards comparing weekly ROAS, spend distribution, and performance trends
- Excel: Modeled KPI deltas, created ROAS simulations, and cleaned campaign raw data
- Metrics Tracked: CPC ($2.52 vs $15.15 benchmark), CTR (0.53% vs 0.43%), ROAS, conversion rate
- Forecasting: Projected revenue impact of reallocated spend with a $1.12M/month target
- Persona Development: Created actionable audience profiles to enhance creative resonance
“I don’t just market—I build systems that move people and performance. ”
Rhea Shah
Marketing Strategist
Key Findings & Strategic Impact
- Google Ads delivered the highest ROAS and should receive increased budget share
- Social platforms showed engagement lift but lower conversion, suggesting retargeting is needed
- Recommended shifting low-performing display budgets and integrating real-time tracking loops
- Presented a phased reallocation model to lift campaign profitability and customer retention
This project highlighted my ability to turn simulated campaign data into business-ready insights — applying performance analytics, storytelling, and persona-led optimization to mirror real-world marketing decisions.
Impact
The performance analysis uncovered key opportunities for optimizing ad spend and improving ROI. Strategic recommendations—such as reallocating budget toward high-ROAS channels and enhancing retargeting efforts—offered a clear path to increased campaign profitability and customer retention, mirroring real-world decision-making for future product launches.
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