Tiana Gauthier's Projects
View a selection of collegiate projects that demonstrate my skills in strategic marketing, analytics, and problem-solving.
Google Paid Search Ad Campaign
Digital Marketing Class
I developed and managed paid Google Search Ads to promote and raise awareness for the College of Arts and Sciences. Using a $1,300 budget over the course of three months, I targeted prospective students, resulting in 4,155 clicks, 52,362 impressions, and a click-through rate (CTR) of 7.94%. This campaign involved conducting keyword research and analyzing Google Trends to inform ad strategy. I refined and optimized the ads through an iterative process that included three rounds of modifications to improve performance and relevance.
Analysis of Television Advertisements
Marketing Analytics Class
For a marketing analytics project, I used JASP software to run linear regressions on data from television ads for a travel company, with the goal of increasing website traffic. I created dummy variables for factors such as TV spots, show genres, channels, and days of the week. Analyzing the results, I identified the optimal combination of variables to maximize website traffic within two minutes of an ad airing and provided strategic recommendations to improve advertising effectiveness.
Analysis of Customer Churn for AT&T
Marketing Analytics Class
For a marketing analytics project, I conducted an in-depth analysis of customer churn, utilizing data-driven insights to identify key factors contributing to customer attrition. I examined patterns in usage, customer demographics, and service interactions to pinpoint trends and potential pain points. Based on this analysis, I provided actionable recommendations aimed at improving retention strategies and reducing churn rates, ultimately helping AT&T enhance customer satisfaction and loyalty.
Zara's Online Retail - Marketing Research Project
Marketing Research Class
For my marketing research project on Zara's online retail, I identified a key issue affecting the brand’s online retail performance through exploratory research and developed a clear hypothesis. To test this, I conducted both experimental and survey-based research with over 50 participants, collecting valuable data on customer preferences and behaviors. Using R Studio, I analyzed the data to determine the outcome of the research and formulated actionable recommendations aimed at improving Zara’s online retail strategy and enhancing the customer shopping experience.
A/B Testing for an Advertising Campaign
Marketing Analytics Class
For a case study in my Marketing Analytics course, I utilized JASP software to conduct independent sample t-tests to evaluate the effectiveness of an advertising campaign for a new handbag in increasing conversion rates. After confirming the campaign's success, I calculated the return on investment (ROI) to assess its profitability. Based on my analysis, I provided recommendations to the company to optimize future marketing efforts.
