# Marketing analytics · experience and example brief

Richie Lin · Experience and work samples

I have analyzed creative engagement, audited campaign activity, and identified gaps in recorded advertising results. I care about defining the metric before drawing the conclusion.

## Relevant experience

### Campaign measurement

Identified $12.9K of $37.2K in Meta ad spend without recorded results and recommended tracked experiments.

Working principle: Check measurement coverage before recommending a budget change.

Case: https://richielin.com/pages/breaking-games

### Creative experimentation

Ran weekly A/B tests across 50+ ad variations and analyzed engagement in Excel for email, landing pages, and Instagram Stories.

Working principle: A regular test cadence connects creative decisions with observed engagement.

Case: https://richielin.com/pages/romin

### Audience & KPI definition

Audited 74 Instagram posts, 48 email sends, and CRM activity to shape audience segments and onboarding KPIs.

Working principle: Define the intended action before selecting campaign KPIs.

Case: https://richielin.com/pages/nyuc

## Illustrative brief · proposed approach

A campaign has strong clicks but weak signups. What should we investigate?

Inputs: Campaign spend, impressions, clicks, sign up events, landing page variants, and tracking definitions.

1. Check event coverage, campaign tags, duplicate events, and the time window.
2. Compare the click to sign up journey by audience, channel, and device. Separate observed differences from causal claims.
3. Propose one controlled message or landing page test with a primary metric and a guardrail.

Proposed deliverable: A funnel review and an experiment brief with a clear decision rule.

Evaluation: Use the correct eligible audience as the denominator and agree on sample size and analysis rules before launch.

## Related methods and exercises

- Campaign conversion readout (Illustrative sample · Synthetic data): https://richielin.com/pages/samples/campaign-readout
- Customer purchasing mix memo (Public data analysis · Portfolio companion): https://richielin.com/pages/samples/customer-insight-memo

## Context

The analysis uses Excel, SQL, and custom dashboards. Missing campaign results remain a measurement question, not evidence of ineffective advertising.

The proposed brief is a planning exercise. Each linked method includes its data or assumptions.

Role titles: Marketing Analytics Intern · Digital Marketing Analytics Intern

Contact: richielin02@gmail.com
Online: https://richielin.com/pages/roles/marketing-analytics