RLRichie LinBusiness & marketing analytics
Menu
← All focus areas

Primary interest

Marketing analytics

Campaign measurement · Experiments · KPIs

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.

Email Richie Explore the methods ↓

Project connections

Specific contributions and the methods behind them.

Campaign measurement

Breaking Games
Jul 2026 to Aug 2026

My contribution

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

Read the case study

Practical lesson

Check measurement coverage before recommending a budget change.

Creative experimentation

Romin
Sep 2024 to Jan 2026

My contribution

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

Read the case study

Practical lesson

A regular test cadence connects creative decisions with observed engagement.

Audience & KPI definition

New Yorkers United for Child Care
Jun 2026 to Aug 2026

My contribution

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

Read the case study

Practical lesson

Define the intended action before selecting campaign KPIs.

Illustrative brief · Proposed approach

A proposed exercise.

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

Start withCampaign 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.
What I would deliver
A funnel review and an experiment brief with a clear decision rule.
How I would evaluate it
Use the correct eligible audience as the denominator and agree on sample size and analysis rules before launch.
Field notes & related role titles

Marketing Analytics Intern · Digital Marketing Analytics Intern

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

The example brief above describes a proposed approach. Case studies distinguish completed work, reported results, and recommendations.

Related methods & exercises

Download the field brief ↓

Each exercise includes a question, its assumptions, and working files.

Market research & insights

Public data analysis · Portfolio companion

Customer purchasing mix memo

Compare what retail customers bought with purchases by hotels, restaurants, and cafés using historical public records.

Read sample